Updated July 2025

Overview

Module 1: The evolving role of YouTube in digital strategy

• Positioning YouTube in the Marketing Mix: Examine YouTube’s role across the full funnel, from brand awareness to lead generation and conversion, and its integration into broader digital strategies.
• Understanding Platform Influence and Reach: Assess how YouTube’s cross-demographic, cross-device usage is evolving and what that means for marketers targeting mobile, desktop, and CTV users.
• Strategic Functions of Shorts, Search, and CTV: Unpack the growing importance of YouTube Shorts, the platform’s role as a search engine, and the rise of connected TV in long-form video consumption.

Module 2: Channel architecture and brand ecosystems

• Designing for Discoverability and Experience: Structure brand channels to maximise visibility, consistency, and user experience through intuitive layout, clear branding, and navigation.
• Using Channel Tools for Journey Curation: Leverage features like playlists, channel trailers, and Featured Channels to curate purposeful viewing journeys and boost session length.
• Integrating Channels into Brand Architecture: Align your YouTube strategy with broader brand, owned media, and campaign architecture to create a unified digital ecosystem.

Module 3: Audience development and content programming

• Building Sustainable Audience Growth: Establish growth through a defined publishing cadence, content tiers, and consistent value delivery aligned to audience needs.
• Programming for Visibility and Engagement: Implement frameworks such as hero-hub-help, episodic formats, and Shorts integration to meet content variety and frequency demands.
• Decoding the YouTube Algorithm: Understand how recommendation systems prioritise videos based on watch time, session duration, and engagement metrics like likes and comments.

Module 4: YouTube SEO and discoverability mechanics

• Optimising Content for Search and Discovery: Learn how to conduct keyword research, optimise video metadata, and align titles and descriptions with audience search intent.
• Boosting Visibility Through Click Signals: Explore how thumbnails, titles, and CTRs influence video performance in YouTube’s algorithmic amplification.
• Understanding Viewer Signals and Metrics: Dive into metrics like Average View Duration and retention curves to refine your SEO and programming approach.

Module 5: Creative strategy for performance and engagement

• Crafting Content for YouTube’s Attention Economy: Adapt storytelling techniques for YouTube by focusing on pacing, structure, and emotional resonance.
• Producing with Format and Platform in Mind: Compare vertical and horizontal formats, and master scripting, editing, and on-screen cues tailored to YouTube behaviours.
• Activating Audiences with Strong CTAs: Create compelling calls-to-action that drive subscriptions, encourage longer watch sessions, and lead viewers to off-platform destinations.

Module 6: Paid media and YouTube Ads orchestration

• Exploring YouTube Ad Format Options: Review the use cases and performance characteristics of skippable, non-skippable, bumper, in-feed, and Shorts ads.
• Building Effective Campaign Structures: Learn how to structure YouTube ad campaigns in Google Ads using segmentation, targeting, bidding, and placement strategies.
• Leveraging Data and Automation for Scale: Deploy first-party data, affinity segments, and automated bidding tools to enhance ad performance across the funnel.

Module 7: Influencer marketing on YouTube

• Identifying and Evaluating Creators at Scale: Discover how to source, vet, and collaborate with creators using YouTube BrandConnect and third-party platforms.
• Structuring Campaign Briefs and Deliverables: Learn how to manage influencer activations, from briefing and timelines to approval processes and rights management.
• Measuring ROI of Influencer Campaigns: Use platform analytics, UTM tracking, and brand lift studies to assess performance and attribute value to influencer partnerships.

Module 8: AI and automation in YouTube marketing

• Using Generative AI to Streamline Production: Explore how tools like Runway, Pictory, and Synthesia support video scripting, editing, and voiceover creation.
• Automating Content Workflows and Operations: Leverage AI for scheduling, moderation, metadata generation, and production acceleration without compromising quality.
• Balancing Automation with Brand Authenticity: Understand where automation supports efficiency and where human creativity is essential to maintain trust and resonance.