Holly Hill, Director of Digital Strategy at Flagler College, is one of the 12 presenters of the 2020 Higher Ed Content Conference .
In this 4-question interview, Holly tells us about best and worst content trends in higher ed, content measurement, great content ideas and a favorite tool.
1) What are the worst and best content trends in higher ed?
Worst content trend: Creating content for the sake of flooding your channels
Anyone can create digital content, right? There is a myth that if you own a computer, phone, or tablet and have a website or are active on social, you are automatically an expert. How does this translate in Higher Ed? You get lots of requests to “just post content,” as is and make sure it’s everywhere. Let’s start reframing this conversation in 2020.
Best content trend: There’s so many! My favorite content trend would have to be data-driven visual content.
Pause for a moment and take the time to analyze your audience’s behavior and what part of the journey they are on- are they just seeking information, or are they ready to commit? Now here comes the fun part: create your content with gusto, because you have a little more information to be purposeful.
2) Why is it still so difficult to measure the performance of higher ed content?
This is usually attributed to a lack of resources, whether it’s time, money, or people, and not enough collaboration between offices. The lack of resources is a tough hurdle, but you will become more focused on what you spend time on by genuinely listening to your audience. The second one is easy: go have a cup of coffee with someone from another office and chat. Collaboration starts with trust; once that’s established, you’ll begin to see that everyone is rooting for the same team.
3) Share 3 pieces of higher ed content that made you envious or proud.
University of Michigan’s commencement video. I absolutely loved how UM’s video team captured the impact of graduation in a way that resonates with anyone who’s graduated from college/university.
High Point University Loves the City of High Point magazine. You cannot see it online, but you can request a copy by visiting their website here. This piece highlights the value of a High Point University education while simultaneously making local residents and business leaders feel good about HPU’s role in the community.
Flagler College’s Xbox unboxing video. We created this piece in 2019 but didn’t release it until January 2020. I am really proud of this piece because it was a unique way to honor a donor while also letting students know that the Xbox One consoles were now available.
4) What’s your favorite new tool for content work?
Hands down, Adobe Spark. It’s a fun and creative way to tell an interactive story. I even use it in my personal life.
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.