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.
14th–16th May 2012