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.