What is it to be truly authentic?
We’ve spoken about “authenticity” for some time in higher ed.
But this year, I feel we’ve turned a corner by interrogating what that actually means.
In the past, social media has been synonymous with jumping on trends. Now, the mood is shifting.
Based on what I’m hearing at events, on consultancy projects and in the wider education marketer community, people are starting to question the value of “views.”
What’s the point of publishing content that is seen, but does nothing to further their institutions' POV?
What the alternative could look like
If we really care about belonging, why are we jumping on trends that aren’t speaking to students’ needs?
We’re in a cost-of-living crisis. Is there an institution that’s set out to become the LEADING AUTHORITY on how students can afford a life at university? What would that content programme look like?
Could it be designed in a way that every student (not just the ones interested in that school) would read and share that content?
I think a lot of institutions are now knocking at the door of true content marketing strategies:
Defined content programmes
Building meaningful connection
Focused on a specific audience need
According to Net Natives, 14% of students chose their university because it had “better communication” from another institution.
What we publish sways decisions. Let’s make it count.
