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Writing Web Content That Works New Class Available Face-To-Face   Available Online


In a globally connected environment where Content Marketing is all the rage, it seems like everyone working in digital marketing has to be a writer, at least in some capacity. This course will teach you how you (and your marketing team) can write effective web content that captures the attention of your target audience, keeps your website visitors engaged, and nudges your potential and current customers toward the sale.

Key deliverables from this class:

  • Content Funnel/Blog Bank
  • One finalized piece of written content of students’ choice

This course is an elective for the Digital Marketing Certificate. It can be taken as part of the certificate or individually.

Who Should Attend

Any business professional responsible for (or heading a team responsible for) writing effective online content.

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Benefits and Learning Outcomes

  • Understand the structure of a variety of written, online content formats and how to write each to most effectively reach your business or marketing goals.
  • Be able to create your own Content Funnel/Blog Bank with your own unique content ideas.
  • Have a good grasp of numerous tricks and tips for creating effective web content, from idea to publication.
  • Understand the value and advantages of superior written content.
  • Have one well-written and edited piece of content you can use within your organization right away.
  • Understand how to build on your existing content and create ongoing content streams that continue to appeal to your audience over time.

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Course Outline/Topics

  • Getting Attention: How to write to today’s educated consumer
  • Voice: Developing your brand personality
  • The Writing Process: tips for capturing ideas
  • 6 Writing Roadblocks and what to do about them
  • Storytelling: What’s in a Story?
  • The 3 Most Popular Types of Online Content and how to write each
  • Online Research: Doing Your Homework
  • Grammar & Formatting for functionality and fun
  • SEO Basics
  • Keeping that Fish on the Hook: Developing content streams

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This program can be applied toward the:

An accredited undergraduate degree in business, marketing or related field and/or relevant career experience.
Mon.-Sun., Nov. 30-Dec. 13
Location: UWM School of Continuing Education (Click link for directions)
Instructor: Niki Robinson
CEUs: 0.7
Enrollment Limit: 20
Program No. 5026-8433
Register Now
Mon.-Sun., May 16-29, 2016
Location: UWM School of Continuing Education (Click link for directions)
Instructor: Niki Robinson
CEUs: 0.7
Enrollment Limit: 20
Program No. 5026-8434
Register Now
For more information, contact:
Pam Nellen, Program Manager, Business and Technology Programs,, 414-227-3208


Marketing & Technology Spring 2015 Brochure

Marketing & Technology Fall 2014 Brochure

Or download the pdf