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Digital marketing content creation

Gain the skills to become a stronger, more effective content marketer with The Open University (OU) and industry experts, Target Internet. Aimed at those who want to build on existing experience in digital marketing, this course will deepen your understanding of marketing channels and the content mix, grow your ability to write for online channels, create and distribute podcasts and video content, and host and measure your content.

Standalone study only

You will not be awarded credits for studying this course. It is available for standalone study only and cannot be counted towards an OU qualification.

Short course

Short course code



This is a non-credit bearing course.

Study method

Short course cost

Entry requirements

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.

Teaching and assessment


This online course is delivered via social learning and includes video, audio and written tutorials. You can learn at your own pace with complete flexibility. Throughout the course, you will be asked to respond to questions, reflect on your experiences and learning, and carry out short exercises to help you develop your understanding.

At the end of each section, you will be asked to answer a set of multiple-choice questions to test your knowledge. You can attempt these as often as you need to. It is important to complete them because they count towards your final score.

To receive a Certificate of Completion, you will need to complete every section and achieve at least 70% in all tests. 


As a student of The Open University, you should be aware of the content of the academic regulations, which are available on our Student Policies and Regulations website.

    Entry requirements

    This course is ideal for anyone who has some existing experience in digital marketing and would like to develop their ability to create online content. Any work experience will help enhance and contextualise your learning. 

    It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications and business.

    If you are looking to gain introductory skills, see our short course Introduction to digital marketing.

    The content in this course is suitable for a global audience and the skills you learn can be applied in a wide range of marketing roles, whether in the public or third sector, large corporates, or SMEs.

    If you'd like to discuss the suitability of the course, please contact us.

    Course length

    This course will take around 40 hours to complete and you can learn at your own pace. As a guide, if you set aside four hours per week, it would take 10 weeks to complete.

    You can begin learning at any time and you will have 12 months to complete the course.


    Start End England fee Register
    At anytime before registration end date Jan 2024 - see Entry requirements for more detail £300.00

    Registration closes 31/07/2023


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    In the meantime, explore our overview of Fees and funding.

    Can you study an Access module for free?

    In order to qualify, you must:

    1. be resident in England
    2. have a personal income of less than £25,000 (or receive qualifying benefits)
    3. have not completed one year or more on any full-time undergraduate programme at FHEQ level 4 or above, or completed 30 credits or more of OU study

    How to apply to study an Access module for free

    Once you've started the registration process, either online or over the phone, we'll contact you about your payment options. This will include instructions on how you can apply to study for free if you are eligible.

    If you're unsure if you meet the criteria to study for free, you can check with one of our friendly advisers on +44 (0)300 303 0069 or you can request a call back.

    Not eligible to study for free?

    Don't worry! We offer a choice of flexible ways to help spread the cost of your Access module. The most popular options include:

    • monthly payments through OUSBA
    • part-time tuition fee loan (you'll need to be registered on a qualification for this option)

    To explore all the options available to you, visit Fees and Funding.

    What's included

    All learning materials, exercises and activities are delivered entirely online.

    Computing requirements

    You can learn from your desktop computer, laptop or take your learning with you on a phone or tablet. You’ll need broadband internet access and a desktop/laptop computer with an up-to-date version of Windows (10 or 11) or macOS (11 ‘Big Sur’ or higher). Our OU Study mobile app will operate on all current supported versions of Android and iOS.

    If you have a disability

    The course is delivered online and makes use of a variety of online resources. If you use specialist hardware or software to assist you in using a computer or the internet, you can contact us about the support which can be given to meet your needs.