In this 4-question interview, Art tells us about an exciting content project, a favorite tool, the place of SEO and shares a cool video with us.
1) What is the most exciting content project you’ve worked on over the past year?
We finished a major overhaul of our admissions content in 2016. This was a big leap forward for us, as it is the first entirely mobile responsive section of our marketing website. The project involved all admissions areas, including undergraduate, graduate, international, and online. Results so far have been very encouraging, and it has helped strengthen relationships with key influencers.
2) What is your favorite tool to use when working on content projects?
It’s simple, but our cloud-based file sharing system has made collaboration across campus much easier. We use box.com. All files for a project go in one location, and we setup shared folders for project team members. It makes the lives of a project manager and their team much, much easier.
3) What is the place of search engine optimization in your content creation and distribution process?
We begin to start planning for SEO in the website information architecture phase, early in a project. Content creation emphasizes mobile-first, increased readability, use of keywords, and engagement. Those are our foundations. Social sharing is probably our most important distribution channel, and it has a significant impact. Like most higher ed marketing teams, we still have room for growth and adjustment.
4) Video has become a key format. Can you share the most successful video produced at your school?
Sinking a half court shot to win paid tuition is the kind of thing that makes headlines! Here’s the video/
A conference focusing on content strategy & practices in higher ed?
The HECO conference has become a must-attend event for marketing and communication professionals in higher education looking for new ideas and best practices for content creation, management and distribution..
Read below what a few of your higher ed colleagues who attended the past editions of the Higher Ed Content Conference say about the event.