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University of Leeds

How to Create Great Online Content

University of Leeds and Institute of Coding via FutureLearn


Master the art of successful content creation for your business

Great content is the foundation of a successful digital marketing strategy. It can increase SEO rankings, enhance brand and product awareness, and encourage your audience to buy a product or share information – but what makes truly effective online content?

On this two-week course, you’ll find out how to create engaging content that meets your goals.

You’ll learn the value of delivering the right message to the right audience at the right time, and consider the importance of tone, style, and format.

Internet users are consuming more content than ever before. With this course, you’ll understand how to use different online platforms to your advantage to make your voice heard above the noise.

Critically examine digital content to help you deliver the right message

With an understanding that content is planned with a specific purpose, you’ll learn how to identify the messages and intentions within online content.

You’ll question the messaging and use of language to understand the best practices in content creation. You’ll also evaluate how various media formats can be used to create compelling content to help you identify which format suits your business intentions.

Develop a content strategy alongside industry professionals

You’ll learn how to use practical strategies to communicate effectively online. Hearing from industry professionals, you’ll discover how you can structure your content plans, and how to approach content creation for different platforms.

You’ll hear how experts put their content plans into action and by the end of this course, you’ll feel confident in structuring your own plan to respond to a specific brief.

This course is designed for anyone interested in online content creation. It will be useful if you are working in marketing or if you are looking to boost your digital skills, whether you are wanting to improve your career prospects or you’re just entering the digital workplace. This may include those starting their careers, those who have a degree, or those who want to improve their career prospects.

The course will also be useful for anyone in employment who wants to boost their digital skills or anyone returning to the workplace who’d like to gain confidence in how working practices have evolved.

You might also be interested in the other courses in the Digital Skills for the Workplace collection from the University of Leeds and the Institute of Coding.


  • What does online content mean to you?
    • Welcome
    • What is the purpose of your content?
    • Language and tone in online communication
    • Matching your content and message with the context
    • Summary
  • Communicating online
    • Welcome to Week 2
    • Choosing your content format
    • Online content via video, images and audio
    • Developing your own content
    • Summary

Taught by

Meg Pickard


4.5 rating, based on 2 Class Central reviews

4.7 rating at FutureLearn based on 514 ratings

Start your review of How to Create Great Online Content

  • Anonymous
    A succinct and very interesting online course, packed with useful case studies and hands-on learning experience. I totally recommend it to those who want to get their feet wet in the content marketing industry. I would have appreciated more videos maybe, as personally I find videos and images easier to follow and more effective than long readings.
  • Anonymous
    Really helpful and insightful course that gave me a solid grounding in how to get started creating great online content. I found the units very useful and gained clarity about my own online content habits. I look forward to taking those next steps of putting the skills learned into practice.

    The lack of learners on the course meant it wasn’t possible to have my assignment peer reviewed. However, the exercise was still useful for me and an opportunity to practice putting together a content plan.

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