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Home > Archives for content strategy

content strategy

Considerations for Special Higher Ed Content Types

By Georgy Cohen on August 24, 2015

Toy cars

We know many of the ways that higher ed communications is unique in practice from other industries—the quirks of the academic calendar, the diverse range of audiences, the intense politics, working under a knowledge-centric mission, and so on. But another way in which higher ed stands out are the content types that only we get to wrangle—catalogs, handbooks, policies, … [Read more...] about Considerations for Special Higher Ed Content Types

Defining Target Audiences: Who Are We Talking To, Really?

By Rick Allen on July 28, 2015

When I ask higher ed web teams who their primary audience is, inevitably the answer is "prospective students." Makes sense, right? Since higher ed websites are such an important marketing tool, most people will agree prospective student is an appropriate primary audience. Yet, when you navigate college websites, how well does content speak to this audience? And what … [Read more...] about Defining Target Audiences: Who Are We Talking To, Really?

Meghan Casey’s Tips For Time-Stretched Content Managers

By Rick Allen and Georgy Cohen on June 29, 2015

Meghan Casey

Don’t look now, but there’s a great new content strategy guide for content professionals in higher ed. Meghan Casey, lead content strategist at Brain Traffic, authored a practical guide for getting on track with content strategy: “The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right.” As her book just hit bookstores, we asked Meghan if … [Read more...] about Meghan Casey’s Tips For Time-Stretched Content Managers

Optimizing Your Content for the Social Feed

By Guest author on January 5, 2015

Facebook, on a mobile phone

The following guest post was written by Mike Petroff, digital content strategist, Harvard University. Content strategy typically starts with planning for and managing content on your own website. Words, images, videos, and other elements all fit within your carefully constructed design. But, what happens when people discover your content in spaces like Facebook and … [Read more...] about Optimizing Your Content for the Social Feed

Storytelling with On-Brand News Content

By Rick Allen on November 24, 2014

News content plays a big role in higher ed marketing and communications. It takes center stage on our website homepages and many top landing pages — not to mention our email newsletters, alumni magazines, Twitter, Facebook and other social channels. We rely on it to maintain a timely, engaging web presence. Above all, we rely on news content to help tell our story. Yet how … [Read more...] about Storytelling with On-Brand News Content

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