eLearnAfrica
Introduction to Content Marketing Strategy with Advertising Week
Advertising Week
  • Start Date: 25 Jan, 2021
  • 2 weeks
  • Study Content: Videos


Learn content marketing strategy from the best in the business, with insights from Nike, Goop, Glossier, Burger King and more.

Course Fee: Free
Certificate Cost: See Fees and Eligibility
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Course Description

This course is made available through the eLearnAfrica and FutureLearn partnership.


Create a strategic content marketing plan that gets your brand noticed


Using case studies from some of the world’s biggest brands, this two-week course will equip you with the content marketing skills and know-how to create engaging, targeted marketing content that works.


Learn the rules of strategic content creation with insights from Nike, Burger King, Etsy and more


Strategic marketing content is responsive, both to the needs of its audience as well as the wider context of society and culture.


This course will help you to identify what types of content marketing are right for your organisation.


Leading by example, you’ll explore how Burger King and Etsy have created a content marketing strategy that appeals directly to their customers, and hear from the marketing experts at Nike on how they adapted their content strategy in response to the coronavirus pandemic to build an entirely online fitness community.


Analyse innovative content marketing examples from Goop, Glossier, Siemens, Buzzfeed, and Chipotle


Through case studies and interviews with business founders like Gwenyth Paltrow at Goop, you’ll observe content marketing in action in a wide range of industries, from beauty to tech, and identify why and how it’s successful.


Be it thought leadership pieces, TikTok videos, or whitepapers, you’ll explore a variety of content marketing ideas and formats, and learn how to channel your learnings into creating marketing content that reaches and resonates with your target market.


Set and exceed your content marketing goals


As well as learning how to create great content, you’ll learn how to define and set goals for your content that align with your content marketing strategy.


By the end of the course, you’ll have mastered the skills to create a strategic content marketing plan and imaginative, targeted content to rival the best in business.


This course is designed for those beginning a career in marketing who’d like to build their skills in content marketing.


It will also be useful for those already working in marketing who haven’t specialised in content marketing previously, as well as SMEs who want to create content marketing but don’t have a dedicated marketing team.


Certificate cost may vary. You will be redirected to the host page for cost and payment options.

Advertising Week

This university is part of the partnership between eLearnAfrica and FutureLearn.

This institution is available on eLearnAfrica through partnership with FutureLearn.

You may be able to download course materials after enrolling in this course. If not, all of the necessary course materials provided by the course instructor will be available on the provider's course page.
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