MKT 402: Content Marketing and Storytelling

This course takes the perspective that traditional communications methods via TV, print, and radio, etc., once the only way to reach an audience with a brand or product message, are changing dramatically. The sales pitch has fallen on deaf ears. Today, people are consuming and sharing content that is valuable and useful. Authentic content becomes an extremely valuable resource for consumers, which leads to brand trust. Consumers can access the information they need from their smart phones. A content marketing strategy can actually make a consumer stop and consider one brand versus another. Today, via an approach called “brand storytelling,” a company can create emotional connections with consumers that are meaningful, memorable, and persuasive. This course will help students to understand why brands are moving away from traditional marketing to content marketing to focus on engaging the consumers’ hearts and minds. Content marketing is the new way to create meaningful and lasting relationships with customers. To succeed in this new content marketing environment, students need to understand what is changing, how to create a viable content marketing strategy, and how to measure success in the digital world.