Special Topics (390-0-25)

Topic

Content Marketing: Strategy, Creation & Connection

Instructors

Christopher Cancilla

Meeting Info

Fisk Hall 115: Mon, Wed 3:00PM - 4:50PM

Overview of class

Creating content that matters is mission critical for every brand. It's the pathway to deeper customer relationships. And from producing podcasts and full-length films, to building virtual worlds and AR experiences, to introducing AI influencers, brands have an endless, ever-evolving arsenal of tools at their disposal. But in a world where content is everywhere, breaking through is more challenging than ever. In this course, we'll get to the heart of how to create content that connects. It takes clear brand purpose, insightful audience understanding, brilliant strategy, and irresistible creative. And we'll dive into each through real-world examples, useful frameworks, and hands-on exercises. It's an energetic, highly collaborative environment that's ideal for all future marketers — especially those interested in brand strategy and storytelling.

Class Materials (Required)

9781119854319 Everybody Writes by Ann Handley EBOOK
9781119854166 Everybody Writes by Handley, Ann

Enrollment Requirements

Enrollment Requirements: Registration is reserved for IMC Certificate students who have completed IMC 303-0.