Digital Marketing: Content Marketing

Improve your digital marketing alongside experts in the field

Digital marketing is an increasingly busy space where audiences are bombarded with messages across numerous channels. How do you cut through the noise?

This two-week course is your step-by-step guide to creating a best practice approach to content marketing that aligns with user journeys and personas, creating a value-driven approach to digital marketing.

Create content your consumers will respond to

You’ll learn invaluable tools and techniques to help you create the right content, on the right channel, and at the right time. Critically, you’ll discover how to align your audiences’ needs with your organisational goals.

By the end of this course, you’ll understand how content marketing can help you to drive engagement and nurture your consumers. You’ll discover a range of best practices to engage new customers and build loyalty with your existing customers.

Understand your audience to master your content marketing

To get content marketing right, you need to get to know your audience and what channels they use. This course will show you how to identify what content your consumers need to make decisions, what they find engaging, and what content they most want to interact with. Not only that, you’ll know how to create better and more valuable content than your competitors.

Designed by digital marketing experts, Target Internet with The Open University

You’ll develop your skills with expert practitioner Daniel Rowles, CEO of Target Internet, who is an award-winning author and voice of the Digital Marketing Podcast. He’s worked with leading brands such as the BBC, Sony, Tesco, Mercedes and L’Oreal and Warner Bros.

This course is designed for anyone who would like to increase their awareness and understanding of digital marketing. You don’t need any prior digital marketing knowledge, although any work experience will help contextualise and enhance your learning.

• Content for effective digital marketing
• Welcome to the course!
• What is content marketing?
• Challenges of content
• Aligning content marketing with personas and stages of the user journey
• Week 1 review
• Best practice content marketing
• Welcome to the week
• Content marketing channel considerations
• Best practice content marketing
• Content marketing optimisation
• Week 2 review