Content Marketing Creation and Strategy

Code: DIGM440
Apply this course towards: Digital Marketing

Course description

This course provides a detailed look at content marketing strategy and focuses on how to plan, manage and evaluate content that supports business goals and target audiences. You will explore the full content marketing process, including audience research, strategic planning, content creation, distribution, and performance analysis. The course emphasizes making informed decisions about content formats, platforms and messaging. You will also learn how to use tools such as editorial calendars, audience personas, and key performance indicators. Discover the role of ethics, accessibility and emerging technologies like artificial intelligence in shaping content strategies and building audience trust.

Learning objectives

  • analyze target audiences using research methods to support content planning and business decisions
  • create content recommendations that are engaging, well-optimized and suitable for platforms like social media, email or websites
  • apply best practices in SEO, formatting and structure to improve content visibility and readability online
  • distribute content effectively by using a mix of owned, earned and paid channels
  • evaluate content performance using data and metrics to make informed improvements
  • apply ethical standards and compliance guidelines in content creation and distribution, including responsible use of artificial intelligence

Registration details

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Info you should know:

Continuing Studies statement on use of educational technology

This course will require the use of Zoom and may use other education technology such as internet-based applications, cloud services, or social media. In order to complete this course you will be required to either consent to the disclosure of your personal information outside of Canada to enable use of these technologies, or work with the Division of Continuing Studies to explore other privacy protective options (such as using an alias or nickname).