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Spam is not a content strategy
by Ma'ayan Plaut
Why You Should Let Students Submit Content to Your Online Calendar
by Mykel Nahorniak
A Framework for the Thoughtful Creation and Maintenance of Social Media Content
by Georgy Cohen

4 Tips for Writing Under Pressure

As marketers and content creators, we’re under pressure. It’s our job to dream up that next awesome campaign or turn a client’s musings into a profound message—as if a stream of clever copy rolls continuously through our minds. But in reality, generating ace ideas for each new project is hard work—and some days, it’s just not happening. We’re human, after all, and no matter how easy Don Draper makes it look, brilliance doesn’t always strike when needed. So how do you avoid panic when you’re out of inspiration? Here are a few tools I use at Bethel when I need to get the job done but can’t seem to cook up something fresh. Strategy When I’m stuck, I head back to the original strategy. Who’s my audience? What are their needs, goals, and priorities? Why should they care about this? By articulating who I’m writing for and why, I can often reenter the project with a new perspective that’s grounded in the basics of what my writing should accomplish. Brand After defining my audience and what I need to say, I can then worry about how to say it. But if you have a good brand, this should be less of a chore. A good brand sets the voice and personality for your writing. And a good branding guide helps you to get lost in your university’s culture—the language, life, and energy that’s unique to your campus—and infuse that culture into your words. Your brand should also provide a solid vision for who you are and where you’re headed. It defines the characteristics that make your university stand apart, helping you tell a story that’s consistent and true. Heart In my struggle to craft the right message, I sometimes getting sucked into marketing speak and away from authenticity. To get back to genuine conversation, I write down what I know and believe about Bethel. And when I write what I know, it tends to come from the heart. I know that sounds trite. But, for me, creative energy—and authenticity—begins to flow when I answer these questions: Why do I work here? What keeps me coming back each day? What do I love about this place? Clarity When cycles are slammed or I’m hustling to wrap up a chaotic week, I don’t have the luxury of deliberating over just the right phrase. Instead, all I have time to focus on is delivering a clear message. If I make clarity my priority, I can at least ensure my message is understood, even if it doesn’t tug at the emotions. In your work as a content creator or marketer, may you find a bit of peace amidst the stress knowing that you’re not alone. The pressure to come up with great ideas is draining—and you won’t be at your best every day. So when you’re feeling the weight, get back to your strategy, focus on your brand, and write something clear from the heart. It might not win you any awards, but it will help you do more than just get the job done.
Kelsey Lundberg
Content
1/21/2013

#highered and Obama: the first four years

As President Obama prepares for today’s public swearing in of his second term of office, it’s as good a time as any to look back at how higher education has fared under this president’s first term, and to look forward at what might be in
Andrew Careaga
Content
1/18/2013

M.S. in PR Spring Semester at Newhouse

Hey everyone. I’m just finishing up my first week of the spring semester of classes at the S.I. Newhouse School of Public Communications. I’ve had every class at least once and well, I’m very excited. I had been planning on sharing with y
Geoff Campbell
Content
1/18/2013

Friday Five: Immutable branding laws, revisited

As 2012 drew to a close, I spent some time revisiting some reading material that has informed my life, both personally and professionally. One of those materials was a book by Al and Laura Ries called The 22 Immutable Laws of Branding (affiliate link). Per
Andrew Careaga
Content
1/17/2013

State of College Admissions 2012-2013

Higher Ed Live
Content
1/17/2013

The Moody’s forecast: A time for bold action

Moody’s Investors Service gave U.S. higher education a failing grade in finance on Wednesday, presenting a negative outlook for the entire sector, with the exception of only the most elite private and public institutions. The reason, according to The
Andrew Careaga
Content
1/17/2013

.eduGuru: Broadcast AND Engagement

I just wanted to share with you that I had my first guest post published on doteduguru.com. It’s a bit about my case study on Syracuse University’s Social Media use (Broadcast AND Engagement) that I wrote for my graduate PR Theory class at Newh
Geoff Campbell
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