Online learning from an accredited institution
National Certificate in Advertising specialising in Digital Content & Copywriting
Whether you are a copywriter wanting to learn the ins and outs of digital content, an online community manager, a traditional marketer, or an entrepreneur who wants to make a new product stand out and shine – compelling content is one of the most critical pillars of any marketing strategy.
This SETA-accredited NQF level 5 National Certificate is delivered completely online – allowing students to gain a critical qualification with minimal interruption to their lives. The 30% theoretical component is balanced by highly practical 70% workplace implementation – so as new skills are learned, you can start applying them immediately and add more value to the workplace.
“Thank you Team Red & Yellow for the knowledge. It’s only been a few months and I can see a difference in the way I think regarding advertising and marketing in the digital realm.”
Nadine Botes
Ogilvy – Senior Creative Specialist in Retail Marketing and Advertising
Get an in-demand marketing qualification
Clever advertising used to be all that was needed to persuade people to buy a product. But one-way messaging no longer works. Consumers now expect to have two-way relationships with brands, making content marketing critical to adding consistent value to their lives – be it through information, entertainment, or education.
What you’ll learn
At the end of this program, you will be able to:
- Apply deep strategic thinking, in-depth research, insight development, and conceptual ideation to communicate with your target audiences
- Create a strategic content plan that reinforces the brand positioning and promise
- Execute targeted content campaigns that delight consumers
- Write compelling, persuasive copy that influences customer behavior
- Create strong customer relationships to improve customer lifetime value
- Build a brand reputation as a thought leader in its industry
This Programme Is Perfect For:
- Social media managers and content producers looking to hone their craft and learn current best practices
- Small business owners who want to engage more deeply and effectively with their customers
- Marketing professionals who are under constant pressure to deliver high-volume, high-impact communication campaigns
- Curious minds who want to be at the forefront of the content revolution
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.
Course curriculum:
- An introduction to marketing strategy, with a look at how budding content and copywriting experts can analyze the marketing environment to help them place their content.
- Then we’ll look at how to precisely identify the people for whom you’re creating content.
- Any good copywriter or content marketer needs to be able to communicate their ideas clearly.
- This module starts with a look at how to present your content/copywriting ideas persuasively.
- Then we introduce various marketing channels on which you’ll be expected to write compelling copy, including online advertising, direct marketing, and social media.
Copywriting and Content Marketing
- Now that you have a solid grounding in the basics, it’s time to get to the “CDC” part of creating digital content.
- We start with a solid look at what content marketing is and why it’s important.
- Then you learn some copywriting best practices, and you finish off by looking at how to apply your content and copywriting skills to specific digital channels.
Planning and control
- You can be the best content marketer or the strongest copywriter in the world, and you’ll get nowhere if you can’t match your work to the available resources.
- This module covers how to plan resources for advertising assignments, and it looks at some project management tips to help you keep all your projects on track for on-time delivery.
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.
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.
R&Y unlocks creative thinking to build brilliant careers and organisations using Commercial Logic and Creative Magic.
We are vision-led and values-driven and we are developing the next generation of changemakers, creators and innovators.
We believe creative thinking is the most important skill of the future and it must be supported by uniquely human abilities such as leadership, adaptability and social intelligence.
We are a Creative School of Business that provides you with the commercial logic to grow successful organisations and more importantly the creative magic to set them apart.
We are teaching the great creators, inventors, leaders and entrepreneurs for the 21st Century.
We will be the most creative business school in the world.
Get inspired to study Digital Content & Copywriting
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It should be clear by now that online content touches every other digital marketing tactic. After all, they all need to communicate messages in text format, whether that’s a CTA button on a website, a video description, or a long-form press release written for digital PR purposes. While content marketing strategy may tell you what content to create, knowing how to create it comes down to great online writing skills.
Online copy is a hardworking multi-tasker. It must provide information to visitors, engage with them, and convince them to take a desired action, while conveying brand ethos. It also has to provide context and relevance to search engines. It needs to achieve all this without seeming as if the author is trying too hard to push a particular outcome.
You will see in this chapter that writing for digital is different from writing for more traditional media. Because of the sheer volume of information on the internet, quality content is king. Many people argue that content is one of the most significant determining factors of success for your online campaigns. This is not surprising if you consider that it is one of the most direct lines of communication with your consumers.
One of the great challenges in content marketing is providing content that is truly interesting and engaging to the right people with the right mix of subject matter and brand.
Content marketing presents a pull mechanism for the marketer rather than a push one. It’s a gentler approach to traditional advertising and product or price promotions. Brands must consider their brand identity and the market they are trying to reach in order to create targeted and valuable brand content that delivers on strategic objectives.
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