Content Marketing Course Overview

With a focus on career-ready learning, and delivered through a blend of essential reading, case studies and useful toolkits, this course will quickly make you familiar with the core principles and best practices in content marketing.

• 5 Interactive Modules.

• 10 Hours self-paced learning content.

• Practical Toolkits and Templates.

• Associate Level Certification.

• FREE DMI Membership included.

Key skills and competencies you will gain

Brief Development | SEO Marketing Concepts | Keyword Research | Content Creation

Connecting Content with Audiences | Measuring Content | Channel Promotion | Content Audit

Module 1 - Personas and SEO Strategy (1h 18mins)

We teach you how to conduct detailed customer persona research, and identify the right ‘on-page’ content strategy for your website.

Knowledge Gain:

Purpose of Content Marketing | Buyer Personas | Social Media Demographics Guide for Digital Marketers | Developing a Brief | SEO Content Marketing Concepts  

Toolkits included:

• Buyer Persona Template

• Digital Marketing Campaign Brief

Expert Insights:

Nail Your Content Strategy with Kate Talbot

Module 2 - Keywords, SEO, and Voice Search (1h 49mins)

Your website is more than just words on a page. In this module, you’ll learn how to use the right language that brings traffic to your website, and increases your revenue.

Knowledge Gain:

Keyword Research | 5 Usability Principles That Make Visitors Stick 

Toolkits included:

• Infographic: The 5 Steps of Keyword Research

• Toolkit & Handbook: On-Site SEO Audit

Case Study/Webinar:

Voice Search with Clark Boyd (podcast)

Module 3 - Creativity and Storytelling (3h 34mins)

Celebrate your brand by telling your own story. Ask your audience to share, like and engage. In this module we show you how to understand which messages work best for your customers.

Knowledge Gain:

Content Creation and Repurposing  | Enhancing Your Creativity  | Your Brand Story  | Creating Great Content to Connect with Youth Audiences  

Toolkits included:

• Content Ideation Template

• Tools and Templates for Successful Blog Posts

• Brand Style Elements Template

Case Study/Webinar

• Wimbledon

• The Image Recognition Market

• Lego: The Building Blocks of a Modern-Day Superbrand

Expert Insights:

• The Power of Design-Led Content Marketing

• How to Write Well Online

• Creating Great Content to Connect with Youth Audiences

Module 4 - Channel Promotion and Collaboration (2h 14mins)

From email to social media, in this module you’ll learn how to organize and measure your content output. You also get a range of toolkits designed to help you manage your content marketing efficiently.

Knowledge Gain:

Content Scheduling and Promotion | How to Build an Influencer Marketing Strategy | Successful Collaboration | Inbound Channels: Social and Content

Toolkits included:

• Content and Channel Matrix Template

• Content Production Budget Tracker

• Social Media Calendar Template

• Email Content & Copywriting Checklist

• 10 Steps to Creating a Social Media Strategy

Case Study/Webinar:

• Email Marketing Strategy - The Ultimate Blueprint

• Walkthrough: Mailchimp Email Creation

• The Skimm

Expert Insights:

How AccuWeather uses social media to distribute content and engage users

Module 5 - Measuring Performance (1h 19mins)

A great content strategy can take your message far and wide quickly. We show you how to measure and understand what messages are working – and where. 

Knowledge Gain:

Measuring Content Performance  | Evaluating the Performance of SEO Content  | Content Audit Checklist  | The Best Social Media Metrics to Focus On 

Toolkits included:

• Social Content Distribution & Engagement Dashboard

• Content Audit Checklist

Expert Insights:

Using Analytics to Boost Content with Stephen Walsh