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Jon Hinderliter

Director of Marketing and Communications
University College at Washington University in St. Louis

Jon Hinderliter is the Director of Marketing and Communications for University College at Washington University in St. Louis where he manages integrated marketing strategies to help adult learners experience the impact of earning a world-class education. With over a decade of experience in data-driven marketing, he has managed hundreds of digital marketing campaigns, websites, social media properties, and mobile apps. He has a master’s from Southern Illinois University Edwardsville where he wrote about the impact of fake blogs in 2010 and predicted the possibility of foreign influence on social media. Jon is a veteran, who retired in 2018 after 20 years from the U.S. Coast Guard Reserve with four years of active duty service after 9/11.


Jon Hinderliter’s Session(s):

The Death of Content as King

From the new book, "The Death of Content as King: How a Data Democracy has Revolutionized Marketing." Social media has experienced a once-in-a-century paradigm shift over the past few years as content tactics of yesteryear fail and data-driven strategies have revolutionized the way students interact with platforms. The ever-changing algorithms and diminishing reach of organic content on major platforms will require new framework models and a modern consumer journey that takes advantage of the available data.

Key Takeaways:
-An analysis of what has changed as mature and unicorn platforms have emphasized user-generated content while making institutional content pay-to-play.
-An introduction of a new modern consumer journey that replaces the over hundred-year-old AIDA model and embraces data as the voice of the student with actionable data-driven stages.
-Provide a new data framework model that universities can deploy to find valuable, organizable, targetable, and explainable data across their organization.

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