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![FIRST… OBJECTIVES.
THEN… STRATEGIES.
LAST… TACTICS.
[www.iveybusinessjournal.com]](https://image.slidesharecdn.com/casemultimedia-content-150617230553-lva1-app6892/85/Multimedia-and-Content-Strategy-7-320.jpg)
Uploaded byGene Begin
Multimedia and Content Strategy
This document outlines Gene Begin's presentation on content strategy at Babson College. It discusses defining content strategy and tying it to institutional objectives. Content strategy determines the types of content produced, target audiences, and stories to focus on. It also covers developing a content pipeline, calendar, and process to prioritize, create, curate, and measure content. The presentation emphasizes using advocacy marketing and storytelling focused on people rather than the institution to increase brand awareness and engagement through owned, earned, and paid media channels.
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Multimedia and Content Strategy
- 1. MULTIMEDIA & CONTENTSTRATEGY TIL DEATH DO US PART Gene Begin / @gbegin / #CASEMMW Senior Director of Integrated Marketing / Babson College
- 3. The planning, development,and management of content—written or in other media.* WHAT IS CONTENT STRATEGY? *WikipediaImage Source: Contentini
- 4. WE NEED A ___________________ <insertmeme> <insert video> <insert flashy new digital thingy>
- 5. WE NEED A #%!$%@+#%!$%@+ WAIT,WHAT? NO.
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- 7. FIRST… OBJECTIVES. THEN… STRATEGIES. LAST…TACTICS. [www.iveybusinessjournal.com]
- 9. WHERE DOES CONTENTSTRATEGY FIT IN? Institutional Strategy Content Strategy Digital Marketing Marketing Communications Technology Infrastructure
- 10. INSTITUTIONAL STRATEGY =CONTENT STRATEGY Content strategy must be hardwired to your institutional strategy
- 11. HOW DOES CONTENTSTRATEGY HELP • What type of content should we produce? • Who is our target audience? • What stories should we focus on telling? • Where should we host our content? • On which platforms should we share our stories? • How do we prioritize requests when everyone wants a video?
- 12. CONTENT GOALS &MEASUREMENT • Build trust, conversation and deepen loyalty with our existing audiences (alumni/student feedback & engagement) • Attract new prospect students, clients and partners (inquiries, applicants, deposits, clients, recruiters) • Generate engagement and/or explore audience pain points and overcome myths and objections (comments/shares) • Illustrate benefits through stories and experiences (views) • Develop new ideas (feedback generated) • Build reputation with search engines(search engine ranks)
- 13. WHAT TYPE OFCONTENT SHOULD WE PRODUCE?
- 14. 9 MAJOR TYPESOF MULTIMEDIA CONTENT 1. Photography — all social has gone visual 2. Video — YouTube, Vimeo, or Wistia embedded right into a post or shared directly to social media 3. Screenshots — helpful images of your product or workflow 4. Infographics — visual information, either super long and meaty or bite-sized and informative 5. Data visualization — standalone charts and graphs 6. Comics — relevant comic strips or cartoons 7. Memes — popular memes customized to fit the context of your post or update 8. Visual note-taking — casually-designed layout of ideas, typically text-heavy 9. HTML5 Animation — interactive media BufferSocial, May 2014
- 15. DEVELOP A CONTENT/ ASSET SOURCES LIST SOURCE ASSET TYPE Multimedia HTML5 interactive Animation Magazine Web version Video exclusives Slideshows PR Announcements Research Rankings Alumni businesses Student/programs Athletics News Results Features/Stories Awards Blogs College-created Student-owned Faculty-owned Photography Staged User-generated Stock Videos Event/speaker capture Scripted User-generated Alumni Research Job Promotions Business launches Social Media Conversation Testimonials Customer Service Questions Newsletters Thought Leadership Alumni Students Parents
- 16. WHO IS OURTARGET AUDIENCE?
- 17. TARGET AUDIENCE? HIGHER EDUCATIONCONSTITUENCY MAP
- 18. TARGET EXPERIENCE Post-Experience Impact Current Student Experience ProspectiveStudents/Parents Current Students Faculty/Staff Prospective Employees Working Professionals HR Decision-Makers Recruiters Parents Guidance Counselors Alumni Governance Policy-makers Educators/Academics
- 19. HOW DO WEGENERATE AND/OR CURATE IDEAS FOR CONTENT
- 20. BUILDING A CONTENTPIPELINE • Mine the events calendar for campus speakers • Collaborate with campus centers and organizations • Partner with the written word content creators (i.e. Magazine)
- 21. • Regular DepartmentalMeetings – e.g. Social Innovation Institute, Center for Women’s Entrepreneurial Leadership, Center for Investments and Finance, Executive Education • Marketing Strategy Meetings – Marketing Council, Social Media Council/Steering Committee, Agency Meeting, Lifecycle Marketing Meeting, Editorial Meeting BUILDING RELATIONSHIPS
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- 23. TAKING REQUESTS ANDCONCEPT IDEAS
- 24. DEVELOP A CYCLICALCONTENT PROCESS 1. Audit - Be that politician across campus 2. Assess - Quality, type and channel 3. Prioritize - Institutional strategy and goals 4. Build - 6 month plan 5. Develop – Creative production, curation and re-imagination After 3 or 6 months, check in and start audit cycle again
- 25. CONTINUE TO BUILD& DEVELOP PROCESS • Content Calendar – Interests/categories – Regular topics/columns – Gap identification (new content) – Publishing schedule • Curate • Re-imagine • Create • Socialize • Measure
- 26. Content Calendar Institutional Priorities March AprilMay June July August Redefining Eship “Pursuing a Passion” World Stage Social Innovation Andrew Zimmern Education/ Curriculum New Entre. Leader CLTP 15th Anniversary Babson Insight GLDE Living E-ship (Student- focused) Shark Tank MCFE Founder’s Day Lemon. Day Boston Defining Entrepreneurship Defining Entrepreneurship
- 27. LEVERAGING CONVERGED MEDIA OWNEDMEDIA = website(s), multimedia, newsletters, SEO, social media accounts, campus environment EARNED MEDIA = PR, word of mouth, social sharing PAID MEDIA = traditional advertising, display advertising, paid search, event sponsorship, content advertising Assets created are pushed through the paid channels but also owned channels in ways that drive the earned media and thus extending reach
- 28. HIGHER EDUCATION AND ADVOCACYMARKETING
- 29. THE IMPORTANCE OFADVOCACY MARKETING https://gaggleamp.com/blog/employee-advocacy-infographic Assets created are pushed through the paid channels but also owned channels in ways that drive the earned media fueling this reach
- 30. NEARLY HALF OFALL INTERNET USERS HAVE REPOSTED A PHOTO OR VIDEO THEY HAVE FOUND ONLINE http://pewinternet.org/Reports/2013/Photos-and-videos.aspx
- 31. From infographic byMatter’s Studio-C
- 32. WORD OF MOUTHIS YOUR MOST POWERFUL FORM OF MARKETING • Social media = word of mouth reinvented • Use Your Advocates – Passionate About the Brand • Use Your Network and Their Networks • Share with 10 people, they’ll share with 10 people, who will share with 10 people, etc.
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- 35. INSPIRATION FROM OTHERINDUSTRIES
- 36. FOCUS ON THE FARMER “Eventhe most technical subject has to have a human story behind it. We’ve been able to convince the management that the content shouldn’t be about John Deere equipment.” David Jones Publication Manager John Deere NOT THE EQUIPMENT
- 37. BUILDING A PROUDCOMMUNITY WITH GOOGLE MY BUSINESS
- 38. THE CAUSE NOTTHE COLLEGE Storytelling
- 39. Small, privatebusiness college 14 miles west of Boston #1 in entrepreneurship for 22 and 18 consecutive years Approximately 2000 undergraduate and 1300 graduate students, representing more than 74 countries Undergraduate program (top 25 in business) Graduate program - MBA and MS degrees (top 50 in business) Executive education program (top 10 U.S. and top 20 in the world for custom programs Increase brand awareness, engagement, and adoption for Babson, the educator for Entrepreneurship of All Kinds®. BABSON COLLEGE
- 40. THE ENTREPRENEURS: A TRUEBABSON STORY
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- 43. MAKE THEM THINKDIFFERENTLY ABOUT MULTIMEDIA Objective Before Tactic Process Never Hurt Anyone Advocacy Marketing The Cause Not the College
- 44. BE A CHANGEMANAGER “To do disruptive innovation, you have to be willing to be misunderstood for a very long time.” - Jeff Bezos, Chairman and CEO of Amazon.com
- 45. THANK YOU! #CASEMMW WWW.SLIDESHARE.COM/GBEGIN GENE BEGIN/ @GBEGIN SENIOR DIRECTOR OF INTEGRATED MARKETING / BABSON COLLEGE