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Our Content Strategy Explained

Creating strategic content naturally has to start with — what else — a clearly defined content strategy. So what’s ours?

We’ve laid out all the pieces that make up our content strategy in this blog — the plan, the materials and tools we use, the approach, the end goal, and some DIY resources you can try.

What Our Mission Is

To tell the Wharton story by telling the stories of our students, faculty, alumni, and the Wharton community and create owned content with a School-wide focus that adheres to the Wharton Editorial Style Guide and aligns with the look, feel, and tone spelled out in the Wharton Brand Standards. To create connections through these stories.

What We Focus On

Community
Breadth and Depth
Philadelphia
Alumni Network
Global
Differentiators as determined by individual academic programs

CURRENT TOPICS (BASED ON DEAN’S STRATEGY, CAMPAIGN PRIORITIES, AND SCHOOL INITIATIVES)

Analytics
Business Education and Evolution
Business and Policy — Public/Private Sector Partnerships
Entrepreneurship and Innovation
Financial Leadership
Global
Resources (i.e. “How to _” or “How I did _”)
Wharton Community (student life, clubs, events, campus, culture)
Diversity and Inclusion

How We Balance Content Priorities

INSIDE STORIES (STORIES WE WANT TO TELL)

Stories that will showcase elements/events at Wharton that we know are important to showcase; public relations and branding

OUTSIDE STORIES (STORIES THE READER WANTS TO HEAR)

Problem-solving stories that offer something helpful to the user. Outreach/social media stories that attract both affiliated and unaffiliated users to the site.

Someone comes to our site and they are trying to solve a problem or answer a question. How would I pay for this? What would an MBA do for me? How would this fit my life?

Which Types of Stories We Write

SERVICE

Provides practical information to help the user learn or do something

INFORMATION

News, facts, or announcements related to the School or programs

KNOWLEDGE

Research, takeaways, lessons

HUMAN INTEREST

Profiles

Who We Write For

PRIMARY AUDIENCE

Prospective students (MBA, EMBA, PhD, UG)

SECONDARY AUDIENCES

Media, alumni, current students, donors

Where the Content Lives

Our content primarily lives on the Wharton Stories page, and surfaces on other sites and dynamic story tiles connected to the DCA based on how it’s tagged.

These stories are often highlighted in the Newsworthy section of Wharton’s homepage and are sometimes picked up by internal and external publications.

Resources to Help You Create Content

Wharton Editorial Style Guide

An editorial guide intended to create a consistent style in everything written for and about the Wharton School.

Wharton Identity Kit

School-wide guide that outlines the Wharton brand, messaging, and visual guide.

Video Production Kit

An overview of the video production process, including a number of resources and templates to help content producers get video projects started.

Content Strategy Blog

Produced by the Digital Content Team, this blog provides instruction on using the Digital Content Access content sharing system, outlines Best Practices for content production around the School, and offers a place to shares tips, tricks, and learnings from conferences and workshops.

How It’s Distributed

Our social media team reviews each piece of content to see if and where it fits into Wharton’s social media strategy for distribution through Wharton’s social media channels: Facebook, Instagram, Twitter, and LinkedIn.

Have questions about this post or a story idea you want to share? Get in touch with our Digital Content Team at WhartonStories@wharton.upenn.edu.
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