A class in content strategy with BCIT’s digital design students

Hi everybody! On March 27, 2013, I was privileged to be a guest speaker with BCIT’s digital design and development students, in a marketing class that focused that week on content strategy. Thanks to my amazing worker Erin Whittle for inviting me to be part of it.

The class followed an amazing format: it was taught via Google Hangout, from my home office in Kelowna. You can participate in the class in its entirety following the link below, complete with 10-minute-break, and awkward attempts to unmute our classroom mics triggering only horrendous feedback noises.

Here is the YouTube version of the content strategy talk we did.

The slide deck is here: The Living Web: How content strategy is revolutionizing online communication

And one-by-one, here are the links we walked through.

A. About landing pages

1. Salesforce.com – Example of a perfect landing page?
2. Behind the scenes: 37signals A/B testing on Highrise landing page
3. Domain7 – Smarter web for higher ed

B. About content marketing and storytelling

1. Crap. The Content Marketing Deluge.
2. UBC Continuing Studies: Continue Your Story


C. Other stuff that came up that we talked about that I’ll add links to after:

Regent College website
Regent College case study

Birkman (personality/career test)
Coca-Cola’s “Content 2020” initiative

D. This week’s assigned reading:

1. Complete Beginner’s Guide to Content Strategy
2. Content Marketing Explained
3. Optimizing Landing Pages for Lead Generation