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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/digital-content-planning-and-management
课程评论：没有评论
课程名称：数字内容规划与管理 概述：数字技术的演变大幅影响了我们的沟通、生活和工作方式。无论您是内容创作者、内容经理还是品牌账户经理，数字内容管理在广告活动成功中扮演着至关重要的角色。本课程将教您如何成功地进行公司内容的盘点、创建、分析和管理，以及如何在组织中实施这些系统。 该实用课程专为当前职业发展而设计，涵盖以下内容： 课程大纲： 1. 课程导览：您将了解更多关于本课程、同学及Coursera学习环境的信息，包括完成课程所需的技术技能。 2. 模块1：数字内容管理基础：管理公司的数字内容对于成功的业务运作至关重要。数字内容管理（DCM）是一套允许企业简化数字内容生产、分配和分发的流程。内容管理是数字营销中必要的环节，它为您的网页内容、移动内容和数字资产提供支持基础。如果没有内容管理策略，您的公司在网络中的存在将无支持、无结构，并且失控。 3. 模块2：数字内容审计：并非所有内容都是平等创建的。根据受众在不同接触点和平台上的行为，他们对不同类型内容的兴趣各异。在创建内容之前，我们必须了解我们的受众以及与他们互动的机会，以及他们最感兴趣的内容类型。我们将学习如何识别目标受众并盘点现有内容。 4. 模块3：数字内容规划：现在您已经对内容如何吸引受众有了更好的理解，重要的是要了解您在创建和管理内容方面的能力。 5. 模块4：数字内容治理：如果您想知道您的内容营销是否有效，首先需要定义“有效”的含义。对于每个企业来说，这将有所不同，取决于企业想要实现的目标以及受众的行为、兴趣和动机。一旦您弄清楚什么是有效的，您需要数字治理来帮助标准化您的方法。
Name:Course Orientation
Description:You will learn more about this course, your classmates, and the Coursera learning environment, including the technical skills required to complete the course successfully.
Name:Module 1: Basics of Digital Content Management
Description: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.
Name:Module 2: Digital Content Audits
Description: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.
Name:Module 3: Digital Content Planning
Description: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.
Name:Module 4: Digital Content Governance
Description: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.
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 caree
