Sessions at Confab 2012 about Higher Education on Tuesday 15th May

Content strategy across the higher education spectrum is all about engaging audiences, from prospective students to potential donors. What kind of content creates a spark that sets off a lifetime of engagement? Erika Knudson and Rebecca Salerno will show how the Indiana University Alumni Association developed a content strategy that used content about major life experiences (getting a job, moving to a new city, having a baby) to strengthen the relationships with their alumni.

They’ll present a road map for engagement that outlines their process for developing and selling a brand story to stakeholders; researching and challenging audience engagement trends; analyzing audience behaviors; and creating a content strategy. It’s a process that is applicable to any business or service that is trying to connect with audiences in a meaningful way.