Offered By

Digital Content Planning and Management

University of Illinois at Urbana-Champaign

About this Course

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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.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

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Beginner Level

Currently working within marketing, advertising, social media, or public relations-related field.

Approx. 12 hours to complete

English

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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

Skills you will gain

content management
Content Creation
content governance
Content Marketing
Digital Media

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Beginner Level

Currently working within marketing, advertising, social media, or public relations-related field.

Approx. 12 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Marisa Peacock

Lecturer

Charles H. Sandage Department of Advertising

950 Learners

1 Course

Offered by

University of Illinois at Urbana-Champaign

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Syllabus - What you will learn from this course

Week1

Week 1

1 hour to complete

Course Orientation

1 hour to complete

1 video (Total 1 min), 3 readings, 1 quiz

3 hours to complete

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.

3 hours to complete

9 videos (Total 56 min), 7 readings, 3 quizzes

9 videos

What is Digital Content Management?5mWhy do we use Content Management Systems?5mA Quick History of Web CMS 9mWhat is Content Strategy? 5mUnderstanding the Content Lifecycle4mWhat is Digital Asset Management (DAM)?7mHow to Optimize your Digital Assets6mWhat is Digital Experience Management? 7mOverview of Discussion: Understanding the Digital Experience4m

7 readings

Unlocking Success in Digital Transformations15mThe Future of Enterprise Content Management: An Unexpectedly Vibrant and Strategic Evolution20mNew Thinking: Brain Traffic’s Content Strategy Quad5mAn Introduction to Content Ecosystem Maps8mDigital Asset Management: What It Is and Why You Need It12mThe State of Digital Asset Management in 20225mWhat is Digital Experience Management? Definition and benefits5m

3 practice exercises

Basics of Digital Content Management Quiz15mContent Strategy Quiz15mDigital Asset Management Quiz15m

Week2

Week 2

5 hours to complete

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.

5 hours to complete

7 videos (Total 39 min), 8 readings, 3 quizzes

7 videos

What is a Content Audit?9mHow to Conduct a Content Audit11mDiscussion Overview: Digital Content Inventory2mWho is your Content's Audience?6mThe Content Lifecycle + Customer Journey 5mWhat To Do after a Content Audit3mDiscussion Overview: Create a Content Map1m

8 readings

How to Audit Your Content: Five (5) Essential Steps12mHow to Perform an In-Depth Content Gap Analysis13mUnderstand your Audience12mHow to Create Detailed Buyer Personas for Your Business 12mHow to Make Informed Content Decisions by Understanding your Audience35mHow to Create an Effective Customer Journey Map 22mWhat Comes After a Content Audit?8mTagging Guide A Framework for Digital Asset Management15m

3 practice exercises

Content Audit Quiz20mUnderstanding your Content's Audience30mRevisiting the Content Lifecyle30m

Week3

Week 3

1 hour to complete

Module 3: Digital Content Planning

1 hour to complete

4 videos (Total 21 min), 5 readings, 2 quizzes

4 videos

What is a Content Marketing Plan?2mHow to develop a Content Marketing Plan5mHow to Create Content (and Sustain and Maintain It)5mWhat Resources do you have for Creating and Managing Content? 6m

5 readings

A Step-By-Step Guide to Structuring a Digital Marketing Plan.10mSeven (7) Ways a Knowledge Bank Improves Content Creation5mFive (5) Steps To Build A Powerful Editorial Calendar For Your Business6mHow Much Budget Do You Need for Content Marketing?10mThe Nine (9) Core Roles on an Established Content Team8m

2 practice exercises

Content Marketing Plan15mContent Creation 10m

Week4

Week 4

2 hours to complete

Module 4: Digital Content Governance

2 hours to complete

6 videos (Total 25 min), 4 readings, 2 quizzes

6 videos

What is Content Governance? 3mHow to Create a Content Oversight Plan6mHow to Effectively Monitor your Content7mHow to Ensure the Success of your Content 3mDigital Content Redux!3mCourse Outro23s

4 readings

The Case for Governance: Retaining Confidence in the Integrity of Your Content8mAchieve Long-lasting Content Governance with this Four-step RoadMap32mSeven (7) Best Ways to Measure and Improve Content Performance6mThe Content Performance Matrix: This Simple Diagram Shows What to do Next with Your Content Strategy12m

2 practice exercises

Content Governance15mSuccessful Content15m

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The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

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Digital Content Planning and Management

Digital Content Planning and Management

About this Course

What you will learn

Skills you will gain