PRESENTERS:

Brittney Dunkins

10 Higher Ed Myths Debunked for the Campus Content Strategist

Lightning Talk | 11.07.16

CONVERGE CONSULTING IS A HIGHER EDUCATION INBOUND MARKETING FIRM

We use what’s new and next in content strategy, search engine optimization, digital advertising, web analytics and video storytelling to positively impact student recruitment and alumni engagement for

colleges and universities around the world.

What is Content Strategy?

3

Why Do We Run into Problems?

4

PEOPLE

Ø Communication of Goals/Expectations

Ø Ownership of Process

What Does 10 Myths Debunked Mean?

5

Tips for Eliminating “Unsolvable” Frustrations.

Myth #1: Launch Before Buy-In

6

Ø Define and Communicate Your StrategyØ Educate Your Stakeholders on Expectations

Ø Translate Your Approach

Your Content Strategy is Ready to Launch .

Now What?

Myth #2: Big Goals, Lack of Resources

7

50%

Content Planning

Asset Production and

Management

Amplification

Evaluation & Measurement

20 %

15 %

15%

Myth #3: Incorrectly Identifying Stakeholders

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Ø Phil is the photographer for the Education School’s marketing, does that mean he’ll also takes photos for the Education School inbound blog?

Ø Linda approved the engineering web copy last year, is she still in the same job? Does she have jurisdiction over this copy now?

Ø I think the Provost’s Office wants to see research-related media releases before they are posted, but is it an FYI or an explicit approval. What if the President’s Office or the Office of Research approves, do we still need the Provost’s Office to approve?

Myth #4 Not My Job

9

Return Emails

Meetings at 10, 12:15, 2, 4,

Send Project Updates

Planning for tomorrow

Employee Goals

Project Review

CONTENT, Maybe…..

Stakeholder Joe’s “To Do” List

Myth #5: Everyone is a Writer

10

Dr. Thelonius Armbegestral has two Ph.Ds. and a deep interest in grass, He has been studying Agrostology for 20 years and every two weeks he sends you a 1,000 word article about his latest discovery.

Clarice Peblencium is a part of the Student Affairs Audit Committee and each month she pitches you a blog post and Social Media Campaign on the internal audit process. The catch? No details allowed.

Myth #6: Strategy or Timeliness, Not Both

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Str

ate

gy

Timeliness

Ø Don’t Compromise Strategy and Timeliness, Use Judgement.

Myth #7: Politics Trump Content

12

“Evaluation & Results Are The Weapons of

Content Strategists”

ME

Entereverynegotiationfullyarmed.

Myth #8: Quantity vs. Quality

13

QualityQuantity

Ø Be a Stickler for your Style Guide. Ø Treat it like the Constitution: a living document that adjusts to your

needs following careful consideration.

Myth #9: You Can Only Expand or Explode

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EXPAND

EXPLODE

EMPOWER

OR

OR

Myth #10: Bring In Everyone, ASAP!

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WeWantIn,NOW!

Ø Teach the Why (Strategy) and How (Process) first.

SUMMARY

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1. Define, Educate, Translate Before Launch

2. Incorporate Resource Production and Management When

Creating Goals

3. Identify Stakeholders According to Their Role in the Process

4. Attract People to the Process By Emphasizing ROI

5. Enforce Your Process, Set Guidelines, Be Kind, Create a Content

Cap

SUMMARY

17

6. Prioritize Strategy and Timeliness Accordingly

7. Use Evaluation and Results to Navigate Internal Politics

8. Evaluate and Enforce Your Style Guide To Maintain Quality as

Quantity Increases

9. As You Grow, Consider How You Can Empower Stakeholders to

Manage Content

10. Teach Strategy and Process to Every Stakeholder Who Enters the

Content Process

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Final Thought

GreatContentStartswith

GreatCommunication

Thank You

19

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CHRISTINE HUTCHINSVP for Communications

& Marketing, Mt. Holyoke University

JIA JIANGFounder & CEO,Wuju Learning

BRITNEY MULLERSEO & Content Architect,

Moz

MICHAEL SCHINELLICMO, Kenan-Flager

School of Business, UNC