Building and Delivering High Impact Content Driven Campaigns

This short course aims to provide learners with an insight into how content marketing strategies can be developed and delivered to drive high quality, measurable performance. The course will challenge participants to consider how content marketing can be delivered in in a structured and strategic way, through a range of channels and formats.
The course investigates digital marketing methods of achieving insights, customer understanding, amplification, and execution methods, through the utilisation of the Paid, Earned, Shared and Owned framework, before considering how digital marketers can measure the effectiveness of their efforts.

The following schedule of learning represents the topics that will be covered each week:

Week 1: Insight: What is Content Marketing, Data: Types and Sources, Building personas

Week 2: Amplification and Execution: The customer journey, Channel choices and selection

Week 3: Measurement and reporting: Channel Data Analysis Techniques, Measuring Success

This course is completed through a mixture of online pre-recorded lectures, live weekly webinars and other self-study reading and activities. Student will undertake a brief induction in their first session that will outline the learning methods that are used on the course and how to access the various learning resources. Students will typically then study 1-2 hours each week independently through York St John’s Virtual Learning platform and will also study 1-2 hours each work through online webinar activity that will be led by senior marketing professionals from Mediaworks.
Participants will be issued with an online workbook which they will complete, and make notes on, as they progress through the course. Students are not assessed as part of this course, but to receive the University Certificate participants will be expected to submit their workbook as proof of completion

This short course has been developed by a team with extensive academic and professional experience in Digital Marketing. Having previously developed the MSc Digital Marketing and Data Analytics course delivered at York St John University, the course team have extensive experience in developing vocationally focused education and training in all aspects of Digital Marketing.