Good content strategy plans for the creation and ownership of useful, usable content. Prioritized around performance goals with a focus on users, strategic content helps organizations connect with their most important audiences in more meaningful ways while strengthening customer relationships.
This class introduces those new to content strategy to the discipline, while providing cross-training to those with complementary experience in areas of communication, marketing professionals, designers and technologists.
AUDITING & ASSESSING CONTENT
Learn the methods for determining the various kinds of content on a web site and learn to define the topics and categories that apply to each content type. Learn to use an auditing process to understand the position and nature of content within an existing site structure and be able to communicate with website owners about what it means to a digital footprint.
CONTENT VOICE & TONE
Understand how to present messages to users in various contexts. Learn to provide guidelines to dictate the style and approach of the content to the intended audience.
DEFINING CONTENT STRUCTURES
Create content models and organizational structures to help ensure content will work throughout an entire site architecture.
SEARCH OPTIMIZATION & METADATA
Learn how to define structural recommendations for increasing findability in search engines as well as within site search.
EXECUTING AN EDITORIAL CALENDAR
Define publishing rhythms, schedules and editorial triggers for various content types to ensure consistency across multiple channels.
WRITING FOR DIGITAL
Learn a variety of best practices on how to best write for the web and other digital channels.
Like a garden, content needs ongoing maintenance and attention. Learn to identify ownership of content within a business or organization and how to create policies that help manage and care for the content.
Author – Kris McNeil – Source