Content Strategy & Operations Training Course

Course overview

• Content strategy and operations address the increasingly complex demands that organisations place on the creation, delivery, management and measurement of content across web and social media platforms.
• With content and its marketing sitting at the heart of customer acquisition and retention, its importance cannot be underestimated.
• Content strategy and operations skills, tools and processes blend established disciplines – such as communications and editorial planning, marketing and content - with newer disciplines including: digital workflow management and authoring, behavioural insight and analytics. It also encompasses organisational management and strategic planning.
• Delivered by ex-Googler Carolina Vicente, this Content Strategy training course will help organisations understand how content strategy and content operations work, their positive impact, and how and why it needs to be deployed across any business or organisation.

Benefits

• Learn to prioritize and plan content for more effective project initiation, progression, and completion
• Understand how content strategy integrates with existing disciplines
• Explore the synergy between content strategy and content operations
• Adopt a strategic and planned approach to successful content delivery
• Identify the skills and resources needed to implement and manage a content strategy
• Recognize what constitutes a robust content strategy and operations structure
• Discover key content tools and processes

Curriculum

Introducing Content Strategy & Operations

• Why content strategy and content operations are essential business skills
• Building content strategy and operations into your existing disciplines and workload
• The changing nature of content - not just what, but where and how
• How mobiles and tablets have transformed audiences and the content they want (need)
• Responsive content vs. adaptive content - is your organisation responding and adapting enough?
• GDPR - what the data protection changes mean for digital content strategy

Evolving Your Content Strategy

• What type of content organisation are you?
• Who in the organisation is (should be) responsible for content
• Getting buy-in - from C-suite to subject-matter experts
• Audience and content behaviours on different devices
• Adapting existing skills to the needs of a mobile marketplace
• Future-proofing - how do you keep up with the ever faster pace of change?

When Content Goes Bad

• Business risks and missed opportunities
• When and how organisations get it wrong

What Great Content Planning Looks Like

• Case studies and best practices
• Breaking down the components of content strategy: planning, creating and maintaining
• Templates for preparing supporting strategy documentation - for use, not the bookshelf
• Evaluating what you already have and what you need - the content itself, and the skills and resources you need to deploy it effectively
• Qualitative and quantitative auditing
• Sector and competitor analysis
• Audience definition, needs and expectations
• Measurement and metrics: understanding business goals and interpreting the data for your organisation
• Content marketing as an effective component within content strategy

The Content: How It Works and Moves

• Understanding the device revolution - touch, size and context
• Planning for the content revolution - moving beyond words and pictures
• Planning for the changing nature of social and search
• Measuring effectiveness: the right success and performance measures (and a word or two about the wrong ones)

Who will benefit from this course?

• This Content Strategy & Operations training course will suit anyone with direct or evolving responsibility for producing, managing or overseeing content, with particular emphasis on online projects. It is relevant to client or agency teams and includes: marketers, copywriters, web managers, publishers, customer service managers, editors, PR and media professionals.