Join us for a webcast that will introduce you to the concept of distributed content strategy, a new way of thinking about organizing and publishing your content in higher ed marketing and communications. You will leave the webcast with a better understanding of:
- What a distributed content strategy approach looks like and why it’s important in higher ed marketing today;
- How to create compelling content that is platform-specific;
- How you can incorporate distributed content into your own strategies, even if you work in a resource-lean or highly decentralized environment.
To help illustrate what the results of a distributed content strategy can be, you will see numerous examples from our expert instructor’s own work across the web, in email, and on Twitter, Facebook, and Instagram.
What is distributed content strategy?
Distributed content strategy is an approach that prioritizes building content and audiences specifically on external or rented platforms, rather than solely directing traffic back to an organization’s website. By conceiving of and creating content that is native to the channel at hand (for instance, Twitter cards, Instagram stories, Snapchat stories, etc.), institutions can communicate with their audiences more directly and with greater effectiveness depending on which channels they use and how they prefer to receive information.
Who Will Benefit
This program has been designed specifically for higher education professionals working in digital strategy, social media, marketing, and/or communications.
The presentation will consist of two main sections as follows:
Fundamentals of a distributed content strategy
- How this differs from traditional content strategy approaches
- Understanding your audiences and preferences
- Pairing your message and platform with audience expectations
Applying a distributed content strategy
- Best practices for creating platform-specific content
- Measuring the impact of distributed content strategies
- Educating and training others on campus
Specific examples will be included in both sections to help you apply what you are learning to your own work throughout.
Director, Content Strategy
In his current role, Mike Petroff works to connect stories, data, and action through the University’s digital and social channels. His role is focused on finding innovative and effective ways to bring Harvard stories to the world through digital platforms.
His team produces, distributes, and measures multi-channel content for digital platforms, including Harvard.edu and associated websites, the Harvard Gazette, email, and evolving social media and mobile platforms.
Outside of Harvard, Mike regularly presents at conferences including Confab, SXSW Interactive, and CASE on content strategy, social media, and analytics.
Before joining Harvard University, Mike led web marketing and content development for the Admissions Office and online recruitment efforts for Emerson College. He also led the College’s first social media strategy implementation.