Multiplatform Content Strategy
ADPR 4953 & 5953
Tuesday & Thursday 2 - 3:15 p.m. Johnston Hall 338 |
Linda E. Menck
|
Fall 2018 Syllabus |
Content Marketing
Do we really need to learn about another form of marketing?
Content marketing has become an increasingly important part of a successful and strategic marketing mix.
Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways:
The essence of content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
The question: do we really need to learn about another form of marketing?
The answer: YES! Consumers are simply shutting off the traditional world of marketing. Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.
Content marketing isn’t just the future, it’s the present.
Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways:
- it builds brand awareness,
- creates brand preference,
- and expands the brand’s reach to more buyers and potential customers at a much lower cost.
The essence of content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
The question: do we really need to learn about another form of marketing?
The answer: YES! Consumers are simply shutting off the traditional world of marketing. Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.
Content marketing isn’t just the future, it’s the present.
Course Objectives
In this course we will explore:
• exactly what content marketing is and how it’s different from other forms of marketing,
• understand the PESO Model of Marketing
• brands with effective content marketing strategies,
• how to develop an effective content marketing strategy,
• how to create killer content, cultivate fans, and engage with consumers to build on ongoing relationships,
• discovering an authentic “voice” and crafting bold content that will resonate with prospects and buyers,
• how to define goals for your content strategy, and consistently communicate your brand’s mission,
• the increasingly relevant role influencers play in content marketing.
• exactly what content marketing is and how it’s different from other forms of marketing,
• understand the PESO Model of Marketing
• brands with effective content marketing strategies,
• how to develop an effective content marketing strategy,
• how to create killer content, cultivate fans, and engage with consumers to build on ongoing relationships,
• discovering an authentic “voice” and crafting bold content that will resonate with prospects and buyers,
• how to define goals for your content strategy, and consistently communicate your brand’s mission,
• the increasingly relevant role influencers play in content marketing.