Marketing Content Strategy
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
Content is the atomic particle of marketing. Without content, marketing would be blank space and empty time. Content not only fills "owned" media such as blogs, articles, and websites. It's also the basis of email marketing, communications, and even advertising.
Content marketing, indeed, all marketing, is informed by content strategy, the ability to see the "big picture" of content: how it integrates with other marketing disciplines; setting, achieving and adjusting goals and metrics; the ability to make content happen with the right tools, technology and people; and an eye on the horizon, technological and trend developments that will inform and influence strategy going forward. This course will also look at bleeding edge content technologies such as artificial intelligence, Beacons, sensors and hyper-personalization.
Learning highlights
- At the end of this three week course, students will understand what content strategy is and how to create a strategy that conforms to an organization's needs, fulfills goals, and is properly resourced. While the earlier module on content marketing focuses more on execution, this module looks at content from a higher executive level, focused more on an executive, big-picture approach.
Course outline
4 classes
Introduction to Content Strategy
What is content strategy, how does if differ from content marketing, and what are the expectations from a content strategist? The elements of a content strategy.
Native Advertising
An advanced look at converged media, native advertising discussing the practice of paying a media company to feature high value content on non-owned platforms.
Content Marketing Performance:
A Framework to Measure Content's Real Business Impact
Social Content Strategy:
Training and preparing a team for content execution in social media channels. Includes preparation for crisis planning and mitigation.
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
Marketing Content Strategy
by Rebecca Lieb
Total hours
45 Hours
Dates
Nov 25 - Dec 13, 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.