Digital Content Strategy

Overview

Content strategy looks to be one of the key trends for 2011. As old digital platforms mature and many more emerge, content has finally found its place as a key differentiator for ecommerce and digital brand-building activities. The days of fully-designed websites filled with lorem ipsum and a last minute instruction to a hastily-sourced copywriter that “” are well and truly over.
Yet even if you’ve bought into the principle, what process can you now follow to develop a digital content strategy? One which supports commercial objectives, yet is mapped to customer personas and need states? And then how do you turn this theory into practice and create content which is effective, usable and accessible while also supporting SEO strategy and brand values? And how will this content be planned, realised, created, published and maintained to high standards?
This one-day workshop will guide participants through a bespoke 7 step process for developing a content strategy and generating the content types, guidelines and editorial plans to support it.

How will I benefit?

Be the first to get it: Content strategy is a ‘new’ discipline based on the old principle that really great content is rarely created by chance. This workshop is a chance to learn from a digital content expert 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.
Find out what everyone else is doing: This session has over 100 examples in it. From guidelines to formats to tone of voice to content tricks, you should leave with a load of inspiring ideas to implement in your own way.
Apply the process immediately: Whether you’ve been charged with creating a fully-integrated content strategy for your organisation or a micro strategy for your online FAQs, you can apply the process and many of the principles learnt in this day immediately. There will be opportunity to ask questions and get advice relating to your specific situation.
From people who do it all day: The major benefit of this course is that it has been created for Econsultancy by Sticky Content, who have been planning, writing and training in digital copywriting for over 12 years. During that time, they have worked on strategic content projects for lots of famous brands, not-for-profits and government departments, as well as partnering with many of the UK’s best digital agencies. So you’ll be getting the latest stuff straight from the market’s leading practitioners and you can ask their advice on how to tackle your own content issues.

What will I learn?

At the end of the day’s workshop you will have…
… been taken through, in detail, Sticky Content’s bespoke 7 step process to develop a content strategy.
… understood how this process can be used to develop a content strategy for a whole organisation (on and offline) or used in a single area of influence (for example online help).
… lots of practical advice on how to argue 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.
… multiple examples of how content strategy can deliver specific, measurable results, even when deployed on a micro level.
… learnt a best practice method for qualitative content auditing.
… understood what content guidelines you might need and how to roll them out and monitor performance internally.