Certificate in Storytelling & Content Strategy

UW Professional & Continuing Education

How long?

  • from 33 weeks
  • in person, online

UW Professional & Continuing Education

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Who should attend

Professionals in marketing, communications, advertising and public relations, and those interested in entering these fields.

About the course

Tell the Right Story to the Right Audience

Does your organization’s content work effectively? Is it delivering the best message to the targeted audience, in line with your business objectives? Or is it missing the mark? Answering these questions is the job of the content strategist, a dynamic role that’s becoming increasingly essential in today’s information-driven marketplace.

In this three-course certificate program, we’ll explore proven techniques to create a powerful cross-channel content strategy. You’ll study storytelling principles to engage users in compelling ways and investigate methods to evaluate the user experience and tailor your approach to specific scenarios. We’ll also cover key data and measurement tools that will help you understand your audience and achieve your content goals.

What you’ll learn

  • The principles and practices that make for creative, memorable storytelling
  • Techniques for defining the user journey and determining voice and tone
  • How to plan for and distribute content across multiple channels
  • Content-governance strategies
  • How to use data analytics to refine your content strategy and measure its success

Get hands-on experience

  • Perform a content audit of a brand and its competitors
  • Create a content strategy for a real-world client as part of a group project
  • Develop content and a storytelling strategy for a select online channel
  • Use tools such as Hootsuite and Google Analytics

Learning formats

Online with real-time meetings

Combine the convenience of online learning with the immediacy of real-time interaction. You’ll stream courses online and interact with your instructors and fellow students via chat, web conferencing or phone, all in real time.

Classroom

Attend classes part time at one of our convenient locations in the Puget Sound region. You’ll engage face to face with your classmates and instructors as part of a highly interactive curriculum.

Experts

Anu Hastings

Anu Hastings, the communications and outreach specialist for the Department of Communication at the University of Washington, is a marketing and communications professional who's passionate about storytelling at the intersection of creative and analytical thinking, content strategy, data-driven m...

Robert Neville

As a talented relationship management, development & communications leader; I am an expert at building consensus / growing relationships between key customer accounts, publishers, and organizational objectives. I aid clients by crafting effective messaging, pushed out via a mix of digital, so...

Cate McGehee

Cate McGehee is a content strategist with expertise in product design, information architecture, personalization, UX writing and cross-platform end-to-end content design. She’s worked in marketing, UX, media and journalism, and believes that any content solution should be user-centric and data-dr...

Rodrigo Nunes

Rodrigo Nunes is a senior developer and data scientist on the platform team at RealSelf. With more than 15 years of industry experience in e-commerce, financial and publishing sectors, Nunes worked extensively analyzing massive data sets and finding structure and semantics in text heavy applicati...

Anjelica Sloan

Anjelica Sloan is the senior director of digital content strategy and marketing at WE Communications, where she leads content strategy and marketing campaign initiatives for numerous consumer, technology and healthcare clients. She has a diverse mix of in-house and agency experience developing gl...

Jenny Williams

Jenny Williams is a writer and content strategist with more than 10 years of global storytelling experience in tech, higher ed, international development and publishing. She has spent the last three years as a UX writer at Google, where she leads accessibility and communications efforts across a ...

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Certificate in Storytelling & Content Strategy at UW Professional & Continuing Education

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