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#meetcontentReimagine Contentin Higher EdJuly 17, 2012Rick Allen@epublishmedia
#meetcontent    So...reimagine content?2
#meetcontent Source: v180media.com3
Reimagine;    Don’t Recycle4
#meetcontent  Reimagine; don’t recycle Source: v180media.com       Source: http://elsloganero.wordpress.com/5
Don’t create content    for a single purpose.    Think long-term.6
7
#meetcontent    Let’s chat    •   Approaches to reimagining content    •   Overcome common content pitfalls    •   Even be...
#meetcontent    Start Big, Think Small9
http://www.flickr.com/photos/katherine_kirkland/4478696790/10
#meetcontent     Start Big, Think Small     •   Alumni Magazines11
#meetcontent12
#meetcontent     Don’t let your content spoil                             Source: http://www.flickr.com/photos/hockeycrew/...
Use large content     types to inform     smaller ones.14
#meetcontent     Source: http://www.flickr.com/photos/hockeycrew/4876459558/15
#meetcontent     Start Big, Think Small     •   Alumni Magazines     •   Books16
#meetcontent     Source: http://www.flickr.com/photos/hockeycrew/4876459558/17
#meetcontent     Source: http://www.flickr.com/photos/hockeycrew/4876459558/18
Reimagining content     ensures broad     communication goals     remain consistent.19
#meetcontent     Start Big, Think Small     •   Alumni Magazines     •   Books     •   Videos20
#meetcontent     Source: http://www.flickr.com/photos/hockeycrew/4876459558/21
Don’t let content be     bound by its format.22
#meetcontent  Don’t let content be bound by its format Source: http://www.flickr.com/photos/slipstreamjc/159335183/       ...
#meetcontent     Start Big, Think Small     •   Alumni magazines     •   Books     •   Videos     •   Student handbooks24
#meetcontent Source: http://www.flickr.com/photos/slipstreamjc/159335183/                                                 ...
Ask: How can this     content be made more     useful and relevant?26
#meetcontent     Start Small, Think Big27
Use small content     types to inform     larger ones.28
#meetcontent  Start small, think big Source: http://www.flickr.com/photos/slipstreamjc/159335183/         http://www.scifi...
#meetcontent Source: http://www.flickr.com/photos/library_mistress/261320989/30
#meetcontent     Start Small, Think Big     •   Tweets, comments, photos31
#meetcontent Source: http://www.flickr.com/photos/slipstreamjc/159335183/         http://www.scifimoviepage.com/          ...
#meetcontent Source: http://www.flickr.com/photos/slipstreamjc/159335183/         http://www.scifimoviepage.com/          ...
Curation allows you to     give new meaning to     existing content.34
#meetcontent     Start Small, Think Big     •   Tweets, comments, photos     •   Blogs35
#meetcontent Source: http://www.flickr.com/photos/slipstreamjc/159335183/         http://www.scifimoviepage.com/          ...
#meetcontent Source: http://www.flickr.com/photos/slipstreamjc/159335183/         http://www.scifimoviepage.com/          ...
#meetcontent Source: http://www.flickr.com/photos/slipstreamjc/159335183/         http://www.scifimoviepage.com/          ...
Blogs are great sources     of reimagined content     because they’re already     organized by topic.38
#meetcontent     Start Small, Think Big     •   Tweets, comments, photos     •   Blogs     •   FAQs39
#meetcontent40
Real FAQs provide     kindling for useful,     relevant content topics.41
#meetcontent Source: http://www.flickr.com/photos/xrustypicturesx/4260148342/42
#meetcontent     Barriers to success     1. Lack of communication goals     2. Undefined content ecosystem     3. Working ...
#meetcontent     Barrier #1:     Lack of communication goals44
The purpose of     content is     to communicate.45
#meetcontent     Understand what you want to say46
#meetcontent     Barrier #2:     Undefined content ecosystem47
Understand your content ecosystem Source: http://www.flickr.com/photos/br1dotcom/4084207566/48
#meetcontent     Barrier #2:     Undefined content ecosystem     •   Who are the content contributors?     •   How is cont...
#meetcontent     Barrier #3:     Working in Silos50
#meetcontent Source: http://www.flickr.com/photos/clarkmaxwell/5234658603/51
Break through the silos Source: http://www.flickr.com/photos/eddietruman/216888490/52
#meetcontent53
#meetcontent53
#meetcontent53
Be proactive in joining or     building a content group.54
Don’t be a one-person content band Source: http://www.flickr.com/photos/stevendepolo/4825345881/55
#meetcontent     Barrier #3:     Working in Silos     •   Blogs56
Source: http://www.flickr.com/photos/epublishmedia/3685515441/57
#meetcontent     Barrier #3:     Working in Silos     •   Blogs     •   Photos58
Source: http://www.flickr.com/photos/epublishmedia/3685515441/59
#meetcontent     Barrier #3:     Working in Silos     •   Blogs     •   Photos     •   Videos60
61
#meetcontent     That’s a Wrap!     •   Reimagine; don’t recycle     •   Dont create content for a single purpose—        ...
#meetcontent     That’s a Wrap!     •   Stay on task: the purpose of content is to         communicate     •   Ask: How ca...
#meetcontent     Mark your calendar!     Content Strategy as     Change Management     Rick Allen and Georgy Cohen     Aug...
#meetcontentYour turn!    meetcontent.com     @meetcontent
#meetcontentThanks!Rick Allen@epublishmedia
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Reimagine Content in Higher Ed

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.

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Reimagine Content in Higher Ed

  1. 1. #meetcontentReimagine Contentin Higher EdJuly 17, 2012Rick Allen@epublishmedia
  2. 2. #meetcontent So...reimagine content?2
  3. 3. #meetcontent Source: v180media.com3
  4. 4. Reimagine; Don’t Recycle4
  5. 5. #meetcontent Reimagine; don’t recycle Source: v180media.com Source: http://elsloganero.wordpress.com/5
  6. 6. Don’t create content for a single purpose. Think long-term.6
  7. 7. 7
  8. 8. #meetcontent Let’s chat • Approaches to reimagining content • Overcome common content pitfalls • Even better ideas!8
  9. 9. #meetcontent Start Big, Think Small9
  10. 10. http://www.flickr.com/photos/katherine_kirkland/4478696790/10
  11. 11. #meetcontent Start Big, Think Small • Alumni Magazines11
  12. 12. #meetcontent12
  13. 13. #meetcontent Don’t let your content spoil Source: http://www.flickr.com/photos/hockeycrew/4876459558/13
  14. 14. Use large content types to inform smaller ones.14
  15. 15. #meetcontent Source: http://www.flickr.com/photos/hockeycrew/4876459558/15
  16. 16. #meetcontent Start Big, Think Small • Alumni Magazines • Books16
  17. 17. #meetcontent Source: http://www.flickr.com/photos/hockeycrew/4876459558/17
  18. 18. #meetcontent Source: http://www.flickr.com/photos/hockeycrew/4876459558/18
  19. 19. Reimagining content ensures broad communication goals remain consistent.19
  20. 20. #meetcontent Start Big, Think Small • Alumni Magazines • Books • Videos20
  21. 21. #meetcontent Source: http://www.flickr.com/photos/hockeycrew/4876459558/21
  22. 22. Don’t let content be bound by its format.22
  23. 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/4876459558/23
  24. 24. #meetcontent Start Big, Think Small • Alumni magazines • Books • Videos • Student handbooks24
  25. 25. #meetcontent Source: http://www.flickr.com/photos/slipstreamjc/159335183/ Source: http://www.flickr.com/photos/hockeycrew/4876459558/25
  26. 26. Ask: How can this content be made more useful and relevant?26
  27. 27. #meetcontent Start Small, Think Big27
  28. 28. Use small content types to inform larger ones.28
  29. 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/4876459558/29
  30. 30. #meetcontent Source: http://www.flickr.com/photos/library_mistress/261320989/30
  31. 31. #meetcontent Start Small, Think Big • Tweets, comments, photos31
  32. 32. #meetcontent Source: http://www.flickr.com/photos/slipstreamjc/159335183/ http://www.scifimoviepage.com/ Source: http://www.flickr.com/photos/hockeycrew/4876459558/32
  33. 33. #meetcontent Source: http://www.flickr.com/photos/slipstreamjc/159335183/ http://www.scifimoviepage.com/ Source: http://www.flickr.com/photos/hockeycrew/4876459558/33
  34. 34. Curation allows you to give new meaning to existing content.34
  35. 35. #meetcontent Start Small, Think Big • Tweets, comments, photos • Blogs35
  36. 36. #meetcontent Source: http://www.flickr.com/photos/slipstreamjc/159335183/ http://www.scifimoviepage.com/ Source: http://www.flickr.com/photos/hockeycrew/4876459558/36
  37. 37. #meetcontent Source: http://www.flickr.com/photos/slipstreamjc/159335183/ http://www.scifimoviepage.com/ Source: http://www.flickr.com/photos/hockeycrew/4876459558/37
  38. 38. #meetcontent Source: http://www.flickr.com/photos/slipstreamjc/159335183/ http://www.scifimoviepage.com/ Source: http://www.flickr.com/photos/hockeycrew/4876459558/37
  39. 39. Blogs are great sources of reimagined content because they’re already organized by topic.38
  40. 40. #meetcontent Start Small, Think Big • Tweets, comments, photos • Blogs • FAQs39
  41. 41. #meetcontent40
  42. 42. Real FAQs provide kindling for useful, relevant content topics.41
  43. 43. #meetcontent Source: http://www.flickr.com/photos/xrustypicturesx/4260148342/42
  44. 44. #meetcontent Barriers to success 1. Lack of communication goals 2. Undefined content ecosystem 3. Working in silos43
  45. 45. #meetcontent Barrier #1: Lack of communication goals44
  46. 46. The purpose of content is to communicate.45
  47. 47. #meetcontent Understand what you want to say46
  48. 48. #meetcontent Barrier #2: Undefined content ecosystem47
  49. 49. Understand your content ecosystem Source: http://www.flickr.com/photos/br1dotcom/4084207566/48
  50. 50. #meetcontent 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?49
  51. 51. #meetcontent Barrier #3: Working in Silos50
  52. 52. #meetcontent Source: http://www.flickr.com/photos/clarkmaxwell/5234658603/51
  53. 53. Break through the silos Source: http://www.flickr.com/photos/eddietruman/216888490/52
  54. 54. #meetcontent53
  55. 55. #meetcontent53
  56. 56. #meetcontent53
  57. 57. Be proactive in joining or building a content group.54
  58. 58. Don’t be a one-person content band Source: http://www.flickr.com/photos/stevendepolo/4825345881/55
  59. 59. #meetcontent Barrier #3: Working in Silos • Blogs56
  60. 60. Source: http://www.flickr.com/photos/epublishmedia/3685515441/57
  61. 61. #meetcontent Barrier #3: Working in Silos • Blogs • Photos58
  62. 62. Source: http://www.flickr.com/photos/epublishmedia/3685515441/59
  63. 63. #meetcontent Barrier #3: Working in Silos • Blogs • Photos • Videos60
  64. 64. 61
  65. 65. #meetcontent That’s a Wrap! • Reimagine; don’t recycle • Dont create content for a single purpose— think long-term • Think big and small62
  66. 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 relationships63
  67. 67. #meetcontent Mark your calendar! Content Strategy as Change Management Rick Allen and Georgy Cohen August 21, 2012 Sign-up: http://mcont.co/mcwebinar664
  68. 68. #meetcontentYour turn! meetcontent.com @meetcontent
  69. 69. #meetcontentThanks!Rick Allen@epublishmedia

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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.

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