- 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 2017 edition of the Higher Ed Content Online Conference will take place on April 26, 2017.
This online conference is the Spring event for higher ed professionals and teams who want to help their school create better content across digital channels (social media, mobile, web, email, 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.
2017 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 ;-)).
Short, sweet… and social: social media video 101
Tony Dobies, Director of Social Media – West Virginia University
Gone are the days of posting a simple social post with text and a link or developing videos without thinking of social media. West Virginia University has focused on “social video” and seen a gigantic jump in numbers as a result. In this session, Tony Dobies will share what makes successful short, social videos. You will also learn more about WVU recipe to create your own social media videos without a big team or an external agency.
How mindfulness can empower the content creator
Bill Zimmerman, Social media manager – Penn State
A crushing schedule, sharp-tongued critics and a never-ending flow of data. Managing higher ed content on social media and elsewhere is a challenge. Mindfulness can help. In this session, Bill Zimmerman will explain how attitudes and actions rooted in mindfulness can make you a better content creator. You will also get a few practical tips to embrace a mindfulness approach in your daily work and fight your own “content creation fatigue.”
SEO on steroids with brand storytelling
Joshua Dodson, Director of Digital Marketing – Bentley University
When you think of SEO, mechanical content may come to mind. You know, the kind of content that is heavy on keywords and light on emotion. But, what if brand storytelling could be more effective to approach SEO? In this session, Joshua Dodson will explain how storytelling can have a deep impact on SEO rankings. You’ll see the data and learn how you can start using storytelling with SEO in mind at your school.
SEO Success Story: making popular content work harder
Art Hill, Senior Manager of Digital Marketing- Ball State University
Sometimes, your popular content isn’t what you thought it would be. After analyzing the top 100 landing pages on its website, Ball State Discovered some surprising winners: pages developed by their Career Center. In this session, Art Hill will explain how BSU used this discovery to make these silent winners work harder for student recruiting and success. You’ll also learn how content, SEO and Analytics can help break silos, uniting team members behind a common goal.
The art of the short-form story: how to get more readers per word
Lydia Anthony, Web Content Manager – Converse College
Have you ever published the fruit of countless hours of research, interviewing and editing, only to watch your baby blip momentarily in the social media spotlight before sinking into the archival abyss? When you divide the number of readers a story gets by the hours of staff time spent producing it, do you die a little inside? In this session, Lydia Anthony will share how her team redesigned their storytelling content strategy to tap into existing content production channels and maximize story exposure. You will also hear how to increase your staff time ROI and unleash campus “power-sharers” to make each of your stories earn its keep.
Fill in the _____: how content templates can streamline your creation process
Sofia Tokar, Web Writer and Communications Officer for Arts, Sciences and Engineering – University of Rochester
A content template is a powerful tool for creating and editing digital and web content types that are repeated regularly. The best templates specify what needs to be included and how it needs to look, while still maintaining a degree of flexibility. In this session, Sofia Tokar will show you how a content template streamlined the production of The Compost, a monthly e-newsletter produced for the University of Rochester’s Green Reps Program, an employee-led initiative to help the university go green. You will also learn what you need to know to create better content templates.
Online tools for content and user research
Amy Grace Wells, Content Strategist/UX Researcher – Graceful Content
If you’re not learning about your users, you can’t produce great content that meet their needs. And if you’re not testing your content, you won’t know if you’re meeting goals. User research and usability testing don’t have to require formal lab setups or huge investments of time. In this session, Amy Grace Wells will explain how an array of online services, from free to budget-friendly, makes it accessible for everyone. You will also hear about the best online tools for higher ed and key tips to ensure success in user testing.
Representing diversity on the web: how to include everybody online
Conny Liegl, Senior Designer – California Polytechnic State University
In higher education, we value diversity and inclusivity – but do our websites reflect these standards? Often unconscious, wrong decisions on copy and multimedia content can create a hostile virtual environment to underrepresented groups. When people don’t feel welcome, they don’t apply. In this session, Conny Liegl will help you identify some of the common pitfalls. You will also hear about easy solutions to improve your school’s presence on the Web and social media.
Marketing from within: the internal marketing campaign behind #OnlyHere at UNB
Kelsey Seymour, Digital Marketing Manager – University of New Brunswick
How do you get your university community involved in a digital-heavy marketing campaign targeted at 15-17 yr. olds? In this session, Kelsey Seymour will share a case study about the internal content marketing strategy behind UNB’s #OnlyHere campaign. You’ll find out how the internal campaign was designed and conducted to help rally everybody on campus to pitch in.
Feeding the content beast: harnessing the power of student workers
Lindsay Nyquist, Director of Digital Communication – Fort Lewis College
Endlessly creating content for social and web is a constant struggle in higher education. Student workers provide a quick solution, but come with their own set of complications. How do you maintain brand voice, proper grammar or spelling, and appropriate content when relying on 21 year olds? In this session, Lindsay Nyquist will explain how thorough screening, regular meetings, and technology solutions can turn your student team into a content generation machine. You will learn what you need to set up your own student worker management process – from hiring through graduation.
Snapchat unsnapped: content strategy insights from a college student
Liz Miller, Student – St. Lawrence University
Who are the Snapchat experts on college campuses? Social media students ambassadors, of course! In this session, one of them, Liz Miller will share how she spent the last year contributing to content strategy development for the St. Lawrence University’s Snapchat account. You will also learn how the social media student team (managed by Meg Keniston) pulls together content that educates but also engages their target audiences.
Snapchat your students to your event with geofilters & campus stories
Jason Boucher, Social Media Manager – University of New Hampshire
How do you get students to attend a big – but optional – event celebrating your school’s 150th anniversary? Food and fun can help, but you have to get the word out first. The University of New Hampshire managed to draw student crowds last Fall to kick off its 150th anniversary and a new fundraising campaign. In this session, Jason Boucher will explain how UNH used Snapchat and geofilters to attract a big student crowd at the event. You will learn how you can do it at your school – with a limited budget for the filters.
Higher Ed Content Conference Faculty
As the Social Media Director at West Virginia University, Tony Dobies has positioned the University as a leader in higher education when it comes to new and social media platforms. He is a vocal advocate across the higher education community and has spoken at numerous national conferences on the importance of social and digital media in marketing and communications.
At WVU, Tony leads the social media conversation on campus. He leads a team that sets the University’s social media-specific goals and strategies and helps to use social media effectively through various campus-wide campaigns and initiatives. In 2015, Tony was named a “30 under 30 Rising PR Star” by PR News. In 2016, Tony was also part of a team that won PRSA’s “Best in West Virginia” award for the best overall PR campaign in the state in addition to significant recognition for WVU’s innovative use of Snapchat and short, social video campaigns.
As social media manager in the Office of Strategic Communications, Bill oversese daily planning and administration of Penn State’s official social media accounts as well as content production and curation. He is also a contributor to Penn State News as a writer and photographer, and host of “This is Penn State,”? a web series that looks at the expertise, commitment and creativity of Penn Staters.
Bill has a bachelor’s degree in journalism from Indiana University of Pennsylvania and a master’s degree in higher education from Penn State. He is also an adjunct lecturer in Penn State’s College of Communications.
Joshua is a Web expert who has worked with numerous colleges and universities to improve their Web presence, better understand their user trends, and increase enrollments. 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 and analytics experience ties campaigns to results to show true impact.
Before joining Bentley University, Joshua worked as a consultant, strategist, web developer, and AVP of digital marketing at universities including Southern New Hampshire University, Eastern Kentucky University and Lincoln Memorial University. Since 2011 he has mentored and taught over 300 higher education marketing professionals around the world about the effective use of Web analytics, predictive analytics, and SEO for Higher Ed Experts. Joshua has led workshops, given keynote presentations, and presented at industry conferences on advanced Web analytics, SEO, strategic marketing, social media, and predictive analytics among other topics.
With more than 10 years’ experience in sales and marketing, Art Hill brings unique perspectives to Ball State’s digital marketing team, which he joined in 2009.
He has coached hundreds of employees in content management and Ball State’s online branding.
Lydia Anthony has helped Converse College through two website redesigns and three content production models in 7 years. Her work has caught the attention of content strategy blogs MeetContent and InsideTimsHead.
A 2014 graduate of HigherEdExperts’ Professional Certificate Program in Web Analytics for Higher Ed, Lydia holds a bachelor’s in Creative and Professional Writing from Converse College and a master’s in Library and Information Science from the University of South Carolina. In her other lives she is a songwriter, choreographer and aspiring aerialist.
Sofia is the web writer and communications officer for Arts, Sciences and Engineering at the University of Rochester. As part of the web team, her work includes creating, editing, and curating content for the university’s homepage and top-level pages, departmental web pages, and social media accounts. She regularly co-hosts on-campus presentations and workshops about strategic and tactical web communications.
Before joining UR, Sofia worked as the assistant editor in the marketing and communications department at Nazareth College. Her work as part of the teams at Nazareth and UR has been recognized with awards from CASE and PRSA.
Sofia earned her master’s degree in English language and literature from Queen’s University in Canada. She is currently pursuing her master’s in online teaching and learning at UR. Sofia is also a graduate of the Higher Ed Experts web writing certificate program, and is now its instructor.
Amy Grace is a content strategist and user experience researcher with more than decade of experience in higher ed, publishing, and nonprofit. She is currently pursuing a Master’s degree in user experience design from Kent State University.
Her experiences include at University of South Carolina, where she served as the first content strategist, and Texas A&M AgriLife, where she directed content strategy, information architecture, and social media for the College of Agriculture and Life Sciences and five state agencies. She served as an expert reviewer for “Content Strategy for WordPress,” published in 2015. Bragging rights include holding a sensei rank in karate and singing happy birthday to Muhammad Ali.
Conny has been working in higher education for more than a decade. She is the lead designer for web, graphic, and user experience at Kennedy Library, California Polytechnic State University in San Luis Obispo, California.
Conny develops intuitive interfaces to make people happier, more productive, and less frustrated, helping teams transform user-focused ideas into engaging and powerful tools. She specializes in user-centered design and has a background in web usability and accessibility, social media marketing strategies, as well as e-learning technologies and theories. Conny holds an M.A. in Information Science from Saarland University, Germany.
Kelsey Seymour is the Digital Marketing Manager at the University of New Brunswick (UNB).
She has worked in Higher Ed marketing, communications and IT on both coasts – first in UBC’s faculty of medicine before returning to her alma mater at UNB.
She’s responsible for leading the university’s digital marketing strategy and operations, overseeing UNB’s social media landscape, leading the refresh of the university’s website and contributing to the institutional rebranding and #OnlyHere recruitment marketing campaign.
Lindsay Nyquist is the Director of Digital Communications at Fort Lewis College, a small public liberal arts college in Durango, Colorado. Lindsay’s main focus in social media is education and empowering people to use social media confidently.
Lindsay is also on the planning committee for the eduWeb Digital Summit and is the founder of DurangoSocial, a social media resource group for businesses in the community.
Liz Miller is a senior at St. Lawrence University in Canton, New York. She is one of two Student Leaders on the university’s Student Social Media Team, a group of 16 student volunteers who assist St. Lawrence’s social media manager with content insights and development.
A large part of Liz’s role with the team is managing the content calendar and strategy for St. Lawrence’s Snapchat account. Liz is a performance and communication arts major with a focus on communications and is a self-proclaimed social media nerd that also loves to put her phone down and enjoy the outdoors.
Jason Boucher is the social media manager and a digital content strategist at the University of New Hampshire where he is responsible for developing and leading the University’s social media strategy.
Boucher’s role enhances and expands the University’s image online, increasing brand equity and awareness, promoting the mission through all social media platforms, and building relationships with stakeholders. He’s also a Huffington Post contributor, social media evangelist, and host of a weekly radio show.
Should I attend the Higher Ed Content Conference?
This conference is recommended for teams including:
- Communication Directors
- Community Managers
- Directors of Web Communications
- Higher Education Marketers
- Magazine Editors
- Marketing Directors
- Marketing Professionals
- Online Marketing Specialists
- Professional Writers
- Publication Professionals
- Social Media Directors
- Social Media Marketing Managers
- Social Media Strategists
- Web Communication Coordinators
- Web Content Contributors
- Web Coordinators
- Web Editors
- Web Managers
- Web Writers
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 26, 2017 – 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: May 3, 2017.
2016 Higher Ed Content Conference Recordings
If you previously registered and paid your registration fee, LOG IN! to access the 2016 recordings
This online conference, now available on-demand, offers 12 focused sessions of 10 minutes each and a general session Q&A.
How to build a new content culture to rally your campus contributors
Amy Grace Wells, Content Strategist – University of South Carolina
Higher education is a notoriously decentralized environment — and one of the most difficult to reign in when it’s time to change your school’s content culture. In this session, Amy Grace Wells, will show you how the University of South Carolina was able to implement change and bring some harmony across content teams by nesting key university messages, attributes and values. You’ll also learn how you can use content strategy nesting tactics at your school.
Less is More: Weeding Content to Help Your Visitors Find What They Need Faster and More Easily
Avalee Harlton, Service Coordinator & Web Content Designer/Editor – York University (Canada)
How much content is enough content? Many of our higher ed websites have become larger than originally intended, which has unanticipated consequences. In this session, Avalee Harlton will explain how to spot what content can be culled, whether it should be culled, and why it’s important to occasionally put your website ‘on a diet’.
Bringing Academic Program Pages Home: Merging academic and departmental content
Zoe Barker, Web Administrator – DePaul University
What happens when you combine two previously separate paths: Academic programs and Departments into one location? A little chaos and a lot of broken links. In the fight between decentralization and centralization, issues of duplication and IA standardization are front and center. In this case study, Zoe Barker will explain how DePaul University took a live college site’s biggest content problem head-on. She will share lessons learned about content auditing, mitigating issues when making large-scale changes, and how this project helped spread the word on governance at her institution.
5 Steps to Reviving Web Content: A Case Study of Rochester’s Research Web Pages
Sofia Tokar, Web Writer – University of Rochester
They say art is never finished, only abandoned. The same is true for a lot of web content. Keeping our content fresh and up-to-date is challenging, especially when time and resources are limited. So how can you revive content that has been neglected for months or even years? In this session, Sofia Tokar will take you through the five-step revival of the University of Rochester’s Arts, Sciences and Engineering research webpages. You will learn how to use content tools (including web writing guidelines, editorial calendars, and content templates) to help revitalize and manage your own website’s content.
Bigger is Better: The Role of Long-form Content in SEO
Joshua Dodson, Director of SEO – Southern New Hampshire University
“Don’t post your thesis on the home page.” We all know it and have been repeating this refrain for years. Yet, short content is not always the best answer. There is a place for both short and long-form content on your website. In this session, Joshua Dodson will discuss the importance of long-form content for search engine optimization. You also learn what type of long-form content works and why.
Making the Case for Content Marketing
Donna Lehmann, Senior Director of Marketing and Communications – Fordham University
Board members love seeing your outdoor ads. Vice presidents comment on seeing your banner ad on their favorite site. Deans seem to have endless requests for print brochures. But shrinking print budgets, banner blindness, and ad-blockers are taking their toll on how much of your intended audience receive your message. In this case study about a content initiative around the hero of the movie Bridge of Spies, Donna Lehmann will demonstrate why content marketing can save the day. You will also find out how to position content marketing in your communications strategy — especially at the executive level — and how to ensure you get the metrics needed to make the case.
How to maximize research impact through content and media
Steve Thompson, Head of Digital – University of Sheffield (UK)
When the UN Conference for Climate Change (#COP21) took place last December in Paris, the University of Sheffield in the UK saw an opportunity perfectly aligned with one of its institutional strategic priorities: sustainability. In this case study, Steve Thompson will explain how his institution was able to raise its profile and enhance its reputation through both traditional and digital media. You’ll also learn how using a mix of content formats and media, you can help promote research stories both internally and externally.
Stop ignoring positive messages on social media
Steve Roulier, Executive Director of Communications – Springfield College
We all know why shouldn’t ignore negative comments on social media. But what about those positive (or neutral) posts? In this session, Steve Roulier will explain why responding to these positive messages may be even more critical to brand equity. He will also share some best practices and tips to help you conduct your own positive post campaign.
Choosing the Right Video Story For Your Institution
Ravi Jain, Senior Associate Director, Digital Media and Web Development – Boston College
Video storytelling has proven to be a key piece of any school’s marketing and communication content strategy. But, you can’t just “make a video.” You need to make the *right* video: one that aligns your institution’s messaging with your potential audiences. In this session, Ravi Jain will walk you through the creative strategy driving his own work for Boston College, from his 60 second mini-documentary “Boston College Minute” series to recent immersive 360 video experiences.
Snapchat Takeovers: Showing college life through the eyes of the students!
Kelly Bennett, Manager of Social Media and Marketing Strategy – Miami University
Student Takeovers on Instagram are popular and very successful in higher education. But, can they work on SnapChat? In this case study, Kelly Bennett will explain how Miami University students are showing the college experience through their eyes via the official university Snapchat account. You’ll find out why these “student takeovers” increased Snapchat story views by 40% in six weeks and have resulted in intriguing content for prospective students, current students, and alumni.
GIFs and gab: Telling stories using animation
Mike Petroff, Associate Director of Digital Content Strategy – Harvard University
GIFs started as a bitmap image format but have grown to describe a new visual language on the web. How can higher ed institutions take advantage of this evolving format? In this session, Mike Petroff will explain how Harvard University uses GIFs to support news, social engagement, and more. You will also get some tips and tools to use GIFs at your school.
An infographic is worth a 1000 words…
Cameron Pegg, Executive Adviser for Engagement – Griffith University (Australia)
Infographics are a fantastic tool for recruiting new students, engaging the ones you already have, connecting with alumni and donors, and telling your institution’s story with greater impact. In this session, Cameron Pegg will share different types of infographics and help you understand the data that underpins them. You will also learn more about the organizational partnerships that allow great visual storytelling to occur and methods for sharing and promoting this content effectively.
2015 Higher Ed Content Conference Recordings
If you previously registered and paid your registration fee, LOG IN! to access the 2015 recordings
This online conference, now available on-demand, offers 12 focused sessions of 10 minutes each and a general session Q&A.
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. Users 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.