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

So why ContentEd Live? 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

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?

Debating the difference between strategically using content and Content Strategy

So what’s the big problem?

Morbid Content Obesity

Absolutely stuffed with content Problems with self-regulation Binge authoring / posting aka Content Flatulence Insatiable hunger to create more No structured meal times Serious complications in later life!

But in all seriousness..

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)

Using content strategically The problem of fluidity Dynamic 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

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

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

We are the ones who are diagnosing the problems.

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

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

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

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

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

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