Web Content Strategy: Planning, Producing and Managing Website Content

This course is part of the UBC Micro-certificate in Writing Skills for Digital Content.

Web content strategy focuses on the planning, creation, delivery, and governance of website content that aligns with user needs and an organization’s goals. The content part of any web project is often the most convoluted and problematic element—and the main reason for delays. Web projects big and small need people with knowledge of web content strategy best practices, processes and tools to create better websites.

This course offers practical, hands-on skills in content strategy — and the emerging area of content design — useful for websites of all sizes. You’ll come away with a repeatable process, and a suite of tools, templates and resources to plan, deliver and manage web content.

By the end of the course, you’ll be able to plan content for a website, and understand content strategy deliverables, with experience in creating or working with various key documents and processes:

  • Content strategy vision statement
  • Content strategy document
  • Basic user personas and journeys
  • Content inventory and matrix
  • Basic information architecture using a card sort
  • Page templates for content design
  • Basic content creation process
  • Style guide and content management process

Course Outline

Week 1: Introduction to Content Strategy
Week 2: Content Strategy Steps and Deliverables
Week 3: Knowing Your Users
Week 4: Content Audits and Reviews
Week 5: Information Architecture (IA)
Week 6: Page Planning and Content Design
Week 7: Content Creation and Governance
Week 8: Building Your Career In Web Content

If you’re a web writer, content writer, web designer or developer, UX professional, or digital project manager, this course is ideal. Freelancers and print and digital journalists might also find this course useful as a way to land web content work.

How Am I Assessed?
This course is marked complete/incomplete, and is based on your attendance and participation. Your instructor provides you personalized feedback on the assignments you hand in.

Expected Effort
Expect to spend 3–4 hours per week completing readings, exercises and assignments, and participating in online forum discussions.

Technology Requirements
To take this course, and for the best experience, we recommend you have access to:

  • an email account
  • a computer, laptop or tablet under five years old and using Windows or macOS
  • the latest version of a web browser (or previous major version release)
  • a reliable internet connection.

One day before the start of your course, we’ll email you step-by-step instructions for accessing your course.


There is no required textbook for this course. Recommended text: Content Strategy for the Web (Pearson Education; 2nd edition, Feb. 10, 2012), Kristina Halvorson and Melissa Rach.

Course Format

This course is 100% online and instructor supported. Course work is done independently and at your own pace within deadlines set by your instructor. Log in anytime to your course to access the lessons as they become available.

Online materials will be available for three weeks after the course ends, after which time you will no longer be able to access the course.

Available Sessions

Open all | Close all

Jan 30, 2024-Mar 25, 2024 | Online | $725.00

Format: Online, Instructor Supported
Code: WG305W24O
Jan 30, 2024-Mar 25, 2024
8 sessions

1nstructor: Rob Mathison

Fees / Tuition

Type Fee Tax Total
$725.00 $0.00 $725.00

Apr 30, 2024-Jun 24, 2024 | Online | $725.00

Format: Online, Instructor Supported
Code: WG305W24P
Apr 30, 2024-Jun 24, 2024
8 sessions

1nstructor: Rob Mathison

Fees / Tuition

Type Fee Tax Total
$725.00 $0.00 $725.00