About this workshop:
As a marketing and communications leader in the education sector, you’re undoubtedly tasked with leading the team that will create and implement your institution’s content strategy and content marketing strategies. You might even be keen to dig in and get stuck into it yourself too!
But the concept of content strategy is still emerging and growing, and it may not be something that you’ve had experience in developing yourself. And the testament to your leadership is the gift you give yourself in taking time to explore what’s emerging and developing.
So, how do you lead content strategy in your organisation? How do you know what good looks like, and what needs to be considered? And how do you know what skills, roles and resources you’ll need to create the vision and make it a reality?
In this lunch-and-learn style session, you’ll come together with senior-level peers to discuss content strategy from the leadership perspective to ensure that you feel confident and empowered in leading the team responsible for it in your institution.
What we will cover:
What content strategy really is, and how and why definitions vary
Our 10-part content maturity scale and how leaders can use it with teams
Content operations and how to lead a high performing content operations
Understanding the plethora of confusing and often ill-defined terminology from the worlds of content and user experience so that you can confidently talk the talk
Powerful questions to ask of your institution and your team to have them advance your approach to content strategy and management
Your questions, challenges and concerns, with lots of time for sharing and discussing them with your peers.
Your facilitator
Your session will be facilitated by Tracy Playle, CEO and Chief Content Strategist at Pickle Jar Communications Ltd and the author of The Connected Campus: Creating a content strategy to drive engagement with your university (2020).
For almost 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 almost 14 years ago and has since worked with around 250 education institutions in more than 30 countries to help them evolve their approach to content strategy, delivery and management.
Tracy is a CASE Crystal Apple award winner, a former chair of the CIPR’s Education and Skills Sector Group, and the founder of ContentEd and Utterly Content.
She is also an international speaker and a highly qualified coach, having trained and been part of the leader teams with the Accomplishment Coaching New York Intensive coach training programme (2019-21).
Alongside her consultancy work, Tracy also runs a private coaching practice (www.tracyplayle.com).
Who should attend:
This workshop is specifically for - and limited to - those in senior leadership roles within marketing, communications, digital and web. We primarily define those as head of or director-level positions in:
Marketing and recruitment
Communications and PR
Web and digital marketing
Development and alumni relations
For other roles within your teams, we highly recommend these alternatives:
Online training through the ContentEd school
Bespoke training, workshops and coaching from Pickle Jar Communications.
In association with ContentEd.