Converge Director of Content Strategy Brittney Dunkins presents a lightning talk at Confab Higher Ed 2016 on combating common issues faced by higher ed content strategists.

1. PRESENTERS:
Brittney Dunkins
10 Higher Ed Myths Debunked for the
Campus Content Strategist
Lightning Talk | 11.07.16

2. CONVERGE CONSULTING IS A HIGHER
EDUCATION INBOUND MARKETING FIRM
We use what’s new and next in content strategy, search engine
optimization, digital advertising, web analytics and video storytelling
to positively impact student recruitment and alumni engagement for
colleges and universities around the world.

3. What is Content Strategy?
3

4. Why Do We Run into Problems?
4
PEOPLE
Ø Communication of Goals/Expectations
Ø Ownership of Process

5. What Does 10 Myths Debunked Mean?
5
Tips for Eliminating “Unsolvable”
Frustrations.

6. Myth #1: Launch Before Buy-In
6
Ø Define and Communicate Your Strategy
Ø Educate Your Stakeholders on Expectations
Ø Translate Your Approach
Your Content Strategy is Ready
to Launch .
Now What?

7. Myth #2: Big Goals, Lack of Resources
7
50%
Content Planning
Asset Production and
Management
Amplification
Evaluation &
Measurement
20 %
15 %
15%

8. Myth #3: Incorrectly Identifying Stakeholders
8
Ø Phil is the photographer for the Education School’s marketing,
does that mean he’ll also takes photos for the Education School
inbound blog?
Ø Linda approved the engineering web copy last year, is she still
in the same job? Does she have jurisdiction over this copy now?
Ø I think the Provost’s Office wants to see research-related
media releases before they are posted, but is it an FYI or an
explicit approval. What if the President’s Office or the Office
of Research approves, do we still need the Provost’s Office to
approve?

9. Myth #4 Not My Job
9
Return Emails
Meetings at 10, 12:15, 2, 4,
Send Project Updates
Planning for tomorrow
Employee Goals
Project Review
CONTENT, Maybe…..
Stakeholder Joe’s
“To Do” List

10. Myth #5: Everyone is a Writer
10
Dr. Thelonius Armbegestral has two Ph.Ds. and a
deep interest in grass, He has been studying
Agrostology for 20 years and every two weeks he
sends you a 1,000 word article about his latest
discovery.
Clarice Peblencium is a part of the Student Affairs
Audit Committee and each month she pitches you a
blog post and Social Media Campaign on the internal
audit process. The catch? No details allowed.

11. Myth #6: Strategy or Timeliness, Not Both
11
Strategy
Timeliness
Ø Don’t Compromise Strategy and
Timeliness, Use Judgement.

12. Myth #7: Politics Trump Content
12
“Evaluation & Results Are
The Weapons of
Content Strategists”
ME
Enter every negotiation fully armed.

13. Myth #8: Quantity vs. Quality
13
Quality
Quantity
Ø Be a Stickler for your Style Guide.
Ø Treat it like the Constitution: a living document that adjusts to your
needs following careful consideration.

14. Myth #9: You Can Only Expand or Explode
14
EXPAND
EXPLODE
EMPOWER
OR
OR

15. Myth #10: Bring In Everyone, ASAP!
15
We Want In,
NOW!
Ø Teach the Why (Strategy) and How (Process) first.

16. SUMMARY
16
1. Define, Educate, Translate Before Launch
2. Incorporate Resource Production and Management When
Creating Goals
3. Identify Stakeholders According to Their Role in the Process
4. Attract People to the Process By Emphasizing ROI
5. Enforce Your Process, Set Guidelines, Be Kind, Create a Content
Cap

17. SUMMARY
17
6. Prioritize Strategy and Timeliness Accordingly
7. Use Evaluation and Results to Navigate Internal Politics
8. Evaluate and Enforce Your Style Guide To Maintain Quality as
Quantity Increases
9. As You Grow, Consider How You Can Empower Stakeholders to
Manage Content
10. Teach Strategy and Process to Every Stakeholder Who Enters the
Content Process

18. 18
Final Thought
Great Content
Starts with
Great Communication

19. Thank You
19

20. 20
CHRISTINE HUTCHINS
VP for Communications
& Marketing, Mt. Holyoke
University
JIA JIANG
Founder & CEO,
Wuju Learning
BRITNEY MULLER
SEO & Content Architect,
Moz
MICHAEL SCHINELLI
CMO, Kenan-Flager
School of Business, UNC