Download - Multimedia and Content Strategy
MULTIMEDIA & CONTENT STRATEGYTIL DEATH DO US PART
Gene Begin / @gbegin / #CASEMMWSenior Director of Integrated Marketing / Babson College
The planning, development, and management of content—written or in other media.*
WHAT IS CONTENT STRATEGY?
*WikipediaImage Source: Contentini
WE NEED A___________________
<insert meme>
<insert video>
<insert flashy new digital thingy>
WE NEED A #%!$%@+#%!$%@+
WAIT, WHAT?
NO.
THE BUSINESS OBJECTIVE.
FIRST… OBJECTIVES.THEN… STRATEGIES.
LAST… TACTICS.
[www.iveybusinessjournal.com]
WHERE DOES CONTENT STRATEGY FIT IN?
Institutional Strategy
Content Strategy
Digital Marketing Marketing Communications Technology Infrastructure
INSTITUTIONAL STRATEGY = CONTENT STRATEGY
Content strategy must be hardwired to your institutional strategy
HOW DOES CONTENT STRATEGY HELP
• What type of content should we produce?• Who is our target audience?• What stories should we focus on telling?• Where should we host our content?• On which platforms should we share our stories?• How do we prioritize requests when everyone
wants a video?
CONTENT GOALS & MEASUREMENT
• Build trust, conversation and deepen loyalty with our existing audiences (alumni/student feedback & engagement)
• Attract new prospect students, clients and partners (inquiries, applicants, deposits, clients, recruiters)
• Generate engagement and/or explore audience pain points and overcome myths and objections (comments/shares)
• Illustrate benefits through stories and experiences (views)
• Develop new ideas (feedback generated)
• Build reputation with search engines (search engine ranks)
WHAT TYPE OF CONTENT SHOULD WE PRODUCE?
9 MAJOR TYPES OF MULTIMEDIA CONTENT
1. Photography — all social has gone visual2. Video — YouTube, Vimeo, or Wistia embedded right into a post or shared directly to
social media3. Screenshots — helpful images of your product or workflow4. Infographics — visual information, either super long and meaty or bite-sized and
informative5. Data visualization — standalone charts and graphs6. Comics — relevant comic strips or cartoons 7. Memes — popular memes customized to fit the context of your post or update8. Visual note-taking — casually-designed layout of ideas, typically text-heavy9. HTML5 Animation — interactive media
BufferSocial, May 2014
DEVELOP A CONTENT / ASSET SOURCES LISTSOURCE ASSET TYPE
Multimedia HTML5 interactive Animation
Magazine Web version Video exclusives Slideshows
PR Announcements Research Rankings Alumni businesses Student/programs
Athletics News Results Features/Stories Awards
Blogs College-created Student-owned Faculty-owned
Photography Staged User-generated Stock
Videos Event/speaker capture Scripted User-generated
Alumni Research Job Promotions Business launches
Social Media Conversation Testimonials Customer Service Questions
Newsletters Thought Leadership Alumni Students Parents
WHO IS OUR TARGET AUDIENCE?
TARGET AUDIENCE?
HIGHER EDUCATION CONSTITUENCY MAP
TARGET EXPERIENCE
Post-Experience Impact
Current Student Experience
Prospective Students/ParentsCurrent StudentsFaculty/StaffProspective EmployeesWorking ProfessionalsHR Decision-MakersRecruitersParentsGuidance CounselorsAlumniGovernancePolicy-makersEducators/Academics
HOW DO WE GENERATE AND/OR CURATE IDEAS FOR CONTENT
BUILDING A CONTENT PIPELINE
• Mine the events calendar for campus speakers• Collaborate with campus centers and organizations• Partner with the written word content creators (i.e. Magazine)
• Regular Departmental Meetings– e.g. Social Innovation Institute, Center for Women’s Entrepreneurial
Leadership, Center for Investments and Finance, Executive Education
• Marketing Strategy Meetings– Marketing Council, Social Media Council/Steering Committee, Agency
Meeting, Lifecycle Marketing Meeting, Editorial Meeting
BUILDING RELATIONSHIPS
PROCESS?!
TAKING REQUESTS AND CONCEPT IDEAS
DEVELOP A CYCLICAL CONTENT PROCESS
1. Audit - Be that politician across campus
2. Assess - Quality, type and channel
3. Prioritize - Institutional strategy and goals
4. Build - 6 month plan
5. Develop– Creative production, curation and re-imagination
After 3 or 6 months, check in and start audit cycle again
CONTINUE TO BUILD & DEVELOP PROCESS
• Content Calendar– Interests/categories– Regular topics/columns– Gap identification (new content)– Publishing schedule
• Curate• Re-imagine• Create• Socialize• Measure
Content CalendarInstitutional Priorities
March April May June July August
Redefining Eship
“Pursuing a Passion”
World Stage
Social Innovation
Andrew Zimmern
Education/ Curriculum
New Entre. Leader
CLTP 15th Anniversary
Babson Insight
GLDE
Living E-ship (Student-focused)
Shark Tank MCFE
Founder’s Day
Lemon. Day Boston
Defining Entrepreneurship
Defining Entrepreneurship
LEVERAGING CONVERGED MEDIA
OWNED MEDIA = website(s), multimedia, newsletters, SEO, social media accounts, campus environment
EARNED MEDIA = PR, word of mouth, social sharing
PAID MEDIA = traditional advertising, display advertising, paid search, event sponsorship, content advertising
Assets created are pushed through the paid channels but also owned channels in ways that drive the earned media and thus extending reach
HIGHER EDUCATION AND ADVOCACY MARKETING
THE IMPORTANCE OF ADVOCACY MARKETING
https://gaggleamp.com/blog/employee-advocacy-infographic
Assets created are pushed through the paid channels but also owned channels in ways that
drive the earned media fueling this reach
NEARLY HALF OF ALL INTERNET USERS HAVE REPOSTED A PHOTO OR VIDEO THEY HAVE FOUND ONLINE
http://pewinternet.org/Reports/2013/Photos-and-videos.aspx
From infographic by Matter’s Studio-C
WORD OF MOUTH IS YOURMOST POWERFUL FORM OF MARKETING
• Social media = word of mouth reinvented
• Use Your Advocates – Passionate About the Brand
• Use Your Network and Their Networks• Share with 10 people, they’ll share with 10 people, who will share with 10
people, etc.
STORYTELLING
INSPIRATION FROM OTHER INDUSTRIES
FOCUS ON THE FARMER
“Even the most technical subject has to have a human story behind it. We’ve been able to convince the management
that the content shouldn’t be about John Deere equipment.”David Jones
Publication ManagerJohn Deere
NOT THE EQUIPMENT
BUILDING A PROUD COMMUNITY WITH GOOGLE MY BUSINESS
THE CAUSE NOT THE COLLEGEStorytelling
Small, private business college 14 miles west of Boston #1 in entrepreneurship for 22 and 18 consecutive years Approximately 2000 undergraduate and 1300 graduate students, representing more than 74 countries
Undergraduate program (top 25 in business) Graduate program - MBA and MS degrees (top 50 in business) Executive education program (top 10 U.S. and top 20 in the world for custom programs
Increase brand awareness, engagement, and adoption for Babson, the educator for Entrepreneurship of All Kinds®.
BABSON COLLEGE
THE ENTREPRENEURS:A TRUE BABSON STORY
ACTION.BABSON.EDU
EARNED MEDIA
MAKE THEM THINK DIFFERENTLY ABOUT MULTIMEDIA
Objective Before TacticProcess Never Hurt AnyoneAdvocacy MarketingThe Cause Not the College
BE A CHANGE MANAGER
“To do disruptive innovation, you have to be willing to be misunderstood for a very long time.”
- Jeff Bezos, Chairman and CEO of Amazon.com
THANK YOU!
#CASEMMW
WWW.SLIDESHARE.COM/GBEGIN
GENE BEGIN / @GBEGINSENIOR DIRECTOR OF INTEGRATED MARKETING / BABSON COLLEGE