Systems and stories: Enhance your storytelling with AI, content ops and systems thinking

Written By Rich Endean

Samantha Dawes, Communications Officer, Research

University of South Australia 🇦🇺

Is your storytelling system working? This session from the University of South Australia explores how to connect content planning with strategy, research and impact. Learn how to blend AI tools with human creativity to create scalable, insight-led stories that make a difference.

Key takeaways

  • Align content systems with university priorities.

  • Design storytelling processes that scale.

  • Apply a journey-led, event-based approach.

Samantha is a Communications Officer at the University of South Australia, where she leads the creation of research-focused content that drives engagement, enhances the institution's reputation, aligns with organisational priorities, and attracts industry partnerships and students.

As a former journalist with ABC News, and having held previous marketing roles in agency, Samantha blends storytelling with system thinking – using data, AI and cross-functional collaboration to create scalable, insight-led content strategies. Her work spans research impact storytelling, digital advertising, stakeholder communications and content operations. In 2024, she led the implementation of a research marketing content strategy that systemised content generation and prioritisation, improving alignment with university needs and audience demands.

Rich Endean
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