effective marketing team? 6 rules.

https://www.insidehighered.com/blogs/call-action-marketing-and-communications-higher-education/6-rules-highly-effective-marketing

includes this advice,

4) Put content first.

We're moving away from having "web writers" vs. "magazine writers" vs. "prospective student materials" writers. We've consolidated the responsibility for content development with one group, called Marketing Communications. This will help to ensure that we're thinking first about identifying the stories that best represent the Columbia College Chicago brand, and then figuring out what audiences to communicate them to in what vehicle. This makes sure we're making the best use of the content we have, and not duplicating efforts.