Speaker: Rick Allen, Co-Founder, Meet Content

Content Strategy: Making Content Marketing Happen in Higher Ed

In higher ed, we face huge challenges wrangling web content-working to deploy a wide range of communications to multiple audiences amid ever-shifting priorities, technologies, budgets, and politics. It's difficult getting any unified marketing effort off the ground in higher ed, let alone a sustainable content marketing plan. Content strategy provides a framework for addressing these challenges and realizing our content marketing potential.

In this lab, you will learn how to:

• Develop a message architecture to get people on the same page about content goals and ensure clear, consistent communication.
• Determine appropriate and effective content types and delivery channels to communicate key messages in a relevant and compelling way.
• Effectively use editorial calendars, content templates, and other content planning tools and processes to guide content marketing and support content governance.