• The Open University
  • Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.

Digital Marketing Content Creation: Marketing Channels and Content Mix

Learn how to plan, create, distribute, and optimise your marketing content using the right marketing channels and content mix.

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366 enrolled on this course

Content marketing bloggers talking through microphones and headphones sitting at a table.
  • Duration

    2 weeks
  • Weekly study

    4 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 1 of 5
  • Get full ExpertTrack access

    $39/monthFind out more

Develop the skills to create engaging marketing content for every channel

Content marketing is about getting the right content in the right place at the right time and providing value to your audience while also driving your digital marketing objectives.

On this two-week course, you’ll learn how to plan your online content and explore what you need to do to create content that delivers value to your audience and business.

Discover how to plan and implement the right marketing channels and content mix

You’ll learn how to create engaging content that adds value by aligning your content to meet the needs of your audience. By exploring what combination of channels is the right mix, you’ll learn how much you should focus your efforts on each channel, such as Search Engine Optimisation (SEO), social media, and email marketing, and the best kinds of content and formats.

You’ll also look at content planning and calendar creation, and how best to approach content seeding, distribution, and repurposing content.

Learn techniques to analyse and optimise your marketing channels and content formats

You’ll learn how to create the right marketing mix by taking an iterative approach, using insights to make sensible judgements at the start and then using data to optimise content and deliver better results and ROI.

By the end of this course, you’ll understand the marketing channel and context mix and how to maximise the reach and impact of your content. Together, this will help you optimise both content and channel to drive engagement and deliver your objectives.

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

You’ll benefit from practical training content created by experts Target Internet, who have provided expertise to brands including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Bros.

What topics will you cover?

  • 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

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Explore user-centric approaches to content that will align your audience and organisational objectives
  • Explore the concept of the marketing and channel mix and how they can be used to optimise your digital marketing
  • Identify how to maximise the reach and impact of content by optimising both content and channel/content mix

Who is the course for?

This course is ideal for those who are interested in deepening their understanding of content marketing as part of their overall approach to digital marketing.

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

Who will you learn with?

MD TargetInternet.com - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.

Host of the Digital Marketing Podcast, a global top 20 business podcast.

Who developed the course?

The Open University

As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.

  • Established

  • Location

    Milton Keynes, UK
  • World ranking

    Top 510Source: Times Higher Education World University Rankings 2020

Target Internet

Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide. As publishers of the global Digital Marketing Skills Benchmark and the Digital Marketing Podcast, they have unrivalled access to market insights and expertise.

About this ExpertTrack

Gain the practical skills to create effective online content that engages your audience and delivers business objectives.

Start learning today - free 7-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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