When done well, a content strategy will bring a brand strategy to life. But how do you make the leap from brand strategy to content strategy?
A good content strategy will achieve many things for your organisation. One of the key things that it should do reliably and consistently is to represent your brand and your brand values through the content that you create. It should leave your audiences feeling that they understand you and your values, and that the impression they have of you is consistent with the one that you want them to have.
Without a content strategy that’s properly aligned to your brand strategy, your brand is in danger of just being an idea or a visual identity. This workshop will provide the practical steps that you need to take to translate your brand strategy into a content strategy.
What we’ll cover
The differences and intersections between brand strategy and content strategy
How content strategy brings brands to life
How to use a content strategy as the bridge between your brand strategy and your audiences’ experiences with and impressions of you
How to get other people in your organisation to consistently represent your brand and brand values through the content that they create and share
Your facilitators
This workshop will be facilitated by Tracy Playle and Ellie Lovell.
Tracy Playle is CEO, Chief Content Strategist and Coach at Pickle Jar Communications and the author of The Connected Campus: Creating a content strategy to drive engagement with your university (2020).
For two decades Tracy has worked in higher education communications, marketing, digital engagement and content strategy. Initially working in-house with the University of Warwick, Tracy founded her consultancy 15 years ago and has since worked with around 300 education institutions in more than 30 countries to help them evolve their approach to content strategy, delivery and management.
Tracy is an international speaker and a CASE Crystal Apple award winner and laureate, a former chair of the CIPR’s Education and Skills Sector Group, and the founder of ContentEd and Utterly Content.
Ellie Lovell is Head of Operations at Pickle Jar Communications.
Ellie has worked in the education sector for over 15 years in a career that has spanned multiple in-house and consultancy roles.
Prior to joining Pickle Jar Communications, she worked in-house at the University of Warwick and Birmingham Metropolitan College in roles that spanned digital and social media communications, web management, brand and storytelling and community engagement.
Whilst working at Pickle Jar Communications, Ellie has led projects and content strategy developments for many clients including Aston University, Leeds Beckett University, SOAS, Coventry University and many many more.
Who should attend?
This session will have a focus on education sector institutions and would be particularly suitable for people working as directors, heads of and managers in the following functions in schools, colleges and universities:
External relations
Marketing and recruitment
Brand management
Content strategy and management
Web management (with a content focus)
Communications and PR