Content Marketing

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Content strategy
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User Journeys
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SEO for content writers

Get hands-on with the technical and creative mechanics behind content marketing. Through practical exercises and engaging discussions, you’ll develop an advanced understanding of the discipline and how to craft strategies that deliver.

Level: Professional
Format: Online
Language: English
Location: Online
Fee: 38 750 SEK (incl. VAT)
31 000 SEK (excl. VAT)
Apply before: Thursday 22 August
Start: Tuesday 17 September
End: Tuesday 3 December
Lektionstid: 12 hours
Self study: 10 hours per week
Course Dates: The course starts on Tuesday, September 17th at 18:00 CET via Zoom. Subsequent lectures to take place weekly on Tuesdays at 18:00 CET via Zoom.

Course Content

When it comes to today’s businesses, everything is content. Every surface, touchpoint, and interaction is an opportunity to tell a cohesive story that keeps customers coming back for more. That's where you come in. In this highly interactive course, you’ll become fluent in content marketing principles, chart major industry trends, and learn how to intelligently apply the techniques that define the discipline. Along the way, you’ll become a more effective and professional communicator who can speak to the needs of your business.

Week 1: Content marketing pillars. Learn how storytelling drives business revenue.

Week 2: Branding and identity. Explore the role of brand values, personality, and tone of voice in strategic planning.

Week 3: User research. Competitive analysis, personas, and auditing your content to identify gaps.

Week 4: Customer journeys. Learn to map actionable journeys that move customers down the funnel.

Week 5: Content marketing roadmap. From email to web, learn to ideate, craft, and develop messaging and assets that drive business goals.

Week 6: Distribution and channels. Getting content in front of the right users with maximum impact.

Week 7: Live project brief. Your live project brief and initial planning.

Week 8: Measurement and optimization. The role that metrics and SEO play in and optimizing campaign performance.

Week 9: AI & strategic automation deep dive. From ChatGPT to tools that enable you to be more results-driven, explore solutions that can make your content marketing more impactful.

Week 10: Building a content portfolio. Every business has different needs. Explore the types of portfolios suitable to a variety of businesses.

Week 11: Client review. Project presentation, feedback from the client, Course Director, and course colleagues.

Week 12: Next steps. Feedback, big takeaways, and where you go next in your marketing career.

Who is this course for

No professional experience in content marketing is necessary, though a basic knowledge of marketing principles is recommended. You need to be fluent in spoken and written English. If you’re an early-career professional or pivoting from a marketing, communications, or creative discipline, this is where you can build your marketer’s tool kit.

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What do students say?

"The course taught me in-depth knowledge about content marketing, its strategy, and how to apply it. The real examples shown in the course and the teacher's personal work experience were very valuable and made it all clear and actionable." - Course participant, Spring 2023

Key Learnings

Set content strategies
Turn brand messages into engaging stories
Create actionable content plans
Optimise content for each stage of the marketing funnel
Learn how to leverage AI tools to optimise the content marketing process
Work with a real-life project

FAQ

You'll find answers to the most frequently asked questions here.

How to enrol
By clicking on “REGISTER” on this page, you take your first step towards enrolling in the course. There are no financial obligations at this stage. You will then receive an offer of enrolment and be asked to provide your invoice details. Before the course starts, you will be asked a few questions about your experience.

Course Director

Jessica Audsley

Jess is a digital marketing strategist with over 20 years of experience in digital marketing, PR, and communications across the UK, US, and Scandinavia. She is certified in marketing automation and runs a full-service digital marketing agency in the South of Sweden.

Application and Admission Requirements

Course fee

Fee incl. VAT
38 750 SEK

Fee excl. VAT
31 000 SEK

See amount (incl. VAT) in:

Local VAT may apply, read more . The currency converter offers an estimate. Final amounts may differ.

Questions about the course?

International Coordinator

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