Join Kristina Halvorson -- owner of Brain Traffic and author of Content Strategy for the Web -- as she unpacks the tools and framework for executing a cohesive content strategy for your website and organization. You'll learn how to conduct audience research, take inventory of your content, create a messaging framework and create a core statement to guide priorities for your team! This course is ideal for people who are new to content strategy, including writers, designers, marketers, and technical communicators who are advocating for better content within their organizations.
Overview
Syllabus
- Introduction
- Interviewing Results
- Defining Content Strategy
- Content & Systems Design
- Content System Artifacts
- Business Operating Frameworks
- Goals & Exercise
- Goals Exercise Debrief
- Strategy vs. Goals
- Objectives & Tactics
- Review and Q&A
- Steps to Creating Great Content
- Kickoff
- Situation Analysis
- Design Research
- Design Research Exercise
- Design Research Debrief
- Content Ecosystem Map
- Content Inventory
- Content SWOT Analysis
- Situation Analysis Review
- Setting Strategy
- Implementation and Evaluation
- Messaging Framework & Exercise
- Messaging Framework Debrief
- Voice & Tone
- Documenting Content Requirements
- Annotated Wireframe
- Content Reviews Tools
- Measuring Success with Targets & Exercise
- Wrap Up Q&A
Taught by
Kristina Halvorson
