In the course Content Marketing, we explore how brands can build a marketing strategy based on producing relevant and useful content for their target audiences. What is content marketing, why is it relevant, and how can brands win more customers by selling less?

Students learn how to develop a strong content marketing strategy, how to plan it, and how to measure their actions. During the semester, they work on a project where they learn step by step how content marketing works - or doesn’t. Join the journey and become a true Content Marketer.

One of the fastest-growing professions in the marketing and communications field is that of Content Marketer. Today, every company wants to engage customers with a compelling story. Content marketing sits at the intersection of marketing, media, PR, and journalism. In content marketing, companies avoid hard-sell language or promotions, instead sharing relevant information and stories to gradually build and engage an audience.

Content marketing combines various skills: strategic brand insight, conceptual thinking, content creation, journalism, marketing and sales insights, and critical thinking. In this course, we learn about:

• What is content marketing, who can use it, and why is it so important?
• How do you analyze a content marketing strategy?
• How do you develop a solid content marketing strategy and how can you measure it?
• How do you make a meaningful financial estimate for content marketing?
• What are good and bad examples of content marketing?
• Which trends and developments influence today’s and tomorrow’s content marketing?