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Setting the context: Defining the importance of content strategy in education

Explore the significance of content strategy in the rapidly changing education landscape and how it can drive student recruitment, engagement, and overall success. Join us at ContentEdLive to learn from industry experts and find practical solutions for implementing effective content strategies.

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Setting the context: Defining the importance of content strategy in education

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  1. Setting the context:Defining the importance of content strategy in education Andy Blair Director of Marketing, Student Recruitment & Admissions University for the Creative Arts

  2. So why ContentEdLive? The things we all know • Education systems world-wide are undergoing unprecedented change. • Political, social and economic environment - all questioning ‘value’. • Routes to learning and employment are increasingly diverse. • Quality of teaching, research and student experience under the spotlight. • Global market for education = Global market for education content

  3. So why ContentEd Live? The things we also know • Education marketing is quickly shifting towards being ’content’ led • Institutions are starting to make substantial investments • Content planning, design, creation, authoring, distribution, management • Where is it all going?

  4. Debating the difference between strategically using content and Content Strategy

  5. So what’s the big problem?

  6. Morbid Content Obesity

  7. Absolutely stuffed with contentProblems with self-regulationBinge authoring / postingaka Content FlatulenceInsatiable hunger to create moreNo structured meal timesSerious complications in later life!

  8. But in all seriousness..

  9. Content Strategy is…‘A set of governance systems and methodologies that define how your content behaves both inside and outside your organisation’. Andy Blair, ContentEd 2017 (@andyblairuk)

  10. The problem of fluidityDynamic platforms / Multiple methods of engagement / User generation / Multi-channel management Using content strategically User Experience / Information Architecture / Content Management / Content Marketing / Communications Content Strategy Substance / Structure / Workflow / Governance

  11. Institutional strategy Teaching & Learning Strategy Research & Enterprise StrategyStudent Experience Strategy Public Engagement Strategy Internationalisation Strategy Marketing & Recruitment Strategy Communication Strategy Brand Strategy Content Strategy Information Management Strategy

  12. Who are we? • UX Designers • Digital Development Specialists • Web Editors • Social Media Gurus • Content Marketers • Communications & PR Specialists • Internal Communications Managers • Media Relations Officers • Project Officers • Strategists • International Comms & Marketing Officers • Account Managers

  13. We are the ones who are diagnosing the problems.

  14. We are also the ones most likely charged with finding the remedies.

  15. Exploring Being curious Asking questions Building confidence Finding relevance for your institution

  16. ‘Strategy’ 1. A plan of action designed to achieve a long-term or overall aim. Oxford English Dictionary

  17. ‘Strategy’ • 2. The art of planning and directing overall military operations and movements in a war or battle. • Oxford English Dictionary

  18. Beginning of a new movement to help bring Content Strategy into the education context

  19. Be here now. Be online throughout.Use what you hear.Make it your own.

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