Content-Strategie / Content Strategy

Start Workshop: Was ist Content-Strategie?

Integrierte Lehrveranstaltung, 4.00 ECTS



The kickoff workshop gives an overview of the topic of content strategy and its components, methods and instruments as well as processes. It provides the basic knowledge so that the participants can understand the components of the degree course in a meaningful manner. The course also provides students with a sense of the processes and their order, to be implemented circularilly in the planning, development, and execution of a content strategy. It also highlights how the input given relates to the other modules (technology, research on organizational communication, and public relations, marketing, etc.).


The aim is to distinguish the core elements of content strategy, establish context and expectations for the rest of the program.

After having completed the module, the student understands the duties of content strategists in organizations or agencies, as well as the critical components, instruments and methods of the discpline of content strategy, and he or she can explain the expectations users have in regard to web content, and how these expectations can match the goals of the organization. He/she knows about general standards that apply to high qualitity web content and to content which is delivered on various platforms, and he/she can judge the quality of content in terms of these standards and requirements.


Abel, S., & Bailie, R. A. (2014). The Language of Content Strategy. XML Press.
Bailie, R. A., & Urbina, N. (2013). Content Strategy: Connecting the Dots Between Business, Brand, and Benefits. XML Press.
Bloomstein, M. (2012). Content strategy at work : real-world stories to strengthen every interactive project. Morgan Kaufmann.
Casey, M. (2015). The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right. New Riders.
Content Strategy Alliance (Ed.). (2015). Content Strategy Alliance Tools And Templates.
Cooper, C., & Rockley, A. (2012). Managing enterprise content : a unified content strategy. Berkeley: New Riders Publ.
Eck, K., & Eichmeier, D. (2014). Die Content-Revolution im Unternehmen. Freiburg im Breisgau: Haufe-Lexware.
Halvorson, K. (2008, December 16). The Discipline of Content Strategy · An A List Apart Article.
Halvorson, K., & Rach, M. (2012). Content Strategy for the Web; second edition. New Riders.
Kissane, E. (2011). The elements of content strategy. New York: A Book Apart.
Lovinger, R. (2007, March 27). Content Strategy: The Philosophy of Data.


The aim is to examine four areas:
- Learn principles and theory of content strategy
- Core deliverables and methodology
- Cover deliverables in a technology-related strategy
- Work through a basic small project to solidify the concepts

Mixture of presentations by the teacher and practical exercises. Documentation of content per session, quality assurance through teacher's feedback.


Discussion of the presentations, evaluation of practical exercises.