Clarity Through Content Strategy: The Workshop


Bring clarity to your digital strategy initiatives with content strategy and the VMT framework. Training takes place Nov. 14 and 15, 11am-3pm Eastern.

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Bring clarity to your digital strategy projects with the planning discipline known as Content Strategy.

Ever worked on a totally unclear content project? Stuck trying to develop messaging for something that makes no sense to you or your team? Are you “redesigning” the website without any clear goals or outcomes in mind? Sometimes we just have to do our best and hope it will all make sense in the end. But it’s a frustrating way to work.

The good news is that there’s a better way. When clarity is in short supply, content strategy can help. In this workshop, you’ll learn a simple and powerful content strategy framework for clarifying the vision, voice, mission, message, targets, and tone of the brands and business units you support.

Content strategy is a system for asking and answering questions about your organization’s content and digital strategy. Content strategy is not a synonym for marketing strategy, and is a useful discipline even for teams working on B2B or employee-facing projects and channels.

What will I learn?

This training workshop is a mixture of engaging, interactive lecture (with live, demonstrative visuals, not just static slides), micro-activities, structured small group discussions, and open Q&A.

Topics covered include:

• The VMT Framework for content strategy: Vision & Voice, Mission & Message, Targets & Tone
• Content strategy as a discipline and field of study
• Content strategy as a plan for producing and managing your organization’s content
• Content strategy as a role, job, and career
• Common roles and responsibilities of a content strategist
• Understanding the many flavors of content strategy, including enterprise content strategy, content operations, editorial strategy, content marketing strategy, and more
• When and how content strategy intersects with related disciplines like user experience design, content design, information architecture, and UX writing
• User-centered content planning tools and methods
• Power tool: Content strategy statements
• Power tool: Prioritized audiences
• Power tool: Content ecosystem mapping
• An overview of other content strategy tools that bring clarity, mapped to the VMT framework
• Going from “zero to one” with content strategy and building momentum in your organization


This live online training workshop has two half-day segments, held on consecutive days.

Part 1 – 11:00am to 3:00pm Eastern on Monday, November 14
Part 2 – 11:00am to 3:00pm Eastern on Tuesday, November 15

We will take a handful of short breaks (~5mins) and one longer break (~20m) during each session.

Here are the start and end times in a few different cities, for reference:

San Francisco: 8:00am to 12:00pm
Chicago: 10:00am to 2:00pm
New York: 11:00am to 3:00pm
London: 4:00pm to 8:00pm

Technology Requirements

You’ll need a fast and reliable internet connection, a webcam, headphones or earbuds, and the ability to use Miro and Google Meet to participate in this training workshop. Miro has an app that we recommend installing for your convenience, but you can run it in a web browser as well. You do not need your own Miro account. We encourage you to go ‘cameras on’ for introductions, small group discussions, and any Q&A, but you’re welcome to go ‘camera off’ during lecture portions or as needed for personal reasons.

Refunds and Transfers

Refunds are not available for this training workshop. If you find you’re unable to attend, you can ask to transfer your registration to a colleague or donate it to someone who’s requested financial assistance; contact Scott for assistance.

Payment, Pricing, and Group Discounts

Registration Fees
Now through October 15 – $795
October 15 through November 14 – $995

If you’re registering 2 or more people from the same organization, contact Scott for a code to save 15% on registration fees.

Payment can be made directly via credit card. Payment can also be made via PayPal, ACH, or wire transfer; contact Scott for details.

Equity Pricing

If you are experiencing economic inequity, you can request an equity pricing discount that reduces the registration cost to $95. Most applicants are accepted, however, registration is first-come first-served for a limited number of equity spots. More spots will come available as the workshop nears if it is not close to full.

What’s included?

Participants receive:

• Eight hours of live instruction in the discipline and tools of content strategy from a leading expert in the field.
• Downloads of workshop presentation materials.
• Templates and worksheets to kickstart your content strategy planning work.
• A reading and resources guide: Well-researched recommendations for key books, people, blogs, and products to follow to stay sharp.
• Access to recordings of the workshop sessions (barring technical glitches).
• Certificate of completion, upon request. (Must attend & engage during both sessions.)
• Six months complimentary individual membership in the Content.Events community for new members.

Why should I take this workshop?

After this session, you’ll have:

• The confidence to talk the content strategy talk
• The ability to identify different types of content strategy problems and select a tool or method to tackle it
• An understanding of best practices in executing the content strategy “power tools” of content strategy statements, prioritized audiences, and content ecosystem maps.
• A renewed confidence in discussing content strategy and advocating for its value

About the Instructor

This workshop is taught personally by Scott Kubie. A leading voice in UX content, Scott Kubie trains product teams and leaders how to improve customer experience through content strategy, content design, and information architecture. He’s the author of Writing for Designers from A Book Apart, publishes the UX Writing Events newsletter, hosts UX Content Office Hours, runs the Content Career Accelerator, and writes regularly about content and digital strategy on his site, Scott has led over 100 talks and workshops for international audiences, as well as dozens of on-site workshops for clients including Harvard, The Getty, and the IRS.

Code of conduct

Participation in this event is governed by this code of conduct.