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Building an Integrated Digital Content Marketing Strategy

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

Strategic and focused communication is essential and requires an organized, 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 document 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. The first day is face-to-face followed by the on-line portion of the class. Program fee includes morning and afternoon refreshments, networking breaks, lunches, instructional material and discounted parking.



"Julie Travia was extremely knowledgeable and I was able to take away a lot of really good content to better my professional career and the organization I work for. I emailed my supervisors with new projects and they were excited to see a return on the investment of paying for me to take the class."  —  Cassidy Davis, 2016

"Having the course start with a class room session helped set the expectations and bring all of the topics together. Julie did a great job explaining the objectives and assignments, while engaging the group! She has that rare skill set of knowing both the technical and content marketing side. The brand promise, personality, voice and tone assignments were a pleasant challenge – it’s always good to take a fresh look at the companies we work for. And now having the tools to develop audience guidelines and personas will be invaluable in a company like ours that’s in nearly 100 industries. The final page content creation assignment made me think about how to correctly create an SEO page, and was nice to have all of the required elements in one document."  —  Eric Schuppert, 2016