Content Marketing

This subject will introduce students to the building blocks of content marketing. It will discuss topics including translating the organisational mission and objectives to the strategic context of content, developing a content strategy framework, targeting messages based on buyer personas, and empathy mapping. It will also cover styles of content in various genres and channel planning. Content distribution through content management systems and scheduling software as well as optimization and community management will be covered with input from industry professionals along with governance issues and ethical concerns. The subject also includes how to measure content effectiveness from reach, engagement, as well lead generation and sales conversion linking with marketing & sales force automation systems. Students complete praxis orientated assessments based on best practice guidelines.