People typically associate branding with visual identity. But what about content? How often do you consider whether content is effectively on-brand? Do you consider your brand when writing articles, blog posts and tweets? What about when taking photos or creating videos, podcasts and presentations? On Fast Company, Martin Lindstrom challenges people to test their brand by … [Read more...] about A Simple Test for On-Brand Content
In an interview with Randall Snare from the CS Forum in London, content strategist Karen McGrane compares her work on the web to change management—a concept that hits home for academia. Generally, colleges are slow to adopt web strategy. As higher ed web professionals, we're not just content, design, development and marketing experts—we're also change management … [Read more...] about Web Professionals as Change Management Specialists
One of the goals of Meet Content is to make content strategy more tangible for higher education web professionals. Many discussions on content strategy (including those led by me) look at it from a wide-angle lens, which demonstrates the necessary holistic approach to content. However, this approach can also make the discipline seem overwhelming and unmanageable. So, to bridge … [Read more...] about Three Higher Ed Content Problems a Strategy Can Solve
Content strategy and content marketing are often used interchangeably when in fact they're distinct practices. I don't like to get hung up on titles—it's more important that the content work gets done than properly labeling the job—but it confuses the work required when these terms are merged. On the iMedia Connection blog, Rebecca Lieb offers some clear distinctions regarding … [Read more...] about Are We Talking Content Strategy or Content Marketing?
On CMSWire, Ahava Leibtag talks about how user scenarios help plan for useful mobile content—an increasingly important topic for higher education. The question is no longer just why are people accessing our website but also how, when and where? A major part of content strategy is defining your users so you can help them accomplish their tasks more easily. When you define your … [Read more...] about Is Your Web Content Ready to Go or Is It Stuck at Home?