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2014 AMA Higher Ed Presentation: Bentley University's PreparedU Project

Valerie Fox from Bentley University gave a presentation about her organization's journey to integrating content, brand, and thought leadership. She discussed how Bentley transitioned from a communications and marketing focus pre-2012 to launching a new "PREPARED" brand and developing content assets like PreparedU over subsequent years. Fox outlined lessons learned, including not expecting a playbook, getting started with content marketing early, considering amplification of content from the start, and rethinking marketing funnels to focus more on inbound tactics. She provided tips and ideas such as making a case for content, building an email list, thinking like a publisher, and hiring people with the right mindset for content roles.

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@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Our Journey to the Intersection of Content, Brand & Thought Leadership
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Superhero VAL FOX @valeriefox Dream of being the next Content Marketing Superhero
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Superhero VAL FOX @valeriefox But more like the Lone Ranger
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Agenda 1)Putting the Content in Marketing 2)Mistakes We Made for You 3) Hacks, Tips & Ideas
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Bentley: Anything But Business as Usual
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Putting the Content in Marketing
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Our “BRANDformation” Communications & marketing Pre-2012
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd 2011: Enter David Perry, CMO Time for a NEW brand
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 Our “BRANDformation” Preparing the next generation of smart, nimble, compassionate leaders.
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 PreparedU Project 2013 Our “BRANDformation”
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 PreparedU Project 2013 PreparedU Content 2014 Our “BRANDformation”
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Our Evolution from Pitching to Publishing
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 PreparedU Project 2013 PreparedU Content 2014 Our “BRANDformation”
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 PreparedU Project 2013 PreparedU Content 2014 Our “BRANDformation” BRAND THOUGHT LEADERSHIP CONTENT
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Lessons Learned (Mistakes We Made For You) Photo Source: The Minimalists
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #1 – Don’t Expect to Find a Playbook Photo source: scribewise.com
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #2- Get Started! Interest has grown 5x in past 5 years
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #3 – Start with the End in Mind
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #4 - Rethink the Funnel
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Rethink the Funnel Outbound •Print •Radio •TV •Direct mail •Banner ads Inbound •Blog posts •Infographics
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Rethink the Funnel Outbound •Print •Radio •TV •Direct mail •Banner ads Inbound •Content offers: eBooks •Events
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Rethink the Funnel Outbound •One-size-fits- all emails Inbound •Email nurturing •Progressive profiling
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #5 –Amplify or Die Tree falling in forest
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Amplify or Die Amplification kicks in Content Syndication: Outbrain, Taboola, Nativo Paid Social: LinkedIn SEO: On-site optimization Email: Bi-weekly newsletters 29x Growth in Traffic
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Amplification Examples LinkedIn Taboola
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Hacks, Tips & Ideas
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #1 – Make a Case for Content
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #2 – Build Your Email List Photo source: Novy.be Email Capture Gated Content
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #3 – Think Like a Publisher Trending topics on Millennials Source: BuzzSumo
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #4 - Tap News Refugees Photo source: Novy.be
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #5 – Hire People for Mindset Match Source: Salesforce.com
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Hire People Who Love to Learn
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Source: Why Content Marketing Fails, Rand Fishkin
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Thank You!!!

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2014 AMA Higher Ed Presentation: Bentley University's PreparedU Project

  • 1.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Our Journey to the Intersection of Content, Brand & Thought Leadership
  • 2.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Superhero VAL FOX @valeriefox Dream of being the next Content Marketing Superhero
  • 3.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Superhero VAL FOX @valeriefox But more like the Lone Ranger
  • 4.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Agenda 1)Putting the Content in Marketing 2)Mistakes We Made for You 3) Hacks, Tips & Ideas
  • 5.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Bentley: Anything But Business as Usual
  • 6.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd
  • 7.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd
  • 8.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Putting the Content in Marketing
  • 9.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Our “BRANDformation” Communications & marketing Pre-2012
  • 10.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd 2011: Enter David Perry, CMO Time for a NEW brand
  • 11.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 Our “BRANDformation” Preparing the next generation of smart, nimble, compassionate leaders.
  • 12.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd
  • 13.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 PreparedU Project 2013 Our “BRANDformation”
  • 14.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd
  • 15.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 PreparedU Project 2013 PreparedU Content 2014 Our “BRANDformation”
  • 16.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Our Evolution from Pitching to Publishing
  • 17.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 PreparedU Project 2013 PreparedU Content 2014 Our “BRANDformation”
  • 18.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 PreparedU Project 2013 PreparedU Content 2014 Our “BRANDformation” BRAND THOUGHT LEADERSHIP CONTENT
  • 19.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Lessons Learned (Mistakes We Made For You) Photo Source: The Minimalists
  • 20.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd #1 – Don’t Expect to Find a Playbook Photo source: scribewise.com
  • 21.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd #2- Get Started! Interest has grown 5x in past 5 years
  • 22.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd #3 – Start with the End in Mind
  • 23.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd #4 - Rethink the Funnel
  • 24.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Rethink the Funnel Outbound •Print •Radio •TV •Direct mail •Banner ads Inbound •Blog posts •Infographics
  • 25.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Rethink the Funnel Outbound •Print •Radio •TV •Direct mail •Banner ads Inbound •Content offers: eBooks •Events
  • 26.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Rethink the Funnel Outbound •One-size-fits- all emails Inbound •Email nurturing •Progressive profiling
  • 27.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd #5 –Amplify or Die Tree falling in forest
  • 28.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Amplify or Die Amplification kicks in Content Syndication: Outbrain, Taboola, Nativo Paid Social: LinkedIn SEO: On-site optimization Email: Bi-weekly newsletters 29x Growth in Traffic
  • 29.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Amplification Examples LinkedIn Taboola
  • 30.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Hacks, Tips & Ideas
  • 31.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd #1 – Make a Case for Content
  • 32.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd #2 – Build Your Email List Photo source: Novy.be Email Capture Gated Content
  • 33.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd #3 – Think Like a Publisher Trending topics on Millennials Source: BuzzSumo
  • 34.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd #4 - Tap News Refugees Photo source: Novy.be
  • 35.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd #5 – Hire People for Mindset Match Source: Salesforce.com
  • 36.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Hire People Who Love to Learn
  • 37.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Source: Why Content Marketing Fails, Rand Fishkin
  • 38.
    @ValerieFox | @AMAHashtag @ValerieFox, Bentley University | #AMAHigherEd Thank You!!!