Content strategy is the practice of planning executions that meet an organization’s strategic and business goals, as well as the needs of their users or audiences. It also includes assessing the institution’s capacity to support the content and execution and makes recommendations accordingly.
At DDB Worldwide, Shannon developed content strategy and execution for the global agency network’s corporate public relations and corporate university groups. At Stonehill College, Harvard Law School and the JFK Library Foundation, she partnered with academic and administrative departments to develop and execute content strategies for a number of academic programs, law clinics, institutes, administrative offices and special digital projects.
In her role as Senior Manager, Content Curation, at Harvard Business Publishing, Shannon was charged with developing a content strategy for editorial content across the Corporate Learning unit’s executive education projects and integrating content from Harvard Business Review.
At Lifetime Arts, Shannon has shaped the content strategy in such a way that the brand’s value is experienced through storytelling about the experiences of our clients, teaching artists, and end users (older adult art makers across the country).
She has also raised the profile of individual experts on the team via effective content marketing and introducing video and audio formats to convey the very human impact of the work we are doing on behalf of older Americans. Through the development of new digital products and publications, she has extended the brand’s value in its field beyond a “training organization” to a convener and thought leader. Much of the content developed and launched has been done with a lean team of two full-time people, one contract web developer/designer, and one contract writer.
Perhaps the most impactful expression of Shannon’s content and branding strategy is the development of a free, online course (launching 2022) designed for busy programming professionals (in museums, library systems, arts organizations, and other community spaces).