Vorlesung, 2.00 ECTS
Effective content strategies are grounded in a thorough understanding of the current state of your content. That understanding is based on the foundational task of conducting a content audit. Audits can take many forms and can scale from short, high-level reviews to in-depth page-by-page analysis, depending on the questions you need to answer for your business and your users. Regardless of the type and depth of audit you conduct, your findings will influence and guide project managers and other UX colleagues, as well as help you make the case with senior stakeholders to ensure resources and support for content initiatives. This course will give you an in-depth understanding of how to conduct a content inventory, a qualitative content audit, a competitive audit, and interpret your findings to create meaningful content strategies that meet the needs of your clients AND your users.
The course will consist of individual readings, webinars, and online interactive sessions, with four group deliverables.
Creating content inventories and qualitative content audits; competitive audits; overview of additional types of audits; presenting findings and recommendations.
After completing this course, students will be able to plan and conduct content audits, analyse data from those audits and turn their analyses into recommendations capable of supporting a variety of content strategy project scenarios.
"Content Audits and Inventories: A Handbook" by Paula Ladenburg Land
"Enterprise Content Strategy: A Project Guide" by Kevin Nichols
"Content Strategy for the Web" by Kristina Halvorson & Melissa Rach
"The Content Strategy Toolkit" by Meghan Casey
"Communicating Design" by Dan Brown
"Managing Enterprise Content: A Unified Content Strategy" by Ann Rockley & Charles Cooper
"Content Everywhere: Strategy and Structure for Future-Ready Content" by Sara Wachter-Boettcher
Inventory tool: http://www.content-insight.com/products
(Online-)Lectures, group work and individual work
Students will have three interim tasks and one final project (group presentation and written report + deck) to deliver at the end of the course.
- Content inventory - 10%
- Qualitative analysis spreadsheet - 20%
- Competitive audit spreadsheet - 20%
- Group presentation - 25%
- Written report + deck - 25%
Presentations will be made online during the last week of the course. See Task cards for detailed descriptions of the project and a breakdown of the grading.