Digital Content Planning and Management from Coursera

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.

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's inside

Syllabus

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.

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.

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.

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops understanding of what digital content management is, which is standard in industry

Strengthens an existing foundation for intermediate learners in digital content management

Covers unique perspectives and ideas that may add color to other topics and subjects

Teaches digital content creation, which helps learners perform digital marketing tasks

Takes a creative approach to an otherwise established topic, field, or subject

Builds a strong foundation for beginners in digital content management

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Digital Content Planning and Management with these activities:

Review Course Syllabus

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Reviewing the syllabus will help you gain a comprehensive understanding of the course content and structure.

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Read the syllabus thoroughly
Identify key topics and concepts
Note down any prerequisites or recommended readings

Practice Writing Clear and Concise Content

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Clear and concise writing is essential for effective digital content management.

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Write short paragraphs and sentences
Use active voice and avoid jargon
Proofread your work carefully
Ask for feedback from others

Develop a Content Audit Template

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Creating a content audit template will streamline your content analysis and help you identify areas for improvement.

Browse courses on Content Analysis

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Create a spreadsheet or database to store your data
Identify the purpose of your content audit
Determine the metrics and KPIs you want to track
Define the categories and fields you want to include
Test your template on a sample of content

Five other activities

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Create a Content Calendar

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A content calendar will enhance your planning and execution of digital content campaigns.

Browse courses on Content Planning

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Define your target audience
Identify your content goals
Research and gather content ideas
Plan your content schedule
Assign tasks and responsibilities

Read 'Content Strategy for the Web'

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This book provides insights and practical advice on developing effective content strategies.

View Content Strategy for the Web, 2nd Edition on Amazon

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Read the book thoroughly
Take notes on key concepts and ideas
Apply the principles to your own content strategy

Follow Tutorials on Digital Content Governance

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Tutorials will help you understand the principles and best practices of digital content governance.

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Search for tutorials on digital content governance
Select tutorials that cover relevant topics
Follow the tutorials step-by-step
Take notes and ask questions as needed

Gather Case Studies and Best Practices

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A compilation of case studies and best practices will provide you with practical examples and valuable insights.

Browse courses on Case Studies

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Identify relevant case studies and best practices
Collect and organize the materials
Analyze the key findings and takeaways
Create a presentation or document to share your findings

Develop a Digital Content Management Plan

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A comprehensive digital content management plan will guide your content strategy and ensure consistency and alignment.

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Define your target audience and goals
Conduct a content audit and identify gaps
Develop a content calendar and workflow
Establish content governance and quality standards
Monitor and evaluate your content performance

Career center

Learners who complete Digital Content Planning and Management will develop knowledge and skills that may be useful to these careers:

Digital Content Manager

Digital Content Managers plan, create, and manage digital content to engage audiences and achieve business goals. This course can prepare you for this career by providing a comprehensive understanding of digital content management, including content creation, content strategy, and content governance.

See salaries and explore the career path for Digital Content Manager

Social Media Manager

Social Media Managers create and manage content for social media platforms to engage audiences and achieve business goals. This course provides a solid foundation in digital content management, which is essential for Social Media Managers. You will learn about content creation, content strategy, and content governance.

See salaries and explore the career path for Social Media Manager

Content Strategist

Content Strategists develop and execute content strategies to meet business objectives. This course provides a solid foundation in content strategy. You will learn about content planning, content creation, content analysis, and content governance, which are essential skills for Content Strategists.

See salaries and explore the career path for Content Strategist

Digital Marketing Manager

Digital Marketing Managers plan and execute digital marketing campaigns to promote products or services. This course can help Digital Marketing Managers develop the skills needed to create and manage digital content, which is essential for successful digital marketing campaigns.

See salaries and explore the career path for Digital Marketing Manager

Copywriter

Copywriters create persuasive written content for marketing and advertising campaigns. This course can help Copywriters develop the skills needed to create effective copy that drives results. You will learn about content creation, content strategy, and content governance.

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Content Writer

Content Writers create written content for websites, blogs, social media, and other platforms. This course can help Content Writers develop the skills needed to create high-quality, engaging content that meets business objectives. You will learn about content creation, content strategy, and content governance.

See salaries and explore the career path for Content Writer

Content Editor

Content Editors review and edit written content for accuracy, grammar, and style. This course can help Content Editors develop the skills needed to ensure that content is clear, concise, and error-free. You will learn about content creation, content strategy, and content governance.

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Instructional Designer

Instructional Designers create and develop educational materials and programs. This course may be useful for Instructional Designers who want to learn more about digital content management. You will learn about content creation, content strategy, and content governance, which can help you create more effective and engaging educational materials.

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UI Designer

UI Designers design the look and feel of websites and apps. This course may be useful for UI Designers who want to learn more about digital content management. You will learn about content creation, content strategy, and content governance, which can help you create more visually appealing and user-friendly interfaces.

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Technical Writer

Technical Writers create technical documentation for software, hardware, and other products. This course may be useful for Technical Writers who want to learn more about digital content management. You will learn about content creation, content strategy, and content governance, which can help you create more user-friendly and effective technical documentation.

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UX Designer

UX Designers design user interfaces for websites and apps to make them easy to use and enjoyable. This course may be useful for UX Designers who want to learn more about digital content management. You will learn about content creation, content strategy, and content governance, which can help you create better user experiences.

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Web Designer

Web Designers create and maintain websites. This course may be useful for Web Designers who want to learn more about digital content management. You will learn about content creation, content strategy, and content governance, which can help you create more effective and engaging websites.

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Front-End Developer

Front-End Developers build the front-end of websites and apps. This course may be useful for Front-End Developers who want to learn more about digital content management. You will learn about content creation, content strategy, and content governance, which can help you create more user-friendly and visually appealing front-ends.

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Information Architect

Information Architects design and organize the structure and content of websites and apps. This course may be useful for Information Architects who want to learn more about digital content management. You will learn about content creation, content strategy, and content governance, which can help you create more user-friendly and effective information architectures.

See salaries and explore the career path for Information Architect

Back-End Developer

Back-End Developers build the back-end of websites and apps. This course may be useful for Back-End Developers who want to learn more about digital content management. You will learn about content creation, content strategy, and content governance, which can help you create more efficient and scalable back-ends.

See salaries and explore the career path for Back-End Developer