• 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 Marketing

Plan, create, and optimise content to drive your digital marketing objectives and successfully reach your target audience.

A woman in a black jumper and glasses is on a laptop in her kitchen.
  • Duration

    2 weeks
  • Weekly study

    3 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 3 of 4
  • Get full ExpertTrack access

    $39/monthFind out more

Improve your digital marketing alongside experts in the field

Digital marketing is an increasingly busy space where audiences are bombarded with messages across numerous channels. How do you cut through the noise?

This two-week course is your step-by-step guide to creating a best practice approach to content marketing that aligns with user journeys and personas, creating a value-driven approach to digital marketing.

Create content your consumers will respond to

You’ll learn invaluable tools and techniques to help you create the right content, on the right channel, and at the right time. Critically, you’ll discover how to align your audiences’ needs with your organisational goals.

By the end of this course, you’ll understand how content marketing can help you to drive engagement and nurture your consumers. You’ll discover a range of best practices to engage new customers and build loyalty with your existing customers.

Understand your audience to master your content marketing

To get content marketing right, you need to get to know your audience and what channels they use. This course will show you how to identify what content your consumers need to make decisions, what they find engaging, and what content they most want to interact with. Not only that, you’ll know how to create better and more valuable content than your competitors.

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

You’ll develop your skills with expert practitioner Daniel Rowles, CEO of Target Internet, who is an award-winning author and voice of the Digital Marketing Podcast. He’s worked with leading brands such as the BBC, Sony, Tesco, Mercedes and L’Oreal and Warner Bros.

What topics will you cover?

  • What is content marketing?
  • Identify the challenges of content marketing
  • Learn how to align content marketing with stages of the user journey and personas
  • Content marketing channel considerations
  • Best practice content marketing
  • Content marketing optimisation

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...

  • Explain the role of content within digital marketing 
  • Create a value driven approach to digital marketing that aligns content marketing with user journeys and personas
  • Demonstrate your understanding of how to create content that aligns user, channel, and organisational objectives 
  • Demonstrate your understanding of how to take an iterative approach to content marketing based on content optimisation and analytics analysis 

Who is the course for?

This course is designed for anyone who would like to increase their awareness and understanding of digital marketing. You don’t need any prior digital marketing knowledge, although any work experience will help contextualise and enhance your learning.

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

Build core digital marketing skills and knowledge to plan and implement first-class digital campaigns

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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