Complete Content Marketing: the art and Science of Making Content Matter

Rutgers Business School

What are the topics?

Rutgers Business School

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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.

Who should attend

This program is an excellent opportunity for those who currently hold a content role within their organization – as well as those interested in transitioning to a content role – to dive deeper into the “how” of content marketing.

Professionals who have focused on traditional marketing platforms will find this unique program a valuable introduction to content marketing that goes beyond the simple basics, providing both an overall understanding as well as in-depth examination of critical skills.

About the course

Content marketing is still a relatively new practice, but its use has exploded and evolved incredibly rapidly. This proliferation has also ushered in an age of “content shock”, making content marketing as challenging as it is valuable. Creating content for content’s sake should not be the objective; rather, the goal is to invite prospects and customers into your brand story through relevant and engaging forms of content. This, in turn, requires a blend of both creativity (art) and data-driven action (science).

Our Complete Content Marketing online program takes a deep dive into this practice, offering a 360-degree view of both strategic and tactical components to plan, execute, test and measure your content initiatives based on your customers’ needs and preferences.

Program benefits

  • Unique opportunity to learn at a renowned university in an online format that is always accessible, and allows you to progress at your own pace over an 8-week time frame.
  • Content specialists with international experience will teach you how to holistically organize content marketing activities for maximized success.
  • Learn from a rigorous university curriculum that results in receipt of a program certificate demonstrating your commitment toward professional development.

Program Outcomes

  • Help your company synthesize what might be disjointed content initiatives into a cohesive plan.
  • Learn to identify new opportunities and ask the right questions that will lead to greater content marketing effectiveness. Discover useful tools for management and measurement of content campaigns.
  • Be a valued partner to other parts of the organization who may need content marketing advice to stay current on how to connect to audiences.

Curriculum

This online program features 12 hours of instructional content divided into four parts. Topics covered include:

  • Understanding the overall business case for content marketing and content’s role as an inbound source of leads
  • Cost-effectively organizing, planning and budgeting one’s content strategy
  • Designing a content conversion path to sales through application of a proprietary framework
  • Actively building an engaged audience and tools for audience-building

Experts

Mark Schaefer

Mark W. Schaefer is a globally recognized author, speaker, educator, and business consultant who blogs at {grow} – one of the top marketing blogs of the world. He teaches graduate marketing classes at Rutgers University and has written five best-selling books including The Tao of Twitter (the bes...

Chad Pollitt

He is decorated veteran of Operation Iraqi Freedom and former US Army Commander, is an Adjunct Professor of Internet Marketing at the Indiana University Kelley School of Business and an Adjunct Instructor of Content Marketing at the Rutgers University Business School. He’s also a co-founder of Re...

Ian Cleary

Ian Cleary is the founder of RazorSocial, a world-leading marketing technology blog. In a report by Onalytica, Ian was listed as the 25th most influential person in social media globally and the 38th most influential content marketer. Ian's blog has been a winner of the annual Social Media Exami...

Complete Content Marketing: the art and Science of Making Content Matter at Rutgers Business School

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.