Content StrategyUGBA 198

Haas School of Business

UC Berkeley

Content Strategy

• What is your brand’s narrative?

• Heart of social media marketing

• Alignment, alignment, alignment

– Corporate Branding

– Business Objectives

– Marketing Objectives

– Situation Analysis

Content Strategy—Development

Corporate Branding

Business Objectives

Marketing Objectives

5C’sCONTENT STRATEGY

• Customers

• Competitors

• Collaborators

• Company

• Context

Content Strategy—Management

• Sustainable over time

• Unique content for each platform

• Alignment with corporate and marketing strategy

• Integrated Marketing Communication (IMC)

– Consistent tone and branding across all platforms

• Timeliness is key—hint: #trending

Content Calendar

• Ensure that all channels are

updated routinely

• Enable multiple members and

editors to work together

• Avoid scheduling conflict and

content overlap

• Address marketing and

business objectives

Content Calendar—Example

Source: HootSuite

Case Study: UC Berkeley

Case Study: UC Berkeley P1

• Brand

– Prestigious, #1 Public University, Top Faculty

– Diverse, quirky, lots of studying (of course!)

• Corporate Objectives

– Tell the “Berkeley story”

– Promote “Reaching further”

– Increase reputation, admissions, selectivity

– Increase interested students and applications

Case Study: UC Berkeley P2

• Marketing Objectives– Acquire new followers

– Retrain and engage existing followers

– Tell the “Berkeley Story”

– Communication pipeline to students

– Promote student UGC

• 5C’s– Customers: Current, Prospective, Alumni, Parents

– Collaborators: Admissions, Student Orgs, External, Administration

– Competitors: Harvard, Stanford, UCLA, UCI

– Company: Social Media Strategist and Consultants, Public Affairs

– Context: More students are on social media now than in the past

Case Study: UC Berkeley P3

• What is their content strategy?

– Showcase campus diversity

– Showcase Berkeley quirkiness

– Showcase pride and ranking

– Communication from

administration

Quirky

RankingAdministrative

Takeaways

• Content strategy is the heart of social media marketing

• Consistency, sustainability, and alignment are important

• Marketing frameworks can also be applied to social

media marketing:– 5C’s of Marketing Strategy

– AIDA: Attention, Interest, Demand, Action

– SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats

• Food for thought on case study…– Harvard / Stanford content strategy vs. UC Berkeley?