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Бакалавриат 2020/2021

Контент-стратегия

Статус: Курс по выбору (Медиакоммуникации)
Направление: 42.03.05. Медиакоммуникации
Кто читает: Институт медиа
Когда читается: 4-й курс, 3 модуль
Формат изучения: без онлайн-курса
Преподаватели: Бережная Тина Сергеевна
Язык: английский
Кредиты: 4

Course Syllabus

Abstract

Content strategy is a relatively new discipline referring to planning, development, and management of content for various types of media and multiple digital platforms. The course focuses on using data and creativity to communicate strategic information to target audiences. Today content is used by for-profit, non-profit, government and private organizations to deliver their message to their audiences in less time and with greater efficiency. Unless the content is structured, targeted, and useful for the end user, it does not get the attention and engagement crucial to the organization’s success. Content strategy course teaches profound understanding of audiences, their habits in content interaction and consumption, enabling companies to create engaging, credible, trustworthy, transparent and useful content that promotes meaningful and efficient conversation between companies and their audiences. The course teaches deep user and competition analytics, delivery channel assessment, development and implementation of content strategy, creative content development, content audit, lifecycle control. Students must have a media project of any sort (be it a personal blog, an Instagram account, a website or whatever) with trackable stats or analytics to enter the class.
Learning Objectives

Learning Objectives

  • Learning tools and mindsets for quantitative and qualitative analysis of a media project.
  • Developing a personal toolkit for strategizing media content.
  • Learning to develop, implement, assess, adjust, and maintain content workflows.
  • Learning to model, develop, maintain content ecosystems.
Expected Learning Outcomes

Expected Learning Outcomes

  • To understand the principles, core base and variables of content strategy.
  • To master goal setting and task planning in content.
  • To learn decoding statistics and analytics for online platforms and deriving workable solutions from the data.
  • To learn different types and approaches to analysis for content and create versatile toolkits for content strategies of varied types.
  • To learn auditing content in a variety of ways.
  • To learn developing creative concepts and testing them.
  • To manage project workflows.
Course Contents

Course Contents

  • Content strategy: definitions of content and content strategy.
    Types of content. How is content different from journalism? Goal-setting for content.
  • Understanding statistics in different platforms (Facebook, VK, Instagram, Telegram).
    Analytical systems for websites (Google Analytics, Yandex Metrics). External analytical systems (Alexa, SimilarWeb).
  • Content strategy and editorial planning.
    Developing goals and tasks for content. Content quality assessment. Contend audit.
  • Competitor analysis.
    White-space analysis. Negative white-space analysis. Standing out with content.
  • Content strategy documentation.
    Goal setting, content audit, competitor analysis.
  • User analytics.
    User behavior types. User personas.
  • Content ecosystem mapping and modelling.
  • Content owners and channels.
    Content authors and lifecycles.
  • Conversational design.
    Brand voice. Brand persona creation.
  • Content strategy documentation
    User segmentation, user personas, content ecosystem modelling, lifecycle Content creation. Core creative concept and its implementation.
  • Content creation.
    Core creative concept and its implementation.
  • Findable, adaptable and reusable content.
    Content creation for multiple platforms and devices.
  • Developing content production and management workflow.
  • Midline audit, assessment and adjustment.
Assessment Elements

Assessment Elements

  • non-blocking Attendance
  • non-blocking Class/homework
  • non-blocking Final project
Interim Assessment

Interim Assessment

  • Interim assessment (3 module)
    0.1 * Attendance + 0.45 * Class/homework + 0.45 * Final project
Bibliography

Bibliography

Recommended Core Bibliography

  • Bloomstein, M. (2012). Content Strategy at Work : Real-world Stories to Strengthen Every Interactive Project. Amsterdam: Morgan Kaufmann. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=454035

Recommended Additional Bibliography

  • Pophal, L. (2016). How to Create a Content Strategy. EContent, 39(2), 12. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=f5h&AN=113400662