How CU Boulder Scales Content That Drives Action | Maria Kuntz

Are your stories driving outcomes—or just filling space?

On the latest Education Marketing Leader Podcast, I sat down with Maria Kuntz, Director of Content Marketing Strategy and Communications (Advancement) at CU Boulder.

We talked about how to move from “just stories” to content that directly drives advancement and institutional goals.

Here are the key takeaways for higher ed marketers:

🔹 Every story should connect to a business outcome—volunteer, mentor, attend, or give.

🔹 Audience segmentation matters. CU Boulder found Tier 4 alumni engaged with “delight content” like recipes and guides, while Tier 5 clicked the logo first—making the homepage experience critical.

🔹 Don’t skip CTAs, but vary them. Shifting from “donate/register” to “read/share/learn” reduces fatigue and builds trust.

🔹 Cutting email volume raised more money. Protecting attention proved more effective than blasting more campaigns.

🔹 Paid content can pay off. A Meta campaign delivered $5 raised for every $1 spent.

🔹 AI is a tool, not a replacement. CU Boulder uses it for research and first drafts, but always layers in human voice and verification.

🎧 Listen to the full conversation for practical insights on content strategy in advancement.

👉 Follow the Education Marketing Leader Podcast for more conversations with higher ed marketing leaders.

P.S. get your recipe for the vegan coconut bread here: https://www.colorado.edu/coloradan/2025/07/07/kale-yeah-cu-boulders-sustainable-dining

#HigherEdMarketing #Advancement #ContentStrategy #Podcast #HigherEducation