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

This qualification will equip you with up-to-date digital marketing basics to guide you into this growing discipline.

Our lecturers have spent decades working in the industry and know what it takes to make your career soar.

This qualification is designed to improve your copy and content across all channels to improve your CLV.

Be recognised with an industry centric Red & Yellow qualification, 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.

  • 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

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

Craig Strydom
Senior Lecturer

  • 25 years in communications.
  • Award-winning copywriter in three countries.
  • Co-author of ‘Sugar Man’ book.
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

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  •         Deep dives into content mastery, advertising wonders, and the future of advertising
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•         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.

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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