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Tracy A Playle

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The Connected Campus: Creating a content strategy to drive engagement with your university Paperback – July 7, 2020

by Tracy A Playle (Author)

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Higher education is a world of ideas and innovation, of changing lives and connecting communities. Through the complexity and excitement of such a unique sector, our pursuit towards thinking strategically about the content that we create, the way is represents our institutions, and the impact that it has on relationships with our many audiences can be – at best – complicated.Whether we’re marketing to prospective students, building lifelong relationships with alumni, or wowing the world with our research breakthroughs, content strategy has a foundational role to play in deepening engagement and creating a more effective, efficient and joined-up university.The Connected Campus explores the role that content strategy has to play in making higher education institutions less siloed, and creating deeper and more meaningful engagement with our audiences. Through this book we explore not just the'what' and the 'why' of content strategy for higher education institutions, but also take a dive deep into the 'how'.This book considers:- What content strategy is and why it matters for schools, colleges and universities- How content strategy and content marketing strategy differ and overlap- How to talk about content strategy to - and gain buy-in from - colleagues and stakeholders- How to get started with your content strategy- What should your content strategy include- Audience research tips and techniques- Content engineering , modelling, and structuring- Personalisation of content- Creating a content strategy for different objectives from student marketing and recruitment to advancement and fundraising, alumni engagement, internal communications, staff recruitment and much more.