Honouring Pride Month
This course is designed for those interested in a career in the world of online content. It offers a foundation in content strategy, a toolbox for content production, and a practical case to apply knowledge. You'll learn how to plan and produce good content and understand how to measure and improve your content's value and performance.
Fees: £2,200 UK/International, £2,750 EU
*Reverse charge within the EU may apply. See VAT terms and conditions here.
The first session will take place on Tuesday 27 September at 6 pm. All subsequent sessions will take place on Tuesdays at 6 pm.
Apply for September 2022.
Content marketing is about crafting media content that engages consumers, builds better brand relationships, and gets your audience's attention.
This online course offers you an introduction to content marketing. You will learn what content works on which channel, how to use storytelling to accelerate your message and learn the practical tools needed to craft engaging, valuable content.
You will also learn the fundamentals of a content strategy and how to analyze and improve the performance of your content marketing efforts.
The course offers many tools for more proficient content marketing, a series of short exercises and a longer case. You’ll also meet guest speakers from the industry and develop your network.
You don't need professional experience within content marketing. But you do need a basic understanding of marketing principles. This course is for you if you're entering work life or a working professional looking for a new path.
If you use modern digital channels and understand the creative opportunity they offer, or if you enjoy writing and/or photography, this course is also for you.
The course includes process, ideation tools, editing tools, readings and resources, and weekly presentations to get you better at directing and selling your creative work.
Before commencement, all students set their individual learning goals and concrete action points. Personal tutoring sessions are also offered towards the end of the course.
Week 1: Why content marketing?
An introduction that defines what content marketing is and its purpose. A look at current trends and common practices.
Week 2: Swipe left – date your audience
Learn how to use the Persona framework to get to know your audience. Who are they, what do they consume and how does that impact the content you create?
Week 3: Authenticity and tonality
Understanding how company values affect content output and how to leverage them to create authentic content people genuinely care about.
Week 4: Crafting meaningful user journeys
A closer look at the marketing funnel, communication channels and multi-channel storytelling with the user at the core. Accelerate conversion by matching content with the user journey.
Week 5: Storytelling
How do you tell a great story? Crafting better content for various channels. How the channel affects the content. What to look out for and what to avoid. Exercise on a landing page.
Week 6: SEO, visibility and content hygiene
We dive into SEO, readability, accessibility and general content hygiene. How to make the most of each story you tell.
Week 7: Crafting compelling copy
Writing copy that represents a brand and tells a great story. Video scripting and finding visuals to match your message. Differences in copy style, length, and delivery.
Week 8: Measuring success
Setting KPIs. Scheduling content. Testing concepts and learning from insights to create even better content next time (and the time after that). Create a newsletter concept for a product of your choice. Exercise on analytics.
Week 9: Project Brief and Content marketing toolbox
Time to apply knowledge to a more extended communication project. Meet your project brief and explore new tools.
Week 10: From words to WOW
How to develop creative content concepts that stick through video and beautiful photography. Learn how to work with others in a team (with Design, Customer Success, PR, for example) to get your content out there.
Week 11: Engagement matters
How to craft a bigger narrative that engages people. A look at user-generated content and community management.
Week 12: Project presentation and feedback
The course ends with your final project presentation – one where you put models and tools into practice – and both teacher and peer to peer feedback.
Ravensbourne University London
6 Penrose Way
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