Donna is in charge of content across several platforms and media at her institution.
In this 3-question interview, Donna tells us about a content challenge, a secret weapon to create better content and shares some advice.
1) What is the biggest challenge you face in your day-to-day work on higher ed content?
There are many, but one of the biggest challenges I face is content quality and quantity (there’s usually nothing or too much), and lack of regard for the intended audience—usually the result of taking shortcuts. For example: using content suited for an academic proposal in an admissions brochure, or overstuffing a web page with massive amount of text. When all else fails, I show third-party examples to show that “yes, other schools do what I’m recommending; I’m not crazy.”
2) What is your secret weapon to get better higher ed content created?
Sometimes, I rewrite content or a headline, without permission, and email the link to the edited page; this shows the campus client what they were missing. To wow them, if you will. Second, specifically related to the web, our team now requests a content calendar and several-months-worth of content, or at least solid outline, before we’ll set up a page/site or give someone access to the CMS. In short, we’re challenging our web users to think deeper and educate them that the web is not just a place to put stuff.
3) What piece of advice would you give to somebody who wants to improve digital content?
Just like I’d advise a writer to read often, I’d tell someone who wants to improve his or her campus’ content to read, read, read digital content. Inspiration is everywhere, and looking at peer schools as well as OUTSIDE higher ed can get someone outside of that bubble. Know what else is out there. And, by all means, get active on Twitter (and follow the right people, of course) so you can get daily doses of inspiration and be connected to a network of smart cookies.
