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.

Unit Learning Outcomes

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.