Department of Media & Design

Content Strategy

My Studies


Student projects

Since this programme is part time, no internships are planned. If possible, projects should be closely related to the students’ professional work and may also include projects from work. On top of that, we also carry out training projects with corporate partners. Project work is the most important part of the course. All students carry out their own training project in each semester and also work on group projects. In the first semester they work on small, complete content-strategy projects to gain an overview of the discipline. The second project is a research project in which empirical methods are applied. The third semester project involves the development of a concept; and in the fourth semester a content strategy is implemented as part of the Master’s thesis. The projects can be combined. For example, in the second, third and fourth semester, you can dedicate yourself to a larger-scale project from work, for instance the relaunch of a website.

Partners for shared training projects may include, for example, Energie Steiermark, Universalmuseum Joanneum and the Innovation Service Network.

Current student projects

Content strategy for an online eyewear retailer

In his first semester project Steffen P. Bauer developed key elements of a content strategy for an online eyewear retailer, a customer of the agency where the author is employed.

Initial situation: In terms of relevant keywords on Google the company was a long way behind the competition. The new content strategy was meant to raise visibility on Google by means of user-friendly and brand-oriented content. It concentrated on the keyword “varifocals”, which can be taken as an example for further content fields. A content audit revealed that the previous pages relevant to the keyword often provided bad, old or trivial content. Empirical user research showed moreover that important customers’ questions were not answered on the CMS pages. What’s more, the whole appearance was far too inconsistent for a coherent brand communication.

Solution: The developed strategy also gave action recommendations for brand communication on the basis of user information. It defined standards and templates for a consistent user experience and explained how it can be implemented technically and through the collaboration of everyone involved.

In addition to deliverables, such as personas and audits, a workflow diagram and an editorial plan were also made available for a structured implementation of the strategy. A communication and monitoring concept furthermore ensured that the developed measures were efficiently embedded in existing structures and their success sustainably documented and checked.

Blog of Universalmuseum Joanneum

Anita Brunner-Irujo prepared a relaunch of the Universalmuseum Joanneum blog in her project.

Initial situation: The various communication channels of the museum were not optimally coordinated with each other. In particular, the various online publications and print publications were not interlinked. The individual channels did not complement each other, visitors interacted too little with the museum, and communication was not consistent.

Solution: The central element of the blog strategy was an editorial plan designed to promote interaction with visitors. The strategy involved supplementary cultural content drawn from various collections which grant a “glimpse behind the scenes”. The basis of the strategy was an analysis of visitors’ needs and the explicit formulation of objectives and core messages. The key aspects of the implementation included setting the tone in which visitors and the museum communicated with each other, and a change management concept designed to embed customer orientation in the consciousness and working practices of the museum staff.

Website for the food and beverage service of a Viennese hotel chain

Sabrina Blazek developed a content strategy for the food and beverage service of the Vienna-based Rainers hotel group.

Initial situation: The new website was to increase the degree of awareness of the Rainers food and beverage service and thus to make a contribution to capacity use. The aim was to address potential customers with a relevant willingness to pay and to represent the situation correctly without having a negative effect.

Solution: After analysing the existing content and internal company requirements as well as those of the market and the competition, Sabrina Blazek formulated a core strategy and derived a message and a particular tonality from it. She designed content templates and meta-data to support the content strategy, defined workflows, explored possibilities of change management and introduced a monitoring scheme.

In her project, Sabrina Blazek reflected upon the methodological procedure described in the literature and explored the feedback loops between the various working steps. She came to the conclusion that content strategies are unique – just like the companies in which they are implemented. Sabrina Blazek understood content strategy to mean a comprehensive process to create a framework for dealing with content relevant to the company.