- Do you think it’s time to be more strategic with content in higher ed?
- Are you in charge of herding and training a wide array of content creators on campus?
- Have you realized how strategic digital content has become for your audiences?
Entirely focused on content strategy and digital content processes in higher education, the 2nd edition of the Higher Ed Content Conference will take place on April 15, 2015. .
This online conference is the Spring event for higher ed professionals and teams who want to help their school create better content across all the digital channels (social, mobile, web, etc.)
It will feature a dozen of 10-minute sessions presented by higher ed professionals working in institutions just like yours — with real content solutions to real higher ed problems.
The program of the 2015 Higher Ed Content Conference will be announced on this page on February 18, 2015.
Total fees: $400
Register by Mar 20, 2015
2015 Higher Ed Content Conference Program
This online conference, offers 12 focused sessions of 10 minutes each and a general session Q&A at the end. You will also have 2 built-in breaks of 10 minutes each after the 1st and 2nd hours of the event – to keep attention levels high throughout the 3.5 hours (and get coffee or grab a quick lunch ;-)).
Reaching students in a Snap: How to use Snapchat to its fullest potential!
Kelly Bennett, Manager of Social Media and Marketing Strategy – Miami University
We’ve all heard the statistic that 77% of college students use Snapchat daily. Could SnapChat be the next big content delivery platform? In this session, Kelly Bennett will explain how SnapChat fits in the content ecosystem at her school. You’ll also learn some tips to run contests, use Snapchat to keep students informed and how to use third party tools to make your life easier.
7 Neuromarketing Techniques for Your Higher Ed Recruiting You Can Use Today
David Anderson, Director of Strategic Digital Communications – UB School of Medicine and Biomedical Sciences
Neuromarketing leverages our psychology to motivate us to take action. The techniques are simple and easy to implement: you might already use them in your recruiting web content. In this session, David Anderson will tell you more about these 7 techniques. You’ll learn how to use them effectively in your higher ed recruiting efforts.
Data-driven Content: Use your prospective student and alumni data to create connections.
Rob Pasquinucci, Director of Marketing Communication – University of Cincinnati
So you’ve heard about big data, but how do you use it to drive your content? How do you come up with this specific content that will resonate with today’s students, used to “narrowcast” messages on social media and elsewhere? In this session, Rob Pasquinucci will describe how to use incoming student data (interests, likes, passions) for true 1:1 marketing. You will also learn how to hack your CRM to get alumni data to connect with students more effectively.
How to Mobilize Faculty as Content Ambassadors
Kevin Anselmo, Founder- Experiential Communications
Would you say that your faculty members are positive “ambassadors” for your school? Are they blogging, tweeting and doing media interviews on a regular basis? Are they creating interesting content providing a unique view of your school to your targeted audiences? In this session, Kevin Anselmo will tell you how you can mobilize your army of professors. You’ll learn keys to motivate and train faculty members, so they create content that works for your school.
An Agile Approach to Content for Bath University’s Website
Richard Prowse, Digital Editor-in-Chief – University of Bath (UK)
Bath University’s website relies on an agile approach to content, a method most often used by web teams to develop applications or websites. In this session, Richard Prowse will tell you more about the “agile way.” He will also share lessons learned on user needs, keeping publishers happy and community building to successfully deliver decentralised publishing.
Striking the Right Chord: Managing Writers and Writing
Donna Lehmann, Director of Online Communications – Fordham University
When approaching a new site or site redesign, the task of writing can be overlooked as the focus is put on functionality, architecture, and design. But anyone who has scrambled to put copy together knows that writing can be some of the most labor intensive work.
User might scan web pages, but words still matter. A lot. In this session, Donna Lehmann will share lessons learned while while overseeing the writing of the newly redesigned fordham.edu. You’ll learn how to help your writers and manage the writing part of your web projects.
Exploiting Trends in Pop Culture to Promote your Faculty’s Expertise
Mary Jo Stockton, Director of Web and Social Content – Longwood University
By newsjacking a storyline in “Game of Thrones”, Longwood University gained massive exposure not just through its own social media accounts but also The Huffington Post, The Atlantic and The Wall Street Journal. In this case study, Dr. Mary Jo Stockton will explain how she worked with history professor Dr. Steven Isaac to produce content related to the episode “The Mountain and the Viper.” You’ll learn how her department used content, social media and advertising to make this campaign a success.
Graduation Collaboration: How to create memorable commencement days
Tony Dobies, Social Media Strategist – West Virginia University
Commencement is such an important moment in the lives of our students. There’s a lot of planning that goes into the event itself, and the communication efforts around it should be no different. In this session, Tony Dobies will share some of the most successful content strategies implemented for commencement at WVU. He will also share tips to planning similar, dynamic Commencement campaigns on your campus.
The anatomy of an award winning content strategy.
Rebecca McSwiney, Online Marketing Manager – University of Southern Queensland (Australia)
Content is gold to reach, engage and retain current and prospective students. In July 2014, the University of Southern Queensland launched a social hub featuring content about college life and life around college from different channels. In this case study, Rebecca McSwiney will explain how this award-winning website was planned and launched. She will also share lessons learned from this game-changing approach to content for students.
The view from here: Emphasizing authenticity in campus videos
Lindsay Nyquist, Social Media & Video Coordinator – Fort Lewis College
Prospective students have a keen eye for distinguishing reality from script. Videos have to be authentic, and students need to know what it’s like to live and study on your campus. In this case study, Lindsay Nyquist will explain how Fort Lewis College has recently launched 3 video series featuring students and faculty members showcasing the reality of campus life. You’ll also learn useful tips to launch your own program and promote your videos on social media.
The PreparedU Project: At the Intersection of Content, Brand & Thought Leadership
Valerie Fox, Director, Agency@Bentley – Bentley University
Content can serve several purposes. With enough planning, your higher ed content can hit all the right notes to embody your brand, showcase thought leadership and capture the attention of your target audience. In this session, Valerie Fox will explain how Bentley University built a brand-centric content platform (bentley.edu/prepared) that engages key audiences and yields measurable impact. She will also share some lessons learned in content creation since the beginning of this project.
What’s the story? Using Behavioral Targeting and Analytics to find institutional stories
Joshua Dodson, Web Strategy and SEO Administrator – Eastern Kentucky University
How do you identify great stories about your college or university? You can often find amazing stories right in front of you, if you know where to look. In this session, Joshua Dodson will discuss how his school used a new approach to identify strong and authentic institutional stories and brand advocates for EKU. He will share lessons learned in this project relying on behavioral targeting, a webform, and analytics tracking to identify strong stories.
Who will present at the Higher Ed Content Conference?
Kelly Bennett ’11 combines her love for her alma mater and her passion for social media by working as Manager of Social Media at Marketing Strategy at Miami University. Her goal is to always be where the students are, whether that be Instagram, Snapchat, or MySpace (kidding on that last one). Her favorite part of her job is getting to engage with students and alumni who have a passion for Miami and sharing their stories.
David Anderson is a daily content strategist, applying research to practice at the University at Buffalo School of Medicine and Biomedical Sciences. He’s been involved in higher ed web work for nearly 20 years, working in all aspects of content development and content management systems.
He practices content strategy every day at all levels, from the micro to the macro. As one of the earliest presenters at HigherEdWeb conferences, he has shared his experiences in writing (marketing, copywriting, writing for the web), photography, user interface/user experience, databases, programming, research, customer experience and more.
An avid reader, he’s constantly searching for best practices, research and lessons from a wide variety of disciplines to apply to content strategy.
Rob Pasquinucci uses skills he developed as a newspaper reporter to help UC’s largest college develop interesting stories for alumni, students and potential students. Rob also teaches PR classes at the University of Cincinnati and has served as a presenter at Content Marketing World.
Before returning to higher ed marketing, Rob was a corporate communications content manager at Luxottica, helping its world famous eyewear brands tell their stories internally. Earlier in his career, Rob led content creation for clients of the region’s largest integrated marketing agencies, two non-profits and was a newspaper reporter in Mansfield, Ohio. He holds a MA in communication from NKU, and is an accredited member of PRSA.
Kevin Anselmo is the Founder and Principal of Experiential Communications. He helps brands within academia – whether individual or corporate – communicate with stakeholders through strategic storytelling.
Previously, Kevin was Director of Public Relations for Duke University’s Fuqua School of Business and prior to that managed the media relations for IMD in Switzerland. In addition, he was an adjunct communications professor at Nyack College in New York. Currently based in Chapel Hill, North Carolina, Kevin lived and worked in Switzerland for eight years and in Germany for two years. He has led public relations initiatives in various countries around the world.
Kevin hosts the For Immediate Release on Higher Education podcast. The show is focused on best practice marketing / communications for individuals within higher education (professors, PR professionals, marketers and administrators) and is part of the For Immediate Release podcast network. He also blogs about higher education communications.
Rich Prowse is the editor-in-chief for bath.ac.uk, and a digital content strategist.
For the past 10 years, he has worked on digital content efforts at leading English universities. He is also co-founder of Bath’s first content meetup.
As Director of Online Communications, Donna is leading a complete overhaul of the content and design of the Fordham University website. She joined Fordham in 2013 after fourteen years at the Fashion Institute of Technology where she led two full-site redesigns, both earning CASE Circle of Excellence awards. While at FIT, Donna also served six years on the board of the SUNY Council for University Advancement (SUNYCUAD) with active roles in planning their annual conferences.
She holds a bachelor’s degree in English and master’s degree in American Literature from Kansas State University and completed coursework toward a PhD at the University of Delaware. In her five-year graduate school career, she taught expository and business writing as well as literature courses.
Mary Jo Stockton is the Director of Web and Social Content for Longwood University. Her responsibilities include developing and managing the university’s social media accounts and web presence.
Mary Jo has a bachelor’s degree in electronic engineering and a master’s in bioengineering from Strathclyde University in Scotland and a PhD in electronic engineering from the University of Newcastle Upon Tyne in England. With the growing prominence of the internet and the WWW in the 90s her career took a left turn into freelance web development. She ended up at Longwood in 2008 just as social media was becoming more relevant in digital marketing.
In her spare time Mary Jo is involved in community theatre, helping economic development efforts in her local downtown district, and as one of the organizers of the Virginia Children’s Book Festival. She is also mum to a 12 year old boy, a cat lady, and a huge geek consuming all the usual fare of Doctor Who, The Walking Dead, Game of Thrones, etc.
Tony Dobies is the social media strategist at West Virginia University. He manages the day-to-day presence on social media for the University on Facebook, Twitter, Instagram, Snapchat, LinkedIn, Pinterest and Google+.
In addition, he leads the conversation on campus about using social media to reach high-level goals and various audiences. Prior to his social media work, Dobies spent time as a senior writer at WVU and was an award-winning sports writer.
Rebecca has worked in the digital space for a number of years and her success has been evidenced in her ability to lead strong engagement with USQ students in the online communities.
Rebecca has recently be announced as the 2013 Australian Marketing Institute Mark Crowe Future Leader and a finalist for the 2013 ADMA Young Marketer of the Year.
For the past eight years Rebecca has been employed at the University of Southern Queensland (USQ) and have been promoted into a number of roles.
As the Online Marketing Manager, Rebecca supports the work to achieve enquiry and enrolment targets for the Marketing and Student Attraction team.
Lindsay Nyquist is the Social Media & Video Coordinator at Fort Lewis College, a small public liberal arts college in Durango, Colorado.
After completing a Master’s degree in Higher Education Administration and Enrollment Management, she took the plunge into social media and grew to love it! Lindsay’s main focus in social media is education and empowering people to use social media confidently. Lindsay also runs a graphic design and social media consulting company, elle jay design, on the side, and is the founder of DurangoSocial, a social media resource group for businesses in the community.
As Director, Agency@Bentley, Val leads a 20-person full-service marketing agency responsible for multichannel communications including the university’s web presence, content marketing and distribution, and alumni magazine. Prior to joining Bentley University, Val was Director of Digital at Forrester Research where she led customer insights gathering and website design and development.
Joshua is a Google Analytics Qualified Web expert who has worked with numerous colleges and universities to improve their Web presence and better understand their user trends. His extensive back-end Web knowledge is equally matched with an understanding of the importance of driving results on the front end—and proving return on investment. His in-depth SEO experience ties campaigns to results to show true impact.
Before joining Eastern Kentucky University as Web Strategy and SEO Administrator, Joshua worked as a Web Analytics Strategist and a Web Developer for Lincoln Memorial University in Harrogate, TN.
Joshua has presented at industry conferences on advanced Web analytics, open source technology, WordPress for academic libraries, and other topics. He has published extensively on WordPress and his most recent publication for the American Library Association explores methods of Website architecture as related to academic libraries.
Should I attend the Higher Ed Content Conference?
Definitely, if you are a:
- Communication Director
- Community Manager
- Director of Web Communications
- Magazine Editor
- Marketing Director
- Marketing Professional
- Online Marketing Specialist
- Professional Writer
- Publication Professional
- Social Media Director
- Social Media Marketing Manager
- Social Media Strategist
- Web Communication Coordinator
- Web Content Contributor
- Web Coordinator
- Web Editor
- Web Manager
- Web Writer
Still have questions? Contact Karine Joly at email@example.com
What is included in my Conference registration fee?
The fee is for a single computer/audio connection with an unlimited number of attendees watching the live online event.
It includes the following:
- 1 connection to the live event scheduled over 3 hours on April 15, 2015- the audio is done via voice over IP or teleconference
- A 1-year unlimited access to the recordings of the sessions on-demand through a link that we will provide to you.
- All session materials (slides handouts in PDF)
If the conference cannot be held (due to unforseen events) on its scheduled date, it will be rescheduled on its rain date: April 22, 2015.
2014 Higher Ed Content Conference Recordings
If you previously registered and paid your registration fee, LOG IN! to access the 2014 recordings
This online conference, available on-demand, offers 13 focused sessions of 10 minutes each and a general session Q&A at the end.
How to Extend the Life of Your Digital Content for Greatest Impact (10-min session)
Mike Petroff, Digital Content Strategist – Harvard University
Is your higher ed digital content mobile, shareable, and targeted to specific audiences? If it isn’t yet, it should to make the greatest impact. Schools can leverage best practices in content strategy, editorial calendars, web design and UX, and social networking to now reach a wide audience. But, what’s the best way to standardize the process for extending the life our of your digital content? In this session, Mike Petroff will walk you through strategies you can quickly employ to take advantage of deeply embedded social networks while measuring results.
How to develop a viral content culture at your school (10-min session)
Cameron Pegg, Executive Officer – Griffith University (Australia)
We all want our content to “go viral”, but what does that actually mean in a higher education context, and how do you do it? In this session, Cameron Pegg will discuss strategies to encourage social sharing including newsjacking and the use of infographics as part of a holistic approach to viral content.
Using campus communicators to support content strategy: The UW Oshkosh Story Champions model(10-min session)
Mandy Potts, Marketing and Communications Manager – UW Oshkosh
Have content strategy defined? Check. Know the kinds of content that need to be generated and your institution’s distribution channels? Check. Have useful content in the pipeline? Not yet? In this session, Mandy Potts will explain how to find the stories that make your university distinct. She will share how the University of Wisconsin Oshkosh finds content with the help of “Story Champions,” the people who know the brand—and the stories—the best: campus communicator-types. You will learn how to find stories, manage an editorial calendar and get stories written, edited and posted.
Empowering Your Community: An “Audience Generated Content’ Approach to Content Marketing (10-min session)
David May, Director of Web and Interactive Marketing – Chapman University
Finding and producing relevant content on a regular basis is hard when you can’t hire armies of writers. In this session, David May will explain how Chapman University leveraged the web to empower its campus community to share great stories and good news by launching an updated blog network and a new homepage in February 2014. He will also tell you how both tools combined give a voice to students, faculty, staff or alums and allow them to share their stories. You will learn a few tips to get started with a similar initiative at your school.
Fighting the Great Content Battle: Buy-In Isn’t a Buzzword (10-min session)
Donna Lehmann, Director of Online Communications – Fordham University
Preparing to launch a web redesign with a content management system implementation at your school? It’s never really about the tool but all about the content AND people. With changing business processes, battling cynics, and reigning in independent school and department web editors also on the agenda, buy-in on your campus is the only way to be successful. In this session, Donna Lehmann will help you get the necessary buy-in needed for these kinds of large-scale content projects. You will learn winning strategies for bringing all the disparate players on board including crafting the elevator speech, perfecting the road show, practicing transparency, creating community, and educating the masses.
Work in Progress: Assessing and Revamping Web Content(10-min session)
Klinita Burke, Campus Webmaster – The University of the West Indies, Cave Hill Campus (Barbados)
Website content is often messy in higher education. That’s what makes content strategy so difficult but also so important. In this session, Klinita Burke will share the approach, progress and challenges faced while addressing content issues.
You will learn in this case study how content templates, web writing guidelines, training and content maintenance plans can help you fix content for good on your school’s website.
Content Lessons Learned after a Site-Wide Responsive Design (10-min session)
Marcy Gineris, Web Content Manager and Strategist – Eastern Mennonite University
A responsive website is much more than a design that can adapt to any connected devices. In this session, Marcy Gineris will tell you how EMU tackled the “responsive content” challenge before the launch of their responsive website and ever since. You’ll find out about what she learned during the process and will get some practical tips on how to handle content strategy to go responsive with your school website.
Why and How to Go Real-Time with your Events(10-min session)
Chris Syme, Consultant – CKSyme Media Group
Did you know that providing a real-time social media experience during events can deepen fan engagement and quickens brand loyalty? In this session, Chris Syme will explain how to make any event a fan experience regardless if fans are on-site or attending virtually. You will find out about the main differences between Reactive PR (promoting events ahead of time and reporting on them after in a traditional journalism style) and Proactive PR (using social media to give a real-time fan experience). You will also learn how to implement Proactive PR for your own events.
Know the News, Make the News: How to Use the News Cycle to Drive Content Development(10-min session)
Rob Pasquinucci, Director of Communications – UC College of Arts and Sciences
Most of your faculty have deep expertise across a wide variety of news topics. Having a deep bench of experts and using them to develop original content in a real-time, always on environment gives higher ed stories greater relevance and often garners the attention of traditional media. In this session, Rob Pasquinucci will share best practices for developing a faculty experts list and monitoring the news for opportunities to leverage the knowledge of faculty to get your institution in the day’s news.
Students Blogs Aren’t Dead: A Case Study of Successful Off-Campus Story Telling (10-min session)
Tabita Green, Director of Web Content – Luther College
Following the success of its faculty blogs, Luther College decided to pilot a blog project this past January with student bloggers studying off campus and the results exceeded all expectations: over 100,000 page views with an engagement of over 7 pages/visit and a measurable decrease in parents calls. In this case study, Tabita Green will explain how this blogging project was set up and managed. She will also share top lessons learned to give you a head start if you want to implement a similar project
Creating Content to Answer the Burning Questions and Welcome New Students (10-min session)
Liz Babiak, Social Media Community Officer – Algonquin College (Canada)
How can you deliver just-in-time content to answer new students’ burning questions and create excitement about the new academic year? Higher Ed institutions are big organizations and new students often don’t know where or how to seek information. In this case study, you will find out how Algonquin College listened and engaged with its incoming cohort to anticipate the potential challenges, questions, and barriers to student success leading up to and during the critical first few weeks of the Fall 2013 term. You will learn how aligning content with key questions, academic dates, and departmental activities, can alleviate some of the new students’ stress, but also solidify your social media accounts as engaged, attentive, and helpful channels for students to connect with.
Elizabethtown Magazine Turns Page: Making the College Magazine Multiplatform (10-min session)
Donna Talarico, Integrated Communications Director – Elizabethtown College
College magazines are usually where you can find your school’s best stories – stories too good to be shared only on paper. Along with a redesign of the print magazine, Elizabethtown College recently launched an online edition. In this session, Donna Talarico will share the new editorial model used for this multiplatform publication. You will learn how you can plan content for the magazine with print, web and multimedia in mind, promote this content and re-purpose it elsewhere.
Moving Beyond Girls Under Trees: Effective Photography for Your Website (10-min session)
David Anderson, Director of Strategic Digital Communications – UB School of Medicine and Biomedical Sciences
Photos are all too often an afterthought in web content. In this session, David Anderson will share simple, key pointers for taking the right photos for your website: effective and engaging photos that connect with your readers and support your content. You don’t need expensive equipment or years of experience to take great shots. You’ll learn how to take more strategic photos in a snap.