Training
Web content strategy
Content strategy is one of the hottest topics in the digital world. What does it mean – and why does it matter?
This one-day workshop will explain all and show you how to develop a robust content strategy for your organisation.
What is a content strategy?
A content strategy is:
- a plan for creating, delivering and governing your content, with specific measurable outcomes
- a rationale for publishing content through the most appropriate channels to support your organisation’s goals and meet your audiences’ needs
- a repeatable system that manages your content throughout its lifecycle
Whether you are involved with websites, intranets, social media, blogs, mobile, tablet or print publishing, a content strategy brings about greater efficiency and effectiveness.
It helps you identify content challenges, save costs and provide higher returns on investment.
What the workshop covers
Drawing on the latest thinking on content strategy from all over the world, the workshop will show:
- how content strategy supports business and communication goals
- different organisational structures and who needs to be involved
- the value of a communications channel matrix and dashboard
- what a content strategy should include
- what it will look like
- how to measure its success
Topics we will discuss include:
Developing a plan, rationale and repeatable system
- goal setting
- understanding your audiences' needs and tasks across different channels
- the difference between content strategy and 'content marketing'
- agreeing content standards
- reviewing content: how to carry out quantitative and qualitative audits
- content inventories and taxonomies
- content lifecycles
- hidden costs
Content briefs
- justifying content
- monitoring search terms
- developing content themes, topics and tools
- choosing between content types (text, images, audio, video, interactive, etc)
- content migration and sourcing
- user-centred design and information architecture
- encouraging and managing user-generated content
Creating and governing content
- content management teams: roles and responsibilities
- content workflows, calendars and approval systems
- content templates
- key messages, style guides and brand tone of voice
- multimedia storytelling
- search engine optimisation and metadata
- content curation
Measuring and refining your content strategy
- benchmarks
- ongoing testing and analytics
- continuous improvement
Suitable for: anyone responsible for developing a content strategy, or who simply wants to learn more about its potential.
Available in-house as a half-day, one-day or two-day course.
Tutor: Diana Railton
Contact us to learn more.
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