What you will study
Throughout this course, you’ll benefit from expert insight into best practice approaches to content creation. Practical exercises will help you to apply your new knowledge, and the social learning approach will empower you to further enhance and reflect on your understanding by sharing your thoughts and opinions with co-learners.
Delivered over five easy-to-digest sections, you will cover:
1. Marketing channels and content mix
- Channel adoption and content engagement
- Aligning content with your target audience and user journey
- Exploring marketing channel mix
- Content seeding, distribution and repurposing
- Content optimisation and iteration
- Optimising channel and content mix
2. Online writing
- How people read online
- Optimising content for users and search engines
- User-centred design principles for online writing
- Writing for website and content marketing
- Writing for email marketing
- Writing for social media
- Optimising content
3. Podcast creation and distribution
- Podcast adoption and how people listen to podcasts
- Podcasts in the user journey
- Podcasts for driving organisational objectives
- Podcast landing pages
- Planning podcast audiences and content
- Recording a podcast
- Editing a podcast
- Publishing a podcast
- Measuring podcast results
4. Video creation and editing
- Video adoption and how people watch different video formats
- Video in the user journey
- Video for driving organisational objectives
- Video distribution platforms and video search optimisation
- Planning video audiences and content
- Recording video
- Editing video
- Publishing and distributing video
- Measuring video results
5. Hosting and measurement
- The role of different content hosting approaches
- Hosting written content
- Hosting audio content, including podcasts
- Hosting video content
- Using hosting platforms for measuring content
- Using web analytics (Google Analytics) for measuring content
- Using analytics for content optimisation and testing
Please note: the content in this course also features in courses created by The Open University and Target Internet, which are available on FutureLearn.
You will learn
By the end of this course, you’ll have the skills to:
- develop a content marketing plan that aligns user journeys and business objectives
- produce effective written, audio, and visual content
- interpret content analytics to help optimise existing content marketing.
Vocational relevance
According to Forbes, the average person spends around seven hours a day consuming content. With so much noise in today’s digital world, the skills to create high-quality, in-demand content are crucial to help you stand out against your competitors.
The OU has developed this course with industry experts, Target Internet. Known for being leaders in digital marketing training, they also have vast experience in planning and implementing digital campaigns for high-profile brands, including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros. It’s hosted by Target Internet’s CEO Daniel Rowles, the voice behind the Digital Marketing Podcast and renowned author in the field.
Learner support
There is no tuition on this course, and all study is self-directed. Throughout the course, you will have the opportunity to enhance and reflect on your understanding by sharing your thoughts and opinions with co-learners.