A Lesson in Higher-Ed Content Strategy an interview with Brian Piper

Meet Brian Piper, Director of Content Strategy and Assessment at the University of Rochester, co-author of the 2nd edition of Epic Content Marketing, and my latest guest on the Marketing Tales Show.As a creative writing major, Brian initially wanted to work as a freelance writer for rock climbing and skydiving magazines.This love for skydiving stemmed from his time as an enlisted soldier in the U.S. Army Airborne Infantry. After an honorable discharge, however, he worked as a web developer, leading to a job in advertising.But the desire to get into marketing didn't spark until he read the first edition of Joe Pulizzi's "Epic Content Marketing," which had such an impact on him that it changed the trajectory of his career.He decided to go all in and learn as much as possible about the topic by attending industry conferences, speaking at events, and joining content marketing groups.That passion met with diligence resulted in a masterstroke of content marketing wisdom - the second edition of the book "Epic Content Marketing," Brian co-authored with Joe Pulizzi.Simultaneously, Brian started his role as the Director of Content Strategy and Assessment at the University of Rochester.Brian touched on the importance of understanding the different audiences in higher education marketing, including potential students, faculty, staff, graduate students, and international students.He notes that higher education is often siloed, and it's important to have a clear content marketing strategy and understand each audience's needs and goals.To achieve this, institutions must be proactive with their content, listen to their audiences, use social proof, and measure and track success to adapt to changing trends.Staying educated by following experts, attending conferences, and engaging with relevant content is crucial to keep up with the fast-paced digital world.Brian discusses measuring a content strategy's success, stating that it depends on what specific goals the strategy is trying to achieve.For example, if the goal is to increase brand awareness, he suggests measuring performance based on traffic, page views, and actions taken in response to calls to action.He advises marketers wanting to advance their careers to be nimble, adaptable, and open to new ideas.Two must-read books for aspiring marketers:The second edition of "Epic Content Marketing" and "Everybody Writes" by Ann Handley.Eager to connect with Brian and learn more about content marketing?You can find him on his website (brianwpiper dot com) and social channels, including LinkedIn.An exciting world of content strategy awaits!Until next time. ✌️