IPLUSO 21874

Content Marketing

• ApresentaçãoPresentation

  The curricular unit of content marketing is part of the Digital Marketing course. It’s aim is to provide the students with the principles of digital marketing, and also to stimulate entrepreneurship, creativity and the capacity of reflective thinking in this area. This way, the student should be able to present, characterize and discuss the main variables of content marketing, within the scope of other corporate realities. The goal of this unit is, thus, to capacitate students with a 360º vision over the main fundamental elements of content marketing.  
• ProgramaProgramme

  1) The importance of Content Marketing, main trends and challenges: Video Marketing, Transmedia, Growth Hacking, Dissemination of content. 2) The value of User Generated Content in the communication strategy. The phenomenon of Crowdsourcing in the content strategy of brands. 3) Content Marketing: Contents vs. Platforms / Master the technique. 3) Definition of the Communication Tone; Definition of the Editorial Grid of contents (headings); Creation of Personas. 4) Type of content to be used and how to produce it: Text, Photo, Videos, Webinars, GIFs, etc., Possible formats and most used formats. Your specifications. Case studies. 5) Introduction to the Transmedia concept. Theevolution of transmedia materials. Types and characteristics. 6) Dynamic storytelling and strategic communication planning. Communication objectives, Audiences, and messages. 7) Metrics for Content Marketing. Professional content management.
• ObjectivosObjectives

  Producing content that adds value is the premise of content marketing. The objective of content marketing is to interrupt the direct and utilitarian relationship of the transaction of a good or service between a brand and the consumer for a relationship of added value that generates positive brand recognition, curiosity, consideration and, most important of all, that contribute to the increase in sales volume. At the end of the course, students will be able to apply the most relevant techniques to create a content marketing strategy, learn what the main tactics to use to communicate online and offline.
• BibliografiaBibliography

  Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business horizons, 55(3), 261-271. Kotler, P., Kartajaya, H., Setianwan I. (2021), Marketing 5.0: tecnologia para a humanidade , 1ª edição, Lisboa: Actual. Search Engine Markting (2016). What Works in Content marketing, White Paper, disponível em https://www.searchenginejournal.com/whitepaper/ 
• MetodologiaMethodology

  The selected methodology is of a theoretical-practical and laboratory nature, encompassing moments of theorization and the simulation of didactic activities accompanied by critical feedback. The students will have an active part in the entire process. Work/exercises will be carried out in the laboratory practice classes where the theoretical concepts learned are applied.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  4
• NaturezaNature

  Mandatory
• EstágioInternship

  Não