During your online course 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

Enquiry Form

Privacy Policy:

For further information about how we process your personal data, please see our Privacy Policy.


Course availability

Start Study Mode Location Member Non-Member Exam Fee  
Online Online £627.50 £750.00 - More info
Book Until
31 Mar 19
DMA House

Qualification Information


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

Study Mode


Enjoy the flexibility of devising your own personalised study routine 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.


London (W1W 8SS)

All prices above are subject to vat

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

T-6a0e2d55-230c-42e8-a31c-10df0377a1f0-1.jpg Corporate Training

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

T-70b2be21-1173-4376-bbda-a80bd2ca6f3d-1.jpg Marketing qualifications

We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

Report a bug