#88 - Stop Copying Bad Content: How to Break Out of the Higher Ed Marketing Status Quo w/ Tony Sheridan
In this conversation, Tony Sheridan shares his unique journey from a woodwork teacher to a marketing and communications manager at KAUST in Saudi Arabia. He discusses the transformative power of higher education, his innovative approaches to social media at the University of Limerick, and the importance of storytelling in effectively communicating the benefits of education. Tony emphasizes the need for creativity and inspiration beyond traditional higher education practices, advocating for a narrative-driven approach to marketing that highlights the benefits rather than just the features of educational programs. In this conversation, John Azoni and Tony discuss the critical role of storytelling in content creation, particularly in higher education. They explore the differences between narrative and declarative storytelling, the importance of engaging hooks, and the necessity of conflict in storytelling. Tony shares his experiences working in Saudi Arabia, emphasizing cultural sensitivity and the need for diverse representation in storytelling. The discussion concludes with practical tips for effective storytelling, encouraging content creators to focus on their audience's needs and the overarching narrative they wish to convey.
Key takeaways:
- Higher ed changed Tony’s life—he went from construction work to leading global marketing efforts in academia.
- Storytelling beats features—narrative and emotional engagement are more impactful than just listing facts.
- Inspiration should come from everywhere, not just other universities—great ideas often come from outside the industry.
- Good content has structure—start with a hook, re-hook throughout, and always know the goal behind the story.
- Diversity and authenticity matter—Tony’s storytelling in Saudi Arabia centered real people and underrepresented voices, backed by clear content pillars.
🔗 Links & Resources:
- Connect with Tony Sheridan on LinkedIn
- Learn more about UNVEILD: https://unveild.tv
- Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter
- Watch podcast episodes on YouTube: Higher Ed Storytelling on YouTube
- Referenced in episode:
- Trey Parker and Matt Stone from South Park on Storytelling: https://www.youtube.com/watch?v=vGUNqq3jVLg - KAUST (King Abdullah University of Science and Technology) – where Tony works: https://www.kaust.edu.sa
