2014 ama higher ed presentation: bentley university's preparedu project

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Our Journey to the Intersection of Content, Brand & Thought Leadership

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Superhero

VAL FOX @valeriefox

Dream of being the next

Content Marketing Superhero

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Superhero

VAL FOX @valeriefox

But more like the

Lone Ranger

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Agenda

1) Putting the Content in Marketing

2) Mistakes We Made for You

3) Hacks, Tips & Ideas

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Bentley: Anything But Business as Usual

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd @ValerieFox, Bentley University | #AMAHigherEd

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd @ValerieFox, Bentley University | #AMAHigherEd

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Putting the Content in Marketing

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Our “BRANDformation”

Communications & marketing

Pre-2012

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

2011: Enter David Perry, CMO

Time for a NEW brand

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Communications & marketing

Pre-2012

Launch the PREPARED brand

2012

Our “BRANDformation”

Preparing the next generation of smart, nimble, compassionate leaders.

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Communications & marketing

Pre-2012

Launch the PREPARED brand

2012

PreparedU Project

2013

Our “BRANDformation”

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Communications & marketing

Pre-2012

Launch the PREPARED brand

2012

PreparedU Project

2013

PreparedU Content

2014

Our “BRANDformation”

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Our Evolution from Pitching to Publishing

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Communications & marketing

Pre-2012

Launch the PREPARED brand

2012

PreparedU Project

2013

PreparedU Content

2014

Our “BRANDformation”

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Communications & marketing

Pre-2012

Launch the PREPARED brand

2012

PreparedU Project

2013

PreparedU Content

2014

Our “BRANDformation”

BRAND THOUGHT

LEADERSHIP CONTENT

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Lessons Learned (Mistakes We Made For You) Photo Source: The Minimalists

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

#1 – Don’t Expect to Find a Playbook

Photo source: scribewise.com

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

#2- Get Started!

Interest has grown 5x in past 5 years

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

#3 – Start with the End in Mind

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

#4 - Rethink the Funnel

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Rethink the Funnel

Outbound

• Print

• Radio

• TV

• Direct mail

• Banner ads

Inbound

• Blog posts

• Infographics

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Rethink the Funnel

Outbound

• Print

• Radio

• TV

• Direct mail

• Banner ads

Inbound

• Content offers: eBooks

• Events

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Rethink the Funnel

Outbound

• One-size-fits-all emails

Inbound

• Email nurturing

• Progressive profiling

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

#5 –Amplify or Die

Tree falling in forest

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Amplify or Die

Amplification kicks in

Content Syndication: Outbrain, Taboola, Nativo Paid Social: LinkedIn SEO: On-site optimization Email: Bi-weekly newsletters

29x Growth in Traffic

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Amplification Examples

LinkedIn Taboola

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Hacks, Tips & Ideas

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

#1 – Make a Case for Content

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

#2 – Build Your Email List

Photo source: Novy.be

Email Capture

Gated Content

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

#3 – Think Like a Publisher

Trending topics on Millennials

Source: BuzzSumo

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

#4 - Tap News Refugees

Photo source: Novy.be

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

#5 – Hire People for Mindset Match

Source: Salesforce.com

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Hire People Who Love to Learn

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Source: Why Content Marketing Fails, Rand Fishkin

@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

Thank You!!!