Building blocks for reputation

Herwig Dämon, Euprio Conference Ponzan 2019 speaker

Herwig Dämon & Joanna Kumpula - Liechtenstein

Herwig Dämon has been Head of Communications at the University of Liechtenstein since 2011. He oversees the university’s branding and corporate communications activities. In addition, he is a speaker at EAIE and EUPRIO conferences, at the Austrian PR Association, and at the Digital Campus programme by swissnex San Francisco. He holds a Master’s degree in German philology, psychology and communications as well as a degree in public relations, both from University of Vienna, Austria. Prior to joining the University of Liechtenstein in 2011, Herwig held positions as Head of Communications at an international medical foundation in Davos. He also worked as Chief Communications Officer at a globally active Swiss industrial company. Herwig contributes to the EAIE Expert Community Marketing and Recruitment as a Steering group member.

Summary
How to achieve your reputation goals with Content Marketing.

Full description
Whether you’re trying to recruit more students, build your university’s brand or create networks with communities and peers in your region, across nations or continents, a content strategy can help. Content marketing is all about getting the right content, to the right people, in the right place, at the right time. But behind the scenes, it’s a little more complicated: successful content marketing requires making an integrated set of audience-centred, goal-driven choices about content throughout its life cycle. This workshop will enable you to develop and execute an effective content strategy that connects your higher education institution’s content efforts with its business goals – related to reputation, recruitment, and community engagement – and audience needs.

Learning outcomes:

  • Find out how to develop and deliver the right content for people you want to reach
  • Learn about the use of specific tools and techniques for audience-centred content marketing and how to develop them for your own institution's reputation goals and purposes
  • Connect the dots between user experience, editorial strategy, content engineering and content workflow

Interactive elements of the workshop will focus on the discussion of the personas concept, journey mapping, editorial planning, and promotion.