Content Strategy for the Web
Take charge of planning content creation, delivery and governance so that your website content can deliver real value for your organisation and meaningful experiences for your website visitors.
Whether you are re-launching, starting from scratch or wrestling with an unruly site, this course is a foundation for you to develop your content strategy and integrate it effectively within your organisation.
Following this course, you will be able to:
- prioritise and plan content to fulfill your organisation’s goals
- use and reuse content efficiently
- delegate content creation with confidence
- prevent your website from becoming chaotic and confusing
- develop tools to help you assess, create, publish and direct content.
Programme
- What is content strategy?
- what it is and what it is not
- why it is important
- what could happen if you don't have a content strategy
- thinking of yourself as a publisher
- Discovery:
- business goals
- user needs
- Evaluation:
- inventories and audits
- metrics
- gap analysis
- competitor analysis
- usability testing
- Strategy:
- the content plan, brand and style guides
- meta-data, search and findability
- site structure, templates and wireframes
- page tables and messaging
- how content strategy can use Agile and Lean methods
- Planning:
- workflow
- editorial calendars
- Content creation and publishing:
- writing content
- how a CMS can help your content strategy succeed
- repurposing
- social media
- SEO
- Caring for your content:
- the content lifecycle
- the maintenance plan
- measuring effectiveness
- organisational buy-in and content governance.
Who will benefit from this course?
Anyone who produces or manages online content including writers, editors, web managers, marketers, and PR and media professionals.
Note that most of our short courses can also be run as in-company events.
- Dates: 22 May 2012, 27 November 2012
- Duration: A one-day course
- Price: £385+VAT
- A number of discounts are available
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