Building a Successful Online Content Strategy
Are you responsible for your company or organisation’s website? Do you want to ensure you meet your users’ expectations and increase their return visits? Does your site reflect and achieve your company’s goals?
Building a Successful Online Content Strategy will show you how to develop and structure your website content so that it delivers real value for your organisation and meaningful experiences for your website visitors. The course will take you back to basics, thinking about who the website is for and what users want to achieve when visiting.
Equally useful whether you are building a new website, relaunching, combining sites, or tackling an existing, messy site, you’ll gain the tools you need to undertake a content audit, create and maintain relevant content and establish a website that will work for months and years ahead.
Who is it for?
Anyone who produces or manages online content, including:
- content designers
- digital marketers
- digital product managers
- editors
- marketers
- PR and media professionals
- publicists
- UX designers
- web editors
- web managers
- writers
What will you achieve?
On completing this course you will be able to:
- prioritise and plan content to fulfil your organisation’s goals
- use and reuse content efficiently
- delegate content creation and maintenance with confidence
- prevent your website from becoming chaotic and confusing
- develop tools to help you assess, create, publish and direct content.
Programme
Day 1
- What online content strategy is and why it's vital
- Content goals: discovering your user needs and business needs
- Content creation and publishing
- Auditing, measuring and analysing techniques to understand content effectiveness
Day 2
- Creating efficient and effective workflows
- Agile content management
- Modelling and structuring content: meta data, reuse and findability
- Your content strategy
What is included?
Certificate
Upon successfully completing the course you will receive a completion certificate from PTC.
Chartered Institute of Editing and Proofreading (CIEP) points
Completing this course is worth 2 points towards upgrading your CIEP membership.
Delegate feedback
"An excellent, relatable course where input was expected and problems and questions were explored within the group in an open and productive manner. I've gained a good understanding of what should be considered when planning a content strategy." Institute of Environmental Management and Assessment delegate
“The course was excellent, really informative and practical, with bespoke attention to our specific concerns. I’ve gained knowledge of what a clear content strategy looks like and ideas for how to work towards it within my team.” Educake delegate
“Sue was a great instructor who provided clear information and very helpful exercises. She was very encouraging throughout and help me understand the topic much better. I have gained an understanding of best practices for creating and managing content.” Difference Engine delegate
“The course was excellent. I’ve gained confidence in applying both my existing knowledge of content and systems and new skills gained from the course within my organisation, and advocating these to colleagues.” Parliamentary Digital Service delegate
“The course was great, Sue was fab. I’ve gained a new perspective, some new ideas and resources to learn more.” IDP Connect delegate
“The course leader is amazing with loads of experience and is easy to talk too. I learned a lot about planning in tasks and systems, ensuring that you can quantify that you have been successful in your tasks, and mapping workflow.” NHS National Services Scotland delegate
“I really enjoyed the course. A good mix of exercises and content. I now know what to think about when starting my content audit.” Delegate from Independent Age
“Sue was very engaging and it was great to do group exercises virtually to practise the concepts that were being explained. I have a greater understanding of how to structure our website content to be tailored to users’ needs and the organisation’s goals.” Delegate from the Printing Charity
“The course was excellent. I’ve gained practical ways to revise parts of our website and identify pain points.” Books Marketing Manager, Liverpool University Press
About the tutor
Sue Davis has designed, produced and edited hundreds of websites for clients ranging from small charities and businesses to large NGOs such as UNICEF and global enterprises. When at Channel 4, she designed one of the first live blogs, for Time Team – blogging while the archaeologists found new treasures.
She has also presented TV series for the BBC (Computers Don’t Bite) and Sky TV (Download).
She currently helps clients with website metrics and analytics, performs expert usability reviews, conducts competitive reviews, advises on enterprise blogging, and designs and structures websites.
Follow her on Twitter: http://twitter.com/suedavis68
Dates
Wednesday, 17 September 2025
Date information for future sessions
September
- Dates: 17 & 24 September 2025
- Times: Each session will run from 9.00am to 12.30pm
Course format
- Virtual classroom
- 9am to 12.30pm
- Six x 60-minute sessions plus breaks, comprising two half-day sessions on two days, one week apart
A number of discounts are available
What you will need
To join the course, you will need access to a computer, tablet or laptop with a camera and microphone. You will need to activate a free Zoom account to join the course. This takes two minutes and does not require any payment. It is purely for administrative purposes.