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Building an Integrated Digital Content Marketing Strategy

This course provides you with a comprehensive overview and the key tools you need to create a content strategy that works for you and your organization.

In the business landscape of today – strategic and focused communication is essential and requires an organized and targeted plan. This course teaches you how to develop a content strategy to effectively connect your business and stakeholder goals with your audiences’ needs, wants and expectations.

Key deliverables:

Each participant produces a Content Strategy deck for a project of the participant’s choice that includes the four phases of a strategy:

  • Discovery
  • Strategy
  • Execution
  • Maintenance/governance

This deck also includes:

  • Style guide
  • Content inventory/audit
  • Template copy doc to match sitemap
  • Other brand elements to help make your strategy successful


This course can be applied to the following certificates:
Digital Marketing Certificate
Managing Digital Content Certificate


Julie Travia

Julie Travia

Julie Travia is an experienced Manager of Digital Content at Aurora Health Care, where she leads a holistic approach to Integrated Content Strategy. Julie cultivated her unique perspective over 16 years in the Marketing, Advertising, Community Service and Healthcare industries. ... read more

Who Should Attend

  • Marketing professionals
  • Communications professionals
  • Designers and writers responsible for managing and/or producing an organization’s digital content

Course Outline/Topics

  • Content strategy – what it is and why you need it
  • Audience/brand personas
  • Content inventory/audit – what it is and why it’s important
  • IA/sitemap/content document templates
  • Style guide
  • Business goals


Professionals in marketing, design, technology, business management and/or relevant field or two or more years of career experience in the same. Beginner to intermediate skills in Microsoft Excel. A solid understanding of marketing concepts.


This is a blended class with curriculum presented both online and in the classroom. Program fee includes morning and afternoon refreshments, networking breaks, lunches, instructional material, and discounted parking.


Weekdays, Oct. 31-Nov. 13

Location: Online

Instructor: Julie Travia

Fee: $899

CEUs: 1.8

Enrollment Limit: 20

Program Number: 5026-9354

Online: Mon., Oct. 31 – Sun., Nov. 13
Face-to-Face: Mon. Oct. 31, 8:30am-4:30pm

Face-to-Face days meet at the School of Continuing Education.

Registration Deadline: Mon., Oct. 31

Register Now

Fri., Mar. 10-24, 2017

Location: Online and UWM School of Continuing Education

Instructor: Julie Travia

Fee: $899

CEUs: 1.8

Enrollment Limit: 20

Program Number: 5026-9535

Registration Deadline: Fri., Mar. 10, 2017

Register Now