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Content strategy for the web
My new course for the Publishing Training Centre in London. It follows on from Writing and editing 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 training 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.
Content strategy processes and tools
- discovery: business goals, inventories, audits, metrics, gap analysis, competitors, audience, personas and task analysis
- strategy: content specification, brand, messaging, search, findability, site maps and page templates, documenting content and style guides
Content creation
- designing workflow
- how content happens and who is responsible
- editorial calendars
- writing content
- how a CMS can help your content strategy succeed
- interoperability and 'nimble content'
- SEO and social media.
Caring for your content
- the content lifecycle
- 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.
The emphasis of the course is on writing and developing content to meet the needs of your website readers and pursuading your users to buy your products or take some other action you want them to take. Your delegates will receive full notes to accompany each session.
What next?
Contact me for a jargon-free chat about this training course.
Go to the PTC website to book your place on the next public Writing and editing for the web 2 course.
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These courses are the best around - much more in-depth than any others."
EPSRC delegate, Advanced writing for the web
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