Content-Strategie / Content Strategy

Schreiben, Redigieren und Kuratieren im Web

Integrierte Lehrveranstaltung, 5.00 ECTS



Basics of content production, curation and evaluation. Standards for content, especially for textual content. Writing workshops, first impressions of creating personas. They write heads, teasers and subheads. Practical work on the OER blog, individual feedback/block sessions, writing in English and learning to create different digital content types. Introduction to SEO and practical basic knowledge about its good use and SEO-optimized writing.+


After completing the English portion of this course, students will have a solid understanding of the different types of digital copy that go into creating a customer experience. This understanding will allow them to develop content strategies capable of supporting business goals and building relationships with readers. It will also introduce the role of tone of voice and writing styleguides, two fundamental components of enterprise content strategy.
After the completion of the German part of the course, the students should have the following knowledge: security in writing, assessment of texts according to qualitative characteristics, creation of target group-based content, content-driven customer communication, editing content, designing texts within the context of a content strategy in such a way that they meet the company's goals and provide orientation to the customer.


Barr, C. (2010). The Yahoo! style guide: the ultimate sourcebook for writing, editing, and creating content for the digital world (1st ed). New York: Yahoo!/St. Martin’s Griffin.
Fenton, N., & Lee, K. K. (2014). Nicely said: writing for the web with style and purpose. San Francisco, CA: Peachpit Press.
Handley, A. (2014). Everybody writes: your go-to guide to creating ridiculously good content. Hoboken, New Jersey: Wiley.
Handley, A., & Chapman, C. C. (2012). Content rules: how to create killer blogs, podcasts, videos, Ebooks, webinars (and more) that engage customers and ignite your business (Rev. and updated). Hoboken, N.J: Wiley.
Jones, C. (2011). Clout: the art and science of influential web content. Berkeley, Calif., London: New Riders, Pearson Education distributor. Abgerufen von
Mathewson, J., Donatone, F., & Fishel, C. (2010). Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content (1 edition). IBM Press.
Matzen, N. (2014). Onlinejournalismus (3., überarb. Aufl). Konstanz: UVK-Verl.-Ges.
McGrane, K. (2012). Content strategy for mobile. New York: A Book Apart. Abgerufen von
Redaktioneller Status: (o. J.).
Redish, J. (2012). Letting go of the words: writing web content that works. Waltham, MA: Morgan Kaufmann. Abgerufen von
Schneider, W., & Raue, P.-J. (2016). Das neue Handbuch des Journalismus und des Online-Journalismus (2. Auflage der vollständig überarbeiteten und erweiterten Neuausgabe von „Das neue Handbuch des Journalismus“ Januar 2012). Reinbek bei Hamburg: Rowohlt-Taschenbuch-Verl.
Writing for the Web: Articles, Training & Reports | NN/g. (o. J.). Abgerufen 26. November 2016, von
Rupp, Miriam (2016). Storytelling für Unternehmen: mitp


Live-Workshops and Webinars with presentation, experiences and discussions.
Documentation of content per session, quality assurance through teacher's feedback, update  of documentation every year.


Immanent examination character (evaluation of the submitted tasks).