The evolution of digital technology has vastly impacted the way we communicate, live and work. Whether you’re a content creator, a content manager or a brand account manager, digital content management plays a crucial role in an advertising campaign’s success. Learn what it takes to successfully inventory, create, analyze, and manage content for companies of any scale, as well as the process of implementing these systems across organizations.
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This practical course is designed for current career-professionals who want to learn how to build a real-world content strategy and a plan to execute it. You will leave this course with an understanding of how create, manage, review and govern digital content.
What You Will Learn
- Basic concepts and strategy of digital content and technology
- How to plan your content based on audience analysis and content relevancy
- How to conduct content audits and map out content needs
- How to create, sustain and maintain content
Syllabus
WEEK 1
Course Orientation
You will learn more about this course, your classmates, and the Coursera learning environment, including the technical skills required to complete the course successfully.
Module 1: Basics of Digital Content Management
Managing a company's digital content is essential for a successful business operation. Digital content management (DCM) is a set of processes allowing businesses to streamline digital content production, allocation, and distribution. Content management is a necessary, albeit time-consuming, element of digital marketing. It provides the infrastructure to support your web content, mobile content, digital assets, and more. Without a content management strategy, your company’s presence is unsupported, unstructured, and worse, uncontrolled.
WEEK 2
Module 2: Digital Content Audits
Not all content is created equally. Depending on your audiences and their behaviors across different touchpoints and platforms, their interests in different types of content are different. Before we can create content, we have to know who our audience is and the opportunities to engage with them, as well as the type of content they’ll likely find most engaging. We'll learn more about how to identify your audience and take inventory of your existing content.
WEEK 3
Module 3: Digital Content Planning
Now that you have a better idea of the different ways content can be used to engage your audience, it’s important to understand your capacity for creating and managing your content.
WEEK 4
Module 4: Digital Content Governance
If you want to know whether or not your content marketing is working, you need first to define what “working” means. It will be different for each business, depending on what it wants to achieve and its audience’s behaviors, interests, and motivations. Once you figure out what’s working, you’ll need digital governance to help standardize your approach.
