FIR on Higher Education #36: Joe Pulizzi on Content Marketing Best Practice

06/13/15 • 34 min

Perhaps you are looking to launch a new content marketing strategy at your school. Or maybe you want to re-evaluate your current content strategy. Where do you begin? How do you create the type of content that will educate and inform targeted audiences and support overall business / institutional objectives?

Joe Pulizzi, founder of the Content Marketing Institute, answers such questions on episode #36 of FIR on Higher Education. Among the topics we discuss:

What actually is content marketing
The value of an editorial mission statement
Measuring content impact
Using online courses as content marketing collateral

Whether you have a content strategy in place or are thinking about creating one in the future, you will not want to miss out on hearing Joe’s insights.

In our reports section, I discuss how university presidents’ compensation can potentially be a communications matter and impact the perception of an institution.

About Joe Pulizzi

Joe Pulizzi is founder of Content Marketing Institute, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s third book, Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. You can find Joe on Twitter @JoePulizzi. If you ever see Joe in person, he’ll be wearing orange.

The post #36: Joe Pulizzi on Content Marketing Best Practice appeared first on FIR Podcast Network.

Joe Pulizzi, founder of the Content Marketing Institute, answers such questions on episode #36 of FIR on Higher Education. Among the topics we discuss:

What actually is content marketing
The value of an editorial mission statement
Measuring content impact
Using online courses as content marketing collateral

Whether you have a content strategy in place or are thinking about creating one in the future, you will not want to miss out on hearing Joe’s insights.

In our reports section, I discuss how university presidents’ compensation can potentially be a communications matter and impact the perception of an institution.

About Joe Pulizzi

The post #36: Joe Pulizzi on Content Marketing Best Practice appeared first on FIR Podcast Network.

Previous Episode

FIR on Higher Education #35 – Senior Editor Gardiner Morse on Working with Harvard Business Review

Gardiner Morse, Senior Editor at Harvard Business Review

“Anybody that thinks print is dead – that’s not necessarily true.”

These are the words Harvard Business Review senior editor Gardiner Morse used on the latest episode of the FIR on Higher Education podcast while describing the growth at HBR. Gardiner highlighted HBR’s 58% increase in newsstand sales since 2010 and the increase in paid subscriptions.

Gardiner has been with HBR since 2001. He shares insights on the changes that have taken place at HBR over the years and offers analysis on where the publication could be headed in the future.

In addition to sharing the business landscape of HBR, Gardiner also offers practical advice on how academics and PR professionals can work with the publication, including:

Pitching ideas
How to write for the publication
The editing process
Becoming a part of HBR’s blogging network

He also talks about the process of crafting content for the HBR voice. In summary, he said: “We are looking for an authoritative expert voice that is conversational. Something I say to authors is to imagine you are at a dinner party explaining your idea to a business executive sitting in the next chair. You are not going to recite the abstract from the journal article. You are also not going to wing it. You are going to strike that balance between scholarly and conversational.”

Have a listen to the entire episode for more insights.

On our reports segments, I highlight other best practice pitching advice from editors, while contributor Harry Hawk reviews different elements of Blackboard.

About Gardiner Morse
Gardiner Morse is a senior editor at Harvard Business Review where he focuses on marketing, innovation, and technology. He has developed articles on a wide range of topics including marketing technologies, data privacy, health care management, and smart products strategy. Before coming to HBR, Morse served for 15 years in a range of editorial and business roles with the publishers of the New England Journal of Medicine. There he developed and launched numerous publications for physicians and the general public, and served as executive editor of Hippocrates, a journal for primary care physicians.

The post #35: Sr Editor Gardiner Morse on Working with HBR appeared first on FIR Podcast Network.

Next Episode

FIR on Higher Education #37: Live Streaming Apps and Higher Education

There are tremendous opportunities to tell the story of your school through mobile living streaming apps. You can potentially provide the public with opportunities to catch a glimpse into the life of leadership; show prospective students tours of facilities; and take the viewers inside the classroom. Mobile live streaming apps also present new challenges, particularly around the topics of privacy and cyberbullying.

On episode 37 of FIR on Higher Education, University of Michigan Director of Social Media Nikki Sunstrum will talk about how she is thinking through these opportunities and challenges. Specifically, we’ll cover:

– Takeaways from the University of Michigan’s use of mobile live streaming apps to date

– The differences between Meerkat and Periscope

– Thinking through a live streaming strategy

– Potential opportunities

– Privacy and cyberbullying matters

In my reports section, I discuss an article written by two academics on the disruption within higher education and why marketers / communicators need to work on having a clearly defined value proposition.

About Nikki Sunstrum

Nikki Sunstrum is the Director of Social Media at the University of Michigan. She oversees strategies for all social media accounts used by all departments and schools of the university. Focused on taking the “shiny” out of social, Nikki is an advocate of goal related application and collaboration. She can be found on Twitter @nikkisunstrum.

The post 37: Live Streaming Apps and Higher Education appeared first on FIR Podcast Network.