Content Strategy and Performance Optimisation
structured content, delivered with intent
about this programme
Connecting content work to outcomes that matter
Content teams often produce consistently without a clear picture of whether their work is contributing to anything specific. This programme addresses that gap by building a strategy layer on top of day-to-day content production. You will work through how to define content goals that are tied to business priorities, how to segment audiences meaningfully, and how to build an editorial calendar that reflects strategy rather than just filling a publishing schedule.
Audience segmentation in content planning
Generic content aimed at everyone tends to perform poorly across the board. The segmentation module in this course covers how to build audience profiles using a combination of first-party data from your CRM, behavioural data from Google Analytics, and qualitative research from customer interviews. These profiles are then used to map content to specific audience needs at different stages of the decision process.
How performance data should inform strategy
Many teams look at traffic numbers and draw the wrong conclusions. A page with low traffic might be doing critical work for high-intent visitors close to a purchasing decision. This programme covers how to build a performance reporting framework that distinguishes between awareness metrics, engagement metrics, and conversion metrics, and how to use each to make strategic decisions about content investment.
Format and peer interaction
Each week includes a live strategy workshop where participants bring real examples from their own organisations. Guest input from practitioners working in South African media, retail, and B2B services is included across the six weeks. Peer feedback on strategic plans is a formal part of the programme, not an optional extra.
programme structure
Six-Week Programme Structure
- Week 1 — Content Goals and Business Alignment: Mapping content objectives to business priorities and defining what success looks like at team and individual page level
- Week 2 — Audience Segmentation: Building data-informed audience profiles and matching them to content types, channels, and messaging approaches
- Week 3 — Editorial Planning: Designing a content calendar that reflects strategic intent, balances content types, and remains realistic for team capacity
- Week 4 — Performance Frameworks: Building a reporting structure that separates awareness, engagement, and conversion metrics and connects them to strategy decisions
- Week 5 — Content Optimisation at Scale: Prioritising high-impact content updates, setting review cycles, and building team workflows for ongoing optimisation
- Week 6 — Strategy Review and Peer Feedback: Presenting a 90-day content strategy for peer and facilitator review, incorporating feedback into a final submission
Who facilitates this programme
The programme is facilitated by a content strategist with over ten years of experience working with South African and international brands across retail, financial services, and digital media.
ready to start?
This programme is available to students across South Africa. Reach out to confirm your place, ask about scheduling, or get more detail on what the content covers week by week.
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