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Great content is the lifeblood of successful college brands. Use the anatomy of a content ecosystem to create a memorable college or a university brand.
The primary goal of digital content marketing is to earn attention and grow brand reputation by providing valuable content – that informs, persuades, engages and delights prospects and customers. However, delivering on this goal has turned into an all-out arms race, with three distinct generations of content marketing. First Generation: Core Content In the beginning, marketers equated content with website copy and photography. Copywriters and storytellers elevated the website copy – presenting the facts and persuading the prospects with engaging content; professional photographers were hired to lift the website experience with beautiful imagery that told visual stories. Core Content = Copy + Stories + Photographs + Press Releases. Second Generation: Enhanced Content Once parity was achieved in basic content, marketers expanded the concept of content to include blogs and juiced up the copy, photographs and blog posts with keywords to secure page 1 rankings on Google. Enhanced Content = Core Content + Blog Posts + Social Media Posts … Continue reading
Anyone who has ever suffered through a migraine knows the symptoms: headache, distorted vision, irritability, dizziness, nausea, etc. Anyone who has ever gone through a website content migration has probably experienced some of these same symptoms. Whether we all like it or not, in the world of digital media content migration is a necessary evil. Actually, strike that, it is a necessary good. Without the ability to perform a migration, all content would have to be manually copied from the current content management system (CMS) or entered manually into the new system. As with migraines, the key to a headache-free migration is prevention. The most important preventative steps are to understand: how your content is represented in the source system; how you would like it represented in the destination system; and how you will you need to process or transform the content while moving it. Once you have defined these three points in detail, you have essentially defined your migration path. We recently … Continue reading
Sure, journalists make the best content marketers. We enjoy asking the hard questions, and we laugh at what you laypeople consider “tight” deadlines. But what happens when you take a J-school vet, and put her to work writing for the web? Gratitude, first of all, to no longer be working in a dying industry. But also renegotiation of styles and structures that were preached and practiced and deeply ingrained nearly a decade ago (gawd, I’m old). Bullet points, calls to action, SEO. It’s all newfangled mojo for newspaper journalists. The hardest habit to break? AP Style. Understanding AP Style: The Journalism Bible… or Cult? I’m not sure how many non-journos even know what AP Style is, but let’s just say that it’s a set of standards for journalistic writing, akin to MLA or Chicago or AMA Style. Break the rules, and your editor will whip you behind the proverbial shed. The Associated Press Stylebook is updated annually to guide punctuation, … Continue reading
Posted in: content strategy, writing for the web