Content Marketing Online Course

This practical professional course puts your hands-on with the mechanics of content marketing. You’ll gain an advanced working knowledge of the discipline and the skills you need to produce content that delivers results.

Businesses use content marketing to draw customers to their brand and retain them. Finding the right story and telling it the right way is where you come in as a content marketer. You’ll become fluent in content marketing strategy and planning through engaging exercises and interactive workshops. You’ll explore tools and techniques to bring your ideas to life, with particular emphasis on commercial copywriting. And you’ll hear guest lectures drawn from the industry. You’ll bring it all together when you deliver content for a real-world client brief.

No professional experience in content marketing or copywriting is necessary, though a basic knowledge of marketing principles and/or writing is recommended. You do need to be fluent in spoken and written English. If you’re an early-career professional or pivoting from marketing, communications, or a design discipline, this is the place for you.

Week 1: Content is stuff.

A lively discussion will see us position content marketing relative to other marketing disciplines to define what it is and is not. You’ll also start a reflective journal.

Week 2: Who do you think you are talking to?

Everything hinges on who you’re targeting and where they’re at in their journey, so we’ll deep dive into marketing funnels and personas

Week 3: Say what?

Messaging shapes campaigns and assets. We’ll look at how messaging is developed and how it maps over the user journey.

Week 4: Publish it, and they will come.

Discover the difference between marketing channels and platforms, the value of different channels, and how to use them in your campaign.

Week 5: Who is this?

A brand’s values, personality, and tone of voice should unpin content marketing planning. We’ll explore this connection in detail.

Week 6: Idea soup.

Discover creative concepting tools you can use to ideate content assets for your campaigns. You’ll also get your final case brief.

Week 7: Best friend forever.

Discover why community-building trumps customer acquisition and how content can play a part in it.

Week 8 The craft of Copywriting.

Fun and challenging exercises will help you connect with your inner commercial copywriter.

Week 9: Play nice with others.

Learn best practices when collaborating across creative disciplines with delivery experts.

Week 10: Not a drill!

By putting your plans and ideas under pressure, you’ll refine them in time to present to your first content marketing client.

Week 11: Showtime.

This is your chance to get feedback from your client, the Course Director, and peers on your proposed strategy and campaign assets.

Week 12: You are a strategist now.

We’ll wrap up months of intensive learning and share takeaways and reflections that we can benefit our futures in content marketing.

Key Takeaways include:

• Learn to work with content briefs
• Transform messages into stories
• Create measurable content plans
• Optimize content for each stage of the marketing funnel
• Understand data, distribution, and trends
• Explore different content formats

• This is an online course taught in English.
• Contact hours are 10 hours per week for 12 weeks.