Full day training course offered at Usability Week Toronto

Content Strategy: Day 1

Business value and processes behind a successful content strategy

While many of us have been informally following strategic content planning principles for some time, content strategy has now been formalized into a discipline that’s increasingly hard to ignore. Content which is well-planned and consistently executed can raise sales and profit margins, lower customer complaints, and decrease the workload and stress levels of your content creators.

This course is best suited for those who want to formalize an organization’s content strategy or discover a process for improving digital content.

Topics covered

  • What is content strategy?
    • Defining a new discipline
    • The business case for investing in a content strategy
    • What we learned from print publishing (and how we can use it to our advantage)
  • Follow a step-by -step process to produce a content strategy for your web, email, mobile and social media content
  • How to develop a content strategy
    • Content planning clues: Business goals vs. user profiles and objectives
    • Qualitative and quantitative content auditing
    • Idea generation and editorial strategy
    • Formats and samples
    • Guidelines and training for content producers
    • Evolving and measuring your content strategy
  • How to conduct a qualitative content audit
    • Preparing for a content audit
    • Key audit criteria and how to score against them
    • Presenting a content audit internally
    • Maximizing the value of your content audit
    • Practical audit exercises
  • Determine how to expand your strategy to incorporate offline materials and other marketing collateral


This course is an interactive lecture. Through in-depth exercises you will learn to apply and practice new principles and techniques.

The course also includes:

  • Screenshots with content that works and doesn’t work, and why
  • Tools and templates for conducting a content audit
  • Opportunities to ask questions and get answers

Companion Course

Content Strategy: Day 2 is a companion course to Content Strategy: Day 1. Each course can be taken independently. Content Strategy: Day 2 covers:

  • The business value of content formats
  • How to write sample formats and get people to use them
  • Techniques for developing a tone of voice and using it consistently across platforms


Catherine Toole

Catherine Toole is the founder and CEO of the British digital copywriting agency Sticky Content. A former press journalist, she has spent the past 15 years specializing in Web, email, mobile, and social media content projects for a wide range of clients, agencies, and government departments. Sticky Content has provided content strategy, web writing training, auditing and copywriting services to clients such as Belron (Autoglass), Sage, Post Office®, Sony Europe, Lloyds TSB, John Lewis Partnership and Virgin Atlantic. A well-known speaker in the UK, Catherine has an expert content blog on Econsultancy and sits on the executive committee of the British Interactive Media Association (BIMA).