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This site is currently under construction. We are, however, pleased to say that the SMU 102 Digital Copywriting Unit is now open. We've also added Marketing Principles and an Intro to Public Relations. Our Content Marketing Unit is currently in development.

The first eight study sessions are now open. The remaining study sessions are in development.

Content marketing connects the dots between business strategy, brand identity, and communicating benefits/values. This practical study unit is designed to guide you though various considerations and best practice that support writing, producing and maintaining website content and/or managing content for social media channels.

Properly executed, content marketing is 360-degree customer contact. Content is there at every single touchpoint throughout the course of a customer's journey with a brand - from discovery to answering a call to action. This is the central theme of this study unit.

An important note about this study unit

This is a deeply immersive and intensive study unit. Every aspect of what you've learned about Business Strategy, Branding, Copywriting, PR and Marketing will be touched upon - and developed further - in this unit. Bringing all of these pieces of the puzzle together is an important staging post before embarking on our next journey, Social Media Marketing.

We strongly suggest that you dust off and update the Empathy Map, Brand Value Canvas and SWOT Analysis that you developed in the Branding Unit (and should have updated after the Digital Copywriting Unit). You will need all three throughout this unit.

Again, this unit is intensive. We urge you to pace yourself accordingly. What do we mean by 'pace yourself'? Allow yourself at least 3 weeks to engage with each session within this unit. Take study breaks - lots of them. Let the concepts and ideas you will be working on percolate in the back of your mind. Play with them. And explore them as you do each bit of reading and watch the accompanying videos.

Based on our campus-based teaching experience, this is the study unit students tend to burn themselves out on when they tried to tackle it 'at speed'. Don't make their mistake. Slow and steady wins the race here.

How this study unit works

This study unit works slightly different than the Branding and Digital Copywriting units. Each session within this study unit is still has an introductory overview section, a lecture section, a scenario section and a template section.

However, given the breadth of concepts within each topic covered within each study session, you will find additional tabs. Secondary subjects or themes within each study session will have their own tabs. For instance, Session 1: Content Marketing & Business Strategy has the following tabs:

  1. Session Overview - Introduces the over-arching theme of the unit's study session
  2. What is Content Marketing? - Provides our definition so we both know what we're talking about
  3. What is Strategy? - Provides our definition so we both know what we're talking about
  4. Content Marketing & Business Strategy - Makes the link between these two concepts
  5. Value Creation & Strategy - The 'end game' of CM and Strategy.
  6. Lecture - Contains videos that address all of the concepts and issues raised in the subject-specific tabs
  7. Scenarios
  8. Template
  9. Reading Room

We've done this to make your learning journey easier and less intimidating for this unit. It also supports our aim in providing you with learning in bite sized chunks. It's far easier for you to learn one theme or concept at a time rather than hitting you with a staggering list of videos to watch and articles to read.  We hope you agree.

What’s the content marketing back story?

The face and the very nature of the internet has truly been changed forever because of Content Marketing (CM).  That little thing called Web 2.0? Yep, that was due to content marketing. Content didn’t just change the face of the Internet. It also changed people’s relationship with the Internet.

This is so important that we're going to say it again. CM has changed peoples’ perception of - and relationship with - the Internet forever.

If you're still viewing the Internet as a thing composed of 'pages'...you would be wrong. Understandably wrong…but wrong nonetheless. Websites, blogs, etc...these communication formats aren’t composed of  'pages' - not in the way that we think of a printed page, at any rate. No. They are platforms. This course will beat that old world view of the Internet out of you.

We can't even say that the old world of 'web pages' is gone. It never really existed. It was a convenient (and bad) way to explain what these digital platforms actually were.

The rise of mobile technology

With the advent of mobile technology and tablets - and the ability to access the Internet via our Televisions - the way we think about the Internet, the way we define our perception of it and our relationship with it, must change.

The rise of mobile technology has led to the separation of content from form. This central message will be explored throughout this unit.

The way we publish content on it must also change.

The golden rules of content

We need to provide content that’s useful to our customers - and that advances business objectives in a measurable way – for our online marketing to be effective. As users spend an increasing amount of time on a staggering range of social media channels, brands need to understand where their users are most active… and how they can interact and engage with them most effectively.

Why? Social media channels offer genuine opportunities to achieve high engagement with an authentic audience. We achieve this through  building and maintaining a community around content.

All of this requires careful analysis and planning. The disciplines of content strategy provides the framework for ensuring that your content delivers on these essential requirements across all relevant digital platforms.

Learning outcomes

  • Align your content marketing to your business strategy

  • Understand how business strategy insight tools like Empathy Maps, Brand Value Canvases, Swot Analyses Porter's Five Forces and Customer Journey Mapping shapes and informs an effective content marketing strategy

  • Determine how the needs of your users and your business strategy determines the content that you produce – and when you produce it

  • Understand which online media channel (i.e. Facebook, Twitter, blogging, Pinterest, etc) is the most suitable channel for your content marketing activities – from your audience’s perspective

  • Understand how to plan for a wide range of digital channels and content types, including websites, blogs, mobile apps, social media and online video

  • Develop techniques to attract an audience to your Call to Action

  • Understand how to engage an audience  through all content channels, including websites and third party social media platforms

  • Develop a workflow that ensures your content will be on time, on budget and that it meets your requirements

  • Create a strategy for the delivery and maintenance of your digital content

  • Use metrics that provide actionable insights

Unit highlights

  • The shift from selling to storytelling and/or educating – content as marketing

  • Identifying a business strategy  for your content marketing

  • Key content production & sharing resources and tools

  • Producing  audience-centered content

  • Researching your audience – what are their goals and objectives?

  • Planning for content creation & management

  • Measuring success: analytics and KPIs

  • Creating a keyword and meta tag strategy for Search Engine Optimization (SEO))

  • The online marketing channel mix: Facebook, Twitter, YouTube and others

  • Principles for increasing engagement and driving results on social media

  • Social media tactics

  • Planting the seeds for content sharing

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