Prerequisites

• University degree.
• Practical experience in platform or content management.

Course Description

Content today is no longer just a “post,” but a strategic decision made before publishing. This course moves participants from producing fragmented content to building an impactful content ecosystem—where the message aligns with the objective, the audience with the platform, and the idea with measurable results.

Course Objective

By the end of this course, participants will:
• Understand the principles and foundations of digital content strategy and its institutional role.
• Analyze audiences and their behaviors, and craft appropriate messages for each platform.
• Design a digital content strategy aligned with the institution’s goals and identity.
• Build an execution plan (calendar/roles/resources) to ensure consistency and quality.
• Measure content performance and optimize it using clear metrics and analytical tools.

Course Outline

• Principles of digital content strategy:
- The concept of digital content strategy and how it differs from day-to-day publishing management.
- The role of content in achieving institutional objectives (awareness, reputation, engagement, conversion).
- Core elements of a strategy: message, audience, platforms, measurement.

• Understanding the audience and crafting messages:
- Analyze digital audiences and consumption behaviors.
- Build personas and identify needs and pain points.
- Align messages with platforms and the institutional tone of voice.

• Designing an institutionally aligned content strategy:
- Define editorial objectives and link them to institutional goals.
- Select content types and define the content mix (informational, interactive, commercial).
- Build editorial identity and ensure consistency of style.

• Execution planning and content management:
- Develop an effective content calendar (short, medium, and long-term).
- Manage resources, roles, and workflows.
- Quality control, standardization, and avoiding common mistakes.

• Performance measurement and continuous improvement:
- Select appropriate KPIs for content and platforms.
- Measurement and analytics tools and reporting methods.
- Continuous optimization: what to repeat, what to stop, and what to improve.

Course Benefits

• A graduation certificate by Al Jazeera Media Institute.
• A simplified, practical model for building an applicable digital content strategy.