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Creating Emotionally Relevant Content for Higher Education Audiences

Erika Knudson and Rebecca Salerno from Indiana University presented on this topic at Confab 2012 on May 15.

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  1. We were excited to live-tweet one of the higher ed sessions at Confab.
  2. Check out the session description:
  3. The presentation used the analogy of the student lifecycle to explain the process of content strategy.
  4. An important task: get people into the project!
  5. The Indiana University Alumni Association had a big problem to solve.
  6. The goal? Engagement.
  7. Repeat after us: determine your core purpose!
  8. To get where they wanted to go, the IU folks did a lot of research and learned a lot about their target audience. This informed their brand and content strategy. It came down to creating an emotionally meaningful experience.
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