Launch a cross-discipline content operation. Scale by building on existing resources and talent, and balance strategy with an ambitious launch schedule.

1. Master Content
Marketing Without a
Content Team
St. Edward’s University
Austin, Texas

2. Awareness and Reputation
Brand Management
Lead Generation and Conversion
Audience Retention

3. University
WebsitePR and
News
University
Magazine
TV
Radio
Digital
Advertising Email
Social
Media
Video
Direct
Marketing
Marketing Mix

4. Content Marketing Roles
Ann Hadley
Marketing Profs
Content
Strategist
Editorial
Director
Creator
Producer
Designer
Curator Syndicator
Analytics
Expert
Website
Manager

5. Our Approach = Content Council
• Marketing Services
• Design
• Writing
• PR
• Social Media
• Recruitment (Lead Gen)
• Magazine

6. Content Marketing: Planning

7. Understanding Your Personas
Things to Know:
• Their motivations, pain points and role in the process
• Where are they most likely to get stuck?
• How to propel them forward by resolving concerns
• Qualitative and quantitative information