- Authenticity and tonality
- Crafting exciting copy
This course is designed for future content managers and offers a foundation in content strategy, a toolbox for content production and a practical case to apply knowledge to. You learn how to plan and produce good content and understand how to measure and improve your content value and performance.
Content marketing is about crafting content that engages consumers, builds better brand relationships and gets noticed in feeds. This online course offers you an introduction to content marketing. You will learn what content works on which channel, how to use storytelling to accelerate your message and learn the practical tools needed to craft engaging, valuable content. You will also learn the fundamentals of a content strategy and how to analyze and improve the performance of your content marketing efforts.
The course offers many tools for more proficient content marketing, a series of short exercises and a longer case. You also meet guest speakers from the industry and develop your network.
Week 1: Why content marketing? An introduction to what content marketing is and its purpose. A look at current trends and common practice.
Week 2: Swipe left – date your audience. Learn how to use the Persona framework to get to know your audience. Who are they, what do they consume and how does that impact the content you create?
Week 3: Authenticity and tonality. Understanding how company values affect content output and how to leverage them to create authentic content people truly care about.
Week 4: Crafting meaningful user journeys. A closer look at the marketing funnel, communication channels and multi-channel storytelling that puts the user at its core. Accelerate conversion by matching content with the user journey.
Week 5: Storytelling. How do I tell a great story? Crafting better content for various channels. How the channel affects the content. What to look out for and what to avoid. Exercise on a landing page.
Week 6: SEO, visibility and content hygiene. Dive into SEO, readability, accessibility and general content hygiene. Making the most of each story you tell.
Week 7: Crafting exciting copy. Crafting exciting copy that represents a brand and tells a story. Video scripting and finding visuals to match your message. Differences in copy style, length, and delivery.
Week 8 Measuring success. Setting KPIs. Scheduling content. Testing concepts and learning from insights to create even better content next time (and next time). Create a newsletter concept for a product of your choice. Exercise on analytics.
Week 9: Project Brief and Content marketing toolbox. Time to apply knowledge to a longer case. Meet your project brief and explore new tools.
Week 10: From words to WOW. How to develop creative content concepts that stick through video and beautiful photography. Learn how to work with others in a team (Design, Customer Success, PR) to get your content out there.
Week 11: Engagement matters. How to craft a bigger narrative that engages people. A look at user-generated content and community management.
Week 12: Project presentation and feedback. The course ends with your final project presentation – one where you put models and tools into practice – and both teacher and peer to peer feedback.
Who is this course for
We require no professional experience within content marketing but fluency in English and a basic understanding of marketing principles. You are either entering work life or you are a working professional looking for a new path. You use different channels (social media, email, websites) and you understand the opportunity they offer. You enjoy writing and/or photography.
You’ll find answers to the most frequently asked questions here
The first session will take place on Monday February 21st at 6 pm. All subsequent sessions will take place on Mondays at 6 pm.
- Learn to work with content briefs
- Transform messages into stories
- Create measurable content plans
- Optimise content for each stage of the marketing funnel
- Understand data, distribution and trends
- Explore different content formats
Nicole Michaelis is a copywriter and content strategist. She specialises in tech, her work is both creative and data-driven. Originally from New York and Berlin, she now runs her own independent studio in Stockholm helping international brands to tell stories that matter to them and their audience.
How to enrol
By clicking on “REGISTER” on this page, you take your first step towards enrolling in the course. There are no financial obligations at this stage. You will then receive an offer of enrolment and be asked to provide your invoice details. Before the course starts, you will be asked a few questions about your experience.