Digital Marketing
Build a working foundation in SEO, content, paid media, and analytics, structured for people who want to understand digital marketing from the inside and apply it in real roles.
About this track
Digital marketing here means SEO, content, paid media, email, and the measurement that ties them together. You work inside the same tools teams use: GA4, Search Console, ad interfaces, research suites such as SEMrush or Ahrefs on common free tiers, and familiar email platforms. The emphasis is on how channels connect, how a campaign is structured, and how you read performance against business goals instead of chasing likes for their own sake.
Who this track is for
Career switchers or recent graduates who want to enter digital marketing with practical, employer-relevant skills.
Writers, social creators, or communicators who want to understand the strategic layer behind content production.
People who want to understand what their marketing agency or team is doing, and make better decisions about where to invest.
What you will learn
Organised into modules that build on each other. The content is structured, not arbitrary.
Search engine optimisation fundamentals
- How search engines work and what they reward
- Keyword research: finding what your audience actually searches for
- On-page optimisation: titles, headings, structure, and content
- Technical SEO basics: crawling, indexing, and site health
Content strategy and planning
- Understanding content intent and audience stages
- Building a content plan tied to business goals
- Editorial calendar structure and workflow
- Measuring whether content is working
Paid media fundamentals
- How paid search works: Google Ads structure and bidding
- Social advertising basics: Meta Ads and LinkedIn
- Campaign structure, targeting, and creative basics
- Reading performance data and iterating on campaigns
Analytics, measurement, and the marketing stack
- Google Analytics 4: events, conversions, and reading reports with intent
- Google Search Console: coverage, queries, and organic performance stories
- Attribution basics: connecting marketing activity to outcomes without magical thinking
- Bringing SEO, paid, and email metrics into one simple measurement narrative for a campaign
Tools & technologies we use
Channel tools plus measurement, so you learn how acquisition and analytics connect, not isolated tricks.
Google Analytics 4
Event-based reporting, conversions, and reading performance without vanity metrics.
Google Search Console
Indexing health, queries, and the organic side of the funnel.
Google Ads
Search and performance fundamentals: structure, keywords, bidding basics, and reading results.
Meta Ads Manager
Social campaigns: objectives, audiences, and creative iteration at a practical level.
SEMrush or Ahrefs
Keyword research, difficulty, and content gaps using industry-standard suites on free tiers where possible.
Mailchimp or equivalent
Lists, journeys, and basic automation so email sits credibly next to SEO and paid.
Paid surfaces may use sandbox or guided accounts depending on intake; free tiers are prioritised for research tools.
How the learning works
Not self-paced video content. A structured programme with real outputs and structured feedback.
Applied from the start
You work with real tools and accounts, not hypothetical scenarios. Configuration, data reading, and campaign setup are all hands-on.
Channel-by-channel with connection
Each channel is taught in depth, then placed back in the broader picture. You leave knowing how SEO, content, paid, and analytics fit together.
Measurement focus
Every module includes a measurement component. Understanding what the numbers mean, and what to do with them, is a core skill of this track.
What this prepares you for
Realistic, honest expectations. The track gives you foundation and practice. What you do with it determines what comes next.
Working knowledge of SEO, content strategy, paid media, and analytics
Hands-on experience with GA4, Search Console, Ads surfaces, research suites, and email tooling
Ability to plan, execute, and measure a basic digital marketing campaign
Foundation for digital marketing coordinator, SEO analyst, or content marketing roles
Digital Marketing: common questions
Track-specific answers: prior knowledge needed, what you build, tools used, and how to get started.
Still have a question not covered here?
Start a conversationReady to start the Digital Marketing track?
Contact us to confirm the next intake date and ask any questions before you commit.
Contact Folowise if you have questions before applying.