Digital Communication Certificate Program

You’ve heard that content is king, but how do you effectively use it across the web? It’s important to set clear objectives for the framework in order to achieve your business’s strategic digital goals. In this module, participants will learn how to develop a successful content strategy and maximize each piece for websites, social media, video platforms, and blogs.

By the end of this module, participants will be able to:

• Apply digital strategy across multiple channels to drive stronger results in a faster, more efficient manner.
• Outline specific goals for their digital strategy.
• Implement their content ideas effectively across a wide array of platforms.

You can’t effectively deliver your message to your prospects without knowing who they are. You need personas—composite sketches of important segments of your audience. This module will explore best practices you can use to build relevant personas for your organization – and learn how to craft messaging to which they’ll be most receptive.

By the end of this module, participants will be able to:

• Analyze the characteristics of the primary personas and discover more ways to use behavior to boost communication results.
• Identify personas within their audience to boost engagement across the marketing landscape.
• Identify key behaviors to accelerate results and improve your pitch-to-placement ratio.

Stories sell. They make your key messages memorable. Communication professionals have more platforms and formats than ever before to tell their stories. In this module, participants will discover the components of a great story, and how you can leverage the web to amplify it.

By the end of this module, participants will be able to:

• Enhance their social media and content skills to build stronger synergy between channels.
• Utilize digital storytelling techniques to craft a memorable narrative.
• Identify which storytelling techniques best suit their main digital platform, and how to best apply them.

Google’s algorithm uses hundreds of factors and changes its formula more than once per day. In this module, participants will learn best practices in driving more organic traffic to their website, and how to navigate the ever-changing world of search engine metrics.

By the end of this module, participants will be able to:

• Understand how to create digital marketing content that gets picked up in search engine results.
• Explain the basics of search engine optimization as it relates to communications.
• Define specific areas where SEO adds value to communications efforts.
• Determine how to work with SEO teams and marketing to align communications efforts for greater success.

It’s one thing to talk about innovation but another to truly build it into your communication efforts’ DNA. Participants will learn how to apply new technologies to their business strategy, as well as how to create a culture of innovation and build experimentation into your process.

By the end of this module, participants will be able to:

• Create a digital strategy that conveys their organization’s vision.
• Maximize the benefits of a clear strategy across specific platforms.
• Innovate creative strategies for building and maintaining a digital competitive advantage.

As Peter Drucker said, “If you can’t measure it, you can’t improve it.” How do you determine which metrics truly matter and how do you benchmark against them? In this module participants will discover how to incorporate analysis into your communication efforts to create a process of continual improvement.

By the end of this module, participants will be able to:

• Develop a data-driven plan to drive their organization’s vision.
• Create quantifiable goals that determine digital success metrics to achieve business results.
• Discern which metrics to prioritize for their organization.