Understanding the Fundamentals of Omnichannel Content Strategy

2014-2015 Issue 2

kevin-p-nicholsAward-winning digital strategist Kevin P. Nichols recently spent the day at McGill for an intensive hands-on workshop on the topic of omnichannel media strategy.

Nichols, who’s written various books on content strategy and user experience, serves as Director and Global Practice Lead at SapientNitro in Boston. An instructor at the School recommended him as a guest lecturer. “It shows how connected our instructors are with industry,” says Inna Popova, Associate Director of Career and Professional Development, “and it’s our students who ultimately benefit.”

Nichols led the crowd on how to create a successful content strategy framework, including building content channels, rolling out the customer’s brand experience, and measuring analytics.

Letty Matteo, who’s responsible for Advertising Sales and Administration at the Daily Publications Society, which publishes The McGill Daily and Le Délit Français, was in attendance. “The practical exercises were great,” says Matteo. “The facilitator provided real-world examples, and we were able to get a feel for what would be involved in actually putting together such a comprehensive project.”

Matteo attended the workshop hoping to learn more about how social media can enhance the user experience among her publications’ readers. “Marketing and PR professionals need to understand the implications of social media on today’s consumer, as well as the implications the user experience has on a company’s competitive edge and future profitability. These conferences offer the opportunity to be exposed to leading ways of conducting business.”

Did she get what she wanted out of the event? “Absolutely!,” says Matteo. “The School is really in touch with what’s going on out there in the business world.”

The complimentary workshop was offered by the McGill School of Continuing Studies on behalf of the Digital Content and Community Management Professional Development Certificate.


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