The Content Strategy Knowledge Base aims to support practitioners, students and teachers of content strategy.
Courses
Brand values, Message architecture and Strategic communication
A brand-driven content strategy helps an organization to figure out its values and differentiators. It shapes the path for all future content decisions. Boston-based content strategist Margot Bloomstein taught her core principles in solving business challenges with content strategy. In her inimitable, always positive manner, she takes the students by the hand and teaches 'along the way' and with a lot of practical content from the world of content strategy.
Business strategy for digital markets
Business Strategy and respective models have been around since the beginning of economics and business administration. Digital Markets are, compared to that, a very young phenomenon. The course will teach existing and emerging Business Strategy Models and how to apply those to the challenges and needs of Digital Markets.
Change Management & Internal Communication
This course is an umbrella for five aspects of change management and internal communications: Governance for content teams, Ethics, Change management, Internal communications and Knowledge management.
Change management and internal communication
Processes that have to be used circularly in order to ensure strategic communication in the long run and to constantly develop content strategies further.
CMS Development in Practice
This course is a practical take on web-focused content management systems. Using Craft CMS, we will explore a real-world content-driven website and together model and implement more advanced content types and relationships.
Craft CMS plugin developer, builder of shiny tools, modern day drifter, adventurous fool.
Content Audits
Hands on course about how a Content Audit is being conducted.
Content Marketing
Planning of efficient content, Tactics of content marketing/inbound marketing, Finding of topics Use of storytelling for marketing purposes, Community Management
Robert Weller is an independent content strategy consultant and lecturer in content marketing at FH JOANNEUM. With over 10 years of experience in the agency business, e-commerce & SaaS companies as well as numerous projects with leading brands such as Adobe, Bike24 and contentbird, he develops strategies to optimise content ROI. In 2011, he founded the specialist blog toushenne.de and published the second edition of his bestselling book ‘Content Design’ in 2021.
Cross-platform Storytelling
Theoretical and practical knowledge for the conception, commissioning, analysis, and production of cross-platform projects. Using storytelling techniques to plan and create cross-platform content.
Cross-platform Storytelling
Theory and practical examples for cross-platform storytelling.
Since 2014 I have been working in Vienna as a creative director for the digital agency Virtual Identity, pushing hard for clients like BMW, MINI, OPEL and WIEN ENERGIE. In 2018 I started my own agency in the fields of “digital” advertising and brand strategy consulting. Winning a bunch of design & creativity awards (like ADC Europe, ADC Germany, Webby Award & much) more with my works in the last decade, I am a member of the Creativ Club Austria & the IAB Austria. Next to the agency life, I am working as an affiliated lecturer at FH Joanneum – University of Applied Sciences.
Data Security, Media Law & Ethics
Data security, media law, and ethics are crucial in content strategy to ensure the protection of sensitive information, compliance with legal regulations, and maintenance of ethical standards in content creation and distribution.
Former Head of Content Strategy and Supervisor for Content Strategy projects and master theses.
Design Thinking
Workshop about Design Thinking.
Developing Content for Complex Digital Environments
Learning how to develop a cohesive content operating system for complex digital environments.
Digital Publication Platforms
Basic Internet technologies e.g.: TCP/IP, DNS, HTTP - Web fronted technologies: HTML, CSS - Introduction into markup languages (e.g.: XML & Markdown) - Basic (web) typography - Semantic Web - Digital publication platforms: The Web, Apps other digital distribution channels - social networks - Hardwaretrends - Accessibility & diversity for digital content - Content distribution networks
Manuel is a freelance frontend developer, accessibility auditor, teacher, author, and consultant who’s passionate about the web. He writes about accessibility, HTML, and CSS on his personal blog matuzo.at and on htmhell.dev.
Digital Publication Platforms
Course offers insights into digital (Web) publishing technologies.
Editorial & Topic Planning
Content planning for relevant channels and platforms (e.g. social media, mail and newsletter, corporate blogs, white papers).Documents and tools required for optimal content planning of an ongoing editorial and publication process. Content templates. Guidelines for tonality. Creation and optimization of editorial plans and editorial calendars. Topic identification.
Mirko Lange is one of the most renowned strategy consultants for content and content marketing in the German-speaking world. He is the founder and CEO of Scompler, a strategic editorial planning tool with more than 25,000 registered users and around 200 corporate clients.
Robert Weller is an independent content strategy consultant and lecturer in content marketing at FH JOANNEUM. With over 10 years of experience in the agency business, e-commerce & SaaS companies as well as numerous projects with leading brands such as Adobe, Bike24 and contentbird, he develops strategies to optimise content ROI. In 2011, he founded the specialist blog toushenne.de and published the second edition of his bestselling book ‘Content Design’ in 2021.
Editorial Processes and Project Management
Training of management skills for overseeing content projects and reflection of the roles in a project, an organisation and between organisations. Introduction to the implementation of quality oriented editorial processes. Agile methods in project management (agile vs. waterfall vs. design thinking, lean vs. agile) and basics of project management in communications are covered.
Information architecture, UX and interaction design
Introduction to the practice of user research and user interface design (e.g. co-creation, collaborative design, participatory design, research-based design etc.). “Information architecture helps people to understand their surroundings and find what they’re looking for — in the real world as well as online.”
Roger is an American-born Information Architect based in Potsdam, Germany. As an independent consultant at infotexture, he advises start-ups and global corporations on content re-use strategies, DITA XML-based publication processes and authoring environments, and organizing information with a sound structure that helps users find what they need. He maintains the DITA-OT documentation as a collaborator on the DITA Open Toolkit project.
Introduction to Content Management
This course is designed as an introduction to the ideas, architecture, and technical basis behind the modern content management system (CMS). Emphasis is given to the lifecycle of content within a CMS, from modeling and aggregation, through editorial workflow, and finally to transformation and publication.
Kickoff Workshop: What is Content Strategy?
The kickoff workshop gives an overview of the field of practice of content strategy and its components, methods, and processes in context. The course provides enough basic knowledge so that participants can understand the components of the degree course in a meaningful manner. The course also provides students with a sense of the processes in the context of a business environment, to understand the planning, development, and implementation of a content strategy. It also highlights how the input given relates to the other modules within the program, such as technology, research on organizational communication, public relations, marketing, and so on).
Management of Enterprise Content and Content Operations
The elective Management of Enterprise Content and Content Operations teaches how to strategically manage and operationalize content within organizations. It focuses on structured content, workflows, system integration, and governance to enable scalable and sustainable content delivery.
Carrie Hane is a leading content strategist and co-author of Designing Connected Content. With 25 years of experience at the intersection of digital strategy, content operations, and experience design, she helps organizations, from startups to global enterprises, turn complexity into clarity, building scalable systems and sustainable transformation by aligning people, processes, and technology.
Metadata & Taxonomies
This course provides hands-on training in metadata modeling and taxonomy development, emphasizing the use of controlled vocabularies within a metadata framework to enhance content findability, navigation, and discovery. It focuses on teaching students how to leverage metadata and taxonomy for effective data management, ensuring semantic consistency within an organization and informing future content strategies.
Project Management
Introduction to the implementation of user-centered content strategy processes with a focus on workflow and governance issues. An overarching project will integrate several topics and learning formats.
Qualitative Social Research
This course gives an overview about the most important qualitative social research methods. Basics such as methodology, quality criteria and sampling strategies, as well as techniques for data collection and analyzation are discussed.
Service design
Service design is the practice of designing services. It uses a holistic and highly collaborative approach to generate value for both the service user and the service provider throughout the service's lifecycle.
Experienced user-centred design professional with specialties in both user research and service design working with the big picture, the end-to-end process, the user experience and the business context.
Stakeholder Analysis and Digital Strategy
FH Course takes place in the first Semester of the Master's degree program "Content Strategy" and is taught by Dieter Rappold.
Storytelling & AI
Storytelling & AI
Strategic Organisational Communication
The corporate communications are facing the changes forced by the Internet, Social Media and new way of media consumption. Therefore, business and public management have to be be aware of different communication approaches which are challenged too.
Peter Winkler is a professor at the University of Salzburg where he heads the organizational communications department. In research and teaching, In the content strategy degree programme at FH Joanneum he taught strategic organizational communication between 2020 and 2023.
Lisa Dühring holds a professorship at the Ostfalia University for Applied Sciences in Braunschweig/Germany. In the content strategy degree programme at FH Joanneum she is teaching strategic organisational communication since 2023.
Web Writing
Why, what and how we should write on the Web.
Teodora is a content writer fascinated by the ways webby text is changing marketing communications. Teodora teaches Web Writing in FH Joanneum's Writing, Editing and Curating track and is interested in all things Semantic Web, digital marketing and algorithmic audiences.