Overview
Assessment Guidance
n/a
Unit Learning Outcomes
1
Understand the uses of content marketing.
Assessment Criteria
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1.1
Explain the relationship between branding and content marketing.
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1.2
Describe the differences between original and curated content.
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1.3
Explain the factors to consider when creating a brief for a content marketing campaign.
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1.4
Propose content marketing campaign ideas to meet aims and objectives.
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1.5
Explain the uses of an editorial calendar for content marketing campaigns.
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1.6
Evaluate the legal requirements of a content marketing campaign.
2
Understand technology used in content marketing.
Assessment Criteria
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2.1
Evaluate the technical issues of proposed content media.
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2.2
Explain how search engine optimisation is achieved for content media.
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2.3
Describe the tools used to build content media.
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2.4
Describe the technologies that enable interactivity in content media.
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2.5
Explain the data required from technology to measure success of a content marketing campaign.
3
Be able to manage a content marketing campaign.
Assessment Criteria
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3.1
Plan a content marketing campaign.
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3.2
Use an editorial calendar in running a content marketing campaign.
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3.3
Originate content for a content marketing campaign.
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3.4
Curate content for a content marketing campaign.
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3.5
Publish content in line with content marketing campaign plans.
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3.6
Manage a content marketing campaign.
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3.7
Evaluate the success of a content marketing campaign against the aims and objectives of the brief.