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Getting Started with Content Strategy
Introduction & Definitions
Introduction (4:26)
What Is Content Strategy? (3:34)
Quiz: What Is Content Strategy?
What is Content Marketing? (5:29)
Content Marketing Examples
Quiz: What is Content Marketing?
The Goal of Content Strategy
Usable Content (2:29)
Findable Content (3:42)
Understandable Content (4:34)
Actionable Content (3:56)
Exercise: Evaluating Content for Usability
Exercise Conclusion: Evaluating Content for Usability
Quiz: Usable Content
Content Strategy in the User Experience Design Process
Introduction to the User Experience Design Process (2:47)
Discovery
Introduction to Discovery (0:36)
Creating a Quantitative Inventory (7:01)
Creating a Best Practices Audit (6:14)
Creating a Strategic Assessment (5:46)
Quiz: Inventory, Audit, Assessment
Mapping the Workflow (3:39)
Mapping Publication Channels (4:19)
Bonus! How to Make Diagrams (The Easy Way for Non-Designers) (13:31)
Interviewing Stakeholders (7:12)
Quiz: Workflow, Publication Channels, Stakeholder Interviews
Vision
Introduction to Vision (0:24)
Creating a Competitive Analysis (5:01)
Writing a Content Brief (4:36)
Quiz: Competitive Analysis, Content Brief
Developing a Core Content Strategy Statement (5:21)
Exercise: Developing a Core Content Strategy Statement (0:23)
Exercise Conclusion: Using a Core Content Strategy Statement to Evaluate Content Ideas (2:08)
Creating a Message Architecture (8:21)
Quiz: Core Content Strategy Statement, Message Architecture
Execution
Introduction to Execution (1:14)
Why Content Reuse Matters (4:03)
The COPE Model (8:20)
Content Modeling (4:42)
Quiz: Content Reuse, COPE, Content Modeling
Tracking Production (Copywriting) (16:16)
Using a Copy Deck (4:34)
Creating a Style Guide (4:14)
Quiz: Content Production & Style
Maintenance
Introduction to Maintenance (0:47)
Using a RACI and Setting Up Content Reviews (3:35)
A Word About Analytics and A/B Testing (3:05)
Quiz: Maintenance
Conclusion
Conclusion (0:35)
Credits
Introduction to the User Experience Design Process
Strategically plan for content within the framework of a User Experience design process.
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