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Slide Notes

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EduWeb16

My presentation for #EduWeb16

PRESENTATION OUTLINE

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

(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

Untitled Slide

CHOOSE WISELY.

I picked agency I trusted/worked with So - not exactly dark side

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

Anyway...

Sr. Marketing Strategist at wsol

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:

TELLING A STORY - Order of Operations:

  • Set the scene
  • Introduce characters
  • Establish conflict
  • Provide resolution
Photo by eqkrishena

Set the scene

of attention

the ever-shrinking island

the great sea of data

awash in the treacherous waters of
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introduce characters

THIS IS THE STORY

of your content and your communities

establish conflict

your content must

WIN THE LOVE OF YOUR COMMUNITIES

the great sea of data

only if it can navigate
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island of attention

and reach the ever-shrinking

provide resolution

Will we be able to do it?

Navigating the great sea of data is key
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To the story

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Your Content

Once upon a time there was

totally ignored it

and the internet 

the end?!

(very short story)

this big

Your content competes in an ecosystem

Your competition

is netflix and pokemon go.

The attention ecology has changed

THE CHARACTER OF YOUR CONTENT MUST CHANGE WITH IT

How do you change

your content's character?

Any actor will tell you

the keys to character are 

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?

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

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

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?

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?

What are their goals & obstacles?

Beyond motivation is environment

seek to drive to action

Your communities are who you

Self identify?

How do they

Find community?

WHere do they

digital communities

are now much more than traditional demographics
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over time?

How have those attributes changed

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

Compare & contrast

marry community to valued content across all possible types 

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

Establish custom audience lists

to find what value is to each micro-community

Where does each content element fit

in the journey from awareness to action?

Use tools like Vid IQ to find trending terms

Video search engine optimization

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

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

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

your content must

WIN THE LOVE OF YOUR COMMUNITIES

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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