As many schools aim to embed an audience-and-content first culture, our attention shifts towards the development of the institutional content strategy as the silver bullet to transform our approach. But the real key to success rests less in a documented vision and more in the culture, systems, and embedded working practices of the organisation. In other words, a successful content strategy is dependent on a mature content culture. In this session we’ll consider ten factors that create a thriving environment for content success, from the strategy itself, to attitudes to risk, systems, leadership, and much more… We’ll look at each area, and consider how to measure and evaluate our own organisation’s strengths and weaknesses using a maturity model designed specifically for higher education institutions and tested in partnership with the University of Glasgow (UK).
Tracy PlayleCEO and Chief Content Strategist
Tracy Playle is a consultant content strategist primarily working in the HE sector. Before founding her company in 2007, she worked as Head of Research-TV at the University of Warwick (UK). There she was responsible for overseeing the production of over 100 videos showcasing university research to be used by television networks around the world and online. Playle is regarded as leading thinker on content strategy in HE. She speaks at conferences around the world, including events such as the CASE Europe Annual Conference, CASE Asia-Pacific Conference, HighEdWeb, PSEWeb, and Confab. In 2016 she was the opening keynote speaker at ConfabEdu. She has worked with over 170 education institutions in more than 25 countries, is a CASE Crystal Apple Teaching Award winner, and founder of the ContentEd conference, Europe's first content strategy conference for the education sector. She is author of The Connected Campus: creating a content strategy to drive engagement with your university (2019).