The Content Design London Academy:

September 2019

We are giving 18 students the chance to run a complete content design project for a client, learning from the team who helped create the discipline.

The course – learning by doing

Over 12 weeks, from 10 September to 16 November 2019, you will be working on content discovery, production and future planning for a charity.

The academy combines the learning of our content design courses with the practical work of our content sprints. All our techniques are based on projects we have worked on in government, for charities and in the private sector over the past 10 years.

This is a hands-on course where you’ll be producing real content. We will take you through all the aspects of a content project:

  • understanding your audience
  • writing targeted content
  • measuring success
  • looking at the bigger picture – content strategy

Full course outline

What you get out of it

After the course you will be able to:

  • carry out focused discovery research
  • identify and validate user needs
  • create accessible user-focused content
  • analyse data and set success and value metrics
  • talk about all the elements of an agile content design project
  • show a real-world content design example you have worked on
  • talk about content design within your organisation from team to board level

Cost: £1,500 +VAT

Discount: if you have been on our previous 2-day content design courses, you can claim a 10% discount.

Time and location

10 September to 26 November.
Every Tuesday 2 hours from 6:30pm to 8:30pm once a week at Waterloo Creative Studio Doors open at 6.

We will also give you assignments which will need some study time at home and collaboration with other participants.

How to apply

To apply, you will:

  • have some experience in content – journalism, tech author, copywriter etc all fine – you don’t need to be a content designer
  • be available to commit to about 4.5 hours a week
  • own a reliable, wifi-enabled laptop you can use for the duration of the course
  • have access to Google docs

Book your place now via EventBrite

We will send you more details about the academy over the coming weeks.

Course outline

The course will be a mix of the trainers working with you and you working independently in groups. At each stage of the course you will share your work with others and the charity client.

We will encourage you to come up with new ideas and work collaboratively with others in the group to find the best content solutions for the project.

Module 1: Content discovery

This module will give you a grounding in all the elements we need to understand who our audience is and what they need from us.

You will learn to:

  • carry out focused desk research for language discovery
  • identify user needs from research and data
  • map user journeys
  • identify where current content isn’t meeting user needs and why
  • sketch content solutions
  • identify content formats that meet user needs

You will work on:

  • user research and data analysis creating a ‘Discovery wall’
  • sketching sessions for content solutions
  • creating content patterns to log content formats and approaches
  • presenting ideas to the group and to the charity

Module 2: Writing and reviewing

During this module we will use the insights and prep work from the discovery to produce user-focused content.

You will learn to:

  • write content from user needs
  • structure a page by prioritised needs
  • play with tone of voice
  • review content in pairs and as a team
  • pick the right format for your content
  • organise content into a taxonomy

You will work on:

  • writing content for the project
  • reviewing content produced in the group
  • reviewing content with the charity
  • deciding on content formats
  • creating a taxonomy for the content produced – how will it all hang together
  • expanding the content patterns
  • creating future recommendations for the charity

Module 3: Measuring success and SEO

This module will give you an understanding of what data is useful to measure success and how to make sure your content adds value.

You will learn to:

  • choose the data that’s useful for different types of content
  • differentiate between success and value
  • understand how user intent is part of successful content
  • look at the relationship between user intent and relevance in SEO

You will work on:

  • analysing data provided by client
  • practising conversations using data
  • developing a plan how to measure success for the content produced
  • practising conversations about content and SEO
  • talking to the charity about success and SEO

Module 4: The bigger picture: content strategy

During this module we will look at what we have learned about the charity’s content over the course of the project and develop some longer-term recommendations for them.

You will learn to:

  • the basics of a content strategy
  • user goals vs business goals and how to bring them together
  • first steps to develop a content strategy

You will work on:

  • producing some content strategy recommendations for the charity
  • practising how to talk about the bigger picture
  • discussing the recommendations with the charity

Module 5: Working as a content designer

During this module we will look back at the ways of working we applied during the course and what they mean for content designers as part of a bigger team.

You will learn to:

  • thinking about content as part of the overall user experience
  • making yourself heard in a bigger team
  • selling content into the organisation

You will work on:

  • practising to explain ways of working
  • having difficult conversations about the value of content
  • preparing for the final show and tell for the charity
  • presenting back to the charity at the end of the project

Cost: £1,500 +VAT

Discount: if you have been on our previous 2-day content design courses, you can claim a 10% discount.