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Building an Effective Digital Content Strategy

Content strategy is the discipline of systematically organizing, planning and presenting digital content in a way that maximizes clarity, buy-in and results. This class covers everything a communications professional needs to create a content strategy for digital projects with confidence and credibility.

Managing today’s complex strategic communications – which include textual and visual assets that are clear, relevant and readable on any device – requires an organized, targeted plan. Learn how to develop a plan that effectively connects business goals and stakeholder interests with audience needs, wants and expectations.

Key deliverables:

Each participant will produce a Content Strategy Deck for a project of the participant’s choosing. The document will include:

  • Business purpose with key performance indicators
  • Brand persona
  • User persona, including user stories
  • Style guide
  • Content audit/matrix
  • Wireframe
  • Copy deck


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

Who Should Attend

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

Benefits and Learning Outcomes

  • Familiarity with the language of content strategy as a discipline
  • Familiarity with where content strategy fits in the larger catalog of digital design (UX design, web design, app design)
  • How content strategy connects business goals with audience goals
  • The documents expected in a credible content strategy and how to produce them
  • The four communication properties that all effective content achieves
  • What neuroscience teaches about content choices, chunking, sequencing and cueing

Course Outline/Topics

  • Content strategy – What it is and why you need one
  • Audience/brand personas
  • Conducting and analyzing the results of a content audit/inventory
  • Content matrix
  • Content layout/wireframes/style guides
  • Copy decks
  • Digital communication and brain science
  • Identifying business objectives and purpose


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.

Fall 2015: This course meets at UWM SCE for a full day on 10/30.

Spring 2016: This course meets at UWM SCE for a full day on 4/29.


I really liked the small class size, as it allowed us to share our individual goals and help utilize the class to reflect our real life situations.

— Student, 2014

I liked the structure of the course and how it incorporated our current job into the assignments.  I have learned a lot about building a content strategy and have gained a new way of thinking about branding / marketing initiatives.  Kyle was extremely knowledgeable and made the course fun!

— Student, 2015