Understand the audience and offer
Connect the right message to the people it is meant to help.
minMarketing & business · Beginner
Digital Marketing & SEO Foundations
Understand audiences, content strategy, search intent, SEO, social promotion and campaign measurement.
minutes · Self-paced
Course overview
Understand audiences, content strategy, search intent, SEO, social promotion and campaign measurement. This expanded learning path includes additional applied workshops and a practical course project.
What you will learn
- Understand the audience and offer
- Create useful content
- Learn SEO and search intent
- Measure campaigns and improve
- Apply the skills in a practical project
- Review and improve your completed work
Skills covered
- Audience research
- Marketing objectives
- Content strategy
- Search intent
- Keyword research
- On-page SEO
- Channel planning
- Campaign measurement
Prerequisites
No previous experience is required. Practical exercises are included in every module.
Course modules
Create useful content
Publish information that answers questions and builds trust.
minLearn SEO and search intent
Make pages understandable to people and search engines.
minMeasure campaigns and improve
Use meaningful metrics rather than chasing vanity numbers.
minImprove pages for search and readability
Search optimisation starts with a page that answers visitor intent. Use descriptive titles, useful headings, concise URLs and relevant internal links.
minMeasure and refine a campaign
Reach, clicks, enquiries and completed actions measure different outcomes. Compare similar periods and investigate changes before attributing results.
minResearch topics and plan useful content
Content should answer real questions with accurate and helpful information. Group related topics into a plan rather than publishing disconnected posts.
minSet goals and map the customer journey
Marketing objectives should describe a meaningful result. Understand what people need at each stage from discovery to comparison and action.
min