Content strategy: Getting your content mix right to drive traffic, engage customers and increase conversions.

Why do you need this course?

Your content is the online equivalent of the real-world customer service assistant or sales assistant: it provides information, context and support for your visitors, and it's critical in helping them make online decisions and take action.

Relevant, compelling content is also critical in raising your website's visibility in search engines, in attracting visitors to your site, and for building visitor loyalty and engagement.

Despite its importance, creating and managing content is still a real challenge for many website managers. Problems abound: knowing what content you need and what format it should have, sourcing accurate information from stakeholders in a timely manner, finding time to keep things up-to-date, figuring out how you can make the most of rich content formats such as audio and video.

This workshop is designed to help you to think strategically about content, helping you to define what content you need on your site, and how best to create and manage that content on an ongoing basis.

What we'll cover?

• Why content, now more than ever, is a critical component for an effective website
• What a content strategy is and why your website needs one
• How to evaluate the effectiveness of your website's content
• Different content types, and how best to use them
• How to model your customers content needs, and incorporate these requirements into your content creation processes
• How to create, document, and communicate a content strategy for your website
• Content roles, processes and workflow: why being organised is an essential pre-requisite for creating compelling content
• Common pitfalls in creating and managing content, and how best to avoid them
• Evolving your content strategy: ongoing measurement and customer engagement are key
• An overview of content management technology: no silver bullet, but an essential ingredient for good content
• Future content - beyond text: how rich media will impact on your website in the short and medium term

What you'll get out of it?

After attending this workshop, you will be able to:

• understand the crucial role of content in developing an effective web strategy
• define an effective and sustainable content strategy for your department or organisation
• define your customers content needs and ensure that your content is complete, user-focused and usable
• critically evaluate content on your own site & to conduct competitive analyses of competitor web sites
• improve content creation processes, so that you can create better content, faster
• understand the potential impact of emerging content formats for your website