Insights by Georgy Cohen

5 Key Considerations for Selecting a Website Calendar

March 28, 2019

Website calendars pose one of the great challenges of higher education content management — there are a million options, every school needs one, but each school’s needs vary slightly, and nobody wants to own it. Who knows, if your college or university is like many others, a wide array of calendar tools may already be in place across your institution.

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Turn Your Brand Platform into the Foundation of Your Digital Content Strategy

February 26, 2019

If you’ve developed a branding platform, whether it was done internally or with a vendor partner, congratulations. You’re ahead of the game by virtue of having defined the DNA of your institutional identity, distinguishing it from peers and competitors alike.

So…now what? As it concerns digital marketing and web content strategy in particular, a branding platform is a tremendous step toward meaningful differentiation, but it does not enable well-intentioned communicators to get rolling right out of the box.

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Communicating with First Generation College Students on Your Website

February 15, 2019

First-generation college students are a critical demographic in the U.S. higher education landscape, comprising 34% of undergraduates in the 2011-12 academic year, according to the National Center for Education Statistics.

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Align Your Content Strategy to Your College or University Strategic Plan

January 18, 2019

I’ve worked with higher ed for a long time, and I’ve seen a lot of wonderful things. But few things are more wonderful than a thoughtfully conceived strategic plan.

Sound dull? Hear me out.

An institution’s strategic plan is a roadmap to fulfill its ambition. Ideally, a strategic plan defines a vision for the future of the institution, then lays out highly specific, realistic, and measurable goals aligned to that vision — and a timeframe in which to achieve them.

Now if that’s not the definition of beauty, I don’t know what is.

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Four Data Sources to Guide Effective Higher Ed Digital Storytelling

November 28, 2018

When you think about digital brand storytelling at a college or university, you may initially think about stories of outstanding individual achievement: faculty conducting groundbreaking research, students having enriching learning experiences, or alumni making a meaningful impact on the world.

But beyond the incredible individuals who comprise your incredible institution, there is a different story lurking — in the aggregate.

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Jumpstart Your Higher Ed Website Redesign with Content Strategy

August 24, 2018

Planning a website redesign can be daunting. There’s a lot to consider.

The more clear-eyed you can be heading into the redesign effort, the more focused it will be and the more likely you will be to achieve success. One of the best ways to gain this clarity is by prioritizing content strategy ahead of the redesign itself.

While content strategy should be a core thread running through any website redesign project, there’s a lot of content work you can do well before a redesign gets underway to more fully inform what that effort should look like.

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Three Pillars of a Successful Higher Education Content Strategy

July 27, 2018

When I talk to higher ed marketing communications professionals about how to create a content strategy, it sometimes seems like we’re talking about Excalibur — some exalted, unattainable relic that, if retrieved, could at last bring peace to the kingdom.

Developing and implementing a content strategy can feel overwhelming to many for a wide range of reasons, be they related to budget, time, staffing, executive buy-in, campus politics, or a perceived lack of knowledge.

“Where do I start?” I’ve heard people ask more than once.

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Managing Internal Stakeholders During a College or University Website Redesign

March 21, 2018

A website redesign can be an invigorating exercise for a college or university — people are excited about a new look, a new direction, and a new strategy.

But it can also be challenging to find the best way to engage internal audiences throughout the process. Common questions include:

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Web Content Strategy: The Value of Ongoing Content Quality Assurance

February 13, 2018

When we audit and review a website before embarking on a website redesign project, we typically see a range of content issues, including:

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Managing Content Development for a Website Redesign Project

January 22, 2018

When we kick off a website redesign project with a client, one of the first things we discuss is an area where the bulk of the work might not happen for months down the line. That’s right, I’m talking about content.

To be frank, it can be a scary conversation. With these kinds of projects, the content expectations can be daunting — especially if you wait to think about it until you are well into the design phase. By that point, a significant number of content decisions have already been made, and you’ll end up in a tight spot if you don’t have a plan for how to address them.

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