Content Marketing
Faculty
Rebecca Lieb
Analyst & Founding Partner at Kaleido Insights
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Marketers no longer merely buy media (advertising) - they are gradually becoming the media. The ability to create original content combined with ever-lower barriers for publishing and distribution fuel this trend, as does consumer aversion to advertising. Instead of interruptive 'push' messaging, consumers now expect brands to be there with pull messaging, the marketing of attraction, which is achieved by providing content that's funny, creative, helpful, educational, useful, or otherwise need-fulfilling.
Learning highlights
- At the end of this three week course, students will understand what content marketing is, why and where it's useful, the techniques and technologies that make it possible, as well as the nuts and bolts of making content happen: staffing, editorial calendars, processes and procedures. Additionally, enormous emphasis will be placed on where content intersects with the wide variety of digital channels and content's intersection with every type of media, paid, owned and earned.
Course outline
4 classes
What Is Content Marketing?
An introduction to the course and course expectations. The position and importance of content in the digital marketing landscape.
The Three Three Types of Content Marketing
Content Marketing vs. Content Strategy
Content Marketing Channels
Social and Owned Media, blogs, websites, video, forums, native advertising, etc.
Content Scenarios
PR
SEO
Live Events
Sales
Purchase funnel mapping
Customer Service
Listening and Responding
Final Project planning and assignments
Audience
Customer and Persona Development
Prerequisites
This course is one of three in a wholistic series.
Students that have already taken MSL-111 and those with prior experience with HTML, CSS, and Javascript building simple web pages will be good candidates for this module.
Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author, and columnist. Her areas of specialization are digital marketing and media, with a concentration in content strategy, content marketing and converged media. She works with many of the world's leading brands on digital marketing innovation. Clients range from start-up to non-profits to Fortune 100 brands and regulated industries, including Facebook, Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Gannett, IBM, Save the Children, Pinterest, Cisco, ad and PR agencies, and The Federal Reserve Bank of New York.
Earlier, she was Altimeter Group's digital advertising and media analyst, where she published what remains the largest extant body of research on content marketing, content strategy, and content's role in paid, owned and earned media. Prior to that, she was vice president at Econsultancy, where she launched the company's U.S. operations and grew the business to profitability in one year.
See full profileApply for this course
Content Marketing
by Rebecca Lieb
Total hours
45 Hours
Dates
Nov 04 - Nov 22, 2019
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.