Using epic content marketing in higher education
Brian Piper (he/him), Director of Content Strategy and Assessment at the University of Rochester
Higher ed institutions create so much content on so many channels, how do you know what should take priority, and know how it’s impacting your strategic goals?
We’ll explore how content marketing is different from other marketing, why it’s ideal for higher education, and how you can use it to reach your higher education goals.
You will learn how to set up an effective content marketing strategy, how to get leadership buy-in, and how this will help you better connect with your users and become a trusted resource for them.
We'll be discussing the following:
What is content marketing
Misconceptions about content marketing
How to convince leadership to support a content marketing strategy
How to create epic content to market your institution
The rise of content marketing in higher education
Successful content marketing strategies & case studies
How to track the success and demonstrate the impact
Using data to optimize your content marketing
Takeaways:
Content marketing is a critical strategy for higher education, especially now
Content marketing can build trust for your institution with your target audiences
Using data-inspired content marketing strategies can make your content more effective and measurable.
Bio
Brian Piper is the Director of Content Strategy and Assessment at the University of Rochester. He is also an author, keynote speaker, and consultant. Brian has been doing SEO and web content optimization since 1996.
He has created online training programs for hundreds of companies including Xerox, L3Harris, IBM, and Volvo. He has spent the last eight years focusing on data analytics, digital marketing, and content strategy. In the last two years, he has been diving into Web3, AI, and community building.
He recently co-authored the second edition of Epic Content Marketing, and is a contributing author and editor for The Most Amazing Marketing Book Ever. When he's not creating data visualizations, he teaches wingsuit skydiving and spends time with his wife and six children.
