Online ExpertTrack in Business & Management

Digital Marketing Content Creation

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

Created by

The Open UniversityThe Open University

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In collaboration with

Target InternetTarget Internet

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Learn to create online content that drives your digital marketing

Want to create online content that gets results? The five courses in this ExpertTrack will give you the skills, knowledge, and confidence to create successful online content and become a stronger, more effective content marketer.

Over ten weeks, you’ll discover how to create high-performing online content using proven techniques and tools. You’ll look at a range of topics, from content marketing planning that aligns content with your target audience and user journey to measuring content performance and optimising for better results.

Develop content creation skills for successful content marketing

You’ll learn how to plan, create, distribute, and optimise content and maximise its reach and impact using the appropriate channels and formats. You’ll explore the marketing channel and content mix and best practice principles for writing online, including styles and usability. Then, you’ll look at how to write for different online channels and formats, including writing for ads, emails, landing pages, social media, and content marketing. You will also learn how to create podcasts and videos, from planning and editing, to publishing and promotion.

Explore online content distribution platforms, hosting, and measurements

Diving deeper, you will look at distribution platforms, hosting options, and tools for different types of content formats. You’ll also explore how to measure the performance of different content types, and interpret reports using content hosting platforms and web analytics.

Get started with strategic content marketing and invest in your career

By the end of this ExpertTrack, you’ll have the foundational skills and knowledge to get started with creating online content. You’ll know how to plan your content so that it aligns with your audience’s needs, their user journeys, and your business objectives. You’ll also have the knowledge and tools to create written, audio, and video content, and interpret content analytics to optimise your content marketing.

Learn from leading digital marketing experts

You’ll learn with lead educator Daniel Rowles of Target Internet, who has more than two decades of experience in planning and implementing digital campaigns for high profile brands including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros. Daniel is the voice behind the Digital Marketing Podcast and is an award-winning author in the field. You’ll also benefit from practical best-practice advice and insights from other industry experts, including Avinash Kaushik, the co-founder of Market Motive Inc and the Digital Marketing Evangelist for Google.

The courses in this ExpertTrack are designed to complement each other, so it’s recommended that you take them in the order presented to develop your knowledge effectively.

Industry statistics

  • Median base salary

  • UK job openings/month


Key skills you will learn

  • Content marketing planning
  • Content calendar creation
  • Writing for online channels
  • Video and podcast creation
  • Use content creation tools
  • Content analytics analysis
  • Content seeding, distribution, and repurposing
  • Content testing

Learning outcomes

By the end of the ExpertTrack, you’ll be able 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

Experience required

This ExpertTrack is ideal for anyone who would like to deepen their understanding of content creation. You may benefit from having a basic understanding of digital marketing channels to join, and any work experience will help 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 digital marketing skills, see our ExpertTrack Introduction to Digital Marketing.

Getting started

This ExpertTrack will help anyone who would like to create effective online content and improve the performance and impact of their digital marketing activity.

The courses are suitable for those who want to develop their skills or grow their career in digital marketing; traditional marketers and communicators who wish to accelerate their digital skills; or more experienced marketers who want to cement their knowledge and learn latest trends.

The content has a global focus and the skills you learn can be applied to a wide range of marketing and communications roles around the world.

ExpertTrack course overview

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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How ExpertTracks work

Join an ExpertTrack to master new skills in your chosen specialist area. Work through a series of topic-focused courses at your own pace, and pass the final assessment to earn a digital certificate award which proves your expertise.

Join a free 7-day trial

Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.

Keep learning for $39/month

Pay a monthly subscription fee of $39 for as long as it takes you to complete the ExpertTrack. You can learn at your own pace and cancel at any time.

Earn digital certificates

Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.

Become an expert

Use your specialist training to progress further in your career or build expertise in areas you’re passionate about.

World-class learning with 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

This ExpertTrack is in collaboration with Target Internet

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

Meet your instructor

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

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

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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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


ExpertTracks are a series of online courses designed to help you master new skills in specialist areas. You pay a monthly subscription fee which includes access to all courses within the ExpertTrack, as well as assessments and the final digital certificate.

Each ExpertTrack comes with a 7-day free trial period. You may cancel your subscription at any time and your subscription will automatically cancel when you finish the courses and assessments in your chosen ExpertTrack.

Yes. All of our ExpertTracks come with a 7-day free trial. You may claim one free trial period per ExpertTrack.

You have seven days before you will be charged your first monthly subscription fee. When you join an ExpertTrack you automatically receive a 7-day free trial period. You can cancel at any time during the trial period and no payment will be taken from your account.

Please see our full refund policy here.

No, all of our ExpertTracks consist of fully online courses. This means you can take an ExpertTrack from anywhere in the world.

No. ExpertTracks are designed for you to master new skills in a specialist area. You will earn a digital certificate that proves your learning, but it does not carry accreditation.

If you’re looking for certified or accredited courses, many of our microcredentials offer university credit or professional certification.

Have more questions about ExpertTracks? Read the ExpertTracks FAQs, or contact us.