One of the biggest challenges we face in higher ed getting people to buy into the value of content strategy and build support for content across our organization. At Vanderbilt University in Nashville, Tenn., executive director of integrated communications Melanie Moran has rung up a string of successes doing just that. Whether it’s their news site, the 365@VU photo project, the alumni magazine or a recent reorganization, Moran and her team at … [Read more...]
Going Long: The Role of Longform Web Content
With 140-character tweets and short, scannable web copy often top of mind, it can be difficult to think of a situation where we would willingly want to publish thousands of words. But longform content is carving out a significant niche in the habits of online content consumers, as evidenced by trends in journalism and ebook publishing. In higher ed, there are opportunities to capitalize on this trend, as well as implications to … [Read more...]