Define your Universities brand story

In higher education marketing, every piece of content should also tell a story that resonates with the audience. To achieve this, it’s important to define your content story arc and narrative elements. By understanding the structure of your content, the characters involved, and the emotional journey your audience will take, you can create content that connects with them on a deeper level. Here are some tips to help you define your content story arc and narrative elements for higher education marketing.

Identify Your Audience

To create content that resonates with your audience, you need to understand who they are, what their needs are, and what motivates them. Conducting audience research will help you gain insights into your target audience’s needs, preferences, and behaviours. For example, you might consider the age range, gender, education level, and interests of potential students you are targeting.

Develop a Student Journey Map

Creating a student journey map can help you visualise the different stages a student goes through as they navigate the higher education system. This can help you identify pain points and opportunities for content creation that addresses the student’s needs at each stage of their journey. For instance, you might map out the journey from considering a program to applying, enrolling, and graduating.

Define Key Characters

In higher education, there are several key characters involved in a student’s journey, such as professors, advisors, alumni, and current students. Define these characters and their roles to create content that speaks directly to their perspectives and experiences. For instance, you might create content that highlights the experiences of current students or features interviews with alumni who have achieved success in their fields.

Craft Emotional Content

Higher education is also a deeply personal and emotional experience. To create content that resonates with your audience, you need to tap into their emotions and experiences. Consider creating content that focuses on student stories or addresses common fears and concerns that your audience may have, such as the fear of not being accepted or the anxiety of choosing the right program. This type of content can help establish a connection with potential students and build trust and credibility for your institution.

In higher education marketing, telling a compelling story that resonates with your audience is important. Defining your content story arc and narrative elements can help you achieve this goal. Here are some tips to outline your story arc:

1. Introduction: Introduce the topic and the key characters involved in the story. For example, if you’re creating content about a student’s college journey, introduce the student and their background.
2. Rising Action: Build tension and establish the problem or challenge. This could be a
struggle the student is facing, such as navigating the college application process or balancing their academic and personal life.
3. Climax: Reach the peak of the emotional journey, where the problem is at its most intense. This could be a crisis or a turning point in the student’s journey.
4. Falling Action: Resolve the problem and provide a solution or conclusion. Show how the student overcame their challenge and achieved their goal.
5. Conclusion: Wrap up the story and provide a call to action for the reader. This could encourage the reader to apply to your university or highlight the resources and support available to students.

Incorporating visuals can also enhance your story and engage your audience. Consider using photos, videos, infographics, and other visuals to bring your story to life. By defining your content story arc and narrative elements, you can create higher education content that tells a compelling story and resonates with your audience.

Download the Ultimate Guide to Higher Education Marketing here.