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Q & A with NEA

How NEA got aligned on their
audience-focused content strategy with
Mintent’s Content Marketing Platform

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amy jordan senior content strategist nea

“Now, we’re all on the same page using the same platform. It’s made a huge difference. We’re hyper-focused on our audience and on storytelling in a way that brings value to each separate audience segment. It has also helped us to streamline the workflow and approval process, and make cross-functional collaboration so much easier.”

- Amy Jordan, Senior Content Strategist

The Challenge

Adrian Figueroa, Mintent’s head Customer Success Manager, sat down with Amy Jordan, Senior Content Strategist at NEA, to find out how her team uses our content marketing software. Here’s what she had to say:

"We underwent a digital strategy audit and realized there was a lot of room for improvement. Some of the challenges we were facing had to do with the various communications teams using different tools for content slating.

We realized that we were operating in silos and there was no synergy between the various departments, which often resulted in duplicated work. Items were not being shared with all of the required stakeholders, especially the people who were responsible for content strategy. That made things tough, because we had no way of knowing about all of the content in production!

Before, you would have our Social Justice team using Google docs for their content, for example. The Education Policy team was storing versions of their content locally, and then emailing attachments around. I’ll admit we had a silo problem, where no one had the full picture of what was being produced or what the other teams were working on."

The Results

"Now, we’re all on the same page using the same platform. It’s made a huge difference. We’re hyper-focused on our audience and on storytelling in a way that brings value to each separate audience segment. It has also helped us to streamline the workflow and approval process and make cross-functional collaboration so much easier.

We use Mintent mainly for the calendar function to plan all of our online and offline content. NEA is a very large organization and we have communications functions spread across various departments. Since there are several teams creating content, it had the potential to become to a huge mess without the planning capabilities of Mintent.

At this point, everyone knows to log into Mintent if they want to see at-a-glance what is coming down the pipe content-wise. Mintent gives everyone direct visibility into our overall digital content plan. It covers all of our channels including our website content, social media, advertisements, email campaigns, blog posts, and even offine content like our newsletter."

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