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.
Each participant produces a Content Strategy deck for a project of the participant’s choice that includes the four phases of a strategy:
This deck also includes:
- Style guide
- Content inventory/audit
- Template copy document to match sitemap
- Other brand elements to help make your strategy successful
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
- 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
"I learned a great deal in a short time span. I can put this knowledge to use immediately which is a great benefit. I
especially like the online portion, which I can fit into my work day. Thank you, Julie!" — Terri Blair, 2017
Date: Weekdays, Mar 9-23
Location: Online and Blended
Instructor: Julie Travia
$899 by Thu., Feb. 22.
$924 after Thu., Feb. 22.
Enrollment Limit: 20
Program Number: 5026-10481
Note: Face-to-face day: 8:30am to 4:30 pm, March 9.
Registration Deadline: Mon., Mar. 5