I did some research on research landing pages. Why? Because Research is typically the topic of a top-level landing page on most university sites, and I wanted to get a sense of the content strategy for these pages. You may already know that Carnegie classifies 108 universities as having very high research activity (RU/VH). I looked … Continue reading Research Landing Pages on University Websites
Content is everywhere. Sometimes you just need to rescue it from it’s original state. On every campus there are content pools—places where content lives and is waiting to be found. Diamond-in-the-rough content can be rescued from: Admission blogs. Semi-annual newsletters published by academic departments. Last week's Twitter posts. This month’s student newspapers. Recurring email messages … Continue reading Rescue the Content.
You know the drill. First, determine your message. Second, pick the tools to communicate it well. For most of us, the tools we choose include print and web. For a different twist, let’s think about ways to use the web to make your print work even better. Rely on your social channels to help you make … Continue reading Using the Web to Make Your Print Work Better
I’ve been thinking about financial aid websites lately. It’s June, and with most of the deciding done by May 1, many prospective students and families are in the midst of a relationship with a financial aid office. What are the challenges? How is the content for financial aid different and how is it best presented … Continue reading Financial Aid Websites: What’s the challenge?
Content is king — on the web, in print, on social, and in video. In Part 1, I offered advice for creating content immediately, when you're in a rush and have to produce. With a little more time though, how should you plan for content? What do you need to include in a content strategy? … Continue reading Concretely, content! (Part 2: Planning for it.)
Yes, you should have a plan for developing content for your [blank]. Yes, it would be ideal if your budget allowed for a writer on your team or a freelancer in your stable of extra hands. And, yes, the funds you don’t allocate to writing could get directed to creating visual content like photography, infographics, and video. Maybe … Continue reading Concretely, content! (Part 1: Creating it.)
On launch day for any client, the big reveal is the new look and feel of a redesigned .edu website. Capturing the essence of the institutional brand, the new design “feels like us.” But visual design is just one aspect of our work with clients. I’ll use recent work with SUNY as evidence for the … Continue reading Launched! Please look under the hood.
For the third year in a row, I’m writing a post about giving web pages. For this 2013 post, I’ll reflect on graduate business schools and how they use their websites to connect with potential donors. Here I identify best practices from four schools of business that should influence your own digital communication for fundraising. … Continue reading Giving and Graduate Schools of Business
Parents typically show up in the list of audience gateway pages on most .edu websites, right alongside prospective students, current students, and faculty and staff. Before social media, an audience gateway like this one for parents at the University at Albany were the extent of communication with parents. You created a web page with convenient … Continue reading Parents in your audience gateways?
I worked on a campus for many, many years and that experience combined with my work as a higher education consultant have helped me understand the critical connection between brand strategy and content strategy. Content is the best way to deliver on brand strategy and fuel your marketing tactics. Back in July, Disney Pixar released … Continue reading Beware of monsters: lead with brand-based content.