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Content, Advertising & Social IMC

Randy Hlavac

Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites.

Additional MOOC 4 faculty include:

* Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern)

* Steffi Decker (Junior Partner, Chong and Koster)

* Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)

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What's inside

Syllabus

Content Strategy

In this module, you will learn why content is an important component in social marketing. A panel of experts will debunk the paid/owned/earned media riddle and replace it with an integrated who/what/where approach.

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Promotes engagement and shares insights that are crucial for effective social marketing

Helps develop platform-specific messaging to expand market share

Builds foundational knowledge about content strategy for social media marketing

Provides vital knowledge on paid/owned/earned media and its effective integration

Demonstrates the role of advertising in social media marketing

Shares techniques to create viral content and retain audience engagement

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Reviews summary

Content, advertising & social imc insights

According to learners, this course offers a solid foundation in content strategy, advertising, and social integrated marketing communications (IMC). Many found the content highly relevant and appreciated insights from expert panels and interviews. The structure is generally clear and easy to follow. However, some students noted that certain aspects, particularly examples related to advertising platforms, felt somewhat outdated. While providing a good overview, a few felt the course lacked depth in certain areas. Peer interaction and forum activity received mixed feedback.

Provides a broad overview; some areas lack depth.

"It gives a good high-level view but doesn't go deep into topics."

"I wished for more in-depth coverage on measuring KPIs."

"Good as an introduction, but intermediate learners might find it basic."

Well-organized and easy to navigate modules.

"The course is well-structured and easy to follow."

"Modules flow logically from content to IMC and advertising."

"I appreciated the clear layout of the course material."

Features valuable perspectives from industry experts.

"I really enjoyed the interviews with experts in the field."

"The panel discussions were insightful and added significant value."

"Hearing from professionals gave me a practical viewpoint."

Provides valuable, applicable marketing strategies.

"The content is highly relevant to current marketing practices."

"Learned practical strategies I can apply in my work."

"The information provided is relevant for real-world marketing efforts."

Specific platform examples may not be current.

"Some of the screenshots and examples for advertising platforms seemed outdated."

"Felt like the ad section needed updating with current platform interfaces."

"While the principles are sound, the execution examples are a bit old."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Content, Advertising & Social IMC with these activities:

Attend a social media conference

Show steps

Network with other social media professionals and learn about the latest trends and best practices.

Browse courses on Content Strategy

Show steps

Find a social media conference that is relevant to your interests.
Register for the conference.
Attend the conference and participate in the sessions and networking events.

Read "Contagious: Why Things Catch On" by Jonah Berger

Show steps

Learn the principles of viral marketing and how to create content that will resonate with your audience.

View Magic Words on Amazon

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Read the book and take notes.
Identify the key principles of viral marketing.
Brainstorm ideas for how to apply these principles to your own work.

Use Facebook Ads Manager to create a targeted advertising campaign

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Develop the skills to create and manage effective advertising campaigns on Facebook.

Browse courses on Advertising

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Create a Facebook Ads Manager account.
Set up a Facebook advertising campaign.
Target your audience.
Create your ad creative.
Monitor and adjust your campaign.

Four other activities

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Show all seven activities

Attend a workshop on social media marketing

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Learn from experts and get hands-on experience with social media marketing.

Browse courses on Content Strategy

Show steps

Find a workshop on social media marketing that is relevant to your interests.
Register for the workshop.
Attend the workshop and participate in the exercises and discussions.

Develop a content marketing calendar

Show steps

Plan and schedule your content to ensure that you are consistently publishing high-quality content that will reach your target audience.

Browse courses on Content Strategy

Show steps

Identify your target audience.
Research your competition.
Develop a content calendar.
Create high-quality content.
Promote your content.

Take the Google Analytics Academy course

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Learn how to use Google Analytics to track and measure the success of your social marketing campaigns.

Browse courses on Social Marketing

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Sign up for the Google Analytics Academy course.
Complete the course modules.
Apply what you have learned to your own website or blog.

Develop a social media marketing plan for a real-world client

Show steps

Apply the principles you have learned in this course to a real-world project.

Browse courses on Content Strategy

Show steps

Identify a real-world client who is in need of social media marketing services.
Develop a social media marketing plan for the client.
Implement the social media marketing plan.
Track and measure the results of the social media marketing plan.

Career center

Learners who complete Content, Advertising & Social IMC will develop knowledge and skills that may be useful to these careers:

Content Writer

A Content Writer creates content for websites, blogs, and other digital media. They develop content strategies and write content that is informative, engaging, and persuasive. A course in Content, Advertising & Social IMC can help a Content Writer build a foundation in content creation and advertising. The course can also teach them how to develop and write effective content.

See salaries and explore the career path for Content Writer

Content Marketing Manager

A Content Marketing Manager plans and executes content marketing campaigns. They develop content strategies and manage content budgets. A course in Content, Advertising & Social IMC can help a Content Marketing Manager build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their content marketing campaigns. Additionally, the integrated marketing communications strategy taught in the course can give the Content Marketing Manager a holistic approach to marketing that can help them succeed in their role.

See salaries and explore the career path for Content Marketing Manager

Digital Marketing Specialist

A Digital Marketing Specialist plans and executes digital marketing campaigns. They develop digital marketing strategies and manage digital marketing budgets. A course in Content, Advertising & Social IMC can help a Digital Marketing Specialist build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their digital marketing campaigns.

See salaries and explore the career path for Digital Marketing Specialist

E-commerce Marketing Manager

An E-commerce Marketing Manager plans and executes e-commerce marketing campaigns. They develop e-commerce marketing strategies and manage e-commerce marketing budgets. A course in Content, Advertising & Social IMC can help an E-commerce Marketing Manager build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their e-commerce marketing campaigns.

See salaries and explore the career path for E-commerce Marketing Manager

Marketing Manager

A Marketing Manager plans and executes marketing campaigns. They oversee marketing budgets and develop marketing strategies. A course in Content, Advertising & Social IMC can help a Marketing Manager build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their marketing campaigns. Additionally, the integrated marketing communications strategy taught in the course can give the Marketing Manager a holistic approach to marketing that can help them succeed in their role.

See salaries and explore the career path for Marketing Manager

Digital Marketing Manager

A Digital Marketing Manager plans and executes digital marketing campaigns. They oversee digital marketing budgets and develop digital marketing strategies. A course in Content, Advertising & Social IMC can help a Digital Marketing Manager build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their digital marketing campaigns. Additionally, the integrated marketing communications strategy taught in the course can give the Digital Marketing Manager a holistic approach to marketing that can help them succeed in their role.

See salaries and explore the career path for Digital Marketing Manager

Brand Manager

A Brand Manager is responsible for the development and execution of a brand's marketing strategy. They oversee brand marketing budgets and develop brand marketing campaigns. A course in Content, Advertising & Social IMC can help a Brand Manager build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their brand marketing campaigns. Additionally, the integrated marketing communications strategy taught in the course can give the Brand Manager a holistic approach to marketing that can help them succeed in their role.

See salaries and explore the career path for Brand Manager

Advertising Manager

An Advertising Manager plans and executes advertising campaigns. They develop advertising strategies and manage advertising budgets. A course in Content, Advertising & Social IMC can help an Advertising Manager build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of their advertising campaigns. Additionally, the integrated marketing communications strategy taught in the course can give the Advertising Manager a holistic approach to marketing that can help them succeed in their role.

See salaries and explore the career path for Advertising Manager

Marketing Consultant

A Marketing Consultant provides marketing advice to businesses. They help businesses develop and execute marketing strategies. A course in Content, Advertising & Social IMC can help a Marketing Consultant build a foundation in content creation, advertising, and social media marketing. The course can also teach them how to develop and measure the success of marketing campaigns.

See salaries and explore the career path for Marketing Consultant

Advertising Copywriter

An Advertising Copywriter creates advertising copy for print, broadcast, and digital media. They develop advertising concepts and write advertising copy that is persuasive and memorable. A course in Content, Advertising & Social IMC can help an Advertising Copywriter build a foundation in content creation and advertising. The course can also teach them how to develop and write effective advertising copy.

See salaries and explore the career path for Advertising Copywriter

Search Engine Optimization (SEO) Specialist

A Search Engine Optimization (SEO) Specialist optimizes websites for search engines. They improve the visibility of websites in search engine results pages (SERPs). A course in Content, Advertising & Social IMC may be useful for an SEO Specialist to build a foundation in content creation and advertising. The course can also teach them how to create content that is optimized for search engines.

See salaries and explore the career path for Search Engine Optimization (SEO) Specialist

Social Media Strategist

A Social Media Strategist develops and implements social media strategies. They manage social media accounts and create content for them. A course in Content, Advertising & Social IMC may be useful for a Social Media Strategist to build a foundation in content creation and advertising for social media. The course can also teach them how to develop and measure the success of their social media strategies.

See salaries and explore the career path for Social Media Strategist

Public relations manager

A Public Relations Manager plans and executes public relations campaigns. They manage public relations budgets and develop public relations strategies. A course in Content, Advertising & Social IMC may be useful for a Public Relations Manager to build a foundation in content creation and advertising for public relations. The course can also teach them how to develop and measure the success of their public relations campaigns.

See salaries and explore the career path for Public relations manager

Social Media Specialist

A Social Media Specialist manages social media accounts and creates content for them. They develop social media strategies and track the success of social media campaigns. A course in Content, Advertising & Social IMC may be useful for a Social Media Specialist to build a foundation in content creation and advertising for social media. The course can also teach them how to develop and measure the success of their social media campaigns.

See salaries and explore the career path for Social Media Specialist

Social Media Manager

A Social Media Manager plans social media campaigns. They manage social media properties and create content for them. A course in Content, Advertising & Social IMC may be useful for a Social Media Manager to build a foundation in content creation and advertising for social media. The course can also teach them how to measure the success of their social media campaigns.

See salaries and explore the career path for Social Media Manager

Reading list

We've selected 26 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Content, Advertising & Social IMC.

Digital Marketing

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Provides a comprehensive overview of social media marketing, covering key concepts, strategies, and tactics. It valuable resource for both beginners and experienced marketers who want to enhance their understanding of social media marketing.

Content, Advertising & Social IMC

Here's a deal for you

What's inside

Syllabus

Traffic lights

Save this course

Reviews summary

Content, advertising & social imc insights

Activities

Career center

Reading list

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