SlideShare a Scribd company logo
1 of 77
Download to read offline
#eduWeb14© 2014
ENOUGH
THEORY!
1
Let’s put that
content strategy
into action!
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Thank you for coming today!
2
Molly Honan DiLorenzo
Emmanuel College – Boston
AVP, Marketing Communications
Jeff Johnson
Primacy
SVP, Education Practice Lead
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Tweeting today?
3
#eduweb14
@EmmanuelCollege
@honanm
@zigzagJeff
@thePrimacy
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Good conference?
How many here are…
–With a school?
–Marketing side?
–Technology side?
–Different business?
–An agency or vendor?
4@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
At the Conference:
Listening. Talking. Sharing.
Many challenges to address!
5@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
MAXIMIZING THE CONTENT
EXPERIENCE USING TOPICS,
THEMES, AND TAXONOMY
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 6
#eduWeb14© 2014
Importance of Content Strategy
Create, organize, structure, govern and maintain audience-aligned
content that is audience-aligned. At its root, helps address the following:
What is most valuable to, or required by, our audience?
How does content activate, personify and differentiate the
Emmanuel College brand, mission, vision, values and
traditions?
How does content align with our business objectives?
What format, structure, and organization does content take?
Where is our content distributed and accessed?
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 7
#eduWeb14© 2014
“Content Strategy” means many things
Today’s context:
Understand how we tell the [Emmanuel College] story in
most compelling and relevant way possible
Elevating the brand and connecting with key audiences
Deliver an experience that proactively guides our
audiences by anticipating their needs
Help audiences make optimal decisions, provide the right
resources, insight and expertise at moment of need
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 8
#eduWeb14© 2014
Challenges we’ll address
Using the overhauled Emmanuel College (Boston)
website as backdrop
Balance between organizational structure of your
school… with target audience’s mental model(s)
Differentiating in a sea of “me-too” schools all saying
same thing
Effective storytelling that helps “connect the dots” on
the “why”
9@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014 @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
emmanuel.edu/
Educational
Offerings
Scholarly
Achievements
/ Outcomes
Nuts and Bolts
What How
Why
Informational Transactional
Experiential
10
#eduWeb14© 2014
Our Starting Point
11
Two insights…
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Storytelling.
What sets you apart.
The unique stories only YOU can tell.
Today: utilizing a “topic-driven” approach
and leverage taxonomy and tagging
techniques to share content across
organizational boundaries.
12@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Context:
Website visitors respond well to content
presented in context.
Personalizing content experiences allows
visitors to “explore” on their terms, and
“discover” with your guidance.
13@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
EMMANUEL
COLLEGE
14
Small, private, residential,
Catholic, liberal arts and
sciences college, in the heart
of Boston
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Sounds great, huge problem
15@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
More than 100 colleges and universities in greater Boston area*
20 miles
#eduWeb14© 2014
Tired website
Served
admirably
for 6
years
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 16
#eduWeb14© 2014
Mirrored the organizational structure
17@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Website began to collapse with attempts
to extend content experience
18@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
And we needed to
celebrate things
unique to us…
19@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
So we started bolting on microsites
20@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
• Maintain
content
in two
places
• Resource
drain
#eduWeb14© 2014
We hit the wall…
21@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
We hit the wall…
22@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
…and embarked on
a website redesign
#eduWeb14© 2014
Let’s get our priorities straight
23
Website
Redesign
Priorities
Attract
(higher-
credentialed)
Students
Tell the
Emmanuel
Story
Engaging
and Intuitive
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Brand AND content experience
Imperatives:
Flexible content strategy
– Can expand with needs
Create lasting IA structure
– One that doesn’t need to be rethought
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 24
#eduWeb14© 2014
Common theme:
This stuff is hard!
25@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
No other category of
website has a
greater range of
relevant target
audiences than a
college or university.
26
Feel free to tweet this. 
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Media, Faculty, Staff
(and Prospective)
Current Students
Alumni/Donors
Family /
Influencers
Prospective
Students
Typical
Education
Website
Audience
Identification
and
Prioritization
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 27
#eduWeb14© 2014
It’s easy to oversimplify
28
http://xkcd.com/773/
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
And…
also easy
to spoof!
29@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Result of many website redesign efforts
9-18 months of pure fun
New design
New CMS
– more often than is often
necessary
Similar underlying structure
Little or no change with
content strategy
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 30
Congrats! You put a new suit on the same challenges.
#eduWeb14© 2014 31@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
Foundation
for Website
Redesign
Where teams
should spend
MORE of their
time
Where
organizations
should spend
MORE of their
time
Where teams
spend MOST
of their time
Where
organizations
spend MOST
of their time
Communication
& Content
Strategy
Information
Architecture
Technology
Visual Design
#eduWeb14© 2014
Meanwhile, back at
Emmanuel College…
32@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
In effort to help make
connections we provide
so many ways to navigate.
We’ve forgotten the
reason “they” are here.
33
To consume, experience and interact with… content!
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Often, the structural “bones” are there…
34
There’s only
so many ways
to name and
organize
these sections
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
…but every page works too hard
35
Navigation
Contextual
Links
Factoids
and
thematic
content
AKA: “I read
somewhere
about a 3-click
rule, so lets put
navigation
everywhere”
AKA: “We
have added
too many
things and now
the IA isn’t
intuitive”
AKA: “I know
you came
looking for
something
specific but
maybe click on
me instead”
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
WHICH
BRINGS US
TO…
36
Cue up the
foreboding
music please
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
The Information
Architecture (IA)
Dilemma
37
Information architecture had
performed admirably, considering…
Often the real need transcends ANY
information architecture structure.
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
The “IA Dilemma”
38
Easy,
Intuitive,
Task-driven
Contextual
Content
Relationships
Storytelling
The Dilemma
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
LongstandingApproach:
Aligning Website with User’s Mental Model
Organizational Structure versus User’s Mental Model
Question: What if we stop fighting the endless, winless battle?
39@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Revisiting the “IA Dilemma”
40
Answer: And…Choose both!
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
1st: IA Organizational Approach
Everything gets “home” within core IA structure
Navigation/nomenclature streamlined to accelerate “findability”
Somewhat common to most colleges, i.e., low learning curve
Mostly managed by respective organizational owner
41
Home
Tier
One
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5
Tier
One
Tier 2
Tier 3 Tier 3
Tier 4
Tier 3
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5 Tier 5
Tier
One
Tier 2 Tier 2 Tier 2
Tier 3
Tier 4
Tier 5
Tier
One
Tier 2
Tier 3
Tier 4
Tier 5 Tier 5
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Home
Tier
One
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5
Tier
One
Tier 2
Tier 3 Tier 3
Tier 4
Tier 3
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5 Tier 5
Tier
One
Tier 2 Tier 2 Tier 2
Tier 3
Tier 4
Tier 5
Tier
One
Tier 2
Tier 3
Tier 4
Tier 5 Tier 5
1st: IA Organizational Approach
Good for finding a piece of information
Not as good for contextually related information
42
Test drive:
“what’s your
passion?”
Science?
Programs Internships ResearchAlumniFaculty Big News
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Education
stakeholders are
consumed by
reflecting their
organizational
model.
43
What’s missing? The
“connective tissue”
to tie it all together.
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Conceptual Approach: Connect the Dots
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 44
#eduWeb14© 2014
Every school has signature features that truly differentiate
it from other schools. Celebrate them.
2nd: Add a Topical / Thematic Overlay
45
Sciences
at
Emmanuel
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Topical / Thematic Overlay
46
Sciences
at
Emmanuel
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Eschew
organizational
boundaries
47
All schools have topics and
themes that make them
distinctive.
Topics/themes transcend
any one part of the
organization.
Consider ways in which to
“celebrate” your school,
topically/thematically.
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014 48
Arts at
Emmanuel
Topic of
____ at
Emmanuel
Boston
Residence
Life at
Emmanuel
Mission
and
Spirituality
at
Emmanuel
The
Catholic
Intellectual
TraditionAcademics
at
Emmanuel
Visiting
Emmanuel
Beyond the
Classroom
Global
Studies
Research
at
Emmanuel
Sciences
at
Emmanuel
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014 49
Arts at
Emmanuel
Topic of
____ at
Emmanuel
Boston
Residence
Life at
Emmanuel
Mission
and
Spirituality
at
Emmanuel
The
Catholic
Intellectual
TraditionAcademics
at
Emmanuel
Visiting
Emmanuel
Beyond the
Classroom
Global
Studies
Research
at
Emmanuel
Sciences
at
Emmanuel
Home
Tier
One
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5
Tier
One
Tier 2
Tier 3 Tier 3
Tier 4
Tier 3
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5 Tier 5
Tier
One
Tier 2 Tier 2 Tier 2
Tier 3
Tier 4
Tier 5
Tier
One
Tier 2
Tier 3
Tier 4
Tier 5 Tier 5
Organizational AND Topical
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Identifying Topics
50
Signature themes and brand
attributes
Centers of gravity around
research, centers and
institutes
Aspects of the customer
journey that matter
Unique, intersecting
characteristics that tell the
Emmanuel story
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Bringing it to life
51@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Home Page
 Bringing it all
together on the
homepage
 Primary navigation
 Gateway access
 Footer with utility
and high-value
links
52@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
 Streamlined
 Focused on the
prospective
student
 It’s the front
door, not the
catch-all
 Access for all
 Themes/topics
as centerpiece
feature
53@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
 Streamlined
 Focused on the
prospective
student
 It’s the front
door, not the
catch-all
 Access for all
 Themes/topics
as centerpiece
feature
54@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Celebrate
Topics
 Signature
Emmanuel
themes and
topics
55
Boston
The
Catholic
Intellectual
Tradition
Sciences at
Emmanuel
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Topic Page
56@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Topics, Taxonomy, and Tagging
Aggregate and syndicate within site
Create a taxonomy of key words to “tag” all content
within the site
Use tags to aggregate and filter
Leverage CMS to write once, share many
57@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
The new
home page
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 58
#eduWeb14© 2014
Topics, in action
59@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Topics
main
page
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 60
#eduWeb14© 2014
Content can live anywhere
61
In the topic area
In News
Any other
place in
the site
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Contextually relevant throughout experience
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 62
Conveniently, all
wired and ready
to go for DMS
#eduWeb14© 2014
Beyond the website
Viewbook
– Sections align with topics and are tethered to the website
Email
– Topics are focus of campaigns during Admissions cycle
Social
– Feature topics during downtimes or when contextually
relevant
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 63
#eduWeb14© 2014
Viewbook
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 64
#eduWeb14© 2014
Email
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 65
#eduWeb14© 2014
Social
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 66
#eduWeb14© 2014
Impact to date?
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 67
#eduWeb14© 2014
Impact
Page Views +12%/visit
Length of Visit Time +13.8% /visit
New Visits +6.4%
Bounce Rate -17%
Mobile Traffic +93.7%
Tablet Traffic +46.7%
Content authorship + storytelling
Internal satisfaction + satisfaction
Topic Pages + site engagement
68@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Impact
Campus Visits Increased
Deposits Increased
69@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
Activity-based AND performance-based
#eduWeb14© 2014
How is this all managed?
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 70
Staff:
400+
#eduWeb14© 2014
Project Management
Process Model
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 71
Vision and Leadership
ContentWeb Print
Social
Writers
conversant in
CMS
Budgets tight
– Had to figure
how to be
robust with
limited
resources
Efficiency
– Centralize
content
repositories
– Build system
without holes,
pull in default
stories
#eduWeb14© 2014
Takeaways
72
Tear down the organizational
barriers
Create pages that address key
“signature” and “ownable” topics
Use to aggregate access to
content found throughout the
website (connect the dots)
Test with target audiences
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Test early, and as often as possible
73@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014 74@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
Next wave
75
Customized content delivery
based on user behavior
Integration with external
marketing efforts (online
and offline)
Take advantage of
CMS search and
digital market tools
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
#eduWeb14© 2014
THANK YOU
WWW.EDUWEBSPEAKERSURVEY.COM
76
@EmmanuelCollege
@honanm
honanm@Emmanuel.edu
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
@thePrimacy
@zigzagJeff
Jeff.Johnson@theprimacy.com
#eduWeb14© 2014
Emmanuel + Boston Video Feature
77@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com

More Related Content

Viewers also liked

Dots 2016 - Duncan Hammond, Delivery director at Guardian News & Media
Dots 2016 - Duncan Hammond, Delivery director at Guardian News & MediaDots 2016 - Duncan Hammond, Delivery director at Guardian News & Media
Dots 2016 - Duncan Hammond, Delivery director at Guardian News & MediaBrilliant Noise
 
Content Strategy in Action: Taming a 5,000 Page Franken-site
Content Strategy in Action: Taming a 5,000 Page Franken-siteContent Strategy in Action: Taming a 5,000 Page Franken-site
Content Strategy in Action: Taming a 5,000 Page Franken-siteRebecca Blakiston
 
A Blog is not a Content Strategy
A Blog is not a Content StrategyA Blog is not a Content Strategy
A Blog is not a Content StrategyJohn Doherty
 
Doug Kessler - Avoiding Crap - Succeeding at Content Marketing smm13
Doug Kessler - Avoiding Crap - Succeeding at Content Marketing smm13Doug Kessler - Avoiding Crap - Succeeding at Content Marketing smm13
Doug Kessler - Avoiding Crap - Succeeding at Content Marketing smm13Our Social Times
 
Multi Format Content Strategy: Making Your Assets Go As Far As Possible
Multi Format Content Strategy: Making Your Assets Go As Far As PossibleMulti Format Content Strategy: Making Your Assets Go As Far As Possible
Multi Format Content Strategy: Making Your Assets Go As Far As PossibleJames Carson
 
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)Stephen Anderson
 
Getting unstuck: content strategy for the future
Getting unstuck: content strategy for the futureGetting unstuck: content strategy for the future
Getting unstuck: content strategy for the futureSara Wachter-Boettcher
 
Strategy implementation
Strategy implementationStrategy implementation
Strategy implementationbwire sedrick
 
Content Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopContent Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopKaren McGrane
 
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...Content Marketing Institute
 
50 Stats You Need to Know About Content Marketing
50 Stats You Need to Know About Content Marketing 50 Stats You Need to Know About Content Marketing
50 Stats You Need to Know About Content Marketing NewsCred
 
Content Marketing Strategy
Content Marketing StrategyContent Marketing Strategy
Content Marketing StrategyRand Fishkin
 
10 Content strategy visuals that changed the world
10 Content strategy visuals that changed the world10 Content strategy visuals that changed the world
10 Content strategy visuals that changed the worldSue Davis
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content StrategyJonathon Colman
 
How to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-StepHow to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-StepBuffer
 
Strategy Implementation and Control
Strategy Implementation and ControlStrategy Implementation and Control
Strategy Implementation and ControlPrashant Mehta
 

Viewers also liked (18)

Dots 2016 - Duncan Hammond, Delivery director at Guardian News & Media
Dots 2016 - Duncan Hammond, Delivery director at Guardian News & MediaDots 2016 - Duncan Hammond, Delivery director at Guardian News & Media
Dots 2016 - Duncan Hammond, Delivery director at Guardian News & Media
 
Content Strategy in Action: Taming a 5,000 Page Franken-site
Content Strategy in Action: Taming a 5,000 Page Franken-siteContent Strategy in Action: Taming a 5,000 Page Franken-site
Content Strategy in Action: Taming a 5,000 Page Franken-site
 
A Blog is not a Content Strategy
A Blog is not a Content StrategyA Blog is not a Content Strategy
A Blog is not a Content Strategy
 
Doug Kessler - Avoiding Crap - Succeeding at Content Marketing smm13
Doug Kessler - Avoiding Crap - Succeeding at Content Marketing smm13Doug Kessler - Avoiding Crap - Succeeding at Content Marketing smm13
Doug Kessler - Avoiding Crap - Succeeding at Content Marketing smm13
 
Multi Format Content Strategy: Making Your Assets Go As Far As Possible
Multi Format Content Strategy: Making Your Assets Go As Far As PossibleMulti Format Content Strategy: Making Your Assets Go As Far As Possible
Multi Format Content Strategy: Making Your Assets Go As Far As Possible
 
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)
 
Getting unstuck: content strategy for the future
Getting unstuck: content strategy for the futureGetting unstuck: content strategy for the future
Getting unstuck: content strategy for the future
 
Strategy implementation
Strategy implementationStrategy implementation
Strategy implementation
 
Content Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopContent Strategy for Mobile: The Workshop
Content Strategy for Mobile: The Workshop
 
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
 
50 Stats You Need to Know About Content Marketing
50 Stats You Need to Know About Content Marketing 50 Stats You Need to Know About Content Marketing
50 Stats You Need to Know About Content Marketing
 
Content Marketing Strategy
Content Marketing StrategyContent Marketing Strategy
Content Marketing Strategy
 
10 Content strategy visuals that changed the world
10 Content strategy visuals that changed the world10 Content strategy visuals that changed the world
10 Content strategy visuals that changed the world
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content Strategy
 
A Content Strategy Roadmap
A Content Strategy RoadmapA Content Strategy Roadmap
A Content Strategy Roadmap
 
How to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-StepHow to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-Step
 
The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
 
Strategy Implementation and Control
Strategy Implementation and ControlStrategy Implementation and Control
Strategy Implementation and Control
 

Similar to Enough Theory! Let's Put That Content Strategy into Action!

Personalization in Higher Education: Start Small and Think Big
Personalization in Higher Education: Start Small and Think BigPersonalization in Higher Education: Start Small and Think Big
Personalization in Higher Education: Start Small and Think BigConnective DX
 
Modernizing Education - Mannheim D83
Modernizing Education - Mannheim D83Modernizing Education - Mannheim D83
Modernizing Education - Mannheim D83Lucy Gray
 
Hybrid blended and personalized learning what does all that mean-sept 2018
Hybrid blended and personalized learning what does all that mean-sept 2018Hybrid blended and personalized learning what does all that mean-sept 2018
Hybrid blended and personalized learning what does all that mean-sept 2018Derrick Mears
 
Confab Higher Ed:"How Do You Make the Good Great? A Case Study on Redesigning...
Confab Higher Ed:"How Do You Make the Good Great? A Case Study on Redesigning...Confab Higher Ed:"How Do You Make the Good Great? A Case Study on Redesigning...
Confab Higher Ed:"How Do You Make the Good Great? A Case Study on Redesigning...Jackie Wolf
 
AMATYC Ignite 2017 2nd Half
AMATYC Ignite 2017 2nd HalfAMATYC Ignite 2017 2nd Half
AMATYC Ignite 2017 2nd HalfFred Feldon
 
Defining Mobile App Deployment for the Modern Campus: Benchmarking and Best P...
Defining Mobile App Deployment for the Modern Campus: Benchmarking and Best P...Defining Mobile App Deployment for the Modern Campus: Benchmarking and Best P...
Defining Mobile App Deployment for the Modern Campus: Benchmarking and Best P...Leslie Dare
 
Technology in education
Technology in educationTechnology in education
Technology in educationRichard Voltz
 
Effective use of technology in the classroom
Effective use of technology in the classroomEffective use of technology in the classroom
Effective use of technology in the classroomAaron Carn
 
The Digital Campus - The Online Future of International Higher Education
The Digital Campus - The Online Future of International Higher EducationThe Digital Campus - The Online Future of International Higher Education
The Digital Campus - The Online Future of International Higher EducationPrecedent
 
4 key questions about iPad classroom management
 4 key questions about iPad classroom management 4 key questions about iPad classroom management
4 key questions about iPad classroom managementSchool 4 One
 
Modernizing Education at METC
Modernizing Education at METCModernizing Education at METC
Modernizing Education at METCLucy Gray
 
Flexible Learning for Flexible Workers
Flexible Learning for Flexible WorkersFlexible Learning for Flexible Workers
Flexible Learning for Flexible WorkersLaura Overton
 
Dhole Patil College of Engineering Social Media Idea
Dhole Patil College of Engineering Social Media Idea Dhole Patil College of Engineering Social Media Idea
Dhole Patil College of Engineering Social Media Idea Shradhyeya Pattewar
 
The Digital Landscape Of College Search
The Digital Landscape Of College SearchThe Digital Landscape Of College Search
The Digital Landscape Of College SearchStraightNorth1
 
The Digital Landscape Of College Search
The Digital Landscape Of College SearchThe Digital Landscape Of College Search
The Digital Landscape Of College SearchSN
 
Designing On-Line, Blended and Personalized Learning Courses-What Does All Th...
Designing On-Line, Blended and Personalized Learning Courses-What Does All Th...Designing On-Line, Blended and Personalized Learning Courses-What Does All Th...
Designing On-Line, Blended and Personalized Learning Courses-What Does All Th...Derrick Mears
 

Similar to Enough Theory! Let's Put That Content Strategy into Action! (20)

Personalization in Higher Education: Start Small and Think Big
Personalization in Higher Education: Start Small and Think BigPersonalization in Higher Education: Start Small and Think Big
Personalization in Higher Education: Start Small and Think Big
 
Modernizing Education - Mannheim D83
Modernizing Education - Mannheim D83Modernizing Education - Mannheim D83
Modernizing Education - Mannheim D83
 
MYSS PL 2014
MYSS PL 2014MYSS PL 2014
MYSS PL 2014
 
#AEJMC14 Presentation
#AEJMC14 Presentation#AEJMC14 Presentation
#AEJMC14 Presentation
 
Hybrid blended and personalized learning what does all that mean-sept 2018
Hybrid blended and personalized learning what does all that mean-sept 2018Hybrid blended and personalized learning what does all that mean-sept 2018
Hybrid blended and personalized learning what does all that mean-sept 2018
 
Confab Higher Ed:"How Do You Make the Good Great? A Case Study on Redesigning...
Confab Higher Ed:"How Do You Make the Good Great? A Case Study on Redesigning...Confab Higher Ed:"How Do You Make the Good Great? A Case Study on Redesigning...
Confab Higher Ed:"How Do You Make the Good Great? A Case Study on Redesigning...
 
AMATYC Ignite 2017 2nd Half
AMATYC Ignite 2017 2nd HalfAMATYC Ignite 2017 2nd Half
AMATYC Ignite 2017 2nd Half
 
Defining Mobile App Deployment for the Modern Campus: Benchmarking and Best P...
Defining Mobile App Deployment for the Modern Campus: Benchmarking and Best P...Defining Mobile App Deployment for the Modern Campus: Benchmarking and Best P...
Defining Mobile App Deployment for the Modern Campus: Benchmarking and Best P...
 
Technology in education
Technology in educationTechnology in education
Technology in education
 
Effective use of technology in the classroom
Effective use of technology in the classroomEffective use of technology in the classroom
Effective use of technology in the classroom
 
The Digital Campus - The Online Future of International Higher Education
The Digital Campus - The Online Future of International Higher EducationThe Digital Campus - The Online Future of International Higher Education
The Digital Campus - The Online Future of International Higher Education
 
Creating Free Online Learning Environments
Creating Free Online Learning EnvironmentsCreating Free Online Learning Environments
Creating Free Online Learning Environments
 
4 key questions about iPad classroom management
 4 key questions about iPad classroom management 4 key questions about iPad classroom management
4 key questions about iPad classroom management
 
Modernizing Education at METC
Modernizing Education at METCModernizing Education at METC
Modernizing Education at METC
 
Flexible Learning for Flexible Workers
Flexible Learning for Flexible WorkersFlexible Learning for Flexible Workers
Flexible Learning for Flexible Workers
 
Dhole Patil College of Engineering Social Media Idea
Dhole Patil College of Engineering Social Media Idea Dhole Patil College of Engineering Social Media Idea
Dhole Patil College of Engineering Social Media Idea
 
Mad Lat Conference 2013
Mad Lat Conference 2013Mad Lat Conference 2013
Mad Lat Conference 2013
 
The Digital Landscape Of College Search
The Digital Landscape Of College SearchThe Digital Landscape Of College Search
The Digital Landscape Of College Search
 
The Digital Landscape Of College Search
The Digital Landscape Of College SearchThe Digital Landscape Of College Search
The Digital Landscape Of College Search
 
Designing On-Line, Blended and Personalized Learning Courses-What Does All Th...
Designing On-Line, Blended and Personalized Learning Courses-What Does All Th...Designing On-Line, Blended and Personalized Learning Courses-What Does All Th...
Designing On-Line, Blended and Personalized Learning Courses-What Does All Th...
 

More from Primacy

Photography 101
Photography 101Photography 101
Photography 101Primacy
 
From bland to bold: redefining an entire marketing strategy. Overnight.
From bland to bold: redefining an entire marketing strategy. Overnight.From bland to bold: redefining an entire marketing strategy. Overnight.
From bland to bold: redefining an entire marketing strategy. Overnight.Primacy
 
Technology's New Role in Healthcare
Technology's New Role in HealthcareTechnology's New Role in Healthcare
Technology's New Role in HealthcarePrimacy
 
Content and IA Strategy with Impact Using Topics and Taxonomy
Content and IA Strategy with Impact Using Topics and TaxonomyContent and IA Strategy with Impact Using Topics and Taxonomy
Content and IA Strategy with Impact Using Topics and TaxonomyPrimacy
 
Improving the Top Five High Value Pages of Your Website
Improving the Top Five High Value Pages of Your WebsiteImproving the Top Five High Value Pages of Your Website
Improving the Top Five High Value Pages of Your WebsitePrimacy
 
Extreme makeover Digital Ecosystem Edition
Extreme makeover Digital Ecosystem EditionExtreme makeover Digital Ecosystem Edition
Extreme makeover Digital Ecosystem EditionPrimacy
 

More from Primacy (6)

Photography 101
Photography 101Photography 101
Photography 101
 
From bland to bold: redefining an entire marketing strategy. Overnight.
From bland to bold: redefining an entire marketing strategy. Overnight.From bland to bold: redefining an entire marketing strategy. Overnight.
From bland to bold: redefining an entire marketing strategy. Overnight.
 
Technology's New Role in Healthcare
Technology's New Role in HealthcareTechnology's New Role in Healthcare
Technology's New Role in Healthcare
 
Content and IA Strategy with Impact Using Topics and Taxonomy
Content and IA Strategy with Impact Using Topics and TaxonomyContent and IA Strategy with Impact Using Topics and Taxonomy
Content and IA Strategy with Impact Using Topics and Taxonomy
 
Improving the Top Five High Value Pages of Your Website
Improving the Top Five High Value Pages of Your WebsiteImproving the Top Five High Value Pages of Your Website
Improving the Top Five High Value Pages of Your Website
 
Extreme makeover Digital Ecosystem Edition
Extreme makeover Digital Ecosystem EditionExtreme makeover Digital Ecosystem Edition
Extreme makeover Digital Ecosystem Edition
 

Recently uploaded

ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 

Recently uploaded (20)

ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 

Enough Theory! Let's Put That Content Strategy into Action!

  • 1. #eduWeb14© 2014 ENOUGH THEORY! 1 Let’s put that content strategy into action! @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 2. #eduWeb14© 2014 Thank you for coming today! 2 Molly Honan DiLorenzo Emmanuel College – Boston AVP, Marketing Communications Jeff Johnson Primacy SVP, Education Practice Lead @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 4. #eduWeb14© 2014 Good conference? How many here are… –With a school? –Marketing side? –Technology side? –Different business? –An agency or vendor? 4@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 5. #eduWeb14© 2014 At the Conference: Listening. Talking. Sharing. Many challenges to address! 5@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 6. #eduWeb14© 2014 MAXIMIZING THE CONTENT EXPERIENCE USING TOPICS, THEMES, AND TAXONOMY @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 6
  • 7. #eduWeb14© 2014 Importance of Content Strategy Create, organize, structure, govern and maintain audience-aligned content that is audience-aligned. At its root, helps address the following: What is most valuable to, or required by, our audience? How does content activate, personify and differentiate the Emmanuel College brand, mission, vision, values and traditions? How does content align with our business objectives? What format, structure, and organization does content take? Where is our content distributed and accessed? @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 7
  • 8. #eduWeb14© 2014 “Content Strategy” means many things Today’s context: Understand how we tell the [Emmanuel College] story in most compelling and relevant way possible Elevating the brand and connecting with key audiences Deliver an experience that proactively guides our audiences by anticipating their needs Help audiences make optimal decisions, provide the right resources, insight and expertise at moment of need @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 8
  • 9. #eduWeb14© 2014 Challenges we’ll address Using the overhauled Emmanuel College (Boston) website as backdrop Balance between organizational structure of your school… with target audience’s mental model(s) Differentiating in a sea of “me-too” schools all saying same thing Effective storytelling that helps “connect the dots” on the “why” 9@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 10. #eduWeb14© 2014 @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com emmanuel.edu/ Educational Offerings Scholarly Achievements / Outcomes Nuts and Bolts What How Why Informational Transactional Experiential 10
  • 11. #eduWeb14© 2014 Our Starting Point 11 Two insights… @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 12. #eduWeb14© 2014 Storytelling. What sets you apart. The unique stories only YOU can tell. Today: utilizing a “topic-driven” approach and leverage taxonomy and tagging techniques to share content across organizational boundaries. 12@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 13. #eduWeb14© 2014 Context: Website visitors respond well to content presented in context. Personalizing content experiences allows visitors to “explore” on their terms, and “discover” with your guidance. 13@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 14. #eduWeb14© 2014 EMMANUEL COLLEGE 14 Small, private, residential, Catholic, liberal arts and sciences college, in the heart of Boston @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 15. #eduWeb14© 2014 Sounds great, huge problem 15@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com More than 100 colleges and universities in greater Boston area* 20 miles
  • 16. #eduWeb14© 2014 Tired website Served admirably for 6 years @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 16
  • 17. #eduWeb14© 2014 Mirrored the organizational structure 17@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 18. #eduWeb14© 2014 Website began to collapse with attempts to extend content experience 18@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 19. #eduWeb14© 2014 And we needed to celebrate things unique to us… 19@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 20. #eduWeb14© 2014 So we started bolting on microsites 20@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com • Maintain content in two places • Resource drain
  • 21. #eduWeb14© 2014 We hit the wall… 21@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 22. #eduWeb14© 2014 We hit the wall… 22@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com …and embarked on a website redesign
  • 23. #eduWeb14© 2014 Let’s get our priorities straight 23 Website Redesign Priorities Attract (higher- credentialed) Students Tell the Emmanuel Story Engaging and Intuitive @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 24. #eduWeb14© 2014 Brand AND content experience Imperatives: Flexible content strategy – Can expand with needs Create lasting IA structure – One that doesn’t need to be rethought @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 24
  • 25. #eduWeb14© 2014 Common theme: This stuff is hard! 25@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 26. #eduWeb14© 2014 No other category of website has a greater range of relevant target audiences than a college or university. 26 Feel free to tweet this.  @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 27. #eduWeb14© 2014 Media, Faculty, Staff (and Prospective) Current Students Alumni/Donors Family / Influencers Prospective Students Typical Education Website Audience Identification and Prioritization @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 27
  • 28. #eduWeb14© 2014 It’s easy to oversimplify 28 http://xkcd.com/773/ @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 29. #eduWeb14© 2014 And… also easy to spoof! 29@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 30. #eduWeb14© 2014 Result of many website redesign efforts 9-18 months of pure fun New design New CMS – more often than is often necessary Similar underlying structure Little or no change with content strategy @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 30 Congrats! You put a new suit on the same challenges.
  • 31. #eduWeb14© 2014 31@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com Foundation for Website Redesign Where teams should spend MORE of their time Where organizations should spend MORE of their time Where teams spend MOST of their time Where organizations spend MOST of their time Communication & Content Strategy Information Architecture Technology Visual Design
  • 32. #eduWeb14© 2014 Meanwhile, back at Emmanuel College… 32@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 33. #eduWeb14© 2014 In effort to help make connections we provide so many ways to navigate. We’ve forgotten the reason “they” are here. 33 To consume, experience and interact with… content! @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 34. #eduWeb14© 2014 Often, the structural “bones” are there… 34 There’s only so many ways to name and organize these sections @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 35. #eduWeb14© 2014 …but every page works too hard 35 Navigation Contextual Links Factoids and thematic content AKA: “I read somewhere about a 3-click rule, so lets put navigation everywhere” AKA: “We have added too many things and now the IA isn’t intuitive” AKA: “I know you came looking for something specific but maybe click on me instead” @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 36. #eduWeb14© 2014 WHICH BRINGS US TO… 36 Cue up the foreboding music please @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 37. #eduWeb14© 2014 The Information Architecture (IA) Dilemma 37 Information architecture had performed admirably, considering… Often the real need transcends ANY information architecture structure. @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 38. #eduWeb14© 2014 The “IA Dilemma” 38 Easy, Intuitive, Task-driven Contextual Content Relationships Storytelling The Dilemma @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 39. #eduWeb14© 2014 LongstandingApproach: Aligning Website with User’s Mental Model Organizational Structure versus User’s Mental Model Question: What if we stop fighting the endless, winless battle? 39@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 40. #eduWeb14© 2014 Revisiting the “IA Dilemma” 40 Answer: And…Choose both! @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 41. #eduWeb14© 2014 1st: IA Organizational Approach Everything gets “home” within core IA structure Navigation/nomenclature streamlined to accelerate “findability” Somewhat common to most colleges, i.e., low learning curve Mostly managed by respective organizational owner 41 Home Tier One Tier 2 Tier 2 Tier 3 Tier 4 Tier 4 Tier 5 Tier One Tier 2 Tier 3 Tier 3 Tier 4 Tier 3 Tier 2 Tier 2 Tier 3 Tier 4 Tier 4 Tier 5 Tier 5 Tier One Tier 2 Tier 2 Tier 2 Tier 3 Tier 4 Tier 5 Tier One Tier 2 Tier 3 Tier 4 Tier 5 Tier 5 @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 42. #eduWeb14© 2014 Home Tier One Tier 2 Tier 2 Tier 3 Tier 4 Tier 4 Tier 5 Tier One Tier 2 Tier 3 Tier 3 Tier 4 Tier 3 Tier 2 Tier 2 Tier 3 Tier 4 Tier 4 Tier 5 Tier 5 Tier One Tier 2 Tier 2 Tier 2 Tier 3 Tier 4 Tier 5 Tier One Tier 2 Tier 3 Tier 4 Tier 5 Tier 5 1st: IA Organizational Approach Good for finding a piece of information Not as good for contextually related information 42 Test drive: “what’s your passion?” Science? Programs Internships ResearchAlumniFaculty Big News @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 43. #eduWeb14© 2014 Education stakeholders are consumed by reflecting their organizational model. 43 What’s missing? The “connective tissue” to tie it all together. @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 44. #eduWeb14© 2014 Conceptual Approach: Connect the Dots @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 44
  • 45. #eduWeb14© 2014 Every school has signature features that truly differentiate it from other schools. Celebrate them. 2nd: Add a Topical / Thematic Overlay 45 Sciences at Emmanuel @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 46. #eduWeb14© 2014 Topical / Thematic Overlay 46 Sciences at Emmanuel @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 47. #eduWeb14© 2014 Eschew organizational boundaries 47 All schools have topics and themes that make them distinctive. Topics/themes transcend any one part of the organization. Consider ways in which to “celebrate” your school, topically/thematically. @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 48. #eduWeb14© 2014 48 Arts at Emmanuel Topic of ____ at Emmanuel Boston Residence Life at Emmanuel Mission and Spirituality at Emmanuel The Catholic Intellectual TraditionAcademics at Emmanuel Visiting Emmanuel Beyond the Classroom Global Studies Research at Emmanuel Sciences at Emmanuel @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 49. #eduWeb14© 2014 49 Arts at Emmanuel Topic of ____ at Emmanuel Boston Residence Life at Emmanuel Mission and Spirituality at Emmanuel The Catholic Intellectual TraditionAcademics at Emmanuel Visiting Emmanuel Beyond the Classroom Global Studies Research at Emmanuel Sciences at Emmanuel Home Tier One Tier 2 Tier 2 Tier 3 Tier 4 Tier 4 Tier 5 Tier One Tier 2 Tier 3 Tier 3 Tier 4 Tier 3 Tier 2 Tier 2 Tier 3 Tier 4 Tier 4 Tier 5 Tier 5 Tier One Tier 2 Tier 2 Tier 2 Tier 3 Tier 4 Tier 5 Tier One Tier 2 Tier 3 Tier 4 Tier 5 Tier 5 Organizational AND Topical @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 50. #eduWeb14© 2014 Identifying Topics 50 Signature themes and brand attributes Centers of gravity around research, centers and institutes Aspects of the customer journey that matter Unique, intersecting characteristics that tell the Emmanuel story @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 51. #eduWeb14© 2014 Bringing it to life 51@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 52. #eduWeb14© 2014 Home Page  Bringing it all together on the homepage  Primary navigation  Gateway access  Footer with utility and high-value links 52@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 53. #eduWeb14© 2014  Streamlined  Focused on the prospective student  It’s the front door, not the catch-all  Access for all  Themes/topics as centerpiece feature 53@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 54. #eduWeb14© 2014  Streamlined  Focused on the prospective student  It’s the front door, not the catch-all  Access for all  Themes/topics as centerpiece feature 54@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 55. #eduWeb14© 2014 Celebrate Topics  Signature Emmanuel themes and topics 55 Boston The Catholic Intellectual Tradition Sciences at Emmanuel @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 56. #eduWeb14© 2014 Topic Page 56@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 57. #eduWeb14© 2014 Topics, Taxonomy, and Tagging Aggregate and syndicate within site Create a taxonomy of key words to “tag” all content within the site Use tags to aggregate and filter Leverage CMS to write once, share many 57@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 58. #eduWeb14© 2014 The new home page @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 58
  • 59. #eduWeb14© 2014 Topics, in action 59@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 60. #eduWeb14© 2014 Topics main page @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 60
  • 61. #eduWeb14© 2014 Content can live anywhere 61 In the topic area In News Any other place in the site @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 62. #eduWeb14© 2014 Contextually relevant throughout experience @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 62 Conveniently, all wired and ready to go for DMS
  • 63. #eduWeb14© 2014 Beyond the website Viewbook – Sections align with topics and are tethered to the website Email – Topics are focus of campaigns during Admissions cycle Social – Feature topics during downtimes or when contextually relevant @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 63
  • 64. #eduWeb14© 2014 Viewbook @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 64
  • 65. #eduWeb14© 2014 Email @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 65
  • 66. #eduWeb14© 2014 Social @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 66
  • 67. #eduWeb14© 2014 Impact to date? @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 67
  • 68. #eduWeb14© 2014 Impact Page Views +12%/visit Length of Visit Time +13.8% /visit New Visits +6.4% Bounce Rate -17% Mobile Traffic +93.7% Tablet Traffic +46.7% Content authorship + storytelling Internal satisfaction + satisfaction Topic Pages + site engagement 68@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 69. #eduWeb14© 2014 Impact Campus Visits Increased Deposits Increased 69@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com Activity-based AND performance-based
  • 70. #eduWeb14© 2014 How is this all managed? @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 70 Staff: 400+
  • 71. #eduWeb14© 2014 Project Management Process Model @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 71 Vision and Leadership ContentWeb Print Social Writers conversant in CMS Budgets tight – Had to figure how to be robust with limited resources Efficiency – Centralize content repositories – Build system without holes, pull in default stories
  • 72. #eduWeb14© 2014 Takeaways 72 Tear down the organizational barriers Create pages that address key “signature” and “ownable” topics Use to aggregate access to content found throughout the website (connect the dots) Test with target audiences @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 73. #eduWeb14© 2014 Test early, and as often as possible 73@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 74. #eduWeb14© 2014 74@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 75. #eduWeb14© 2014 Next wave 75 Customized content delivery based on user behavior Integration with external marketing efforts (online and offline) Take advantage of CMS search and digital market tools @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
  • 76. #eduWeb14© 2014 THANK YOU WWW.EDUWEBSPEAKERSURVEY.COM 76 @EmmanuelCollege @honanm honanm@Emmanuel.edu @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com @thePrimacy @zigzagJeff Jeff.Johnson@theprimacy.com
  • 77. #eduWeb14© 2014 Emmanuel + Boston Video Feature 77@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com