Content Marketing

Berghs Professional

Online

  • Online
  • 12 weeks

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.

Summary

Register Last application date is 2 feb 2021

Date: 23 feb 2021 – 20 may 2021

Last Application Date: 2 Feb 2021

How: Online

Number of Hours: 12

Commitment: 10 hours per week

Course Content

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.

 

Strategy

# 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.

Tools

# 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.

Project

# 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

You have 1 to 5 years of professional experience in marketing communication, as a social media manager, writer, photographer, producer, or similar. You are using different channels (social media, email, websites) for personal and professional purposes and you understand the opportunity they offer. You have experience writing or editing. We require no photo or video editing skills but interest in working with visual content.

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23 feb 2021 – 20 maj 2021

Last application date is 2 feb 2021

How: Online
Weeks of study: 12
Commitment: 10 hours per week
Location:

This is an online course

Register Last application date is 2 feb 2021

Key Takeaways

  • 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

 

Course Director

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. Later in the process, after assessing your level of experience, we will offer you to enrol and ask you to confirm your participation.

FAQ

You’ll find answers to the most frequently asked questions here

Questions?

Questions?

Contact our coordinator, Madeleine Eriksson

Send email
  • 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

 

Course Director

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. Later in the process, after assessing your level of experience, we will offer you to enrol and ask you to confirm your participation.

You’ll find answers to the most frequently asked questions here

Fee incl. VAT
32 500 SEK

Fee excl. VAT
26 000 SEK

Local VAT may apply, read more . The currency converter offers an estimate. Final amounts may differ.

Course fee

Fee incl. VAT

32 500 SEK

Fee excl. VAT

26 000 SEK

Local VAT may apply, read more . The currency converter offers an estimate. Final amounts may differ.