2014 AMA Higher Ed Presentation: Bentley University's PreparedU Project
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@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Our Journey to the Intersection of Content, Brand & Thought Leadership
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The intersection of brand, thought leadership and content marketing at Bentley University
Transcript of 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
• Radio
• TV
• Direct mail
• Banner ads
Inbound
• Blog posts
• Infographics
@ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd
Rethink the Funnel
Outbound
• 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!!!
