Let me tell you about an email I received last week from a university marketing director. “ChatGPT just recommended our competitor’s programme to a prospective student,” she wrote. “Our programme is older, better funded, has better outcomes. But ChatGPT didn’t even mention us.” She was frustrated. Angry, even. How could an AI system ignore her […]
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The 15-Minute Interview: How to Extract Authentic Stories When Your Experts Are Too Busy to Write
Let me tell you about the most common problem I hear from marketing and communications professionals across every knowledge-intensive industry I work with. “Our subject matter experts don’t have time to write content.” Whether it’s a university trying to update programme pages, a hospital system showcasing specialist expertise, or a financial services firm explaining complex […]
Why Your Website Is Playing Two Games at Once. And Losing Both.
Let me tell you two stories about the same prospective student in 2026. Story One: Thabo is researching computer science programmes in Johannesburg. He opens ChatGPT and asks: “What are the best computer science programmes in Johannesburg?” ChatGPT gives him detailed information about three universities. Comprehensive descriptions. Entry requirements. Career outcomes. Everything he needs to […]
Content Alchemy: Turning Plans into Digital Gold
**Content Alchemy: Execution for Digital Success** Executing content plans is crucial for creating impactful marketing campaigns. Building a strong team with diverse skills, streamlining the creation process, and optimizing content for SEO, readability, and visual appeal are essential. Distribute content effectively through multiple channels, including social media, email, and influencer partnerships. Measure performance and use analytics to improve content strategy. Embrace agility to adapt to market changes and audience preferences, ensuring content continues to resonate and deliver results.
Content Strategy Confessions: Are You Planning to Fail?
Let’s face it: in the world of content marketing, winging it is about as effective as bringing a knife to a gunfight. Yet, shockingly, a recent study by the Content Marketing Institute found that only 41% of B2B marketers have a documented content strategy. If you’re part of the 59% flying by the seat of […]