Have you struggled with determining what prospective students, parents, alumni and other constituents would find most interesting or meaningful when they hit your websites, social channels or email newsletters? Then Youtility: Why Smart Marketing is about Help Not Hype is a must-read. Author Jay Baer tells readers to stop trying to be amazing and start being useful. Instead of marketing that’s wanted by companies, Youtility, he says, is marketing that’s wanted by customers—useful and free information that builds a long-term bond between an organization and its customers.
What does this look like in practice in higher education marketing? With more than 125,000 views, University of California’s video about why foam makes beer taste so good is a great example. Why does it work? 1) People like beer. 2) The storyteller is an interesting character. 3) The content itself is interesting—it explains why foam matters, and it’s a service to people making beer.
You’ll find dozens of additional examples—and a six-step process for creating Youtility—in Jay Baer’s book. Read the free sample chapter today.