An Innovative Approach: Distributed Content Strategy in Higher Ed Marketing

Sale prices expire on May 9!
Live Webcast: May 16, 2019 | 1:00 to 2:00 p.m. Eastern


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Let your platform drive your content – better engage your target audiences.

Join us for a webcast that will introduce you to the concept of distributed content strategy, an innovative 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 social media platforms, such as 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, 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 Should Attend

This program has been designed specifically for higher education professionals working in digital strategy, social media, marketing, and/or communications.


Mike Petroff

Director of Content Strategy, Harvard University

In his current role, Mike Petroff works to connect stories, data, and action through Harvard’s digital and social channels. His role is focused on finding innovative and effective ways to bring the university’s stories to the world through digital platforms.

His team produces, distributes, and measures multi-channel content for digital platforms, including: and associated websites, the Harvard Gazette, email, and evolving social media and mobile platforms.

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 Emerson’s first social media strategy implementation.


Questions About the Event? Email this event’s Program Manager, Kate Poisson.

Product Information

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