Passed on 7 April, 2025

1. Key concepts

In this lesson, you’ll be introduced to key concepts and terms used for content creation.

Get familiar

Take the time to learn about the key terms and concepts. You may recognise some of these terms from other modules and others might be entirely new.

Content creation

In digital marketing, content creation refers to producing and sharing materials like videos, images, blogs, or social media posts to engage audiences, build brand awareness, and drive meaningful interactions online. Learn about key terms so you’re familiar with the foundations of content creation before you start.

Digital marketing strategy

A strategy is a plan of action designed to achieve a long-term or overall aim. A digital marketing strategy is a plan that outlines how to use digital channels to achieve marketing goals.

Content marketing

The creation and sharing of online material, like videos, blogs, and social media posts. It’s designed to generate interest in a company’s products or services by capturing people’s attention.

Audience segmentation

The process of dividing a group of people into smaller groups based on specific shared criteria. This helps us to better understand how to communicate with the segment we are targeting.

Vision

A business’ long-term goals and what it hopes to achieve in the future.

Mission

A business’ purpose and how it differentiates itself from others in its industry. A mission is present-focused (the ‘what and how’), while a vision is future-focused (the ‘why’).

Values

A business’ core principles and ethics which defines how the business should behave and communicate.

Ethics

Moral principles that guide decision-making, including expectations for behaviour and communication.

Legislation

A law or set of laws, typically established by a governing body within a specific region or country.

Artifical intelligence

Artificial intelligence (AI) refers to computer systems that can complete cognitive tasks typically associated with human intelligence.

Generative AI

One specific type of AI is generative AI (gen AI), which is AI that can generate new content, like text, images, or other media.

Call to action

A call to action (CTA) is a prompt that encourages you to take a specific action, like 'Sign up,' 'Learn more,' or 'Buy Now'.

Lesson complete

Great job!You’ve now covered the foundational concepts of content creation, setting you up for success as you move through the rest of the module.Next up, you’ll learn more about planning content.

You’ve now covered the foundational concepts of content creation, setting you up for success as you move through the rest of the module.Next up, you’ll learn more about planning content.

Next up, you’ll learn more about planning content.

Next up, you’ll learn more about planning content.