Microcredential in Content Marketing

Contents:

1. Content Marketing
1.1 Framework and concepts;
1.2 Content creation strategy for marketing and communication actions;
1.3 Techniques for creating digital content: fundamentals and copying techniques;
2. Storytelling in the brand’s narrative strategy
2.1 Concept and characteristics;
2.2 Branding and Personality on the basis of the brand’s purpose;
2. 3 Brand narrative world construction strategy;
2.4 Elements for the development of a story: Theme; Characters; Narrative structure;
3. Transmedia Storytelling Strategy in Brand Communication – Branded Content
3.1 Creation of content adapted to digital media and platforms: Owned Media vs. Paid Media vs. Earned Media;
3.2 Interactive narratives;
3.3 Creativity in the development of messages adapted to different media and platforms;
4. Content planning for communication actions