Course Description:
In the ever-changing world of search algorithms and content marketing, businesses have become focused on maximizing the impact of their online content. Content is no longer simply what is written on the page, rather it has become the integrated discipline of Content Strategy. This class will provide students with the skills and practice for the movement of thought from a Content Editor to a Content Strategist. Using Kristina Halvorson’s text “Content Strategy for the Web” to provide the template for structure around editorial content, students will practice the fundamentals on creating a content strategy through auditing content, developing governance, building a scorecard and defining key metrics for content. Additional readings on topics such as multi-channel delivery, collaborative authoring, knowledge management, user-generated content, and SEO will support further analysis and conversation around defining quality and relevant content. Students will leave this class with a tool-kit, vocabulary and skills to approach content in a strategic context.
Student Testimonial:
“This course is essential for understanding both how to implement content strategy (you’ll tackle all the phases of a real-world project) and how to present content strategy conclusions to colleagues and employers. The class is a perfect introduction to the discipline of content strategy for newcomers, but as a current content strategist, the work I did in class paid off for me professionally. I recently accepted a position with a major tech company as a strategist, and used skills and examples directly from this class in the interview process.”
University of Washington
Department of Communication