Course Description:
Many experts think of social media and content strategy in big company terms: getting buy-in from management, developing a process, communicating among teams, defining metrics, etc. All very important, but in an over-saturated digital world how do you create the actual content? Not boring, me-too, formulaic content, but stories that people actually read, share and take action upon? Contrary to what many people think, great content is not built on luck or magic; it’s built using specific, repeatable techniques that you can learn and deploy to drive your business objectives. This class will teach you how to create unforgettable content, how to customize it for each social channel and how to ensure that your social and content strategy support each other for maximum business impact. Through a combination of case studies, readings and hands-on assignments, students will gain a solid understanding of how to create the kind of content that other marketers will wish was their own.
Student Testimonial:
I came into class with little to no formal training on content strategy. It was apparent from the get go that I would be learning multiple useful techniques on how to break down content and better improve said content based on the its ultimate goal. With her years of industry experience and scrappy attitude, Carol was a terrific asset to the class. Regardless of your individual pathway through the program, this is a great class for better understanding the online ecosystem that we all exist in.
University of Washington
Department of Communication