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Pedro Cifuentes Huertas
Storytelling in Branding and Content Marketing is an IE University course for professionals who want to learn how to produce memorable content through quality storytelling.
Read more
Storytelling in Branding and Content Marketing is an IE University course for professionals who want to learn how to produce memorable content through quality storytelling.
Read more
Storytelling in Branding and Content Marketing is an IE University course for professionals who want to learn how to produce memorable content through quality storytelling.
Students will go through a learning process that will start with a deep understanding of the term Branded Content and its main differences with traditional advertising, simultaneously creating an effective storyline based on strong brand values and messages. The course analyses the production of quality journalism and explores how to create memorable and long-lasting connections with a given target audience in a world of constant content surplus. It concludes with a deeper insight into the term of Brand Entertainment, giving them the opportunity to amplify their knowledge about how to produce a good call to action and retain the audience's attention.
Register for this course and see more details by visiting:
OpenCourser.com/course/dlh7rs/storytelling
What's inside
Syllabus
WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?
In the first week of the course, we will get an overview of the main differences between Branded Content and traditional advertising. There is a new ecosystem of permanent distraction and content production, which is leading to new business models. We will learn how brand values should have an influence over the storyline.
Read more
Syllabus
WHY IS BRANDED CONTENT BETTER THAN TRADITIONAL ADVERTISING?
In the first week of the course, we will get an overview of the main differences between Branded Content and traditional advertising. There is a new ecosystem of permanent distraction and content production, which is leading to new business models. We will learn how brand values should have an influence over the storyline.
Read more
THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM
During week two, Professor Cifuentes will introduce the main differences between good and bad journalism. The purpose is that we understand the process to go from a declining newspaper industry to the creation of high quality Branded Content. You will also learn how to develop quality headlines; the main element to attract the reader’s attention.
CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES
In week three, you will have the chance to understand how brands today are in need of stories. Pedro will explain the main elements that make a good story and how different story formats are applied for different purposes. We will address the elements behind storytelling and how to achieve emotional connections through relevance in stories.
CREATING A STORY FOR YOUR BRAND
We have made it to the last module of the course. In this section, we will get a deep insight of the Brand Entertainment field through the eyes of respected professionals in the area. We will be able to amplify our knowledge in how to produce an effective call to action and how to preserve the audience; a key and complex factor in nowadays ocean of never-ending content.
THE CAPSTONE PROJECT
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Suitable for professionals seeking to enhance their content marketing and storytelling skills
Developed by IE University, a reputable institution in the field of business and marketing
Provides comprehensive coverage of storytelling techniques, including quality journalism, audience engagement, and brand entertainment
Led by Professor Pedro Cifuentes Huertas, an experienced professional in the field of storytelling and content marketing
Course components include engaging videos, readings, discussions, and a capstone project for practical application
Applicable to various industries and job roles where effective communication and storytelling are crucial
Save this course
Save Storytelling in Branding and Content Marketing to your list so you can find it easily later:
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Reviews summary
Valuable storytelling techniques
Learners say that this engaging and informative course provides valuable insights into storytelling in branding and content marketing. Instructors and assignments are lauded as excellent. However, a handful of learners criticized difficult exams and repetitive material.
Students appreciate actionable assignments that reinforce learning and are relevant to the field.
"I really appreciate the creative assignments given by course instructors and their way of teaching. A big shoutout to all the instructors!Thanks Prof. Pedro Cifuentes and Coursera!"
"Loved the assignment in this one!"
"Very good course for understanding the basics of branded content generation. Professor Pedro Cifuentes makes the course entertaining, relatable and easy to understand. At the end, you end up with many actionable ideas to start generating branded content straight away, and with knowledge and criteria to keep on deepening your learning on the subject."
Instructors present clear, understandable material, providing a strong understanding of branding
"Interesting course and good lecturers."
"The course is an eye-opener. Interesting and makes a good caseproviding useful examples to back it up."
"The course content is quite valuable, offering a comprehensive understanding of branding."
Learners highly regard the expertise and communication skills of the instructors.
"Uno de los cursos más interesantes que he tomado, el catedrático transmite sus conocimientos con facilidad, disfrute sobremanera cada tarea, la retroalimentación en los cuestionarios, lamento que se acabara... Gracias Lic. Pedro Cifuentes Huertas"
"Loved this course, It will definitely help me build better branded content and scale greater heights in my career."
"The course is meaningful to me. I've learned a lot from this course, this laid a foundation for my future career.Thank you."
While most learners found the exams informative, some criticized their difficulty.
"you won't be able to pass because you will be waiting for someone to review your work for weeks and weeks"
"I was let down by this course. I found that the instructor lacked charisma and was unable to convey the information in a good way. I also found the assignments confusing."
"So far, I'm really lost with the material."
Multiple learners indicate repetitiveness in certain modules.
"It was too repetitive in journalism, history of media and concepts, but didn´t go so much into practice."
"The course topic was interesting but the message was repetitive.. There was too much dependence on reading material, less case studies like in the 1st course."
"I feel as the course could have been much shorter and more objective. Most of the modules were subjective and the professor went on telling how the world has changed."
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 Storytelling in Branding and Content Marketing with these
activities:
Read 'Brand Storytelling' by Donald Miller
Show steps
Gain insights into the principles of effective brand storytelling.
View
Building a Storybrand 2.0
on Amazon
Show steps
-
Read the book thoroughly.
-
Summarize the key concepts in your own words.
-
Apply the concepts to a brand you are familiar with.
Review techniques for writing branded content
Show steps
Refine your branded content writing skills to prepare for the course.
Browse courses on
Writing Techniques
Show steps
-
Review course materials on branded content writing techniques.
-
Practice writing branded content in different formats.
-
Get feedback on your writing from peers or mentors.
Follow tutorials on creating high-quality journalism
Show steps
Enhance your ability to produce engaging and informative content.
Browse courses on
Journalism
Show steps
-
Identify reputable sources for journalism tutorials.
-
Follow step-by-step instructions to improve your writing techniques.
-
Practice applying the techniques to your own writing.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Write headlines for branded content articles
Show steps
Develop your ability to craft attention-grabbing headlines.
Browse courses on
Headlines
Show steps
-
Identify different types of headlines used in branded content.
-
Practice writing headlines that are concise, informative, and engaging.
-
Get feedback on your headlines from peers or mentors.
Develop a branded content strategy
Show steps
Apply course concepts to create a branded content strategy.
Show steps
-
Define the target audience for your brand.
-
Identify the key messages you want to communicate.
-
Develop a content calendar that outlines your planned content.
Attend industry events related to branded content
Show steps
Connect with professionals and learn from their experiences.
Show steps
-
Research upcoming industry events related to branded content.
-
Attend the events and engage with attendees.
-
Follow up with promising connections after the event.
Answer questions and provide guidance on branded content
Show steps
Reinforce your learning by assisting others.
Show steps
-
Join online forums or communities related to branded content.
-
Actively participate in discussions and answer questions.
-
Provide constructive feedback and guidance to others.
Organize and review course materials
Show steps
Review and synthesize course materials to improve retention.
Show steps
-
Review lecture notes, readings, and assignments.
-
Organize materials by topic or concept.
-
Summarize key points and create study aids.
Read 'Brand Storytelling' by Donald Miller
Show steps
Gain insights into the principles of effective brand storytelling.
View
Building a Storybrand 2.0
on Amazon
Show steps
Show steps
Show steps
- Read the book thoroughly.
- Summarize the key concepts in your own words.
- Apply the concepts to a brand you are familiar with.
Review techniques for writing branded content
Show steps
Refine your branded content writing skills to prepare for the course.
Browse courses on
Writing Techniques
Show steps
Show steps
Show steps
- Review course materials on branded content writing techniques.
- Practice writing branded content in different formats.
- Get feedback on your writing from peers or mentors.
Follow tutorials on creating high-quality journalism
Show steps
Enhance your ability to produce engaging and informative content.
Browse courses on
Journalism
Show steps
Show steps
Show steps
- Identify reputable sources for journalism tutorials.
- Follow step-by-step instructions to improve your writing techniques.
- Practice applying the techniques to your own writing.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Write headlines for branded content articles
Show steps
Develop your ability to craft attention-grabbing headlines.
Browse courses on
Headlines
Show steps
Show steps
Show steps
- Identify different types of headlines used in branded content.
- Practice writing headlines that are concise, informative, and engaging.
- Get feedback on your headlines from peers or mentors.
Develop a branded content strategy
Show steps
Apply course concepts to create a branded content strategy.
Show steps
Show steps
Show steps
- Define the target audience for your brand.
- Identify the key messages you want to communicate.
- Develop a content calendar that outlines your planned content.
Attend industry events related to branded content
Show steps
Connect with professionals and learn from their experiences.
Show steps
Show steps
Show steps
- Research upcoming industry events related to branded content.
- Attend the events and engage with attendees.
- Follow up with promising connections after the event.
Answer questions and provide guidance on branded content
Show steps
Reinforce your learning by assisting others.
Show steps
Show steps
Show steps
- Join online forums or communities related to branded content.
- Actively participate in discussions and answer questions.
- Provide constructive feedback and guidance to others.
Organize and review course materials
Show steps
Review and synthesize course materials to improve retention.
Show steps
Show steps
Show steps
- Review lecture notes, readings, and assignments.
- Organize materials by topic or concept.
- Summarize key points and create study aids.
Career center
Learners who complete Storytelling in Branding and Content Marketing will develop knowledge and skills
that may be useful to these careers:
Content Strategist
Content Strategist
Content Strategists create content that is aligned with an organization's communication goals. They understand how to produce content that is valuable and engaging to the target audience. Storytelling in Branding and Content Marketing provides a strong foundation for this role by teaching students how to develop effective storylines that resonate with their audience. The course also covers the basics of quality journalism, which is essential for creating informative and credible content.
Marketing Manager
Marketing Manager
Marketing Managers oversee a wide range of marketing activities, including content creation and distribution. They need to understand how to create content that is effective and engaging. Storytelling in Branding and Content Marketing can help Marketing Managers develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Brand Manager
Brand Manager
Brand Managers are responsible for managing their brand's reputation and image. They need to understand how to create content that is consistent with their brand's values and goals. Storytelling in Branding and Content Marketing can help Brand Managers develop these skills by teaching them how to develop effective storylines that resonate with their brand's audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Copywriter
Copywriter
Copywriters create written content for a wide range of purposes, including marketing, advertising, and journalism. They need to have a strong understanding of how to write compelling and engaging content. Storytelling in Branding and Content Marketing can help Copywriters develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Social Media Manager
Social Media Manager
Social Media Managers oversee a company's social media presence. They need to understand how to create content that is engaging and relevant to their target audience. Storytelling in Branding and Content Marketing can help Social Media Managers develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Public Relations Specialist
Public Relations Specialist
Public Relations Specialists manage a company's public relations efforts. They need to understand how to create and distribute content across a multitude of media platforms. Storytelling in Branding and Content Marketing can help Public Relations Specialists develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Journalist
Journalist
Journalists write and edit news stories for newspapers, magazines, and online publications. They need to understand how to gather and report information in a clear and concise way. Storytelling in Branding and Content Marketing can help Journalists develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Media Planner
Media Planner
Media Planners develop and execute media plans for their clients. They need to understand how to reach their target audience through a variety of media channels. Storytelling in Branding and Content Marketing can help Media Planners develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Account Manager
Account Manager
Account Managers manage relationships with their clients. They need to understand how to build and maintain relationships with their clients. Storytelling in Branding and Content Marketing can help Account Managers develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Consultant
Consultant
Consultants provide advice and guidance to businesses. They need to understand how to communicate effectively with their clients. Storytelling in Branding and Content Marketing can help Consultants develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Entrepreneur
Entrepreneur
Entrepreneurs start and run their own businesses. They need to understand how to market their businesses effectively. Storytelling in Branding and Content Marketing can help Entrepreneurs develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Freelance Writer
Freelance Writer
Freelance Writers write content for a variety of clients. They need to understand how to create content that is engaging and relevant to their target audience. Storytelling in Branding and Content Marketing can help Freelance Writers develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Blogger
Blogger
Bloggers write and publish content on their own websites or blogs. They need to understand how to create content that is engaging and relevant to their target audience. Storytelling in Branding and Content Marketing can help Bloggers develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Podcaster
Podcaster
Podcasters create and host podcasts. They need to understand how to create content that is engaging and relevant to their target audience. Storytelling in Branding and Content Marketing can help Podcasters develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
Speechwriter
Speechwriter
Speechwriters write speeches for a variety of clients. They need to understand how to create content that is engaging and relevant to their target audience. Storytelling in Branding and Content Marketing can help Speechwriters develop these skills by teaching them how to craft compelling stories that build connections with their audience. The course also covers the basics of branded content, which is a type of content that is created and paid for by a brand but does not feel like advertising.
For more career information including salaries, visit:
OpenCourser.com/course/dlh7rs/storytelling
Reading list
We've selected 12 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
Storytelling in Branding and Content Marketing .
Provides a comprehensive overview of content strategy, including how to plan, write, and optimize content for the web. It would be a valuable resource for students who want to learn more about the process of creating effective branded content.
Provides a framework for understanding brand relevance and developing strategies to improve it. It would be a helpful resource for students who want to learn how to create brands that are meaningful and memorable to customers.
Provides a comprehensive overview of content marketing, including how to plan, create, and distribute content that achieves business goals. It would be a valuable resource for students who want to learn more about the process of creating and managing a successful content marketing campaign.
Save
Provides a psychological perspective on branding, exploring the factors that influence consumer behavior. It would be a helpful resource for students who want to learn more about the psychological underpinnings of brand loyalty.
Save
Provides a framework for aligning brand strategy with design. It would be a helpful resource for students who want to learn how to create brands that are visually appealing and consistent with their overall business goals.
Provides a counterintuitive approach to branding, arguing that brands should focus on being different rather than being better. It would be a helpful resource for students who want to learn how to create brands that stand out from the competition.
Provides a practical guide to using data to create compelling stories. It would be a valuable resource for students who want to learn how to use data to support their arguments and engage their audience.
Provides a framework for understanding brand archetypes and using them to create powerful brands. It would be a helpful resource for students who want to learn how to create brands that are meaningful and memorable to customers.
Provides a framework for understanding why large companies often fail to innovate. It would be a helpful resource for students who want to learn more about the challenges of innovation and how to overcome them.
Provides a practical guide to using the lean startup methodology to create successful businesses. It would be a helpful resource for students who want to learn more about the process of innovation and how to apply it to their own ventures.
Save
Provides a practical guide to getting customers for your startup. It would be a helpful resource for students who want to learn more about the process of customer acquisition and how to apply it to their own businesses.
Provides a practical guide to starting a business. It would be a helpful resource for students who want to learn more about the process of entrepreneurship and how to apply it to their own ventures.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/dlh7rs/storytelling
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Level
Introductory
Via
Coursera
Institution
IE Business School
Instructor
Pedro Cifuentes Huertas
Language
English
Transcripts
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This course belongs to a
collection
called
Branding: The Creative Journey. It's comprised of four courses:
- Branding and Customer Experience
- Storytelling in Branding and Content Marketing (viewing)
- From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories
- Brand Identity and Strategy
Good to know
Suitable for professionals seeking to enhance their content marketing and storytelling skills
Developed by IE University, a reputable institution in the field of business and marketing
Provides comprehensive coverage of storytelling techniques, including quality journalism, audience engagement, and brand entertainment
Led by Professor Pedro Cifuentes Huertas, an experienced professional in the field of storytelling and content marketing
Course components include engaging videos, readings, discussions, and a capstone project for practical application
Applicable to various industries and job roles where effective communication and storytelling are crucial
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