Developing a Content Strategy for Your Institution
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Developing a Content Strategy for Your Institution
- 1. Developing a Content Strategy for Your Institution eduWeb, 30 July 2012 Kate Brodock Executive Director of Digital & Social Media at Syracuse University Founder & Chair of Other Side Group
- 2. Me…. Kate Brodock eduWeb 30 July 2012
- 3. AGENDA CONTENT PRODUCTION CONTENT STRATEGY INSTITUTIONAL CONSIDERATIONS IMPLEMENTATION TOOLS Q&A Kate Brodock eduWeb 30 July 2012
- 4. Content Production: What is Content? • Writing - blogging, eBooks, white papers • Photos • Audio clips • Video • Use-generated content • Third-party content – articles, videos, etc Kate Brodock eduWeb 30 July 2012
- 5. Content Production: Brand Journalism “Brand Journalism is when any organization….creates valuable information and shares it with the world.” • Brand Journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook-laden corporate drivel. • Instead, Brand Journalism is the creation of Web content – videos, blogs posts, photos, charts, graphs, essays, eBooks, white papers – that deliver value to your marketplace and serve to position your organization as one worthy of doing business with. - David Meerman Scott, 2009 Kate Brodock eduWeb 30 July 2012
- 6. Content Production: Social Writing “Content, primarily in written format, that is designed to be optimal for social sharing.” • Goal 1: Create content that people want to share. • Goal 2: Create content that will work well once shared. - Other Side Group, 2012 Kate Brodock eduWeb 30 July 2012
- 7. Content Production: One more time…. Kate Brodock eduWeb 30 July 2012
- 8. Content Production Question: What sorts of content are you using? Kate Brodock eduWeb 30 July 2012
- 9. Content Production: How it works with your communications plan Your goals may be: • Branding, promotion, outreach, media relations, prospecting, alumni relations…. Content opens up new opportunities to reach new people, have them reach you, initiate conversation, create more engaging experiences and two-way relationships, have your “brand” shared with other networks…… Kate Brodock eduWeb 30 July 2012
- 10. Content Production: How it works with your communications plan TAKE NOTE: Content creation does not replace your current marketing or communications plans…… …..it enhances and supports them. Kate Brodock eduWeb 30 July 2012
- 11. Content Production: Content Creation vs Content Curation CONTENT CREATION • Original content created by your institution. Beneficial for: • Demonstrating value directly • Thought Leadership • Giving deeper, more knowledgeable insight into your brand • “Controlling the message” Kate Brodock eduWeb 30 July 2012
- 12. Content Production: Content Creation vs Content Curation CONTENT CURATION • Discovering, gathering, culling through and presenting existing digital content that surrounds a specific subject matter. • “Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves, sifting, sorting, arranging, and publishing information.” – Beth Kanter, 2011 Beneficial for: • Supporting Thought Leadership • Quick pieces of content • Creating conversation Kate Brodock eduWeb 30 July 2012
- 13. Content Production: Content Creation vs Content Curation CONTENT CREATION + CONTENT CURATION = SWEET SPOT Kate Brodock eduWeb 30 July 2012
- 14. Content Strategy: Why is it important? People are consuming information in new ways. You need to keep up with them. • Skimming • Video consumption • Visual stimulation Your specific audiences are communicating in new ways. You need to meet them there. • Current students • Prospective students • Tech savvy faculty, staff and alumni • Media and external parties Kate Brodock eduWeb 30 July 2012
- 15. Content Strategy: Why is it important? With the right content, you have the potential to reach more people. • Social content • Search-engine optimized content (SEO) People are getting bored or annoyed with straight sales tactics and some traditional marketing, especially when they’re online. You need to give them a reason to re-engage. • They want something valuable and useful. • If you can offer them that value, that’s a good thing! Kate Brodock eduWeb 30 July 2012
- 16. Content Strategy: Why start a content program? • Thought Leadership • Education • “Lead generation” (finding prospective students, for instance) • Engagement and Community Building • Search-Engine Optimization (SEO) • Brand Awareness • Outreach • Media Relations • Traditional methods are not sufficient, and you’re likely missing opportunities • If you’re already in the social space, you need something to share and connect to people with, right? Kate Brodock eduWeb 30 July 2012
- 17. Institutional: Content Sources Where do you already have existing content? • Old photos and audio (library archives?) • Un-organized video footage • Existing marketing copy • Testimonials • User-generated content Where have you been able to find existing content? Kate Brodock eduWeb 30 July 2012
- 18. Institutional: Content Sources Where can you get additional content? • Enthusiastic students, prospects, alumni, faculty, staff and community members • Live events – on campus and off-campus • Social media channels • Third-parties • User-generated content • Cross-campus partnerships For those of you who’ve created new content, what have you done? Kate Brodock eduWeb 30 July 2012
- 19. Institutional: Content Quality What type of quality guidelines do you want to have for your content? • High-profile vs low(er)-profile events • When to use user-generated content • Professional vs non-professional options • Who’s the audience? What purpose is content being used for? • Marketing vs media relations • Informational vs engaging • What platforms will the content be going on? • Who’s the audience? Kate Brodock eduWeb 30 July 2012
- 20. Institutional: Branding and Voice Branding • How does this content fit into our brand message? • Does this content accurately represent our brand? • How do we want our brand portrayed in this particular piece of content? • Who’s our audience? Voice • How do you want your brand portrayed? • Social media is sometimes more casual than other formats • The Voice Brand and The Emotional Brand • Who’s your audience? Kate Brodock eduWeb 30 July 2012
- 21. Institutional: Representation Who are you representing? • Universities have many different units – schools, departments, programs, centers, etc • Which one are you in charge of? • Can you collaborate with others for a common goal? Kate Brodock eduWeb 30 July 2012
- 22. Institutional: Things to Think About • Length • Quality • Accessibility • Shareability • Verification • Legal Issues and Rights • Attribution Kate Brodock eduWeb 30 July 2012
- 23. Implementation: Resources Resources needed for content strategy (and social media) • Time • Money We’re strapped for both, so resource allocation is very important • You get out what you put in to you content production plan. • Think about other units across your campus and how you can share resources. • Think about various ways you can create resources – students, alumni, volunteers. • If you can’t find the resources, rethink your content production plan. • Does your resource allocation include the right people and tools – various platforms and media types, various departments, etc? Kate Brodock eduWeb 30 July 2012
- 24. Implementation: Ownership Several different ownership options • Centralized • De-centralized • Committee structure • Horizontal • Partnership Things to think about • Content often happens on a daily basis. • Is there enough leadership in your ownership structure to make sure content can get out regularly? • Is there enough tech support in your structure to make sure technical glitches can be handled appropriately? • Are the right people at the table – marketing, PR, web, mobile, etc. Kate Brodock eduWeb 30 July 2012
- 25. Implementation: Management Management suggestions • Creation of an editorial calendar • Access to the right set of tools – platforms, media types, etc • Content Lead in each unit • Again, is there enough leadership to move things forward? Things to think about • Accountability • Seasonal cycle • Editing • Cross-platform expertise Kate Brodock eduWeb 30 July 2012
- 26. Tools: Blogging Platforms • Wordpress, Typepad, etc • In-house platform • Tumblr Kate Brodock eduWeb 30 July 2012
- 27. Tools: Video Platforms • YouTube • Vimeo • uStream • Short-form (app-based): Viddy, Tout, SocialCam) Kate Brodock eduWeb 30 July 2012
- 28. Tools: Content Curation Platforms • Storify • Pinterest • Paper.li Kate Brodock eduWeb 30 July 2012
- 29. Tools: Rich-media and Location-based tools • Broadcastr • Foursquare Kate Brodock eduWeb 30 July 2012
- 30. Thank you! Any questions? @just_kate Today and Tomorrow – katebrodock.com Ad Comments Here - othersidegroup.com Slideshare.com/justkate And other……. Kate Brodock eduWeb 30 July 2012