Activate Your Brand Platform with Content Strategy

Your institution spent [redacted] dollars on a new brand messaging platform, yielding a set of pillars that rings true. But now what? How do you translate this typically lofty artifact for workaday content creation and maintenance? How does the brand influence editorial-decision making about stories and photos? How does the brand influence your web content hierarchy or choice of content formats? How do you train content contributors to write "on-brand"? 

In this session, Georgy will address how to distill brand pillars into purposeful and actionable content strategy guidance -- this includes determining content types, substance, and formats; strategic editorial calendaring; and applying style, voice, and tone. We will also discuss long-term brand governance and assessment, as well as considerations for AI visibility.