About this short course

Content strategy refers to the management of any tangible media that you create and own: written, visual or downloadable. It is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry or organisation. Whether you’re just starting out with content marketing or you’ve been using the same approach for a while, it never hurts to revisit your content strategy plan. In this module you will learn how to create a content management strategy and how to implement it using a content calendar and various promotion and distribution tactics. You will also learn how to measure the value of your efforts using awareness, engagement and ROI metrics.

Digital Marketers need to be multi-skilled in their roles, so as part of this module we have included some basic design tips and online tools (such as Canva), that you can use to create social media posts and other marketing collateral. You don’t need to be a graphic designer to use these tools, you just need to understand the principles of creating engaging content and have the capability to produce content consistently.

In this module you will learn to create visual mood boards with content such as color palettes, and other visuals that will help shape your direction. You will also be taught how to adapt your visual strategy for each social channel and how to use text tastefully as an overlay on images.

Creating social content extends beyond posting on your feed. There are multiple ad formats available across each channel. Each has its own complexities regarding character limits, text on image limits, ad size ratios and more. You will learn about these across Facebook, LinkedIn, Twitter, Instagram and YouTube. By the end of this module you will have a good understanding of each should you wish to brief an agency or oversee the design of content for any of these formats.

This module is very practical in nature, so roll up your sleeves and get started on learning some real skills that are used every day in the digital marketing industry.

You will learn about:

• Content planning
• Basic design with Canva
• Creating social content
• Maths for digital marketers