Digital Strategy

3-Part Workshop Series


Carrie Hawthorne

Consultant, Carrie Hawthorne Consulting

LinkedIn | Twitter | Instagram

In this 3-part series, we’ll cover the essential components of a Content Strategy Plan so you can deliver high-quality content that’s useful and usable regardless of platform or device. From competitive analyses to content audits, message hierarchies to style guides, SEO to KPIs, series attendees will explore an array of user experience (UX) design tools and exercises, and receive templates and samples to assist in building their own plan. Attendees will be asked to perform several pre-conference activities (ex. install Google Analytics, run a Screaming Frog web report, take a survey). Attendees can attend a 4th session to receive individual coaching and feedback.

Digital Content Strategy I - Gathering & Understanding

Instead of guessing what your users want and need, we’ll review a few activities that gather qualitative and quantitative data to understand your users’ painpoints and inform strategy.

Wednesday, 1:00 PM - 2:15 PM in Standley 2

Digital Content Strategy II - Planning & Creating

In this session we’ll explore activities to plan for the creation, delivery and governance of useful, usable content that meets your business goals and objectives.

Thursday, 10:15 AM - 11:30 AM in Standley 2

Digital Content Strategy III - Measuring & Optimizing

What’s the point of creating high-quality content if no one ever finds it? In this session we’ll ensure you’ve got the basics of SEO covered and look at metrics in Analytics to measure success.

Thursday, 1:00 PM - 2:15 PM in Standley 2

Digital Content Strategy IV - Open Forum

Informal follow-up session to coach individuals with their plans and specific questions.


What You Don’t Know About SEO: Winning Clicks, Hearts, and New Customers


Manpreet Kalra

Digital Marketing Advisor & Founder, Artizenry

LinkedIn | Twitter | Instagram


Stephanie Harrison

Marketing & Production Manager, Global Goods Partners

Search Engine Optimization (SEO) is all about bringing high-value organic traffic to your site. In this session, we will review the role of SEO and how you can use search keywords to grow your site traffic. In this session you will:

  • Learn the power of Meta Description and Title Tags and how to write them
  • Identify search keywords for your business and how they can be used for growth
  • Learn about Global Goods Partners experience with SEO and some practical tactics for marketing fair trade products
  • Leave with the tools needed to develop an SEO strategy

Wednesday, 10:15 AM - 11:30 AM in Standley 2