Content Strategy

Developing Content for Complex Digital Environments

Integrated course, 2.00 ECTS


Course content

Trends and state of the art for content in complex environments
Technical requirements for content
Nature and characteristics of digital texts
Writing for various digital channels & platforms
Developing and delivering of textual content being delivered on multiple platforms and channels
Creation of content elements and content containers in terms of interoperability
Best practices for structured content environments
Search engine functionality & content metadata practices
Principles of SEO and onsite search, current developments and relevance to content strategy
Basics of content production, curation and evaluation.
Standards for content, especially for textual content.
Tone of voice and style guides

Learning outcomes

After completing the course students will have

Knowledge of properties and quality criteria of textual content, especially in digital environments
Ability to write, edit and plan content, especially digital content for organizations
Understand the theories and models that can help in the development of stories
An overview of current workflows and models
Security in writing
Ability to assess texts according to qualitative characteristics
Ability to create target group-based content & content-driven customer communication,
Ability to design texts within the context of a content strategy
Ability to independently execute content-strategic storytelling processes from briefing to implementation, to lead teams and to master all cross-media challenges
Solid understanding of the different types of digital copy that go into creating a customer experience.

Recommended or required reading and other learning resources / tools

Erica Hall: Conversational Design
Ginny Redish: Letting Go of the Words
William Zinsser: On Writing Well
William Strunk Jr., E. B. White: The Elements of Style.
Marc Baker: Every Page is Page One: Topic-Based Writing for Technical Communication and the Web
Ann Handley: Everybody Writes
Gerry McGovern: Killer Web Content
Franz Enzenhofer: Understanding SEO
Nicole Fenton, Kate Kiefer Lee. Nicely Said. Writing for the Web with Style and Purpose
Scott McCloud. Understanding Comics: The Invisible Art

Mode of delivery

Integrated course

Prerequisites and co-requisites

Modules ECS & PCM

Assessment methods and criteria

Evaluation of participation