Activate your brand platform with content strategy

Your institution spent [redacted] dollars on a new brand messaging platform, resulting in a set of pillars that ring true. But now what?

How do you translate this typically lofty artifact into day-to-day content creation and maintenance? How should the brand influence editorial decision-making about stories and photos, your website content hierarchy or your choice of content formats? How do you train content contributors to write on-brand?

In this session, you’ll learn how to turn brand pillars into purposeful, actionable content strategy guidance, including:

• Determining content types, substance and formats.
• Creating a strategic editorial calendar.
• Applying style, voice and tone.
• Establishing long-term brand governance and assessment.
• Considering AI visibility.