MARKETING
CONTENT STRATEGY
REBECCA LIEB

We 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 strategy is and how to create a strategy that conforms to an organization's needs, fulfills goals, and is properly resourced. While the earlier module on content marketing focuses more on execution, this module looks at content from a higher executive level, focused more on an executive, big-picture approach.

SKILLS:

- Digital Marketing

- Social Media

- Digital Media

- Online Marketing

- PR

ABOUT REBECCA
HARBOUR.SPACE 
WHAT YOU WILL LEARN
RESERVE MY SPOT

DATE: 25 Nov - 13 Dec, 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: 25 Nov - 13 Dec, 2019

DURATION: 3 Weeks

LECTURES: 3 Hours per day

LANGUAGE: English

LOCATION: Barcelona, Harbour.Space Campus

COURSE TYPE: Offline

All rights reserved. 2018

Harbour.Space University
Tech Heart
COURSE OUTLINE
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Session 1

Introduction to Content Strategy
What is content strategy, how does if differ from content marketing, and what are the expectations from a content strategist? The elements of a content strategy.

Session 4

Organizational and Staff Models for Content

Session 3

Content Marketing Performance:
A Framework to Measure Content's Real Business Impact

Session 2

Converged Media:
How content integrates with other media and initiatives. Why content is and essential part of the marketing mix (and the decline of advertising efficacy).

MARKETING
CONTENT
STRATEGY
BIBLIOGRAPHY

Content is the atomic particle of marketing. Without content, marketing would be blank space and empty time. Content not only fills "owned" media such as blogs, articles, and websites. It's also the basis of email marketing, communications, and even advertising.  

Content marketing, indeed, all marketing, is informed by content strategy, the ability to see the "big picture" of content: how it integrates with other marketing disciplines; setting, achieving and adjusting goals and metrics; the ability to make content happen with the right tools, technology and people; and an eye on the horizon, technological and trend developments that will inform and influence strategy going forward. This course will also look at bleeding edge content technologies such as artificial intelligence, Beacons, sensors and hyper-personalization.

Content is the atomic particle of marketing. Without content, marketing would be blank space and empty time. Content not only fills "owned" media such as blogs, articles, and websites. It's also the basis of email marketing, communications, and even advertising.  

Content marketing, indeed, all marketing, is informed by content strategy, the ability to see the "big picture" of content: how it integrates with other marketing disciplines; setting, achieving and adjusting goals and metrics; the ability to make content happen with the right tools, technology and people; and an eye on the horizon, technological and trend developments that will inform and influence strategy going forward. This course will also look at bleeding edge content technologies such as artificial intelligence, Beacons, sensors and hyper-personalization.