article, https://www.insidehighered.com/blogs/call-action-marketing-and-communications-higher-education/stories-matter-so-make-yours-better
Excerpt> Today, storytelling is more critical than ever, especially for marketers. So we do everything we can to be relevant, relatable and meaningful to our audiences. We try desperately to embed our brands into their hearts and minds. We know—scientifically and anecdotally—stories are the best way in.
But our biggest challenge is the sheer volume of content. Colleges and universities compete with bigger, better-resourced brands who spend much more to produce content for the dwindling attention spans of the same audiences we're after. Despite what every higher ed marketer has heard at least once from board members and/or senior administrators, the solution isn't to "just tell our story better" or change the perception that "we're the best-kept secret in [insert place here]." Nor should we pile on more press releases, event releases and award announcements.
The real solution is to tell better stories.
Excerpt> Today, storytelling is more critical than ever, especially for marketers. So we do everything we can to be relevant, relatable and meaningful to our audiences. We try desperately to embed our brands into their hearts and minds. We know—scientifically and anecdotally—stories are the best way in.
But our biggest challenge is the sheer volume of content. Colleges and universities compete with bigger, better-resourced brands who spend much more to produce content for the dwindling attention spans of the same audiences we're after. Despite what every higher ed marketer has heard at least once from board members and/or senior administrators, the solution isn't to "just tell our story better" or change the perception that "we're the best-kept secret in [insert place here]." Nor should we pile on more press releases, event releases and award announcements.
The real solution is to tell better stories.
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