Content Marketing

Overview

Framework:
RQF
Level:
Level 3
Unit No:
D/618/5221
Credits:
6
Guided learning hours:
42 hours

Aim

Learners will investigate the goals, benefits, methods, factors and technologies of content marketing. They will also develop skills to create, implement and evaluate the success of a content marketing campaign.

For the full unit details, please download the latest version of the qualification specification. This is available for download on the relevant qualifications page.

Unit Learning Outcomes

To view the assessment criteria and any additional content, please expand the relevant learning outcome below.

1 — Understand the role of content marketing in business.

Content marketing methods: the learner should be able to describe a range of methods across a range of technologies and platforms with examples.

Factors to consider: aims and objectives, target audience, available skills and resources, cost, time, accessibility, legal, copyright, relevance of context, ethical.

Content marketing ideas: paid media, paid search advertisements (ads), social media ads, sponsorships, display/banner ads.

Legal requirements: copyright, product/trades descriptions, trademarks, patents, data protection, advertising unfair/deceptive advertising, spam.

Ethical issues: opt-in/opt-out procedures, permissions, appropriateness of digital communications, tracking customer behaviour.

Assessment Criteria

  • 1.1

    Describe content marketing methods.

  • 1.2

    Explain how content marketing is used in business.

  • 1.3

    Develop content marketing ideas for use in a campaign.

  • 1.4

    Explain the factors to consider when creating content for different marketing purposes.

  • 1.5

    Summarise the legal and ethical issues when creating content for marketing.

2 — Understand technology used in content marketing.

Impact: device (computers, tablets, smartphones), file types, file size, data rates, cross platform compatibility, end-user hardware, network speed, etc

Content types: text, videos, images, info-graphics, audio, games, apps, eBooks and ePubs, news feeds, webinars, blogs, web forms, forums, social media platforms.

Different types of data: page stats, impressions, viewed, opened, click through rate, reports, statistics, metrics, hit rate/visits (total), unique visitors, bounce rate.

Assessment Criteria

  • 2.1

    Explain how technology impacts on the choice of content, platform and channel.

  • 2.2

    Explain how search engine optimisation (SEO) is achieved for content marketing.

  • 2.3

    Evaluate different types of data that can be used to measure success.

3 — Be able to run a content marketing campaign.

SEO: add meta data, keywords and /or key phrases, etc.

Reporting tools: metrics, analytics, dashboards, aggregators.

Assessment Criteria

  • 3.1

    Generate content and create for a website content marketing campaign in line with requirements.

  • 3.2

    Apply SEO to improve website traffic.

  • 3.3

    Use reporting tools to measure the success of a content marketing campaign.

  • 3.4

    Evaluate the success of a content marketing campaign against requirements.