|Date||19th March 2013 (9:30am – 4:30pm)|
|Venue||Etc Venues, Moorgate, London, United Kingdom|
About the course
Content strategy is on everyone's radar; as old digital platforms mature and many more emerge, content has finally found its place as a key differentiator for e-commerce and digital brand-building activities.
This course will guide you through a bespoke seven step process for developing a content strategy and generating the content types, guidelines and editorial plans to support it.
Content strategy is a 'new' discipline based on the old principle that really great content is rarely created by chance. You will learn what kinds of strategic activities might improve the effectiveness of your digital communications, and to get up-to-date with the latest approaches to planning and creating digital content before anyone else.
This course will show you how to develop a strategy which supports commercial objectives, yet is mapped to customer personas and need states. You'll also be able to create content which is effective, usable and accessible whilst also supporting SEO strategy and brand values.
Who should attend?
This course is ideal for anyone involved in - or influencing - the planning, production and creation of digital content.
How will I benefit?
Upon completion of this course, you will be able to:
- Develop a content strategy for your organisation (on and offline)
- Establish the business case for content strategy, content-led design or individual elements of content strategy, such as copy formats, tone of voice guidelines or qualitative auditing
- Demonstrate how content strategy can deliver specific, measurable results, even when deployed to a specific area
- Use best practice methods for qualitative content auditing
- Identify what content guidelines you require, how to roll them out and monitor performance internally
What will I learn?
The course covers:
- What is digital content strategy and what's in it for us?
- A recipe for creating your own content strategy
- Essential equipment
- A closer look at three specific layers of the content strategy cake
- Qualitative content auditing
- Formats and execution guidelines
- Tone of voice and other guidelines
CEO, Sticky Content
Catherine Toole is the founder and CEO of digital copywriting agency Sticky Content. She has spent the last 13 years planning, auditing, writing and editing digital content for some of the UK’s best-known brands, government departments and charities. Sticky Content also provides content strategy, web writing training, and copywriting services to many of the UK's top digital agencies.
Current Sticky clients include: Belron, British Gas, BT, Hillarys, IKEA, John Lewis Partnership, Lufthansa, Lloyds TSB, the Post Office and Sony.
Catherine runs content seminars at Usability Weeks around the world for the Nielsen Norman Group. She writes an expert content blog for Econsultancy and sits on the British Interactive Media Committee.