LO1. On completion of this module, you will be able to develop an awareness and understanding of the role of content development in shaping strategic and tactical marketing decisions
Knowledge and Understanding

LO2. On completion of this module, you will be able to demonstrate and apply content development to a range of complex marketing situations
Application


LO3. On completion of this module, you will be able to develop skills in implementing content marketing programmes based on understanding the critical success factors underpinning their application and use
Application
Knowledge and Understanding

Access to web sites that create and publish applied content marketing professional material, including
https://www.hubspot.com/
http://contentmarketinginstitute.com/
http://www.curata.com/blog/
https://moz.com/
https://www.quicksprout.com/

Access to marketing analytics sites for student use including EpicBeat Epictions, Buzzsumo and Quicksprout

Access to content creation platforms including, WordPress, Postac io, Cronycle and Scoopi it and equivalent

The learning strategy for the module requires you to commit 150 learning hours (including assessment). Of this there will be 39 hours of interactive classroom support and 111 hours of independent and self-directed study.

Didner P., (2015) Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works. McGraw Hill

Morgan A., (2014) Decoding the New Consumer Mind: How and Why We Shop and Buy , Josey Bass

Clay, B Newlands, M., (2014) Content Marketing Strategies for Professionals, McGraw Hill

Readman, M. (2003) Teaching Scriptwriting, Screenplay and storyboards for film and TV Production. Bfi Education.

Content strategy
content types
formats
creation and distribution across platforms

Audience definition and personas

Developing content
style guides
writing for content
SEO and editorial guides
video/audio creation and editing
creating digital marketing materials

The impact of social media on marketing and PR
Key channels: Facebook, Twitter, blogs, YouTube and others
Principles for increasing engagement and driving results on social media
Building profiles to increase followers, friends and contacts
Content evaluation and metrics
Creating content for events

A1. 100%
40% Portfolio (X3 artifacts)

Content asset 1 – 14%
Content asset 2 – 13%

Content asset 3 – 13%

Students will be required to produce 3 pieces of content using different mediums. Examples of content could be a podcast, a magazine article, a video, an animated graphic, a newsletter. The pieces of content acceptable will be decided by the tutor.

LO1, LO2, LO3

60% Learning log (1600 words)

The portfolio of work must be accompanied by an active learning log documenting processes used, software skills learned and reflections.
Individual
LO1, LO2, LO3

Creating good quality content is a vital part of the overall digital marketing strategy. Whether it’s films, e-newsletters, blogs or testimonials, everything you create should drive your audience towards your brand. You will learn how to complete audience research, create user journeys and touch points as well as making sure you stay on brand through style guides and image libraries.