Creating a content strategy for your school, college or university

Developing and implementing a full content strategy for an education institution

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Does your school, college or university have a comprehensive and effective content strategy?

No? Not yet? Somewhere in development? Then this programme is for you.

Over 16 modules our programme will take you each step of the way to developing a highly effective content strategy and plan. Designed specifically with education institutions in mind, our approach to content strategy will enhance all marketing, communications and information management activity.

This approach to developing a content strategy will serve your website, email marketing, and social media activity, as well as considering how a content strategy can also serve offline content such as print publications and events.

Each module is accompanied by exercises and activities for you to complete over time. This way, you'll be able to develop your content strategy in parallel with the programme. By the end of the programme you will have everything that you need in order to have completed your strategy and have its implementation well underway.


"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

Your Instructor


Tracy Playle
Tracy Playle

Tracy is the founder of ContentEd, and the CEO and Chief Content Strategist at Pickle Jar Communications. She is a coach, consultant and global public speaker.

Since the early 2000s Tracy has worked in and with the education sector to create and manage content for schools, colleges and universities. She is one of the world's leading content strategists with a specialism in working with the education sector. Starting her career working in a leading university, in 2007 she set up her own consultancy and has since worked with over 200 schools, colleges and universities in almost 30 countries across four continents.



Course Curriculum


  Welcome and introduction
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  1. Content Strategy: the full landscape
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  2. Creating a content strategy in support of your organisation’s goals
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  3. Setting our goals: running discovery sessions
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  4. The content strategy statement: setting the big vision
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  5. Understanding our audiences
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  6. Interpreting our audience insights
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  7. Taking stock of what we have: designing and conducting content audits
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  8. Using content strategy to develop your tone and voice
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  9. Building the substance vision for your content strategy
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  10. Structuring our content: understanding the components
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  11. Structuring our content: content elements and types
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  12. Structuring our content: planning personalisation approaches
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  13. Structuring our content: information architecture and content models
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  14. From planning to people: defining workflow and content operations
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  15. Content governance
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  16. Measuring and evaluating the impact of our content strategy
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  Next steps and extra support
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Frequently Asked Questions


When does the programme start and finish?
The programme is ready whenever you are. After you sign-up, the first module is made available to you 7 days later. A new module is released every week with 16 modules in total. However you control the start date and when you choose to complete each module. You'll have access to the programme for 18 months after you enrol.
How long do I have access to the programme?
After enrolling, you have access to the programme for 18 months across any and all devices you own.
What if I am unhappy with the programme?
We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 21 days and we will give you a full refund.
Is the price just for one person or a whole team?
We offer two licenses to the programme, an individual price at £899 + VAT and an institutional rate at £3,799 + VAT. The institutional license to the programme is so the content and materials can be shared with your colleagues.

Get started now!