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Multimedia & Content StrategyTil death do us Part Gene Begin / @gbegin / #CASEMMWSenior Director of Integrated Marketing / Babson College
The planning, development, and management of content—written or in other media.* What is content strategy? *Wikipedia Image Source: Contentini
We Need A___________________ <insert meme> <insert video> <insert flashy new digital thingy>
We Need A #%!$%@+#%!$%@+ WAIT, WHAT? NO.
the business objective.
First… Objectives. Then… Strategies. Last… Tactics. [www.iveybusinessjournal.com]
Where Does Content Strategy Fit In? Institutional Strategy Content Strategy Digital Marketing Marketing Communications Technology Infrastructure
INSTITUTIONAL STRATEGY = CONTENT STRATEGY Content strategy must be hardwired to your institutional strategy
How Does Content Strategy Help What type of content should we produce? Who is our target audience? What stories should we focus on telling? Where should we host our content? On which platforms should we share our stories? How do we prioritize requests when everyone wants a video?
Content Goals & Measurement Build trust, conversation and deepen loyalty with our existing audiences (alumni/student feedback & engagement) Attract new prospect students, clients and partners (inquiries, applicants, deposits, clients, recruiters) Generate engagement and/or explore audience pain points and overcome myths and objections (comments/shares) Illustrate benefits through stories and experiences (views) Develop new ideas (feedback generated) Build reputation with search engines (search engine ranks)
what type of content should we produce?
9 major types of multimedia content Photography — all social has gone visual Video — YouTube, Vimeo, or Wistia embedded right into a post or shared directly to social media Screenshots — helpful images of your product or workflow Infographics — visual information, either super long and meaty or bite-sized and informative Data visualization — standalone charts and graphs Comics — relevant comic strips or cartoons Memes — popular memes customized to fit the context of your post or update Visual note-taking — casually-designed layout of ideas, typically text-heavy HTML5 Animation — interactive media BufferSocial, May 2014
Develop a Content / Asset Sources List
Who is our target audience?
Target audience? Higher education constituency map
Target Experience Current Student Experience Prospective Students/Parents Current Students Faculty/Staff Prospective Employees Working Professionals HR Decision-Makers Recruiters Parents Guidance Counselors Alumni Governance Policy-makers Educators/Academics
How do we generate and/or curate ideas for content
Building a Content pipeline Mine the events calendar for campus speakers Collaborate with campus centers and organizations Partner with the written word content creators (i.e. Magazine)
Regular Departmental Meetings e.g. Social Innovation Institute, Center for Women’s Entrepreneurial Leadership, Center for Investments and Finance, Executive Education Marketing Strategy Meetings Marketing Council, Social Media Council/Steering Committee, Agency Meeting, Lifecycle Marketing Meeting, Editorial Meeting Building relationships
Taking requests and concept ideas
Develop a Cyclical Content Process Audit - Be that politician across campus Assess - Quality, type and channel Prioritize - Institutional strategy and goals Build - 6 month plan Develop Creative production, curation and re-imagination After 3 or 6 months, check in and start audit cycle again
Continue to Build & Develop Process Content Calendar Interests/categories Regular topics/columns Gap identification (new content) Publishing schedule Curate Re-imagine Create Socialize Measure
Content Calendar Defining Entrepreneurship Defining Entrepreneurship
Leveraging converged Media OWNED MEDIA = website(s), multimedia, newsletters, SEO, social media accounts, campus environment EARNED MEDIA = PR, word of mouth, social sharing PAID MEDIA = traditional advertising, display advertising, paid search, event sponsorship, content advertising Assets created are pushed through the paid channels but also owned channels in ways that drive the earned media and thus extending reach
Higher education and advocacy marketing
The importance of Advocacy Marketing https://gaggleamp.com/blog/employee-advocacy-infographic Assets created are pushed through the paid channels but also owned channels in ways that drive the earned media fueling this reach
Nearly half of all Internet users have reposted a photo or video they have found online http://pewinternet.org/Reports/2013/Photos-and-videos.aspx
From infographic by Matter’s Studio-C
Word of mouth is YOURmost powerful form Of marketing Social media = word of mouth reinvented Use Your Advocates – Passionate About the Brand Use Your Network and Their Networks Share with 10 people, they’ll share with 10 people, who will share with 10 people, etc.
Inspiration from other industries
Focus on the Farmer “Even the most technical subject has to have a human story behind it. We’ve been able to convince the management that the content shouldn’t be about John Deere equipment.” David Jones Publication Manager John Deere Not the equipment
Building a Proud Community with Google My Business
the cause not the College Storytelling
Small, private business college 14 miles west of Boston #1 in entrepreneurship for 22 and 18 consecutive years Approximately 2000 undergraduate and 1300 graduate students, representing more than 74 countries Undergraduate program (top 25 in business) Graduate program - MBA and MS degrees (top 50 in business) Executive education program (top 10 U.S. and top 20 in the world for custom programs Increase brand awareness, engagement, and adoption for Babson, the educator for Entrepreneurship of All Kinds®. BABSON COLLEGE
The entrepreneurs:a true babson story
Make them think differently about multimedia Objective Before Tactic Process Never Hurt Anyone Advocacy Marketing The Cause Not the College
Be A Change Manager “To do disruptive innovation, you have to be willing to be misunderstood for a very long time.” - Jeff Bezos, Chairman and CEO of Amazon.com
THANK YOU!#CASEMMWwww.slideshare.com/gbegin Gene Begin / @gbeginSenior Director of Integrated Marketing / Babson College