Content Strategy

“Pictures” Matter: Why Visual Content Is King

March 18, 2014

The sequence of human cognition goes like this: First we identify shape, then we see colors, and finally, once we’ve decoded those shapes, we read. It’s no surprise then, that in a world that has become exceedingly fast, visuals have become a key way in which we choose to communicate with each other.

Tags:

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.

Tags:

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:

Tags:

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:

Tags:

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.

Tags:

Five Content Strategy To-Dos For Your Higher Education Institution This Summer

May 05, 2017

Congratulations! May 1 has passed. That means you have sent out acceptances and yielded your class. Well done. Months of hard work have brought you to this point — time to take a breath.

But then what? After all, the phenomenon of summer melt is real. Content holes still need to be filled. And how can we make sure we do an even better job next year? As we slide into summer, here are five action items to keep you rolling.

Tags:

The Future of Email Newsletters

January 20, 2017

Last November, I presented at Confab Higher Ed on what higher ed can learn from new trends in email newsletters. Yes, you read that right: email newsletters, arguably the hottest digital platform today (sorry, Snapchat) and it was invented in 1972.

Tags:

Are You Ready for Web Governance?

April 27, 2016

Increasingly, we see clients ready to think beyond the launch of their website and closely consider what happens on “day two” - determining how they will manage and sustain their web presence on an ongoing basis.

Tags:

Pages