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Amanda WaiteAmanda Waite, Creative Communications Director at the University of Vermont, is one of the 12 presenters of the 2018 Higher Ed Content Conference.

In this 3-question interview, Amanda tells us about the best content advice ever, content performance measurement and a favorite content tool.

1) What is the best advice you’ve ever been given when it comes to content?

For content to be absorbed, it must first be read. In the work that we do, where we’re trying to get our school’s messages across to various audiences, it can be easy to forget that readers are under no obligation to see a story through to the end — or even pay attention to it in the first place. Putting the audience first is so important to ensuring that your content isn’t scrolled past on social or sorted into the junk mail in print.

2) How is the performance of your content measured/evaluated at your school?

We use a combination of Google Analytics, native analytics on social platforms, and this past year used a CASE survey to benchmark our magazine against other schools’. We pay the closest attention to engagement metrics (how the content performs among those who see it), which tells us the most about the value and relevance of our work. Tracking traffic from social to our website helps us better understand what kinds of content work on different platforms — and reveals a bit about how the audiences differ (for example: although Facebook drives higher numbers, our Twitter followers are more likely to spend more time with and engage more with a story when they’ve clicked through.)

3) What is your favorite content tool?

Right now, my favorite tool is our newest: a Photoshelter account for keeping photo and video assets organized and accessible to our office and those around campus who need them. Thanks to naming conventions and custom collections, it’s so much easier to quickly find and download the photo or video clip you need — way faster than digging through external drives and email or waiting on a colleague to be able to share their assets.

A conference focusing on higher ed content?

The Higher Ed Content Conference is a must-attend event for higher ed content professionals and teams looking for new ideas and best practices.

Read below what a few of your higher ed colleagues who attended the past editions of the Higher Ed Content Conference say about the experience.

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