Unleashing the Power of Stories for Epic Content Marketing

In this episode of "Confessions of a Higher Ed CMO," Jaime is joined by Brian Piper, author of Epic Content Marketing, Second Edition. Brian shares valuable insights and strategies to help higher education marketers navigate the ever-changing landscape of content marketing. This episode uncovers the secrets to creating engaging content that captures the hearts and minds of your audiences. 

Takeaways from this episode include:

• An understanding of the six principles of epic content marketing
• Insights into the essential elements of a successful content marketing strategy
• Advice on content that drives engagement, fosters relationships, and yields results
• Guidance on leveraging the power of storytelling to captivate your audiences
• Tips for nurturing your audience and building brand loyalty
• Methodologies for tracking the effectiveness of your content efforts
• Insights into the future of content marketing in higher education

Episode Summary

Why Audience Matters in Content Creation

Jaime Hunt begins by highlighting the challenge of shifting from a journalism mindset, where content serves a general audience, to a higher education marketing mindset focused on specific personas. Brian Piper explains how higher ed content creators must learn to identify clear target audiences for each piece of content, tailoring messages to meet their unique needs and goals. By emphasizing audience segmentation, institutions can make more strategic use of resources and better align content with institutional priorities.

Brian describes his role at the University of Rochester, which involves analyzing data to improve content impact. When content is created without a strategic goal, it often fails to gain traction. Focusing content on well-defined audiences can change this, driving engagement and meaningful actions. He stresses that understanding the distinct characteristics of each audience segment—whether prospective students, faculty, or alumni—is foundational for effective content marketing.

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Implementing the Six Principles of Epic Content Marketing

Drawing on insights from Epic Content Marketing, Brian shares the six principles that shape successful content strategies:

1. Fill a Need: Content should address a specific audience’s questions or problems.
2. Be Consistent: Regularity builds trust; audiences expect and value consistency in delivery.
3. Be Human: Authenticity in voice helps audiences feel a connection to the institution.
4. Have a Point of View: Stand for something that aligns with the brand’s values.
5. Avoid Sales Speak: Keep the focus on the audience rather than the institution.
6. Strive to Be the Best of Breed: Set high standards for quality and relevance.

These principles make content marketing more impactful, allowing institutions to focus on building trust and delivering genuine value. Brian shares his experience helping teams across departments understand how these principles help in creating content that feels personal, relatable, and genuinely helpful for target audiences.

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Measuring Success with Data and Refining Strategy

Data-driven insights play a crucial role in content strategy at the University of Rochester. By analyzing content performance and engagement metrics, Brian’s team identifies what resonates with audiences. For example, he describes how data showed that certain news stories could be better repurposed for specific audiences rather than assuming all content should reach everyone. Adjusting calls to action (CTAs) based on audience data helps keep prospective students, alumni, and current students engaged without overwhelming them with irrelevant information.

Brian highlights the importance of audience-focused content as an ongoing cycle, where data is used to continually refine content strategy. This feedback loop allows teams to stop investing in content that fails to meet goals, freeing up resources for high-impact projects. He also emphasizes the potential of storytelling in content marketing, explaining that personal stories from students, faculty, and alumni create an emotional connection that builds trust and engagement over time.

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The Future of Content Marketing in Higher Ed

Looking to the future, Brian sees significant changes in higher ed content marketing driven by technology and societal shifts. AI, for example, will become a more integral part of content creation and personalization, while the metaverse could reshape how universities connect with students globally. Trust and authenticity will become even more critical as students increasingly seek alignment between institutional values and personal beliefs.

For institutions with limited resources, Brian suggests starting with small, manageable content projects that deliver clear value. As these efforts prove successful, they can be scaled or used as a model for broader initiatives. He also advises universities to explore new channels like podcast networks to amplify their reach and connect with audiences in unique ways. By prioritizing authenticity, consistency, and audience-focused content, higher ed marketers can better serve their communities and build lasting relationships.

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This episode is brought to you by our friends at Mindpower:

​​Confessions of a Higher Ed CMO is sponsored by our friends at Mindpower- a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward. Learn more about Mindpower here! 

About the Enrollify podcast Network:

Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network.  If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jeremy Tiers, Corynn Myers, Jaime Gleason and many more. 

Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!