1h 54m – Appropriate for all
Discover what it takes to be a content strategist: what they do, how do they do it, and why content strategy is so increasingly valued on the web (and a hot job category). Author Janine Warner shows you how to analyze, prioritize, and think strategically about content in many formats (text, images, videos, animations, and infographics) across many channels. In this course, Janine walks you through a series of decisions to transform an outdated, content-heavy website into a multifaceted, multimedia showcase that includes a blog, email newsletter, and social media profiles. Along the way, explore key content strategy documents and tools, including how to create a content inventory, gap analysis, and content matrix. The course also explains how content strategy often overlaps with information architecture, and how constantly testing your theories is the key to long-term success.
Topics include:
What is content strategy?
Setting clear goals and managing expectations
Creating a content inventory
Identifying content needs with a gap analysis
Managing development with a content matrix
Creating a style guide and editorial calendar
Developing wireframes and sitemaps
Choosing the best medium for your message
Testing and gathering feedback from users
Introduction – 3m 23s
Welcome – 41s
Using the exercise files – 54s
Understanding content strategy – 1m 48s
1. Getting Started with a Content Strategy – 31m 5s
Setting clear goals and managing client expectations – 4m 3s
Using interviews or questionnaires to identify content needs – 6m 56s
Identifying your target audience – 7m 17s
Creating a content inventory – 8m 2s
Creating a content gap analysis – 4m 47s
2. Managing Content Production – 22m 34s
Developing a content matrix – 5m 12s
Creating a style guide – 3m 20s
Establishing an editorial calendar and process – 3m 43s
Working with information architects and wireframes – 4m 24s
Creating metadata – 5m 55s
3. Choosing the Best Medium for Each Message – 23m 20s
Appreciating the value of text and images – 4m 29s
Using video to make content more compelling – 2m 33s
Explaining complex concepts with infographics and animations – 4m 5s
Using timelines to give context over time – 2m 19s
Making the most of PDFs – 4m 32s
Using interactive forms – 5m 22s
4. Managing Publishing Options – 22m 59s
Keeping up with blogs and newsletters – 6m 24s
Doing content marketing on social media – 5m 46s
Managing user-generated content – 6m 1s
Optimizing content for mobile devices – 4m 48s
5. Gathering Feedback – 9m 29s
Creating surveys and polls – 3m 52s
Using A/B and multivariate testing and analytics – 5m 37s
Conclusion – 2m 8s
Next steps – 2m 8s