Content Strategy

Content Modelling and Style Guides

Integrated course, 4.00 ECTS


Description from application

The significance, creation and utilization of content models; elements, ways of functioning and in-house implementation of content templates; creation of exemplary templates for various publication platforms and content types; the importance of having a "corporate voice", "tone" as the context-sensitive form of the "corporate voice", best practices (e.g. mailchimp styleguide); development of a "voice & tone guide" respectively styleguide and other guidelines (e.g. for social media communication); introduction of guidelines and standards as well as their implementation in the organization with regard to the respective corporate culture; introduction to agile development and to the current procedures and management techniques that are resulting from it; co-operation of those responsible for content with designers and developers who are in charge of implementing agile software development; best practices in the field of agile development related to the implementation of a content strategy; various procedures for prototyping and for the ongoing development of content. The main aim of this course is to teach ways of how content templates should be created so that the authors can use them for structuring and communicating the defined content. The templates can be put into action with the help of various CMS.

Learning outcome from related module

Generic competencies: - ability to solve problems in an innovative manner, - ability to synthesize knowledge, - ability to communicate. Field specific competencies: - practical and methodological skills, - editorial skills, - management skills. After completing the module, the student can conceptualize and design content strategies that are based upon empirical evidence, and he/she can make recommendations for action. He/She can produce and make use of artifacts and document types (templates, modelling) for the systematic production of content and he/she can create guidelines and standards for the publication and curation of online content. Moreover, he/she can structure content and make sure it is organized according to a hierarchy (in terms of information architecture) .

Literature from related module

Books: Richard Sheffield: The Content Strategists Bible; Kristina Halvorson, Melissa Rach: Content Strategy for the Web; Margot Bloomstein: Content Strategy at Work.
Journals: relevant contributions published online (blogs, magazines)

Learning Method

Integrated course (28 units in the first week of face-to-face instruction; 19,5 hours of moderated e-learning)


Written paper (e.g. on content templates, voice & tone guidelines, style guides, etc.)