Most marketing courses teach one channel. This one shows you how SEO, content, social, ads, email and analytics work
together, then makes you prove it with real projects and a full campaign at the end.
Suggested workload: about 20—30 hours, assignments and final assessment included.
Multi-channel path
SEO & content growth
Social + paid campaigns
Analytics, CRO & ROI
Integrated campaign capstone
Plan Execute Measure
What you’ll learn
Our other SEO courses go deep on one thing: technical fixes in one, enterprise strategy in the other. This path is broader.
You’ll plan a campaign, run it across several channels and then check whether it worked.
Take a business goal and an audience and turn them into an actual strategy
See how SEO and content fit into what a campaign is trying to achieve
Learn the basics of social media and paid ads
Set up tracking, conversions and email automation
Look at landing pages and funnels, and plan CRO tests
Read the numbers: performance, spend and ROI
Put together a multi-channel plan with a reporting dashboard
Wrap up with a 90-day campaign as your capstone
Who this course is for
People who want to start a career in digital marketing and need the full picture
Freelancers and in-house marketers who already run campaigns and want to fill the gaps
Business owners who are tired of juggling strategy, channels, budget and reports separately
Anyone who’s done SEO learning and wants to move past it
Prerequisites: You just need to be comfortable online and know a little about marketing. Our free SEO Essentials course will help, but you don’t have to take it first. This path isn’t an add-on to the SEO courses. It works fine alone.
Start with the business goal, then work out what to measure.
4 lessons
1 Digital Marketing Channels and the Customer Journey
2 Defining Target Audiences and Customer Personas
3 Marketing Objectives, KPIs and Budget Basics
4 Creating a Digital Marketing Strategy and Channel Plan
02
SEO & Organic Growth
Search traffic is slow to build, but it keeps paying off. · Project 1
4 lessons
5 SEO Fundamentals and Search Intent
6 Keyword Research and Content Mapping
7 On-Page SEO and Technical SEO Essentials
8 SEO Audits, Organic Visibility and Improvement Planning
03
Content Marketing & Strategy
Plan content worth reading, make it, and get it in front of people. · Project 2
4 lessons
9 Content Marketing Fundamentals and Audience Needs
10 Content Pillars, Topic Clusters and Editorial Calendars
11 Content Creation, Optimization and Distribution
12 Content Performance, Refreshing and Repurposing
04
Social Media Marketing
What to post, how to talk to people, and how to plan a social campaign.
4 lessons
13 Choosing Social Media Channels for Business Goals
14 Social Content Planning and Publishing
15 Community Engagement and Brand Reputation
16 Social Media Metrics and Campaign Reporting
05
Paid Advertising & Campaign Management
Who you target, what you spend, and what you get back. · Project 3
4 lessons
17 Paid Search and Paid Social Advertising Fundamentals
18 Campaign Structure, Targeting and Audience Selection
19 Ad Creatives, Landing Pages and Budget Allocation
20 CPC, CPM, CPA and ROAS: Campaign Performance Metrics
06
Email Marketing & Automation
Email is how you keep people around after the first click.
4 lessons
21 Email Marketing Strategy and List Growth
22 Segmentation, Personalization and Campaign Content
23 Welcome Sequences, Nurturing and Automation Workflows
24 Deliverability, Consent, Unsubscribes and Email Performance
07
Marketing Analytics & Measurement
Raw data isn’t useful until you can make decisions from it. · Project 4
4 lessons
25 Analytics Fundamentals and Measurement Planning
26 Events, Conversions, UTMs and Tracking Basics
27 Traffic Sources, Attribution and Reporting Limitations
28 Marketing Dashboards, KPIs and Performance Analysis
08
Conversion Rate Optimization
Getting a visitor to actually do something, whether that’s signing up, buying or getting in touch.
4 lessons
29 Conversion Funnels and User Journey Analysis
30 Landing Page Messaging, Forms and Calls to Action
31 A/B Testing Fundamentals and Experiment Design
32 Diagnosing Conversion Friction and Prioritizing Improvements
09
Budget, ROI & Campaign Optimization
Was the money well spent? Here’s how a business would answer that.
4 lessons
33 Marketing Budget Planning and Channel Allocation
34 CAC, CPL, Conversion Rate and Customer Value
35 Calculating ROI and Interpreting ROAS
36 Campaign Optimization, Reporting and Next-Step Decisions
10
Integrated Campaign Project & Certification
Pull everything together into a single strategy. · Capstone
4 lessons
37 Developing an Integrated Multi-Channel Campaign Brief
38 Building a Campaign Calendar, Budget and KPI Framework
39 Evaluating Campaign Results and Presenting Recommendations
40 Final Assessment, Capstone Submission and Certification
Projects & assessment
Each project comes with instructions, sample data, a submission format, a scoring rubric and a worked example.
You won’t spend any real ad money. We use simulated campaign data for everything.
P1
SEO & Content Audit
Go through a sample site from KWT Digital, spot the content gaps and write a plan to fix them.
P2
Content & Social Campaign
Map out 30 days of content, a social plan, and a clear goal for each platform.
P3
Paid Campaign Plan
Pick a budget, choose your targeting, structure the campaign, brief the creative and set KPI targets.
P4
Analytics & CRO
Dig into a funnel using sample data, build a dashboard and design a test to improve conversions.
CAP
Final Capstone — Complete Digital Marketing Campaign
A 90-day campaign plan: strategy, channel mix, budget, content calendar, funnel, KPIs and how you’ll report on it.
Required for certificate
Certification requirements
Module quizzes: ten short ones spread through the path
Four practical projects, plus the capstone, which is required
Final exam: 50 multiple-choice questions, with a suggested pass mark of 75%
Certificate: you get it once you’ve passed both the exam and the capstone
Verification: every certificate has its own ID
We mark projects on the quality of your strategy, how well you understand the audience, whether your measurement is accurate, how you justify the budget, and how clearly you explain your recommendations.
How this differs from other paid courses
Course
Focus
Technical SEO Certification
Crawling, indexability, canonicals, redirects and working out what’s wrong in an audit.
Advanced SEO Strategy & Auditing
SEO strategy for large sites, competitors, deciding what to fix first and what SEO means for the business.
Digital Marketing Professional
SEO and content, but also social, paid, email, analytics, CRO and putting campaigns together.
FAQs
Is this just an extended SEO course?
No. SEO is one module out of ten. The capstone is a full campaign, not an SEO strategy document.
Do I need to spend real ad budget?
Nope. We use simulated campaign data, so you can plan and judge campaigns without paying for live ads.
What is required for the certificate?
Pass the final exam and the capstone. The four projects are practice for the capstone.
Should I take Technical or Advanced SEO instead?
If SEO is the thing you want to master, yes. If you’d rather learn SEO next to social, paid, email, analytics and CRO, this is the better fit.
Enroll in Digital Marketing Professional
Learn SEO, content, social, paid, email, analytics and CRO, then finish with a full campaign of your own.
