Should you liveblog a breaking news story? Or go live on Instagram? Or would a traditional news story be the best path? How should I follow it up? What will reach my audience, and what will get me the best traffic? These are the questions journalists, editors and other communicators face every day.
The best thing about creating content online is also the hardest thing: we’ve got more options than we've ever had before. There’s a whole new arc of content, starting with news breaking on social media, passing through live coverage, through traditional news, analysis and features, and into explainers and other evergreen content.
How do you choose how to spend your precious time or staff resources on the right kinds of coverage for your audience? And which kind of news story is each kind of digital content suitable for?
Delivery
This four week online course is designed to help you navigate those questions, and make great decisions on how to use the right style of coverage for the right story.
We will cover:
- The essential theory behind content strategy.
- Issues around timing.
- The difference between “in the moment” flow content and evergreen stock content.
- Practicalities of using these techniques in a newsroom of any sort, with plenty of practical exercises, and time for individual feedback.
- Planning and discussion in small groups.
This course is ideal for people looking to deepen their knowledge of digital content, for journalists, or editors looking to deepen their skillset in planning and resourcing coverage.
It also makes a great strategic digital bootcamp for anyone stepping up from a writing role to an editorial decision-making level.
The course will teach you:
- Familiarity the whole digital content toolbox.
- Existing and emerging forms of digital content.
- EThe role of “in the moment” flow content, and evergreen stock content.
- Guidelines for effective, integrated use of multimedia.
- The role of social media in publishing strategy.
- Content strategies for social, search, newsletters, video and paywalls, helping align content to your publication’s business model.
- Strategies for planning and implementing new types of content for long-term traffic or audience benefit.
Next course dates
Coming soon
Book
Coming soon