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This presentation was on the program at the 2011 AMA Symposium for the Marketing of Higher Education and was co-president with Michael Stoner, president of mStoner. Given the reality of the proliferation of communication channels and platforms, it’s essential to develop a content strategy to enable marketers to stay on message across channels and to ensure that you get the best mileage from high-quality content. Not to mention the goal of carefully investing (and protecting) time your staff spends developing and sharing content. This presentation uses the William & Mary Ampersandbox Viewbook and Microsite as a case study.