Web Content Strategy Training Course
Take control of your online content and increase your site performance
| Course date | Location | Price * | |
|---|---|---|---|
| 16 September 2010 | St Pancras, London | £495.00 | Book Now |
Course length: 1 day (9.30am - 5.00pm) includes breakfast, lunch and refreshments
* All prices exclude VAT
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Online content strategy is a new and emergent practice addressing the increasing complexities of content creation, delivery and management.
Producing effective online content requires an understanding of many current web disciplines including: search engine optimisation, user experience, information architecture, web analytics as well as design and build. Critically, it must be combined with core business disciplines such as marketing, strategic planning and organisational management.
This training course helps people understand how content strategy works and how it needs to be deployed across an organisation. It provides a foundation for anyone looking to develop a content strategy - either in-house or at an agency.
The course is delivered by Clare O'Brien and Anne Caborn from CDA: a leading European content strategy and digital communications specialist. CDA has worked with interactive and web platforms since the early 90s, working to bring focus to the content aspects of websites, emails, social media and other digital messaging platforms and properties.
Course Programme
Defining content strategy
- The purpose and value of effective content
- The components of content strategy: planning, creating, curating
- Content guidance and management
- Who in an organisation is responsible for content
- Skills: the whole picture
Content without strategy
- Understanding the business risks
- Resource scarcity
- Delivering irrelevant content
Content with strategy – planning
- Qualitative and quantitative auditing of EVERY bit of content
- Research: sector and competitor analysis; audience definition, needs and expectations, metrics
- Establishing business goals
- Resources: skills, capacity, budget availability
- Environment: technology platforms, media, wider events
- Strategy: brand and messaging; editorial, structural, and organisational delivery
The content: how it works
- Content origination and organisation
- Differences between a CMS and content strategy
- Original, aggregated and licensed content
- User Generated Content
- Workflows
- Creating content – who does it
- Writing content not copy
- Other media forms
Content a business asset: nurturing, developing, and retiring it
- Establishing the principle of perpetual change
- Measuring content effectiveness: the difference between measuring the media and what people want
- Maintenance strategies
Benefits
Following this training course, you will understand:
- Why content strategy is an emerging practice and its role alongside existing disciplines
- The basics of content strategy
- The business risks of not having a content strategy
- The skills and resources required to deliver and manage a content strategy
- Content strategy structure
- Key content strategy tools
- Why content strategy is a continuous process
- Best practice foundation
Audience
This training course will suit anyone with direct responibility for producing online content or overseeing it. It is relevant to: marketers, copywriters, web / new media managers, publishers, editors and PR and media professionals.
