Creating a content strategy for your school, college or university can feel like a daunting task. There’s so much that you could include, how do you even know where to start? In this workshop, author of The Connected Campus and founder of ContentEd, Tracy Playle, will take content strategy back to basics to help you as you decide what yours will and won’t include.

What we’ll cover

• What a content strategy is and the purposes that it might serve to a school, college or university

• What your content strategy could include, and what those outputs might look like

• How to decide the scope of your strategy and what components you’ll include

Who should attend?

• Directors and Heads of strategy, marketing, communications and brand

• Team leaders and managers

• Internal communication professionals 

• Anyone involved in the development of content strategies

Your facilitator

Your session will be facilitated by Tracy Playle, CEO, Chief Content Strategist and Coach at Pickle Jar Communications Ltd and the author of The Connected Campus: Creating a content strategy to drive engagement with your university (2020). 

For two decades Tracy has worked in higher education communications, marketing, digital engagement and content strategy. Initially working in-house with the University of Warwick, Tracy founded her consultancy 15 years ago and has since worked with around 300 education institutions in more than 30 countries to help them evolve their approach to content strategy, delivery and management. 

She is also an accredited ontological coach, having trained and been part of the leader teams with the Accomplishment Coaching New York Intensive coach training programme (2019-21), and as a member of the International Coaching Federation (ICF). 

Tracy now spends much of her time supporting individual leaders and teams to become more creative, collaborative and empowered in their work, removing the barriers to creating outstanding experiences and campaigns in and for their organisations. 

Tracy is an international speaker and a CASE Crystal Apple award winner and laureate, a former chair of the CIPR’s Education and Skills Sector Group, and the founder of ContentEd and Utterly Content. 

Alongside her consultancy work and leadership of Pickle Jar Communications, Tracy also runs a private coaching practice (www.tracyplayle.com).

Becoming a better content professional by getting out of your own way

We can learn all the skills, and take all the training to become the most competent content professionals possible, tactically. But as human beings we are all still fundamentally beautifully ridiculous in how we insist on holding ourselves back. In this session we’ll take a light and loving look at some of the common ways that we content professionals get in our own way. Imposter syndrome, condition stacking, diminishing our own voices, saying yes to everything, overwhelm, perfectionism, pessimism, living in the past, over-preparing, being at effect of others, meandering without a clear purpose… and many many more. We’ll learn to identify them, laugh at them, love them, acknowledge the gifts that they offer us, and then move them aside to become a more powerful and purposeful content professional.  

• Tracy is CEO and Chief Content Strategist at Pickle Jar Communications. She is also a public speaker and coach. Since founding Pickle Jar Communications she has worked with over 200 education institutions around the world to help them advance their approach to content strategy, content design and content marketing.

You can take advantage of a discount on the regular Jaarbeurs ticket price (unlimited). Only pay €99 instead of €395 for a visit to the event in the Jaarbeurs!

Creating winning digital and social media content

Now that everyone is a content creator, how can brands and organisations still stand out and get engagement online? In this session, Tracy Playle, Chief Content Strategist at Pickle Jar Communications and specialist content advisor to the education sector, will answer your questions about how to create engaging content that wins hearts and minds and encourages your audiences to engage and act.