Brand Content

Objectives

Description

In the context of inbound marketing and pull communication, the subject will work on the main tools and abilities necessary for the students to generate creative and strategic branded content that can be interesting to audiences without having the look of conventional advertising.

Objectives

• To interpret the different contents that a company develops in the digital environment, aimed at its main audiences.
• To write and create corporate content in different audiovisual and multimedia formats.
• To integrate the contents into a transmedia narrative and recognise the storytelling techniques.
• To analyse real corporate texts and videos.

Learning outcomes

Under review. Pending publication

Content

1. Branded Content: basics and trends, defining it and its professional context, inbound marketing, native advertising, content marketing, creating a content strategy and a content plan, applying storytelling and trans-media principles.
2. Writing contents on the Internet: practical tips.
3. Main types of textual branded content: blogs, e-books, whitepapers, social networks and other corporate formats.
4. Audiovisual and Multimedia Branded Content:  podcasts, video-graphic formats, webinars and infographics.

Evaluation

• 10%: Attitude and participation (individual)
  Each student must participate in the Virtual Campus Forum, posting their own content and commenting on those of other students.
• 50%: Production of different kinds of branded content (in small groups)
  All this content follows the needs of a brand and are integrated into a fictional corporate blog.
• 15%: Individual work
  Each student writes a report explaining the degree of contribution to the team work delivered.
• 25%: Final exam (individual)

Resit

Only those students that have done all the mandatory activities (forum participation, blog delivery, presentation and exam) and didn't reach an average of 5 out of 10 have the right to take the resit at the end of the semester.

Methodology

We combine master lecturers with the preparation of videos and audiovisual materials, case studies, presentations and defence of projects, exams and tests, revision of exercises, and the creation of a blog.

Bibliography

Bibliography

• AGUILERA, Joaquín; & BAÑOS, Miguel (2016). Branded entertainment. Cuando el Branded Content se convierte en entretenimiento. ESIC.
• HANDLEY, Ann, & CHAPMAN, C.C. (2012). Content rules. How to create killer blogs, podcasts, videos, ebooks, webinars (and more) that engage customers and ignite your business. Wiley.
• LIEB, Rebecca (2017). Content: the atomic particle of marketing. The definitive guide to content marketing strategy. Kogan Page.
• PULIZZI, Jose (2013). Epic content marketing. How to tell a different story, break through the clutter, and win more customers by marketing less. McGraw-Hill Education.
• SANAGUSTÍN, Eva (2013). Marketing de contenidos. Anaya Multimedia.

Reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.