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EduWeb16

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PRESENTATION OUTLINE

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How to Identify Micro-Communities and Use Historical Data to Plan Successful Content Marketing

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(AN EDUWEB16 STORY)

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Cover enormous topics

Provide Excellent take-aways
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45 minutes or less

with time for questions?
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Challenge

That's a real
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to start

I'm going to tell you a story
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a love story

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TELLING A STORY - Order of Operations:

  • Set the scene
  • Introduce characters
  • Establish conflict
  • Provide resolution
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Your Narrator

  • Worked in Higher Ed for 15+
  • Passionate about digital/HigherEd
  • Served as both FT staff/faculty
  • Learned that voices of change most easily come from outside
  • Decided to serve HigherEd from the outside last year
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Untitled Slide

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CHOOSE WISELY.

I picked agency I trusted/worked with So - not exactly dark side
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less of an Anakin Skywalker

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or Kylo Ren

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someplace between Cad Bane

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and boba fett

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Anyway...

Sr. Marketing Strategist at wsol
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I help a wide array of clients across industries

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through implementation of inbound marketing

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Excited to bring it all back to Highered

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Now to our story:

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TELLING A STORY - Order of Operations:

  • Set the scene
  • Introduce characters
  • Establish conflict
  • Provide resolution
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Set the scene

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of attention

the ever-shrinking island
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the great sea of data

awash in the treacherous waters of
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introduce characters

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THIS IS THE STORY

of your content and your communities
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establish conflict

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your content must

WIN THE LOVE OF YOUR COMMUNITIES
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the great sea of data

only if it can navigate
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island of attention

and reach the ever-shrinking
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provide resolution

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Will we be able to do it?

Navigating the great sea of data is key
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wow

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To the story

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Your Content

Once upon a time there was
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totally ignored it

and the internet 
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the end?!

(very short story)
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this big

Your content competes in an ecosystem
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Your competition

is netflix and pokemon go.
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The attention ecology has changed

THE CHARACTER OF YOUR CONTENT MUST CHANGE WITH IT
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How do you change

your content's character?
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Any actor will tell you

the keys to character are 
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ATTRIBUTES & MOTIVATION

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How do you look at your content’s

 CHARACTER ATTRIBUTES OR MOTIVATION? 
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SPOILER alert

data is involved
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Which data & How?

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No Spoilers.

First let's talk about motivation
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Accomplish?

what should your content
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What is your content's Motivation?

  • drive enrollment
  • increase engagement
  • reduce melt
  • improve retention
  • develop funding relationships
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That's usually the way it's worded

IN THE STRATEGIC PLAN RIGHT?
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DO THOSE MOTIVATIONS GO WITH?

WHAT KINDS OF CHARACTERS 
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Be careful

where you choose to focus
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Use this maxim

to prepare for content success
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Ask Not

What your content can do for you
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But what you

Through your content
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Your Communities

can do for
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content motivation:

to add value to communities
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Which communities and how?

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no Spoilers.

First let's talk about Attributes
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HOW DO YOU shape THE ATTRIBUTES

of the CHARACTER OF YOUR CONTENT?
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to navigate the sea of data

and reach your communities with value?
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Over time?

HOW HAVE THOSE POSSIBLE ATTRIBUTES CHANGED?
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Digital content

more than pages of text
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Digital social objects

  • E-Books, slideshows, blogs
  • Videos, images, live streams
  • Emojis, filters, stickers
  • and more elements we have yet to identify
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TO measure performance

among those attributes
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New data is needed

which data and how?
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No Spoilers.

there is another character to introduce
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Your Communities?

What about the character of
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What do they have for

Motivations & attributes?
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What are their goals & obstacles?

Beyond motivation is environment
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seek to drive to action

Your communities are who you
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Self identify?

How do they
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Find community?

WHere do they
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digital communities

are now much more than traditional demographics
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over time?

How have those attributes changed
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Modern micro-communities

  • assemble around affinity
  • can disperse quickly
  • are less tied to geography
  • are built around trusted curators
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Higher Ed & Micro-communities

Are a natural fit
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TELLING A STORY - Order of Operations:

  • Set the scene
  • Introduce characters
  • Establish conflict
  • Provide resolution
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resolution

Where the rubber meets the road
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Tools & Tactics

To Identify micro-communities & Value
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Historical Data

More than just web page views over time
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use keywords in top performing pages/URLs

Segment that by communities
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Search Console

different search types for web photo and video
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Compare & contrast

marry community to valued content across all possible types 
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COntent media types

Reveal what attributes are valued by communities
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Look in G.A. to find Cohorts

Number of returns/depth of engagement
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Establish custom audience lists

to find what value is to each micro-community
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Where does each content element fit

in the journey from awareness to action?
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Use tools like Vid IQ to find trending terms

Video search engine optimization
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Tags reveal topics and terms

That identify community attributes
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Use tools like Wistia & Vidyard

add calls to action directly to media
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reduce friction between

valued content and the driven action
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Use tools like Moz

To look at followers of competition for overlap
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Segment your audiences & Messages

increase specificity of content
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Use tools like HubSpot to build personas around each micro-community. Track what content performs and adds value. Test different versions of content.

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Use tools like Episerver to manage personalization of content by displaying different content elements based on context and viewing history.

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THIS IS THE STORY

of your content and your communities
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your content must

WIN THE LOVE OF YOUR COMMUNITIES
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Ask Not

What your content can do for you
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These tools/tactics

  • Search by Media Type
  • G.A. Cohort Segmentation Analysis/Behavior
  • Custom Audience Lists for Re-Marketing
  • Video Search Optimization
  • Media Call to Action
  • Competition Community Overlap
  • Personas and Marketing Automation
  • Personalized Content via CMS
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the end

Questions? @videoin or @wsolhq
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Douglas Lee Miller

about.me/douglasleemiller