Reimagine your content and realize its potential. Don’t simply repurpose content in new formats—
build a content ecosystem by which large and small pieces of content become new and ongoing sources of useful, relevant, on-brand content.

1. #meetcontent
Reimagine Content
in Higher Ed
July 17, 2012
Rick Allen
@epublishmedia

2. #meetcontent
So...reimagine content?
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Source: v180media.com
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4. Reimagine;
Don’t Recycle
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Reimagine; don’t recycle
Source: v180media.com
Source: http://elsloganero.wordpress.com/
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6. Don’t create content
for a single purpose.
Think long-term.
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Let’s chat
• Approaches to reimagining content
• Overcome common content pitfalls
• Even better ideas!
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Start Big, Think Small
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10. http://www.flickr.com/photos/katherine_kirkland/4478696790/
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Start Big, Think Small
• Alumni Magazines
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Don’t let your content spoil
Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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14. Use large content
types to inform
smaller ones.
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Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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Start Big, Think Small
• Alumni Magazines
• Books
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Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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19. Reimagining content
ensures broad
communication goals
remain consistent.
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Start Big, Think Small
• Alumni Magazines
• Books
• Videos
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Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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22. Don’t let content be
bound by its format.
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23. #meetcontent
Don’t let content be bound by its format
Source: http://www.flickr.com/photos/slipstreamjc/159335183/
Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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24. #meetcontent
Start Big, Think Small
• Alumni magazines
• Books
• Videos
• Student handbooks
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25. #meetcontent
Source: http://www.flickr.com/photos/slipstreamjc/159335183/
Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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26. Ask: How can this
content be made more
useful and relevant?
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27. #meetcontent
Start Small, Think Big
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28. Use small content
types to inform
larger ones.
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29. #meetcontent
Start small, think big
Source: http://www.flickr.com/photos/slipstreamjc/159335183/
http://www.scifimoviepage.com/ Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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Source: http://www.flickr.com/photos/library_mistress/261320989/
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Start Small, Think Big
• Tweets, comments, photos
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Source: http://www.flickr.com/photos/slipstreamjc/159335183/
http://www.scifimoviepage.com/ Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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33. #meetcontent
Source: http://www.flickr.com/photos/slipstreamjc/159335183/
http://www.scifimoviepage.com/ Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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34. Curation allows you to
give new meaning to
existing content.
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35. #meetcontent
Start Small, Think Big
• Tweets, comments, photos
• Blogs
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36. #meetcontent
Source: http://www.flickr.com/photos/slipstreamjc/159335183/
http://www.scifimoviepage.com/ Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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37. #meetcontent
Source: http://www.flickr.com/photos/slipstreamjc/159335183/
http://www.scifimoviepage.com/ Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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38. #meetcontent
Source: http://www.flickr.com/photos/slipstreamjc/159335183/
http://www.scifimoviepage.com/ Source: http://www.flickr.com/photos/hockeycrew/4876459558/
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39. Blogs are great sources
of reimagined content
because they’re already
organized by topic.
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40. #meetcontent
Start Small, Think Big
• Tweets, comments, photos
• Blogs
• FAQs
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42. Real FAQs provide
kindling for useful,
relevant content topics.
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Source: http://www.flickr.com/photos/xrustypicturesx/4260148342/
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Barriers to success
1. Lack of communication goals
2. Undefined content ecosystem
3. Working in silos
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Barrier #1:
Lack of communication goals
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46. The purpose of
content is
to communicate.
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Understand what you want to say
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Barrier #2:
Undefined content ecosystem
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49. Understand your content ecosystem
Source: http://www.flickr.com/photos/br1dotcom/4084207566/
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Barrier #2:
Undefined content ecosystem
• Who are the content contributors?
• How is content created?
• Where does content exist?
• What content delivery methods are used?
• When is content published?
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Barrier #3:
Working in Silos
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Source: http://www.flickr.com/photos/clarkmaxwell/5234658603/
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53. Break through the silos
Source: http://www.flickr.com/photos/eddietruman/216888490/
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57. Be proactive in joining or
building a content group.
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58. Don’t be a one-person content band
Source: http://www.flickr.com/photos/stevendepolo/4825345881/
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59. #meetcontent
Barrier #3:
Working in Silos
• Blogs
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60. Source: http://www.flickr.com/photos/epublishmedia/3685515441/
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61. #meetcontent
Barrier #3:
Working in Silos
• Blogs
• Photos
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62. Source: http://www.flickr.com/photos/epublishmedia/3685515441/
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63. #meetcontent
Barrier #3:
Working in Silos
• Blogs
• Photos
• Videos
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That’s a Wrap!
• Reimagine; don’t recycle
• Don't create content for a single purpose—
think long-term
• Think big and small
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66. #meetcontent
That’s a Wrap!
• Stay on task: the purpose of content is to
communicate
• Ask: How can this content be made more useful
and relevant?
• Don’t let content be bound by its format
• Understand your content ecosystem
• Break through the silos: build strong internal
relationships
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67. #meetcontent
Mark your calendar!
Content Strategy as
Change Management
Rick Allen and Georgy Cohen
August 21, 2012
Sign-up: http://mcont.co/mcwebinar6
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68. #meetcontent
Your turn!
meetcontent.com
@meetcontent

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Thanks!
Rick Allen
@epublishmedia