Content Strategy for Multi Channel Marketing

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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.

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  • Content Strategy for Multi Channel Marketing

    1. 1. Content Strategyfor Multi-Channel Marketing AMA Symposium for the Marketing of Higher Education 2011 Susan T. Evans | Michael Stoner mStoner
    2. 2. mStoner’s First Law of Branding Case Study Best Practices
    3. 3. Everything is connected toeverything else. http://mstnr.me/9uemQS
    4. 4. Case Study:William & Mary Admission
    5. 5. The set up.• 7+ year-old viewbook• only parents look at print(?)• award-winning website• popular student blogs• an early adopter of socialmedia• budget for one mailingonly• we need a spaceship
    6. 6. Good process = good results.Research and discovery Crowd source content Creative concepts Audience testing Design, editorial &production Launch multiplechannels
    7. 7. Crowd source content. “What is an object that means William & Mary to you?” “How would you describe William & Mary in a tweet or a Facebook status?”
    8. 8. Crowd source photos.
    9. 9. Warning.Don’t let the 30-, 40-, or 50-somethings pick the concept.
    10. 10. Said two alumni...
    11. 11. In just 60 days... 14,731 hits 3,948 unique visitors 2:09 average time on site visits from 44 countries28% of traffic is Williamsburg
    12. 12. Best Practices
    13. 13. Recommended:• establish partnerships with othercampus units• leverage the university website and social media presence• spend the time and resources to produce great content (it always makes things easier)• develop a content strategy that enables you to stay on message
    14. 14. Try this:• determine purpose, relevance and importance of each channel• integrate channels• develop flexible content that can be used in multiple ways•crowd source to get the talent and authenticity of students (and faculty)
    15. 15. Seriously.Everything is connected to everything else.http://mstnr.me/9uemQS
    16. 16. Questions? #yourturn
    17. 17. Thanks.http://clients.mstoner.com/ama2011Michael Stoner Susan T. EvansPresident Senior Strategistmichael.stoner@mstoner. susan.evans@mstoner.cocom m@mstonerblog @susantevans

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