Unifying your content: Building a scalable model for higher education content
Brooke Hill, Founder and Director
Wonderthink 🇦🇺
Miki O'Farrell, Head of Future Students Marketing & Content
UNSW Sydney 🇦🇺
In large universities, content is everywhere - scattered across faculties, teams, platforms and writers. Consistency often feels impossible. But what if content teams could speak with one voice, while still meeting the needs of diverse stakeholders, audiences and channels?
In this session, Brooke and Miki share how UNSW Sydney developed a unified content approach that scaled across departments, without stifling creativity or drowning teams in guidelines. They’ll unpack how a clear Messaging Matrix, a search-first mindset and practical upskilling helped align brand voice and SEO in a way that actually made content creation easier.
Together, they’ll offer a roadmap for building systems that support consistency and discoverability – not through rigid control, but through shared language and strategic collaboration. You’ll leave with tools and ideas to improve not just your content, but the way your team works together to create it."
Key takeaways
Have a clear framework to unify voice, SEO and content strategy across multiple teams
Understand how shared tools and language can make collaboration faster and easier
Feel inspired and equipped to scale your content output effectively
Brooke Hill is the Founder and Director of Wonderthink, a leading independent content agency. With 25 years of experience, Brooke has led brand and content teams for iconic Australian companies, shaped global communications strategies, and crafted stories across almost every sector.
Wonderthink is known for helping brands transform through strategy, storytelling, and high-quality content at scale. The agency works extensively in the higher education sector, delivering brand-aligned, search-optimised content that meets the needs of complex teams and diverse audiences. Brooke combines strategic frameworks with hands-on capability building to empower in-house teams. She guides clients to create consistent, high-quality content that scales - and achieves results.
Miki O’Farrell is the Head of Future Students Marketing & Content at UNSW Sydney, a global top 20 university. A strategic communications and marketing leader, Miki has worked in advertising, comms and marketing for over 20 years across tourism, energy, telco, FMCG, alcohol and education. Miki has worked with some of the world’s most reputable brands including Tourism Australia, Coca-Cola, Pernod Ricard and Abu Dhabi Tourism Authority.
Miki is passionate about audience-first approaches to communications, the power of using brand to drive commercial outcomes, partnership campaigns and uplifting owned channels.
At UNSW Sydney, Miki has led the focus on leveraging the brand to drive more efficient performance and was a key player in the University’s new ‘Progress for All’ campaign that unifies UNSW’s ethos of collective impact through voice, values and vision across multiple audiences. Miki’s leadership is marked by collaboration, optimism and a commitment to practical upskilling - making content creation more unified while amplifying UNSW’s domestic and global reputation.