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Certificates: Certificate "Influencer Marketing"
Content Marketing Manager" certificate -
Additional Certificates: Certificate "Basic knowledge of web design and CMS"
Certified Content Marketing Manager" certificate
Certified SEM Manager" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
Certified Content Marketing Manager:in
Certified SEM Manager:in -
Teaching Times: Full-timeMonday to Friday from 8:30 a.m. to 3:35 p.m. (in weeks with public holidays from 8:30 a.m. to 5:10 p.m.)
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Language of Instruction: German
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Duration: 13 Weeks
Influencer marketing
Influencer marketing (approx. 4 days)
Impact factor of influencer marketing
Insight into playbooks
Online campaigns
Criteria for the right brand ambassadors
Evaluating reach
Micro vs. macro influencers
Community management
Costs and budget planning
Contract design
production
Labeling obligations
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Basic knowledge of web design and CMS
Basics of web design HTML and CSS with VS Code (approx. 9 days)
HTML introduction
Basic framework tags for text creation (h1-h6, p, br, span)
Text format commands
Integrating graphics
Links (internal, external, phone, mailto links)
Lists and tables
CSS introduction
Integration options for CSS specifications (internal, external, inline style)
Basic commands (text design, font color, background color)
Correct syntax structure
Checking with W3C validation tool
HTML containers
Use and styling of containers
Introduction to the box model
padding, margin, border, border-radius and their shorthands
Classes, IDs, selectors
Introduction to VS Code
Additional extensions for VS Code (e.g. Live Server, Emmet Commands, Copilot (AI))
AI usage in combination with VS Code
CSS Flex-Box introduction
Layouts with Flex-Box
Alignment with Flex-box
Introduction to positions
Static, absolute, fixed, sticky, relative
Left, right, top, bottom, z-index
Introduction to Responsive Design
Media queries, breakpoints
Landscape, portait mode
CMS basics with WordPress (approx. 4 days)
Introduction to WordPress (installation, updates, dashboard, frontend, backend)
settings
Media management
Comments
Creating and editing pages and posts
Blocks and their functions
Recurring blocks
Themes and Theme Editor
Templates and possible applications
Introduction to plugins
Form plugin
Search engine optimization plugin and use of AI-generated texts
Legal requirements and project management (approx. 2 days)
Internet law and helpful plugins for implementing the GDPR
WordPress tools for implementing the GDPR
User administration
Accessibility
Project management
Project work (approx. 5 days)
To reflect on and consolidate the content learned
Presentation of the project results
Content marketing expertise
Content and Editorial Work in the Age of AI (approx. 3 days)
The Use of AI in Journalism
Editorial Work and Editing
Journalistic Research Techniques and Online Research
Journalistic Standards
Structures and Workflows in Newsrooms
Writing Workshop and Writing Exercises
Tone and Writing Tailored to the Target Audience
Text Types and Digital Content Formats
AI in Content Marketing (approx. 2 days)
Using Generative AI in Content Marketing
Prompt Engineering for Content Processes
AI-Assisted Research and Idea Generation
AI-Assisted Copywriting and Optimization
The “human-in-the-loop” principle
Building Efficient AI Workflows
Opportunities and Limitations of Generative AI
Fundamentals of Content Marketing (approx. 4 days)
Developing and Documenting Strategies
Planning Projects
Defining Goals and Setting KPIs
Analyzing the Target Audience and Developing Personas
Customer Journey and the “Messy Middle”
Storytelling in content marketing
Omnichannel Communication and Touchpoint Management
Content Strategy Models (Hero-Hub-Hygiene Model, FISH Model)
Content Audit and Inventory Assessment
SEO, GEO, and AI Visibility (approx. 2 days)
Search Engine Optimization (SEO)
SEO-Optimized Content Creation
Understanding search intent
Structured Content and FAQs
Topic clusters and semantic content
Generative Engine Optimization (GEO)
Generative AI Optimization (GAIO)
Visibility in AI Search Systems
Content Distribution and Email Marketing (approx. 2 days)
Effective Content Distribution
Designing Landing Pages for Maximum Effectiveness
Successfully Using Corporate Blogs
Brief Introduction to WordPress
Planning and Managing a Blog
Email Marketing
Newsletters and Automation
Measuring the Effectiveness of Your Strategies
Analysis and Performance Measurement (approx. 1 day)
KPIs in Content Marketing
Introduction to Web Analytics and GA4
Understanding Dashboards and Reports
Measuring the Success of Campaigns
Basics of A/B Testing
Law (approx. 2 days)
Legal Aspects of AI Use
EU AI Act – Basics
Internet Law
Copyright and AI
Tracking and Consent Management
Liability for Own and Third-Party Content
Labeling and Transparency Requirements
Project work, certification preparation and certification examination (approx. 4 days)
SEM Marketing expertise
Search engine optimization basics (approx. 3 days)
Web-based search engines
Google Universal Search
Vertical search engines
Search result pages (SERPs) and hits
Rich results
Google Knowledge Graph
PageRank
Domain Authority
Google search results/search settings
RankBrain
Social SEO
Voice Search/ Conversational Search
SEO processes (approx. 2 days)
Steps of the SEO process
Define SEO goals
Target group/persona
Keyword candidates
SEO KPIs
Conversions
Content quality
Google ranking signals
Search intent
Inverse Document Frequency (IDF)
Website optimization (approx. 3 days)
Mobile UX
Meta tags/meta description/meta title
Duplicate content
Semantic web/search
Structured data and its meaning/possible uses
Check loading times (Core Web Vitals)
Check domains for IP address
Security functions of the https protocol
Robots.txt
Anchor texts
Google Penalty
Search queries with local reference/Local SEO
Accessibility developments
SEO success control (approx. 2 days)
Performing success monitoring without commercial tools
Tools for ranking monitoring
Google index/Google quality guidelines
Backlinks and link building measures
Visibility index
OnPage analysis
Google Ads (approx. 2 days)
Google Ads basics
Analyzing the intent of search queries
Creating keyword lists
Campaign types/goals/structure of Google search ads
Google Keyword Planner
Set up and manage campaigns
Google Ads Auction
Web analytics (approx. 3 days)
Web Analytics
Goals and functions
Data protection
Reach measurement
Possibilities and limits of the data that can be collected
Setting up Google Analytics 4/demo account
Real-time reports
Target group analysis
Origin of website visitors
Event and goal tracking
Event tracking
Google Search Console
Visitor behavior
Google Tag Manager
cookies
Artificial intelligence (AI) in SEM marketing (approx. 1 day)
Use of AI for search engine optimization
Answer Engine Optimization (AEO)
Generative Engine Optimization (GEO)
Generative AI Optimization (GAIO)
Introduction to AI-supported campaigns
Project work, certification preparation and certification examination (approx. 4 days)
Changes are possible, the course content is updated regularly.
After completing the course, you will have a comprehensive understanding of the mechanisms of action and success factors of influencer marketing. You will be able to plan effective online campaigns, select suitable influencers and evaluate their reach. You will also master the legal aspects, budget planning and contract design. With this knowledge, you will be able to design, implement and manage successful influencer campaigns in order to position brands effectively and address target groups authentically.
After completing this course, you’ll be familiar with the key terms and strategies in content marketing. You’ll be able to evaluate content from both a technical and legal perspective and present it to the widest possible audience, as well as plan blog posts efficiently and design them to be engaging. You’ll also be able to use generative AI tools strategically in the content creation process and critically evaluate AI-generated content.
The course is intended for individuals who have completed a degree in business or communication studies, have comparable training, or have relevant professional experience in marketing, communication, or media.
The career prospects in influencer marketing are promising as companies increasingly rely on social media and digital campaigns to reach their target groups. As the importance of online marketing grows, so does the demand for professionals who can develop effective influencer strategies.
In the field of online marketing, you will specialize in the communication of content and find employment in marketing agencies, social media and advertising agencies. Across all industries, content marketing managers are sought after in all companies that value a professional internet presence.
Your meaningful certificate provides a detailed insight into the qualifications you have acquired and improves your career prospects.
Didactic concept
Your lecturers are highly qualified both professionally and didactically and will teach you from the first to the last day (no self-study system).
You will learn in effective small groups. The courses usually consist of 6 to 25 participants. The general lessons are supplemented by numerous practical exercises in all course modules. The practice phase is an important part of the course, as it is during this time that you process what you have just learned and gain confidence and routine in its application. The final section of the course involves a project, a case study or a final exam.
Virtual classroom alfaview®
Lessons take place using modern alfaview® video technology - either from the comfort of your own home or at our premises at Bildungszentrum. The entire course can see each other face-to-face via alfaview®, communicate with each other in lip-sync voice quality and work on joint projects. Of course, you can also see and talk to your connected trainers live at any time and you will be taught by your lecturers in real time for the entire duration of the course. The lessons are not e-learning, but real live face-to-face lessons via video technology.
The courses at alfatraining are funded by Agentur für Arbeit and are certified in accordance with the AZAV approval regulation. When submitting a Bildungsgutscheinor Aktivierungs- und Vermittlungsgutschein, the entire course costs are usually covered by your funding body.
Funding is also possible via Europäischen Sozialfonds (ESF), Deutsche Rentenversicherung (DRV) or regional funding programs. As a regular soldier, you have the option of attending further training courses via Berufsförderungsdienst (BFD). Companies can also have their employees qualified via funding from Agentur für Arbeit (Qualifizierungschancengesetz).