CONTENT MARKETINGREBECCA LIEBWe offer innovative university degrees taught in English by industry leaders from around the world, aimed at giving our students meaningful and creatively satisfying top-level professional futures. We think the future is bright if you make it so.
Combinatorics and graph theory lay at the heart of discrete mathematics and computer science. In the course, we begin with a brief review of the fundamentals of combinatorics---counting, permutations, binomial coefficients, and the pigeonhole principle---and then devote most of the course to the fundamentals of graph theory. We cover the most common definitions and ideas of graph theory, proving important theorems and introducing important algorithms, but mostly aiming to simply establish the common language of discrete mathematics and computer science.
Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author, and columnist. Her areas of specialization are digital marketing and media, with a concentration in content strategy, content marketing and converged media. She works with many of the world's leading brands on digital marketing innovation. Clients range from start-up to non-profits to Fortune 100 brands and regulated industries, including Facebook, Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Gannett, IBM, Save the Children, Pinterest, Cisco, ad and PR agencies, and The Federal Reserve Bank of New York.
Earlier, she was Altimeter Group's digital advertising and media analyst, where she published what remains the largest extant body of research on content marketing, content strategy, and content's role in paid, owned and earned media. Prior to that, she was vice president at Econsultancy, where she launched the company's U.S. operations and grew the business to profitability in one year.
Rebecca was VP and editor-in-chief of The ClickZ Network for over seven years, and for part of that time also ran the redoubtable SearchEngineWatch.com. She's a frequent public speaker on topics related to digital marketing, advertising, and media.
In her copious free time, she writes books. The Truth About Search Engine Optimization instantly became an Amazon best seller. It was followed by Content Marketing, one of the first books on that topic. Most recently she published Content: The Atomic Particle of Marketing, a definitive, research-based book on content strategy.
At the end of this three week course, students will understand what content marketing is, why and where it's useful, the techniques and technologies that make it possible, as well as the nuts and bolts of making content happen: staffing, editorial calendars, processes and procedures. Additionally, enormous emphasis will be placed on where content intersects with the wide variety of digital channels and content's intersection with every type of media, paid, owned and earned.
SKILLS:
- Digital Marketing
- Social Media
- Digital Media
- Online Marketing
- PR
ABOUT REBECCA
HARBOUR.SPACE WHAT YOU WILL LEARN
DATE: 4 Nov - 22 Nov, 2019
DURATION: 3 Weeks
LECTURES: 3 Hours per day
LANGUAGE: English
LOCATION: Barcelona, Harbour.Space Campus
COURSE TYPE: Offline
HARBOUR.SPACE UNIVERSITY
RESERVE MY SPOT
DATE: 4 Nov - 22 Nov, 2019
DURATION: 3 Weeks
LECTURES: 3 Hours per day
LANGUAGE: English
LOCATION: Barcelona, Harbour.Space Campus
COURSE TYPE: Offline
All rights reserved. 2018
COURSE OUTLINESession 1
What Is Content Marketing?
An introduction to the course and course expectations. The position and importance of content in the digital marketing landscape.
The Three Three Types of Content Marketing
Session 4
Audience
Customer and Persona Development
Session 3
Content Scenarios
PR
SEO
Live Events
Sales
Purchase funnel mapping
Customer Service
Listening and Responding
Final Project planning and assignments
Session 2
Content Marketing vs. Content Strategy
Content Marketing Channels
Social and Owned Media, blogs, websites, video, forums, native advertising, etc.
CONTENT MARKETING
BIBLIOGRAPHYMarketers no longer merely buy media (advertising) - they are gradually becoming the media. The ability to create original content combined with ever-lower barriers for publishing and distribution fuel this trend, as does consumer aversion to advertising. Instead of interruptive 'push' messaging, consumers now expect brands to be there with pull messaging, the marketing of attraction, which is achieved by providing content that's funny, creative, helpful, educational, useful, or otherwise need-fulfilling.
Marketers no longer merely buy media (advertising) - they are gradually becoming the media. The ability to create original content combined with ever-lower barriers for publishing and distribution fuel this trend, as does consumer aversion to advertising. Instead of interruptive 'push' messaging, consumers now expect brands to be there with pull messaging, the marketing of attraction, which is achieved by providing content that's funny, creative, helpful, educational, useful, or otherwise need-fulfilling.