Online editor with digital marketing

Free of cost

by funding

After the course, you will be familiar with the editorial workflow and the use of artificial intelligence in a professional environment. You will be able to develop and prepare editorial content. You will also have knowledge in the areas of digital marketing, image editing, layout, web design and CMS.
  • Certificates: Online editor" certificate
  • Additional Certificates: Certificate "Basic knowledge of Adobe Photoshop CC and Adobe InDesign CC"
    Certificate "Basic knowledge of web design and CMS"
    Certified Content Marketing Manager" certificate
    Certified SEM Manager" certificate
    Digital Marketing" certificate
  • Examination: Practical project work with final presentations
    Certified Content Marketing Manager
    Certified SEM Manager
  • Teaching Times: Full-time
    Monday 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.)
  • Language of Instruction: German
  • Duration: 20 Weeks

Basic knowledge of Adobe Photoshop CC and Adobe InDesign CC

Basics of image editing with Adobe Photoshop CC (approx. 8 days)

Introduction to working environment and user interface

Basic knowledge of file formats and color modes

Resolution, image size and workspace

Working effectively with layers

Layer styles, blending modes and opacity

Selecting and masking image areas

Transforming and smart objects

Content-based filling

Repairing and retouching image errors

Simple color corrections and color adjustments

Filters, smart filters and neural filters

Outputting and sharing images


Artificial intelligence (AI) in the work process

Presentation of specific AI technologies

and possible applications in the professional environment


Layout basics with Adobe InDesign CC (approx. 8 days)

Introduction to working environment, user interface, menu and command structure

Document view, zooming and navigation

Page and document structure

Creating and saving files

Using layout aids (e.g. guides, grids)

Sample pages and automatic page numbers

Designing with frames and objects

Placing images and text

Basics of text formatting

Using Adobe fonts

Using formats and templates

Working with colors and gradients

Using layers

Interactivity and digital publishing

File output and sharing


Project work (approx. 4 days)

To consolidate the content learned

Presentation of the project results

Basic knowledge of web design and CMS

Basics of web design HTML5 and CSS3 with Adobe Dreamweaver and Notepad++ (approx. 12 days)

Introduction to the topic

Introduction to development environments (Notepad++ and Dreamweaver)

Components of a website

Search engine friendly basic structure of HTML5

Code guideline and naming conventions

Structure of HTML tags and attributes

Hyperlinks (relative, absolute file path, internal, external links)

Lists, images, tables, forms

Formatting with CSS3 (Cascading Style Sheets)

Fixed and responsive (flexible) websites


Artificial intelligence (AI) in the work process

Presentation of specific AI technologies

and possible applications in the professional environment


Planning and structuring websites (approx. 2 days)

Concept process, resource planning, monetization

Concept, page and structure design of a website/web project

Preparing image material (sizes, cropping, web-optimized storage)

Legal issues (imprint, data protection, disclaimer)


Basics CMS with Wordpress (approx. 3 days)

Dashboard (user interface) of WordPress

User management and profile (password-protected areas and rights management)

Media management

Comments management

Creating and editing pages and posts

Visual and text editor

Publishing

Design area: menus, widgets, CSS editor, theme example

Providing downloads

Theoretical information on updates


Project work (approx. 3 days)

To reflect on and consolidate the content learned

Presentation of the project results

Content marketing expertise

Basics of journalistic work (approx. 4 days)

Editorial work, editing

Journalistic research techniques, online research

Journalistic standards

Structures and working methods of editorial offices and online editorial offices

Text workshop/writing exercises

Types of text (news, reports, features, portraits, commentaries, reviews)


Artificial intelligence (AI) in the work process

Presentation of specific AI technologies

and possible applications in the professional environment


Basics of content marketing (approx. 7 days)

Developing and documenting strategies

Planning projects

Defining goals and determining metrics

Determine target groups according to psychosocial and demographic aspects

Apply customer journeys and related models for strategic planning

The right mix of different content

Omnichannel experience through different touchpoints

Storytelling in content marketing: simple and complex story structures for different channels


Increase reach (approx. 3 days)

Effective distribution of content

Different types of corporate blogs

Brief introduction to WordPress:

Planning and running a blog

SEO optimized content

Email marketing

Measuring the effectiveness of measures


Legal (approx. 2 days)

Recognizing legal pitfalls

Internet law

Liability for own and third-party content

Copyright law


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 results pages and hits

Rich snippets

Google Knowledge Graph

PageRank

Domain Authority

Google search results/search settings

RankBrain

Search queries with local reference/Local SEO

Social SEO

Voice 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

Within Document Frequency (WDF)

Inverse Document Frequency (IDF)


Artificial intelligence (AI) in the work process

Presentation of specific AI technologies

and possible applications in the professional environment


Website optimization (approx. 3 days)

Optimization for mobile devices (AMP)

Meta tags/meta description/meta title

Duplicate content

Semantic web/search

Structured data and its meaning/possible uses

Checking the loading times of a website

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. 3 days)

Perform 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

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


Project work, certification preparation and certification examination (approx. 4 days)

Digital Marketing

Basics (approx. 2 days)

Market research and analysis

Target group analysis, customer insights

Limbic map

Customer Experience (CX)

4Ps (Product, Price, Place, Promotion)

Price and sales strategy

B2B and B2C

Communication strategy and channels


Digital marketing (approx. 5 days)

Marketing forms and media advertising

Design options with Canva

Content marketing, storytelling

Content management systems (CMS)

SEO/SEA

Google Ads

Mobile marketing

Push and pull marketing / pay-per-click (PPC)

Special forms of advertising at a glance: Display, affiliate and viral marketing

Retargeting and remarketing

Social media marketing in online publishing

Collaborative consumption

Email and newsletter marketing

Cross-channel and cross-media: the optimal marketing mix


Artificial intelligence (AI) in the work process

Presentation of specific AI technologies

and possible applications in the professional environment


Web analytics and social media monitoring (approx. 1.5 days)

Key Performance Indicator (KPI)

Monitoring processes

Social media monitoring

Web analytics

Google Analytics


Chatbots and dialog design (approx. 0.5 days)

Chatbots in marketing

Related systems


Performance measurement and budgeting (approx. 4 days)

Measurement parameters, billing models and key figures

Methods and tools for usability measurement and optimization

Buyer's journey, customer decision funnel, AIDA model, after sales

4Rs (Recognition, Relevance, Reward, Relationship)

Budgeting


Data Driven Marketing (approx. 1 day)

Big Data, Smart Data, Data Driven Marketing, First Party Data, Second Party Data


Legal framework (approx. 1 day)

Copyright, personal rights & rights of use

Information obligations on the Internet

Trademark, competition and expression law

Legal limits of unauthorized advertising

Trademark registration and trademark monitoring


Project work (approx. 5 days)

To consolidate the content learned

Presentation of the project results



Changes are possible. The course content is updated regularly.

After the course, you will be familiar with the editorial workflow from content creation to the preparation and presentation of online content. You will be able to independently develop editorial content and prepare it for specific media. You will have a sound basic knowledge of image editing, layout, basic web design and CMS.

After the course, you will also be familiar with the most important modern marketing strategies and communication channels, be able to plan, implement and evaluate marketing strategies and work creatively with Canva. You will also be familiar with the most important terms and activities in the field of digital marketing, such as social media and influencer marketing, the 4Ps and 4Rs or cross-channel and cross-media marketing.

People with a degree or training with a strong affinity for journalistic work and the Internet. Ideally, you have experience in journalism, for example from a traineeship.

There is a high demand for specialists in the field of online editing. The sector has grown considerably in recent years. You can find jobs in the press and communications departments of companies, in advertising, PR and marketing agencies.

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).

We will gladly advise you free of charge. 0800 3456-500 Mon. - Fri. from 8 am to 5 pm
free of charge from all German networks.
Contact
We will gladly advise you free of charge. 0800 3456-500 Mon. - Fri. from 8 am to 5 pm free of charge from all German networks.