Programme Overview

The programme includes 16 weekly video tutorials accompanied by a range of different tasks and activities that walk institutions through the process of how to create a content strategy.


“It’s been invaluable to have the content strategy programme on hand over the last few months while we’ve been working on developing ours. It’s given us a shared reference point while we collaborate, as well as a framework to navigate through this epic project”

Maddy Potts, Head of Digital Content, University of Nottingham


1. Content Strategy: the full landscape

In this session, we’ll start with an understanding of what a content strategy is and what it can include. This session is designed to help you talk about content strategy and the benefits of having one to your colleagues, as well as defining the scope for your own content strategy.

We will consider:

 – What is content strategy and why do we need one? 

 – What are the components of content strategy? 

 – Defining the scope for your content strategy.


2. Creating a content strategy in support of your organisation’s goals

An effective content strategy should directly map to and support the organisation’s business goals. In this session, we will explore techniques and templates to help you with that. We’ll also consider who should be involved. 

We will consider:

 – Aligning your strategy to other strategies and business goals

 – The role of content operations and organisational culture in developing a vision for your content strategy

 – Stakeholder mapping and planning engagement approaches.


3. Setting our goals: running discovery sessions

Discovery sessions are a cornerstone in being able to develop a content strategy that stakeholders buy into and value. They also provide a forum for reaching agreement on priorities and goals that the content strategy will support. 

We will explore:

 – Who to invite to your discovery sessions and when

 – How to structure a discovery session

 – How to facilitate a discovery session and analyse findings.


4. The content strategy statement: setting the big vision

The content strategy statement is the core from which all of your content strategy will flow. It’s a simple yet powerful statement that defines your vision, sets the direction, and communicates what your intention is to others. 

We will consider:

 – Activities and techniques for writing a content strategy statement

 – Examples and different styles of content strategy statements

 – How to reach agreement and consensus on your statement.


5. Understanding our audiences

A successful content strategy relies on us having a deep understanding of our audience that is based on real insight and not assumption or hear-say. This relies on a solid foundation of audience research. 

We’ll explore:

 – What we need to know about our audiences to design a content strategy

 – How to design your audience research plan and key questions

 – The different tools and approaches that you can use.


6. Interpreting our audience insights

Now you have a world of amazing data to work with, what do you do with it all in order to actually inform the next stages of your content strategy? And how can you make that useful to others around your organisation?

We will take a look at:

 – Different models for interpreting audience research insights

 – Lots of different tools and techniques

 – Ways to make that information meaningful and not overwhelming.


7. Taking stock of what we have: designing and conducting content audits

It’s rare that we will build a content strategy from a blank page. This is where exploring what you already have and what to do with that comes in handy. Enter the content audit! 

We will consider:

 – How to design a content audit for different channels and platforms

 – Defining the scope of your audit to make it meaningful and achievable

 – Completing and interpreting the insights from your content audit.


8. Using content strategy to develop your tone and voice

How will your content bring your brand to life? Taking the vision beyond colours, fonts, logos and other imagery is essential for creating a content strategy that drives consistency and a clear personality for your organisation. 

We will explore:

 – How brand strategy and content strategy work together

 – Developing tone and voice aligned to your strategy

 – Creating guidance that is useful and usable.


9. Building the substance vision for your content strategy

A substance vision addresses what your content will actually be: what pages do you need, what stories should you tell, and how will you tell them in a compelling and impactful way. 

We’ll get to grips with:

 – Thinking beyond channels and content types, to actual content itself

 – How to plan and hold creative content planning sessions

 – Designing editorial calendars for ongoing content production.


10. Structuring our content: understanding the components

To really make our content work hard for us – to reuse it, to make it usable across different channels and systems, to optimise it for search and voice device. But first we need a vision for how it all needs to work. 

We will explore:

 – What structured content is and why we need it

 – The different components to design a vision for structured content

 – How it all fits together. 


11. Structuring our content: content elements and types

In our previous session, we will have explored the different pieces that help us plan for structured content approaches. Now we’ll get stuck into each of them in greater detail, starting with our building blocks of reusable content. 

We will examine:

 – What we mean by content elements and content types

 – How different elements (“chunks”) can be reused

 – How to go about identifying and defining your elements and types.


12. Structuring our content: planning personalisation approaches

Once we’ve broken our content down into elements or “chunks”, now we have a system of interchangeable blocks that lay the foundations for creating personalised digital content and user experiences. 

We’ll look at:

 – What personalisation is and how to set a vision for it

 – The different triggers for sparking a personalised experience

 – Integrating with other systems (i.e CRM) to drive personalisation. 


13. Structuring our content: information architecture and content models

We’ve already looked at how we can break our content down into reusable “chunks”, now we’ll look at how we can create plans for bringing in together in different ways, with a focus on information architecture and content models. 

We will explain:

 – The difference between information architecture and content modelling

 – How to build a content model

 – How to involve others in developing a content model.


14. From planning to people: defining workflow and content operations

For any content strategy to be a success, we must get the people factors – our content operations – under control and working effectively. That means having clearly defined roles, responsibilities and workflows.

We will consider:

 – How to decide your content roles and consider what ones you need

 – Look at frameworks for planning workflows

 – Show how content ecosystem maps can offer useful insights.


15. Content governance

How do we ensure that our content is always of the quality and standard that our content strategy envisages? This is where content governance comes into play as we establish processes and policies to make it all sustainable. 

We’ll examine:

 – What content governance is

 – How to create your governance policy and approach

 – How to enrol others in designing and sticking with your approach. 


16. Measuring and evaluating the impact of our content strategy

We know how to measure channels, platforms and pages. But how can we measure the success (or lack of) from our content itself. And how should we report on content metrics?

We’ll explore:

 – Aligning measurement approaches to content objectives

 – What you can measure and why

 – Tools and approaches for measurement and reporting.


Sign up for the programme

After you’ve registered your organisation and signed up for the programme, we’ll be in touch to confirm next steps, the schedule for the programme and how and when organisational teams can access programme resources. If you have any questions about the programme, please contact us at