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

3. 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

4. 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?

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

6. So what’s the big problem?

7. Morbid Content Obesity

8. 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!

9. But in all seriousness..

10. 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

11. 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

12. 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

13. 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

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

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

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

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

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

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

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