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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Content Marketing & Storytelling for Brands

“Stop interrupting what people are interested in and be what people are interested in.” This course shifts the focus from selling to helping. Students will learn to act like publishers, creating valuable content (blogs, videos, podcasts) that attracts and retains a clearly defined audience. The curriculum combines journalistic storytelling with marketing strategy to build trust and authority.

§ 01 By the end you can
  1. Differentiate between Content Marketing (Pull) and Traditional Advertising (Push)
  2. Apply the "Hero's Journey" and storytelling archetypes to brand narratives
  3. Create a "Content Calendar" that aligns with the customer journey
  4. Produce diverse formats: Whitepapers, Case Studies, and Video Essays
  5. Distribute content effectively through SEO and social amplification
§ 02 Sixteen sessions

The whole semester.

  1. 01The Content Marketing Revolution
  2. 02Brand Storytelling: Finding the "Why" (Simon Sinek)
  3. 03The Content Audit: Analyzing Existing Assets
  4. 04Persona Development & Empathy Maps
  5. 05The Content Calendar & Workflow
  6. 06Writing for the Web: Scannability & Voice
  7. 07Storytelling Frameworks: The Hero's Journey
  8. 08 · MidtermMidterm Examination
  9. 09Visual Storytelling: Infographics & Video
  10. 10Audio Storytelling: Branded Podcasts
  11. 11Distribution Strategy: Owned, Earned, Paid
  12. 12SEO for Content Marketers
  13. 13Thought Leadership & Whitepapers (B2B)
  14. 14User Generated Content (UGC) Strategy
  15. 15Measuring Content ROI: Traffic vs. Leads
  16. 16Final Project: The Brand Content Strategy Playbook

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Brand Content Strategy Playbook

How it’s judged

Recommended reading
  1. Content Inc. by Joe Pulizzi
  2. Building a StoryBrand by Donald Miller
  3. Everybody Writes by Ann Handley
  4. Made to Stick by Chip Heath and Dan Heath
  5. They Ask You Answer by Marcus Sheridan
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