Persuasive Content Marketing is an elective second-year course. In this course you get the chance to experiment with creating content on different channels, analyzing data, and later on, drawing conclusions for a client about the content created.
How do you draw attention to your channel, to your content? How do you stop people from scrolling? How do you make your content relevant for your consumer, client and social media algorithms? And how do you create content that succeeds? Those are all questions you will find an answer to while doing experiments and testing different content hypothesis on your chosen channel. Your lecturer is going to be a guide in this process of discovery.
This year, students worked with channels like Instagram, TikTok, Linked In, Medium or Youtube. The themes are really diverse, and as a starting point, it should be something you’re passionate about or that you like, given the fact you will post content on the topic for at least 5 weeks. Think of sustainability, cooking & eating, plants, self-care, mindfulness, analyzing movies or TV shows, budgeting tips, and many other topics.
One of the main goals of the course is to also analyse and solve a client problem with the strategic and creative use of content. At the end of the course, you will have to critically assess the outcome of a content campaign, and advise on future optimisation for your chosen client. So it is really a hands-on course, which takes you through the whole process of Content marketing. If you are interested in this topic, you can check out the books called Content Inc. How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses by Joe Pulizzi.