Steve Thompson, Head of Digital at University of Sheffield, is one of the 12 presenters of the 3rd Higher Ed Content Conference.
In this 3-question interview, Steve shares a surprising outcome from content work, the biggest hurdle for content quality and a higher ed content dream.
1) What’s the most surprising outcome – in your work with content – you experienced in the past 12 months?
The engagement and reach on facebook (FB) from our recent Gravitational Waves content – our most successful FB post ever!
We produced explainer video content, putting our academic at the forefront. It reminded us of lessons from Jonah Lehrer’s book ‘Contagious’. Such as the value of creating content for our audience that delivered with practical value, social currency and a great story about Dr Ed Law.
It’s also made us challenge our thinking on how we use FB. We rarely use it for news or research related stories. However, as FB continuously evolves we’ll be reviewing our approach.
2) What’s the biggest hurdle for content quality at work? How do you deal with it?
This may depend on how you define ‘quality’.
I’m actually ok with content not being too polished – I think it can provide a level of authenticity. Content creators, also need the freedom to feel like they can put out content that’s not ‘perfect’ or experimental.
Otherwise, the biggest hurdle is access to and buy-in from the people around the University. Academics, staff and students have so many demands on them and they all have different views as to what makes great content.
Both these points boil often down to people’s perception. So, to deal with this, it’s a case of getting out there and speaking to people, providing them examples or work and building strong relationships. They then go out and evangelise to others…at least I hope they do 😉
3) If you were given everything you need, what’s the first piece of content you’ll create for your school?
I’d put our people at the forefront of anything we did.
I’ll allow myself to fantasise about having explanatory or how to content for absolutely everything to do with University and current affairs; spoken by the people of the University and based their own experiences. Lots of short videos, although still a mix of all content and media types. Ideally making a dent in the search and social media news market. Inspiring and helping others all over the world.
Easy right 😉
4) What role does video play in your content strategy?
Video, is playing an increasing role and links to a core elements of our strategy – content co-creation with staff and students. It’s one of the most effective mediums to get across emotion and to communicate more complex ideas. Media outlets are demanding video assets more and the statistics on views and engagement with videos, especially short ones, continue to rise.
