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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.


 

Course availability 

start study mode location member non-member exam fee
Online Online £1500.00 £1500.00 £0.00
more info
book until 30 Nov 2017
exam dates 1st November 2017 - 30th November 2018
Intensive DMA House (W1W 8SS) £1500.00 £1500.00 £0.00
more info
book until 27 Nov 2017
venue 70 Margaret Street, London
study periods 27 - 28 November 2017
Intensive DMA House (W1W 8SS) £1500.00 £1500.00 £0.00
more info
book until 5 Feb 2018
venue 70 Margaret Street, London
study periods 05 - 06 February 2018
Intensive DMA House (W1W 8SS) £1500.00 £1500.00 £0.00
more info
book until 19 Mar 2018
venue 70 Margaret Street, London
study periods 19 - 20 March 2018

NB: Prices above subject to VAT.

Course information

syllabus

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 and Step 1: Setting objectives and KPIs

  • 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: Step 2 - Insight – listen, identify, and understand your audience

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

Module 4: Step 3 – Storytelling – tell a consistent, emotive and compelling brand story

  • 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: Step 4 – Channels – identify the touchpoints most suited to your audience

  • 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: Step 5 – Management – manage the process with clear responsibilities and tools

  • 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: Step 6 – Curation – Listen, converse and amplify the impact of the content

  • 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: Step 7 – Optimisation: Continually measure, optimise, learn and enhance

  • 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.
Online
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 theidm.com/corporate.
course info

You can enrol directly via the IDM website www.theidm.com.

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

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.

tutors

Julie Atherton F IDM, 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.
The course achieved all its objectives with participants both enjoying and benefitting from the trainer’s skilled delivery and ‘real world’ experience. The post programme survey results were very positive with 86% of participants confirming that the overall...

Jayne Linington,
Learning & Development, UBM

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