CONTENT STRATEGY

Sitting at the intersection of business strategy, digital development, user experience, communication, and publishing, content strategy has emerged over the last few years as a discipline examining the purpose behind content (in all manifestations) and how it supports business, organizational, and user goals. While it originated in digital web design and user experience, content strategy now encompasses a much broader set of considerations and addresses content creation, distribution, and governance across multiple channels, especially the interplay among digital, social, and traditional media. Content strategy provides a holistic approach for unlocking the value behind content and for increasing its effectiveness in achieving business and organizational objectives. This course will present the fundamentals of content strategy and explore the discipline’s approaches, techniques, and tools that course participants can apply directly to the content situation in their own organization. It will draw parallels with – and highlight distinctions among – traditional communication strategy, publishing, and content strategy, and provide students with a framework to create a sustainable program grounded in meaningful, actionable content.