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During your Qualification in Content Marketing, you will learn to:

  • Understand the principles behind content marketing.
  • Understand the elements of a successful content marketing strategy.
  • Learn about creating personas for content marketing.
  • Assess what valuable content is and how you can create it.
  • Identify how to measure the success of your content marketing activities.


There is a 30% discount on the online study mode. The price will increase on the 31st March 2017. T&C's apply.

Course availability 

start study mode location member non-member exam fee
Online Online £1050.00 £1050.00 £0.00
more info
book until 31 Mar 2017
study periods 1 March 2017 - 30 September 2017
Online Online £1050.00 £1050.00 £0.00
more info
book until 30 Apr 2017
study periods 1 April 2017 - 31 October 2017
exam dates 1 April 2017 - 31 October 2017
Online Online £1050.00 £1050.00 £0.00
more info
book until 31 May 2017
study periods 1 May 2017 - 30 Nov 2017
exam dates 1 May 2017 - 30 Nov 2017
Online Online £1050.00 £1050.00 £0.00
more info
book until 30 Jun 2017
study periods 1 June 2017 - 31 December 2017
exam dates 1 June 2017 - 31 December 2017

NB: Prices above subject to VAT.

Course information


This qualification is made up of nine modules. You will also be required to complete two x one hour online examinations.

Module 1: An introduction to content marketing

  • Understand what content marketing is.
  • Learn about the consumer challenge for content marketers.
  • Learn about the content creation challenge for content marketers.

Module 2: Developing a content strategy

  • Understand why you need a content marketing strategy.
  • Identify what your content marketing strategy should deliver.
  • Understand how to develop a content marketing strategy.

Module 3: Setting objectives and KPIs

  • Assess how to set SMART objectives and KPIs.
  • Understand how to use SMART objectives in content marketing.

Module 4: Insight – listen, identify, and understand your audience

  • Understand the meaning of 'audience’ in relation to content marketing.
  • Assess the role of personas in content marketing.
  • Learn how to create personas.
  • Learn about content and the customer journey.

Module 5: Storytelling – tell a consistent, emotive and compelling brand story

  • Understand how brands create great stories.
  • Learn about the content ‘sweet spot’.
  • Learn about the hero, hub, and hygiene model for the purposes of content creation.
  • Assess what is meant by content value exchange.

Module 6: Channels – identify the touchpoints most suited to your audience

  • Assess the importance of context in channel planning.
  • Learn about using the converged media model in channel planning.
  • Identify which questions to ask when channel planning.
  • Understand how to choose the most effective channels for B2B and B2C content marketing.
  • Appreciate the importance of developing and managing a content calendar.

Module 7: Management – manage the process with clear responsibilities and tools

  • Understand how to manage the delivery of your content marketing strategy.
  • Understand what the content lifecycle is.
  • Appreciate the role of the Content Management System (CMS).

Module 8: Curation and Optimisation – listen, converse, and amplify, optimise and measure the impact of your content

  • Understand what content curation is.
  • Learn about amplification of content.
  • Assess how to measure the success of your content marketing activities.
  • Understand the role of testing in content marketing.

Module 9: Revision

  • Summary of key learning objectives.
  • Review of the examination process (overview of Paper 1 and 2).
study mode
Intensive – Central London
2 days face-to-face study which takes place at the IDM offices in Central London. The exact location of our courses vary, so please make sure you check before attending.
Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials. For more information call 020 8614 0277.
Corporate training
This programme can be fully customised and delivered to your staff in-house. For more information visit
course info

You can enrol directly via the IDM website

If you would like to discuss your enrolment or have any questions please call us on 020 8614 0277.

Complimentary online membership

Every qualification student studying on a Certificate programme will receive complimentary IDM membership, this allows 24/7 access to digital and direct marketing resources. In addition to this, you'll receive a comprehensive study package with practitioner-written study notes, carefully selected texts, presentations, reading lists and supporting online documentation.

Exams and assessments

In order to attain the Certificate in Content Marketing and use the honorifics Cert CM, you must successfully pass two x one hour online exams.

Pass marks and Grades

To pass this programme you will need a minimum of 60% in the exams. In the event that the minimum pass mark is not met you will have the opportunity to resit at a later date.

View the full list of frequently asked questions about IDM qualifications »

Enrol onto IDM Professional Certificate in Content Marketing and receive the ‘DMA Copywriting Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.


Julie Atherton, Managing Director, Small Wonder

A business and marketing consultant with significant experience in B2B, B2C, commercial and not-for-profit organisations, and a particular specialism in the education sector. A strategist and trainer delivering leadership, business transformation, integrated marketing, and brand development projects, Julie’s expertise includes content marketing, brand engagement, recruitment, fundraising, CRM, digital and data, and social media.
Excellent course - enthusiastic and knowledgeable tutor

Lucy Stevenson,
Wine & Spirit Education Trust

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