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Content marketing is fundamental for addressing important audience questions as well as building trust, developing relationships and improving conversions. This Specialist Award provides a strategic approach to content marketing that aligns to wider corporate and marketing goals. You will gain skills to enable the creation an effective content strategy and manage its implementation, including the provision of appropriate copy for a variety of audiences.

Purpose Statement

This Specialist Award develops knowledge and skills to enable a strategic approach to content planning and creation. It covers three areas: the first area develops skills to create a targeted content strategy to deliver organisational objectives, the second area covers how content can be successfully planned and distributed; and the third area develops skills to create effective copy for a variety of target audiences.

What will you learn?

The CIM Specialist Digital Award in Content Strategy will enable you to develop a targeted and strategic approach to content planning and creation. You will learn how to align your content strategy with wider business goals, as well as how to successfully distribute content and how to write effective copy.

Upon completion of the course, delegates will be equipped with the skills to:

  • Develop a targeted content strategy

-Develop content marketing goals to meet wider marketing goals
-Prepare a content strategy to deliver content goals

  • Plan the creation and distribution of effective content

-Recommend relevant content formats to deliver content marketing goals
-Recommend suitable paid and owned channels to distribute content

  • Formulate effective copy for a targeted audience

-Identify key characteristics of target audicences
-Recommend copy for a variety of formats

Who should complete a Specialist Award?

Developed for marketing managers in operational and supervisory roles looking to progress their strategic and management skills. Particularly suited to those in specialist roles.


The CIM Level 6 Specialist Awards are assessed via onscreen Multiple Choice Test (MCT). The MCT will utilise a variety of Multiple Choice Question (MCQ) Types allowing for the assessment of higher order thinking and different levels of cognitive demand.

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Completion time:

6 weeks, 90 hours of learning

Complementary Courses

Instruments and indicative content

  • Purpose and goals, audience, customer journey, story, content pillars, process and measurement.

  • Models for content effectiveness ( Hub, Hero and Hygiene model), Content scheduling, Keywords research

  • Content plan, content formats, content driven experience, content curation, media channels, KPI-s and metrics, Artificial Intelligence (AI)

  • Customer journey stages, personas. Pricniples of copywriting, structure, calls to action.

Download the full syllabus


Course Start Dates

The CIM Specialist Digital Award in Content Strategy can be competed in as little as 6 weeks.

Virtual Afternoons: 6 online live sessions starting 15th of July from 16:30 to 18:30, Romanian time.
Virtual Evenings: 6 online live sessions starting 15th of July from 20:30 to 22:30, Romanian time.


Distance Learning

From 450£ + VAT with 9 months of support

 Virtual Classes

From 700£ + VAT with 9 months of support

Key Steps

Specialist Awards have been developed to provide you with an in-depth understanding and expertise in focused areas of Digital marketing through time-efficient, assessed learning. Allowing you to tailor your knowledge and credentials to suit your current and aspirational career goals without such a significant time or financial commitment.

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Institutul de Marketing

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What do the alumni say?

Absolvent Institutul de Marketing Veronica Bogdacenco

The training has been a key milestone in my professional life: the first step towards a reputed international marketing certification and a marketing job abroad.”

Veronica Bogdacenco, Lead Product Manager Growth & Discovery at Tide