Online learning from an accredited institution

Digital Content & Copywriting

Build strong, trusting brand-consumer relationships with strategic copywriting skills and an effective digital content strategy

Content is a critical part of any marketing strategy, and people who upskill in this field are guaranteed to be noticed by top businesses. The 12-week Digital Content and Copywriting course covers the strategic copywriting and content creation skills necessary to plan, create, and implement an effective digital content strategy. At the end of this course you’ll be able to create engaging, winning copy and content as well as set up a content marketing plan and manage communities, with the end goal of building strong, trusting brand-consumer relationships.

“I recently completed the 12-week Digital Content and Copy Writing Course and I must say, it was an incredible experience. I would highly recommend this course to anyone looking to improve their copywriting and marketing skills.”

Nicole Samaai

Social Media Manager at Syntech

Red & Yellow design courses are made to future-proof your career

Our courses are designed to accelerate opportunities and give a boost to your CV. Top businesses across industries recognise Red & Yellow graduates as having the practical skills and the theoretical background to hit the ground running with confidence and creative flair.

What You’ll Learn

  • Learn how to understand exactly who your target audience is so that you can create truly compelling content
  • Learn how to craft engaging copy and content that generates a true value exchange with your customers
  • Become a community manager who can manage communities across various platforms
  • Produce a portfolio of content to show off your abilities
  • Learn how to create videos, podcasts, blogs, and social media posts that engage your audience

Who Should Take This Course?

  • Copywriters who want to learn how to write for the web
  • Aspiring content marketers, traditional marketers, and entrepreneurs
  • Small business owners who rely on content to promote their brand
  • Anyone who wants to write compelling content for their brand.
  • Community Managers

This course is built to give you the most up–to-date skills needed to thrive in the digital content landscape.

This course is ideal for people who want to stay on top of their marketing game with a range of creative skill sets and approaches.

Our lecturers are at the forefront of industry and new marketing developments, and build the latest content into our courses.

Be recognised with an industry centric Red & Yellow certificate, giving you a blend of theoretical knowledge and hands-on skills.

Red & Yellow courses are made to future-proof your career

Our courses are designed to accelerate opportunities and give a boost to your CV. Top businesses across industries recognise Red & Yellow graduates as having the practical skills and the theoretical background to hit the ground running with confidence and creative flair.

  • A hard-copy of our globally read 7th Edition eMarketing textbook ( worth R950 )
  •  An industry-sought-after Certificate of Completion from Red & Yellow
  • Original, relevant, and constantly updated content
  • An interactive online learning experience that includes videos, live chat sessions, forum discussions, and more
  • A team of course coordinators to assist you and Instructional Designers and subject matter experts to guide and teach

Our courses are both current and relevant to the South African context.

Applicable, practical assignments:

  • So that you can apply what you’re learning to your everyday work life, and your specific business challenges.

Discussion Forums and Chat sessions:

  • Helping you develop your professional network.
  • Hosted by your coach, lecturer, or subject specialist.
  • Ideal opportunities to discuss the content and get answers to all your questions.

Personalized feedback:

  • Tailored to your individual strengths, and opportunities for personal improvement.

A dedicated team:

  • Acting as your “virtual” support crew whose only focus is to help get you over the finish line.

Course curriculum:

Meet your team:

This course was created by, and benefits from, our full-time lecturers’ years of experience in the field – both in lecturing and in industry. They know how to nurture talent and bring out the best in students, resulting in many award-wins over the years.

Carmen Schaefer
Head of Academics

  • 20 years in education
  • Academic Team leader at Red & Yellow
  • Authors the annual employability report
R&Y Tutor Sarah Browning de Villiers

Sarah Browning-de Villiers
Lecturer

  • Oxford grad, CCO at Machine_Publicis Africa
  • Content strategist with awards for Sanlam, PepsiCo, etc
  • 2020 Editor of the Year, IAB Committee Lead
Red & Yellow Creative School of Business

About Red & Yellow

Creative thinking is the most important skill. Artificial Intelligence and robots are going to replace some of the jobs we know today.

Red & Yellow is the business school where talented people go to develop the career skills they need to thrive in this digital world.

Get inspired to study Digital Content & Copywriting

Get a full course infopack & a digital copy of our world renowned eMarketing Textbook for free

Uncover every aspect of digital marketing – from data analysis, SEO, and performance to content marketing, social media, and customer engagement – with our 7th Edition eMarketing Textbook.

Up-to-date statistics and eye-opening digital marketing case studies

  •         Deep dives into content mastery, advertising wonders, and the future of advertising
  •         Exclusive insights from marketing industry titans

•         A powerful focus on elevating customer experiences and crafting meaningful engagements

Hit the button below to start exploring our latest eMarketing Textbook, and get inspired to kickstart your digital marketing journey.

This chapter looks at content marketing strategy from a holistic perspective, as a process that includes an understanding of all the content your brand is creating, those for whom it is intended, and for what purpose. Content marketing is important for positioning your brand in the minds of consumers. As a content marketer, you need to understand the brand and consumer context and be able to craft appropriate content based on user receptiveness and channel appropriateness. You also need to select the best route to customer in terms of tactics and understand how content marketing fits and contributes to your overall marketing strategy. Ultimately, the design and the content should motivate the user enough to share the content with others.

Content marketing is an umbrella term that focuses on matching content (information, inspiration, or entertainment) to your customer needs at whichever stage they are in the buying cycle or customer journey. Unlike TV, where the advertiser pushes messages to a captive audience, the focus is on engaging content, which means that marketers must think like publishers (attracting an audience) rather than seeing themselves as advertisers (buying an audience) of a product. The internet has, in many respects, cut out the middleman. Consumers and brands can now connect directly through a number of easily accessible online platforms. In content marketing, a brand has to give customers more than just the product or service.

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