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Storytelling in Branding and Content Marketing
  • Level Foundation
  • المدة 13 ساعات hours
  • الطبع بواسطة IE Business School
  • Offered by

عن

Storytelling in Branding and Content Marketing is an IE University course for professionals who want to learn how to produce memorable content through quality storytelling. Students will go through a learning process that will start with a deep understanding of the term Branded Content and its main differences with traditional advertising, simultaneously creating an effective storyline based on strong brand values and messages. The course analyses the production of quality journalism and explores how to create memorable and long-lasting connections with a given target audience in a world of constant content surplus. It concludes with a deeper insight into the term of Brand Entertainment, giving them the opportunity to amplify their knowledge about how to produce a good call to action and retain the audience's attention.

الوحدات

The New Rules of Communication and Marketing

    • 4 Videos
    • 1 Readings
    • 1 Discussion
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1 Discussions

  • The Democratization of Content Distribution

4 Videos

  • Introduction to Module 1
  • A Brand New World (and a crazy one)
  • ‘Every top company becomes a media company’
  • The Content Market Revolution

1 Readings

  • *** Important note before starting the course

Fragmented Audiences

    • 3 Videos
    • 1 Readings
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3 Videos

  • The Change in Media Consumption Habits
  • Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain
  • Who Is the Target Audience?

1 Readings

  • Suggested Reading: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr

Consumer-Focused Content vs Product-Focused Content

    • 3 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Test your knowledge on Module 1!

3 Videos

  • The Need for Meaning in the ‘Liquid’ Era
  • Customer Logic vs Company Logic
  • Don’t Write What You Know

1 Readings

  • Compulsory Reading: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi

The Crisis of Journalism

    • 4 Videos
    • 1 Readings
    • 1 Discussion
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1 Discussions

  • Are alarms about ‘the death of newspapers’ exaggerated?

4 Videos

  • Introduction to Module 2
  • The ‘Death’ of Newspapers
  • Branded Journalism’s Rising Prominence in Media
  • ‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca

1 Readings

  • Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:

Journalistic Skills for Brand Development

    • 5 Videos
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5 Videos

  • Headlines, Clickbaits and Deception
  • Trust with content is the same as in any other relationship : Interview with Juanjo Montanary
  • Where are the stories?
  • ‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca
  • Newsworthiness for Marketing Purposes

The Road to Engagement

    • 2 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Test your knowledge in Module 2!

2 Videos

  • Thinking as a Good Journalist: Quality
  • Transparency and Credibility: The Road to Earned Media

1 Readings

  • Compulsory Reading: Journalism That Stands Apart (NYT Report)

Telling True Stories Well: From Information to Meaning

    • 4 Videos
    • 1 Readings
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4 Videos

  • Introduction to Module 3
  • What’s old is new again
  • Nothing Is Beyond the Scope of Human Interest
  • Unique Stories: Connecting With the Audience

1 Readings

  • Suggested Reading: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore

Grasping Users Attention

    • 3 Videos
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3 Videos

  • Stories and Saturated Audiences
  • What Makes a Good Story
  • ‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant

From Meaning to Identification with Brands

    • 2 Videos
    • 1 PeerReview
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1 Peer Review

  • Brand Journalism: Finding and Building a Story for a Brand

2 Videos

  • Style and Coherence: Different Companies, Different Media, Different Stories
  • Inbound Marketing: A Long-Term Publishing Strategy

A Multi-Channel Strategy

    • 5 Videos
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5 Videos

  • Introduction to Module 4
  • A Multiplatform Transmedia Challenge
  • What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker
  • Content Discovery
  • Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain

Branded Film

    • 3 Videos
    • 1 Readings
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3 Videos

  • Movies in the Service of Brands
  • Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca
  • Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc

1 Readings

  • Compulsory Reading: Branded Content: The What, Why, When and How - The Mission Podcasts

Community Building through Entertainment

    • 5 Videos
    • 3 Readings
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5 Videos

  • We Don't Own Our Stories Anymore
  • ‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media
  • Choosing the Right Format for a Piece of Content
  • Success Stories in Branded Content
  • ‘Our only pattern is finding how we can give value to the user so we can get their attention and then a call to action’: Interview with Dani Marote – CEO at Hydra Social Media

3 Readings

  • Optional Reading: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger
  • Compulsory Reading: The ultimate step-by-step guide to understanding gamification
  • Playing for Keeps: How Brands Should Use Gamification

Put your knowledge into practice

    • 1 Videos
    • 1 Assignment
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1 Assignment

  • Test your knowledge on Module 4!

1 Videos

  • A Wrap Up From Professor Pedro Cifuentes

Introduction to the Brand & Content Marketing Capstone Project

    • 1 Videos
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1 Videos

  • Introduction to The Project

Let's see if you can apply the learnings obtained!

    • 1 Assignment
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1 Assignment

  • 2. Brand & Content Marketing

Capstone Project Instructions

    • 1 Videos
    • 1 Readings
    • 1 PeerReview
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1 Peer Review

  • Brand and Content Marketing

1 Videos

  • Instructions for the Capstone Project

1 Readings

  • Instructions

Useful Complementary Material

    • 3 Readings
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3 Readings

  • Defining Branded Content for the Digital Age
  • The Story of Content: Rise of the New Marketing
  • How to Design a Brand Study That’s Ethical and Entertaining- Gaudette Emily (2019)

Brand and Content Marketing Capstone Project Conclusion

    • 1 Videos
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1 Videos

  • Brand and Content Marketing Conclusion

Auto Summary

"Storytelling in Branding and Content Marketing" by IE University on Coursera is designed for professionals aiming to master memorable content creation through storytelling. The course delves into branded content, its distinctions from traditional advertising, and the creation of compelling brand narratives. It also covers quality journalism, audience engagement, and brand entertainment. The course lasts 780 minutes and offers Starter, Professional, and Paid subscription options, suitable for foundational learners in Arts & Humanities.

Pedro Cifuentes Huertas
Instructor

Pedro Cifuentes Huertas