Joanna Kumpula is the international marketing manager at the Finnish National Agency for Education (EDUFI) where her main tasks are in developing and managing the international Study in Finland brand. Before joining EDUFI, Joanna worked in several positions in international student marketing, recruitment and admissions in the Finnish university sector and she also managed her own university consulting agency. Joanna’s professional interests lie in service design, brand development, and content and digital marketing. Joanna has a marketing degree, as well as Bachelor’s and Master’s degrees in English philology from the University of Oulu, and she has also studied in Spain and the USA. Joanna is currently Chair of the EAIE’s Expert Community Marketing and Recruitment.
How to achieve your reputation goals with Content Marketing.
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.
- 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.