The Digital Content Creative

The Digital Content Creative

Over the past few years, media has been transformed by new technologies, new methods of distribution, and new ways to consume information. Traditional old school media outlets like TV, radio and print have all had to expand to include digital extensions in order to keep some of their audience engaged.

Digital technologies have fundamentally altered the nature and function of media in our society, reinventing age-old practices of public communication and at times circumventing traditional media and challenging its privileged role as gatekeepers of news and entertainment.

The Digital Content Creative is an intensive three-week course packed with rigorous theory and relevant practice that will kick start your career as a multimedia journalist or content creator.  You will learn how to produce a wide range of exciting content in multiple formats.

You will practice the latest multimedia and online content creation techniques. You will gain competence and confidence in both broadcast and multimedia journalism, knowing how to capture the attention of your audiences and engage them in the continuation and development of the story you want to tell.

During your three-week course you will produce your own media assignments and work in group projects producing a range of media products to hone your skills and test your knowledge. You will learn from the best as your trainers are award winning content producers, working journalists and well-known bloggers.

Some of the topics covered:

  • Multimedia Storytelling
  • Advanced Social media, Virality and Influencers
  • Participatory Journalism
  • Mobile Video Journalism
  • Immersive Journalism including Virtual Reality and 360 degree
  • Multimedia Blogging and Vlogging
  • Podcasting
  • Social Media tools and techniques

This is a 3-week course.

This course takes place at the RNTC training centre and studios in Hilversum, which is about 20 minutes by train from Amsterdam Central Station.

Academic Year: 2019 - 2020
Course fee: 4655.00 Euro
All-in-fee: 6500.00 Euro


Upon graduation, you will embark on the rest of your career with a fresh mindset and new skills. You will have the tools to engage with your audiences by telling powerful stories, feeling equally confident in both broadcast and multimedia journalism.

On graduation, you will have more than 100 broadcast and multimedia formats at your fingertips enabling you to do much more than just transfer information. In the future, your work will be narrative-driven, meaning that your powerful stories will be at the heart of your work.

After the course, you will be competent in researching, writing, producing, and publishing stories for broadcast and the web. In addition, you will have the skills you need to engage with your audiences using social media in new ways, drawing larger audiences to your stories.

Learning-by-doing in a multimedia newsroom, generating story ideas and content for broadcast and the web. You will be equipped to generate creative story ideas and turn them into persuasive content for broadcast and the web. You will learn how to capture your audience’s attention by harnessing the power of ‘what happened next.’


For more information

Course dates

Monday, March 11, 2019 - 09:00 to Friday, March 29, 2019 - 17:00
Monday, September 9, 2019 - 09:00 to Friday, September 27, 2019 - 17:00



Why take this course

You will practice the latest multimedia and online content creation techniques. You will gain competence and confidence in both broadcast and multimedia journalism, knowing how to capture the attention of your audiences and engage them in the continuation and development of the story you want to tell.

Course outline

This course includes several small group interactive sessions and workshops to ensure that you learn-by-doing.

Week 1:

Know your target audience module:

  • Where do ideas come from?
  • How to zero in on an audience
  • Mapping your target audience
  • Influencers, agreed realities, and emotional payoffs
  • Using mapping to discover target audiences
  • Using social media for insights
  • Developing target audience statements
  • Pitching target audiences

Persuade your target audience module:

  • What is learning and why this is important to understanding audiences
  • How do people learn? Information, skills, and behaviours
  • The ingredients of persuasive aims
  • Why you need different credible sources
  • Why you should craft emotional appeals
  • The benefits of formulating a logical approach
  • Investigating examples – persuading target audiences
  • Applying persuasion to your own context

Storytelling for media professionals module:

  • Narrative journalism versus information journalism
  • The eight essential elements of story
  • Symbols and universal truths
  • Studying real examples illustrating the eight essential elements of story
  • Story detective sessions: develop your own story
  • The micro story: story in a tweet
  • Create characters to engage audiences
  • The importance of character: identifying people like us
  • The types and tropes of drama characters
  • Character histories and how to craft them
  • Hero journeys and creating powerful character growth

Creative formats to engage audiences module:

  • How do we tell stories using media?
  • Ten engaging formats and what makes them unique
  • Which formats are good for conveying information versus conveying emotions?
  • Types of formats and the ideas box
  • Combining ideas creatively
  • Investigating formats: interviewing
  • Investigating formats: the discussion
  • Practice: engaging audiences with the discussion format

Participants will further:

  • Receive training in basic audio using zoom recorders and popular audio editing software for radio or podcasting.
  • You will learn how to capture video on mobile technology, edit and publish to social media. This includes basic shots, movement and sound for mobile.
  • Photography: you will learn the basics of photography.


Week 2:

In the second week we practise using in-depth skills like:

  • Advanced Video journalism: working with professional and semi-professional equipment. Editing on standard editing software and exporting final products for broadcast on traditional and digital platforms.
  • Advanced techniques: 360 degree video, participatory video, immersive 3D video and storytelling. Live video streaming.
  • Advanced podcasting: podcast best practices and monetization.
  • Multimedia Blogging: Introduction to Wordpress and publishing to Wordpress. Including multimedia into Wordpress blogs.
  • Vlogging: Youtube, influencers, virality and how to manage vlogs. Youtube Monetization.
  • Social media: How to social, social strategy, social tools, analytics and best practices.
  • How to implement multimedia workflows into your newsroom.


Week 3:

In the third week participants will further work on their in-depth core project on a chosen theme. You enter a newsroom environment where you will produce a multimedia blog complete with story using story, video and podcast.

Dates and deadlines

Course dates: 11 March - 29 March 2019 OKP & MSP scholarship application window: closed

Course dates: 9 September - 27 September 2019 OKP & MSP scholarship application window: 7 February - 14 March 2019


Admission requirements

Applicants must meet the following requirements:

  • You are currently working as a journalist or communications professional with a minimum of three years' experience.
  • You are able to provide the original proof (or a properly certified copy) of your most recent educational qualification in secondary or higher education.
  • You have sufficient skills in spoken and written English as this is the working language for our courses.



After you have completed all the course sessions and assignments, you will receive an RNTC certificate and join the ranks of our more than 5,500+ RNTC alumni worldwide.


You may qualify for a scholarship for an RNTC course. The most commonly awarded scholarships for our courses are the OKP and MSP (MENA) scholarships. OKP fellowships are available for 52 countries and MSP scholarships for 10 countries. For more information, please visit our scholarships page.