Nested Content Strategy: Adding Layers to Rally Content Teams

MCS6 Marketing, Content and Social Strategy

Location: Ballroom D

MONDAY, 4:15 - 5:00 p.m.

Higher education is a notoriously decentralized environment — and one of the most difficult to reign in when it’s time to change your school’s content culture. A bit of nesting (visualize Russian nesting dolls) can prepare an organization by providing flexibility while managing individual needs and creativity. In this session, you will learn how the University of South Carolina was able to implement change to build on research-driven brand strengths and created harmony across content teams by layering key university messages, attributes and values to lead content development in teams from publications, web, internal communications, social media and more. Learn how to: • Layer your content strategy to add meaning without overcomplicating your message. • Provide flexibility for content creators while still maintaining brand cohesiveness overall and prepare your teams for change. • Identify champions in your team to help spread the message and build a content culture that everyone can rally behind to bring harmony to a house of chaos.

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Amy Grace Wells
Content Strategist, University of South Carolina

Amy Grace Wells is the content strategist at University of South Carolina, where she works in both digital and brand strategy. With a decade of experience in higher ed, publishing and nonprofit, Wells knows a thing or two about "making rainbows and herding cats." She holds a Master's in Higher Education from Ohio University and is currently pursuing a Master's degree in User Experience Design from Kent State University.

 Her previous experiences include Texas A&M AgriLife, where she directed content strategy, information architecture and social media for the College of Agriculture and Life Sciences and five state agencies and director of communications for the College of Fine Arts at Ohio University. She served as an expert reviewer for "Content Strategy for Wordpress" published in 2015. Bragging rights include holding a sensei rank in karate and singing happy birthday to Muhammad Ali.