The rapidly evolving fields of Content and Social Media converge in a very busy intersection of marketing objectives, strategy, tactics and tools.

1. How to Implement Your Content Sharing Strategy for
Higher Ed: Part I
Slide 1
How to Implement Your Content Sharing
Strategy for Higher Ed: Part I

2. How to Implement Your Content Sharing Strategy for
Higher Ed: Part I
Slide 2
1) Content Strategies
2) Firstly, Understand your Content Marketing Goals
3) Understand the Rule of Thirds
4) Make your Blog the Anchor of Your Content Marketing
5) Amplify your Blog Posts on Your Priority Social Media Networks
6) Curate Quality, Related Content from Outside Sources
Overview
Source: Higher Education Marketing – How to Implement Your Content Sharing Strategy for Higher Ed: Part I

3. How to Implement Your Content Sharing Strategy for
Higher Ed: Part I
Slide 3
 The rapidly evolving fields of Content and Social Media
converge in a very busy intersection of marketing objectives,
strategy, tactics and tools.
 Even for those of us who work in this area every day, this
intersection is noisy, confusing and frustrating, as we try to
effectively manage all of these complex elements, while
keeping up with the latest tools and practice.
 So for anybody and everybody who has this problem, here is
a simple, how-to approach to help create and implement an
effective content sharing plan.
1. Content Strategies
Source: Higher Education Marketing – How to Implement Your Content Sharing Strategy for Higher Ed: Part I

4. How to Implement Your Content Sharing Strategy for
Higher Ed: Part I
Slide 4
 Content marketing has two primary goals:
 To draw visitors to your website to access your great content and to
ultimately become your customers (including students, donors,
alumni, or any other community segments)
 To attract quality inbound links to your website, to produce increased
search engine rankings which will draw more organic search visitors
 It can be very easy to lose track of these goals, especially
for energetic social media types who get so into the content,
or the communications, that they forget why they are doing
it.
 If you can keep a clear focus on these goals, it is much
easier to sort out the decisions that you need to take to
create and maintain an effective content sharing plan.
2. Firstly, Understand your Content Marketing
Goals
Source: Higher Education Marketing – How to Implement Your Content Sharing Strategy for Higher Ed: Part I

5. How to Implement Your Content Sharing Strategy for
Higher Ed: Part I
Slide 5
 Next step is to start thinking about managing content
marketing and social media using the Rule of Thirds.
 Spend 1/3 of your time generating and posting your own content,
including blogging, tweets, videos, slide decks, infographics, etc.
 Spend 1/3 of your time curating content from external sources
 Spend 1/3 of your time engaging in conversations and asking
questions
 This “rule” optimizes the effectiveness of your investment in
developing your content and then sharing it.
 It is very important to spend some time getting your head firmly
around this concept of a balanced approach because without it, any
one of these thirds can become a black hole for your limited time
and scarce resources, without reaping any of the cumulative
benefits.
3. Understand the Rule of Thirds
Source: Higher Education Marketing – How to Implement Your Content Sharing Strategy for Higher Ed: Part I

6. How to Implement Your Content Sharing Strategy for
Higher Ed: Part I
Slide 6
 To optimize your content marketing you need to publish new,
high quality content on your blog at least once a week,
ideally 2-3 times a week.
 Your blogging activity should become the focal point of new content
production and distribution.
 At the same time, it is the hub of your content marketing,
serving two purposes.
 Firstly it communicates the important news, information, images,
commentary and opinions that your audience is interested in.
 Secondly, it is the repository of fresh, new content that the search
engines need to see on your site to maintain and/or increase your
SEO rankings for your targeted keywords and for the long-tail
keywords driven by the nuances of your deep content.
4. Make your Blog the Anchor of Your Content
Marketing
Source: Higher Education Marketing – How to Implement Your Content Sharing Strategy for Higher Ed: Part I

7. How to Implement Your Content Sharing Strategy for
Higher Ed: Part I
Slide 7
 Create timely, high quality content that is relevant to your
audience.
 Don’t try to write for search engine robots, simply write well
for your students, alumni, parents, and faculty and the SEO
rankings will take care of themselves.
 Brainstorm with your team, set up an editorial calendar, or
chain yourself to your desk until you finish that long overdue
post; do whatever you have to do, to publish 2-3 times a
week on your blog.
4. Make your Blog the Anchor of Your Content
Marketing
Source: Higher Education Marketing – How to Implement Your Content Sharing Strategy for Higher Ed: Part I

8. How to Implement Your Content Sharing Strategy for
Higher Ed: Part I
Slide 8
 Next step is to distribute your blog content across your
priority social media channels.
 Send out a tweet comprised of your blog title, a shortened link to the
blog post itself and two hashtags. (Send it out a few times over a
week or so to give it good exposure to your followers)
 Post a note to Facebook including the blog title, an image, the first
paragraph, hashtags and a link back to the full posting on your blog.
 Post a Discussion to LinkedIn in a similar way but with a slightly
different emphasis, with a slightly different intro and link back to the
blog.
 Post video content from the blog or video summaries of the blog to
your YouTube channel, optimize it and link back to the original blog
post.
 These activities form the minimum baseline of social media
activity we suggest to our higher ed clients.
5. Amplify your Blog Posts on Your Priority
Social Media Networks
Source: Higher Education Marketing – How to Implement Your Content Sharing Strategy for Higher Ed: Part I

9. How to Implement Your Content Sharing Strategy for
Higher Ed: Part I
Slide 9
 The second Rule of the Rule of Thirds suggests that you
should spend 1/3 of your time curating content from other
sources.
 Curation is defined as the process of collecting, organizing and
displaying information relevant to a particular topic or area of
interest.
 There is lots of great content out there on the web that your
audience will be very interested in that compliments your original
content and focus, and that will further enhance your relevance and
reputation with them, as an authority in your particular niche.
 Twitter is a great primary tool with which to curate outside content.
 More specialized or advanced tools such as Pinterist, Storify and
Scoopit provide further options to organize and distribute curated
content.
6. Curate Quality, Related Content from
Outside Sources
Source: Higher Education Marketing – How to Implement Your Content Sharing Strategy for Higher Ed: Part I

10. How to Implement Your Content Sharing Strategy for
Higher Ed: Part I
Slide 10
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