Who is this for?
This program is for in-house marketing managers and other business leaders who want to maximize the efficiency of their content operations and leverage their digital content to drive business results.
Benefits for you
- Understand content strategy best practices and how to apply them in your organization
- Develop a content strategy that supports your business goals and target audience needs
- Use your content strategy to measure content effectiveness
- Create better, more purposeful and relevant digital content and campaigns
- Assess and update your content strategy over time
- Improve your ROI on content development
Program content
- What is a content strategy?: content strategy vs. editorial strategy vs. content marketing strategy, “selling” content strategy to internal stakeholders
- Content strategy best practices: how organizations are using content strategies effectively on websites
- Developing your content strategy: identifying and addressing your target audiences, aligning digital content with business goals, communicating your brand attributes and key messages
- Measuring content effectiveness: auditing your content, defining and using Key Performance Indicators (KPIs)
- Content governance: when and how to review and adjust your content strategy
Special features
You will get hands-on practice in developing results-focused content strategies, and in using these strategies to assess and improve content. You’ll leave with a content strategy template you can use as a framework for developing your organization’s content strategy.
Program leader

Tara Shioya
Upcoming sessions
Stay tuned for future offerings of this program! Please contact us to notify you when it will be offered again. You may also subscribe to our email list for Executive Education program updates and exclusive event invitations.
For financial assistance opportunities, please refer to Financial Assistance, Scholarships and Team Rates .

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Contact a learning advisor for more details.
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Get in touch
604.822.8400 or 1.800.618.3932
exec.ed@sauder.ubc.caVisit our contact page for more information.
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