Content Strategy at EMCDigital Forum 2016

Image courtesy of Luke Hay

Image courtesy of Luke Hay

How do educators create persuasive content to attract, engage and ‘convert’?

What is the best practice for producing effective topical and ‘evergreen’ content?

Why should they think about multimedia?

These were the topics I covered at the EMCDigital Forum (18 November 2016) just round the corner from Lark HQ at the Brighton Dome.

The annual conference is for marketers working in education – from nurseries through to universities – and provides practical advice in using digital communications more efficiently. 

It was great to meet loads of new and interesting people from around the globe (attendees came from as far away as Brazil and Nigeria). Highlights, from me, included:

  • Caroline Beavon – a freelance graphic designer. Her talk on infographics examined good and bad practices around creating effective data visualisation was both beautiful to look at and, of course, informative.
  • Claire Wass – Marketing Manager at Downside Abbey. Claire spoke about how creating podcasts for Downside has enlivened both the pupils and the school's monks. She also gave some great, practical hints and tips on how to create compelling podcasts without breaking the bank. You can listen or subscribe to Downside's podcast on iTunes here.
  • Dave Musson – Senior Online Communications Officer (Social Media), University of Warwick. Using social media in Higher Education can seem complex, but Dave showed practical examples of how it can enhance a university's brand. You can see some great examples of how Warwick Uni is using social on their Twitter and Instagram feeds. 
  • Luke Hay – Senior conversion strategist at Fresh Egg. I've known Luke for many years but haven't been lucky enough to work with him on a project, yet. His talk on analytics and reputation management tied together the recurring theme of the day – effective measurement is vital in judging the success and impact of your digital marketing.

During my presentation I showed a fleeting glimpse of a sample content calendar – the full content calendar can be found here. Please feel free to use, copy and modify it to suit your needs.