Content Strategy for Academic Units: A Case Study for Developing a Plan within Constraints

Content strategy acts as the blueprint to manage content operations. In the absence of a strategy, all content processes are managed in an unplanned way. This paper briefly defines the content problem of a technical communication department that is managed by only five faculty. The research techniques discussed in this project exemplify an efficient (rapid and low-cost) process for identifying content needs and improving content operations. We used content strategy tools such as a content inventory and content audit [1], competitive analysis (website and social media), stakeholder interviews, and literature review on content strategy best practices and case studies specifically focused on higher education to uncover opportunities that can help to improve departmental content and processes related to discovery, linking, formatting, presentation, consistency, frequency, and engagement. Based on the results and our analysis, we developed content strategy recommendations for the technical communication department. The process we used and the suggested recommendations and templates may also be modified or adapted by other programs with similar needs.