Explore

Brand & Content Marketing

Approx. 15 hours to complete

Save Course

Go to Course

Course Summary

This course teaches students how to create a brand and content marketing strategy that connects with their target audience. It covers topics such as storytelling, content creation, and social media marketing.

Key Learning Points

Learn how to create a brand and content marketing strategy that resonates with your target audience
Discover the power of storytelling in building a strong brand
Gain practical skills in content creation, social media marketing, and influencer outreach

Learning Outcomes

Develop a brand and content marketing strategy that resonates with your target audience
Create compelling content that tells a story and engages your audience
Leverage social media and influencer outreach to increase brand awareness and drive conversions

Prerequisites or good to have knowledge before taking this course

Basic understanding of marketing principles
Access to a computer and internet connection

Course Difficulty Level

Intermediate

Course Format

Self-paced
Online
Video lectures
Assignments

Similar Courses

Digital Marketing
Content Strategy for Professionals
Marketing Analytics

Related Education Paths

Notable People in This Field

Neil Patel
Ann Handley

Related Books

Description

Brand & Content Marketing is a IE University course for professionals who want to learn how to produce memorable content through quality storytelling.

Students will go through a learning process that will start with a deep understanding of the term Branded Content and its main differences with traditional advertising, simultaneously creating an effective story-line through powerful values. The course analyses the production of quality journalism and explores how to create memorable and long lasting connections with a given target audience in a world of constant content surplus. It concludes with a deeper insight into the term of Brand Entertainment, giving them the opportunity to amplify their knowledge about how to produce a good call to action and retain the audience's attention.

Outline

WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?
Introduction to Module 1
A Brand New World (and a crazy one)
‘Every top company becomes a media company’
The Content Market Revolution
The Change in Media Consumption Habits
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain
Who Is the Target Audience?
The Need for Meaning in the ‘Liquid’ Era
Customer Logic vs Company Logic
Don’t Write What You Know
*** Important note before starting the course
Optional: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr
Compulsory: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi
Test your knowledge on Module 1!

THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM
Introduction to Module 2
The ‘Death’ of Newspapers
Branded Journalism’s Rising Prominence in Media
‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca
Headlines, Clickbaits and Deception
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary
Where are the stories?
‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca
Newsworthiness for Marketing Purposes
Thinking as a Good Journalist: Quality
Transparency and Credibility: The Road to Earned Media
Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:
Compulsory: Reading: Journalism That Stands Apart (NYT Report)
Test your knowledge in Module 2!

CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES
Introduction to Module 3
What’s old is new again
Nothing Is Beyond the Scope of Human Interest
Unique Stories: Connecting With the Audience
Stories and Saturated Audiences
What Makes a Good Story
‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant
Style and Coherence: Different Companies, Different Media, Different Stories
Inbound Marketing: A Long-Term Publishing Strategy
Optional: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore
Optional: How Good Storytelling can keep your Brand in its Branded Content, 2018 - AdWeek - Kate Santo

WE LIVE IN A BRAND ENTERTAINMENT WORLD
Introduction to Module 4
A Multiplatform Transmedia Challenge
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker
Content Discovery
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain
Movies in the Service of Brands
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc
We Don't Own Our Stories Anymore
‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media
‘Our only pattern is finding how we can give value to the user so we can get their attention and then a call to action’: Interview with Dani Marote – CEO at Hydra Social Media
A Wrap Up From Professor Pedro Cifuentes
Optional: A Cannes Lions Jury Presents: The Art of Branded Entertainment, Part 1, 'Digitally Born Killers (or what branded entertainment can do for brands)'
Compulsory : Branded Content: The What, Why, When and How - The Mission Podcasts
Compulsory: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger
Compulsory: The ultimate step-by-step guide to understanding gamification - Gamelearn
Compulsory/Obligatory: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist
Test your knowledge on Module 4!

THE CAPSTONE PROJECT
Introduction to The Project
Instructions for the Capstone Project
Brand and Content Marketing Conclusion
Instructions
Defining Branded Content for the Digital Age
The Story of Content: Rise of the New Marketing
How to Design a Brand Study That’s Ethical and Entertaining- Gaudette Emily (2019)
2. Brand & Content Marketing

Summary of User Reviews

The Brand and Content Marketing course on Coursera has received positive reviews from users. Many users have praised the course for its practical approach and real-life examples. The course covers various aspects of brand and content marketing and provides learners with valuable insights and skills to develop effective marketing strategies.

Key Aspect Users Liked About This Course

Many users thought that the real-life examples and practical approach in the course were excellent.

Pros from User Reviews

The course is well-structured and covers various aspects of brand and content marketing.
The course provides learners with practical skills and valuable insights into developing effective marketing strategies.
The instructors are knowledgeable and engaging, and the course is well-presented.
The course is suitable for both beginners and experienced marketers.
The course assignments and quizzes are helpful in reinforcing the concepts learned in the course.

Cons from User Reviews

Some users thought that the course content was too basic and lacked depth in certain areas.
Some users found the pace of the course to be slow and repetitive.
The course may not be suitable for learners who are looking for advanced or specialized content.
Some users experienced technical issues with the course platform.
Some users found the course to be too focused on theory and lacked practical applications.

Recommended for you

The Complete Sketchup & Vray Course for Interior Design

Become an Expert in Modelling, Rendering and Post-Production with Sketchup, Vray and Photoshop in under 7 hours " Loved learning this course and also instant clarification of doubts....

Save Course

AI in Marketing: How to Leverage AI to Grow Your Business

Leverage the power of AI to automate your processes, save time and use innovation to scale your business There are videos on practical AI applications for:...

Save Course