Digital Content Marketing
Traditional media is dead. Today’s consumers scroll, swipe, and skip—so your content needs to connect fast and deliver real value. Learn how to attract the right audience, create content that converts and turn casual browsers into loyal customers. This course focuses on inbound marketing techniques that help you stay relevant, build brand value and generate leads.
Course Description
Feeling overwhelmed with today’s fast-moving digital landscape? With so many platforms, trends and tools, even seasoned marketers can struggle to keep up. This course gives you a clear, actionable path: a step-by-step approach to inbound marketing that helps you attract the right audience, build trust and convert interest into results.
In a world where audiences are constantly online, marketing has to meet them where they are—without being intrusive or outdated. That’s where inbound marketing comes in. Instead of interrupting potential clients, inbound marketing builds trust by offering true value at every stage of the buyer’s journey.
In this course, you’ll explore best practices across content marketing, social media, email campaigns and SEO. You’ll also look at strategies to increase bookings and repeat business, especially in hospitality and service industries.
By the end, you’ll be able to design a digital content plan to build your brand, grow your audience and drive real results.
Who Is This Course For?
Business Leaders & Managers
Who want to realign their marketing approach with today’s digital-first world.
Marketing Professionals
Who understand that traditional tools aren’t working anymore and are ready for a new strategy to connect with today’s audiences.
What you’ll Learn
- How to build an inbound marketing strategy aligned with your business goals
- How to use buyer personas and journey mapping to tailor your content
- How to develop a content plan that attracts and nurtures your ideal audience
- How to optimise web pages and content for better organic search visibility
- How to reach and grow your audience through social media and email
- How to design and launch strong calls-to-action and lead capture campaigns
Course Modules
Module
01
The OPE Media Model
- Understand the gap between the customer’s current state and their desired state
- Explore Owned, Paid, and Earned media
Module
02
Crafting a Value Proposition
- Identify your business’s core value using the FAB (Features, Advantages, Benefits) framework
- Build a value proposition statement tailored to your market
- Explore the four quadrants of your value proposition to tailor messaging
Module
03
Buyer Personas & Buyer Journeys
- Build a coach’s eye: learn to notice small shifts in your coachee
- Use calibration tools to respond more accurately
- Enhance your ability to interpret coachee behaviour
Module
04
Planning Your Content Strategy
- Define your target audience
- Create buyer personas and define their buying journeys
- Develop content based on audience needs and digital channels
- Understand SEO basics and how to optimise your content
- Learn what makes content valuable, high-performing, and shareable
Module
01
Setting Key Performance Indicators
- Understand why goals and KPIs matter
- Learn how to set SMART KPIs
- Align your personal goals with team and business objectives
Module
02
Getting Things Done
- Use the Circle of Concern vs. Influence to focus your energy
- Apply the Urgent/Important Matrix to prioritise tasks
- Build a realistic weekly schedule that boosts your productivity
