Content Marketing (XCPD-542): Syllabus
Times
Friday, Sept. 20: 6:30 PM - 9:30 PM
Saturday, Sept. 21: 9:00 AM - 4:00 PM
Friday, Sept. 27: 6:30 PM - 9:30 PM
Saturday, Sept. 28: 9:00 AM - 4:00 PM
Place
640 Massachusetts Ave., Room TBD
Prof
Bob Fiddler
410-295-3770
bobf@fiddlergroup.com
No office hours.
Description:
Increasingly, organizations are engaging audiences through storytelling, information sharing and
conversation. Content marketing is a long-term engagement strategy driven by delivering original content
in order to acquire and engage customers and other constituents. Content marketing is not a single
solution or deliverable, but a constantly evolving practice.
This course will introduce you to content marketing and teach you to understand why users share
information, how they share it, and how that sharing will benefit your organization. You will learn about the
different types of content (e.g. blog posts, infographics, web seminars, web copy, email) while developing
strategies that include leveraging content you already have, creating new content, and using content to
optimize your web presence for search. Most importantly, you will learn by doing, building a content
marketing plan as a team.
Course Objectives
Upon completion of the course, a successful student will be able to:
• Understand how a content marketing strategy can fit within your existing marketing strategy and tactics.
• Learn how to publish your content and incorporate SEO into your strategy so users can find your
organization’s content.
• Develop a better understanding to engage your users with original content and how to optimize your
existing content.
• Use social media to communicate better in your networks, and more efficiently.
Texts:
Rose, Robert and Pulizzi, Joe (2011); Managing Content Marketing. (Available at Amazon: http://
www.amazon.com/Managing-Content-Marketing-Real-World-Subscribers/dp/0983330719/ref=sr_1_1?
s=books&ie=UTF8&qid=1378494583&sr=1-1&keywords=managing+content+marketing ($20.81
paperback, $6.99 Kindle), or at various other sellers: http://books.google.com/books?
id=PiPgXwAACAAJ&sitesec=buy&source=gbs_atb
The Business Case for Agile Content Marketing eBook (on Blackboard)
Content Marketing Playbook eBook (on Blackboard)
Content Marketing Research eBook (on Blackboard)
Case Studies
The Ford Fiesta
HubSpot: Inbound Marketing and Web 2.0
Both case studies are available on Blackboard.
Other Resources
Here are some other great places to go for news & knowledge about content marketing:
www.contentmarketinginstitute.com
www.hubspot.com
http://www.contentmarketingexperience.com/
http://www.copyblogger.com/content-marketing/
Content:
Class time will consist of lecture, discussion of readings, discussions of case studies, in-class project
work and presentation.
Assignments:
Reading Assignments
Reading assignments are due before the appropriate class meeting.
Case Studies and Other Out-of-Class Assignments
Out-of-class writing assignments will be due before the appropriate class meetings. Students should be
prepared to discuss and present their work during class. Case studies should be written up to no more
than 3 pages of length, 12 pt. type, double spaced. They should be handed in through Blackboard.
Grades:
There are no grades for this class. At the end of the semester. I will submit a list of those
students who have “SC” (successfully completed) the course. In order to be on that list,
you must have:
• missed no classes unexcused;
• satisfactorily completed all assignments.
Students who miss class without an excused absence or do not satisfactorily complete all
assignments will be listed as “AT” (attendance verified) for the course.
If this becomes a problem during the semester, please talk to me. Please inform me for
any absences of which you are aware in advance.
Policies and General Remarks:
Students should come prepared to write, with writing implements (pencil or pen), lined
paper, unlined 8.5” x 11” paper. Laptops may also be useful.
Classes will start promptly at the scheduled time. We will take at least one 10 minute break every 1.5
hours.
Various topics on this syllabus may be subject to change, depending on how quickly the
class moves.
Be prepared to present your work and respond to others’ presentations.
Schedule:
Friday, 9/20
6:30 - 7:50
Topics: What is Content Marketing? What does it look like? Why bother?
Readings: Rose/Pulizzi Foreword and Intro, Pg. 4 - 13
Case: None
Assignments due: None
Activities:
• Create teams
• Choose subject company
8:00 - 9:30
Topics: Creating a Business Case for CM
Readings: Rose/Pulizzi Ch. 1, Pg. 14 - 35, The Business case for Agile Content Marketing eBook
(on Blackboard)
Case: None
Questions: n/a
Assignments due: None
Activities: Create the business case for CM for your chosen company.
• What’s the need?
• How big is the need?
• What’s the business model?
• What’s the differential value?
• What are the risks?
!
!
Saturday, 9/21
9:00 - 10:20
Topics: Creating Personae
Readings: Rose/Pulizzi Ch. 2, Pg. 36 - 55; Content Marketing Research eBook (on Blackboard)
Case: None
Questions: n/a
Assignments due: None
Activity:
1. Present business case for CM (1 team)
2. Create Personae for your business
10:30 - 12:00
Topics: Developing Content Pillars
Readings: Rose/Pulizzi Ch. 3, Pg. 56 - 75
Case: None
Questions: n/a
Assignments due: None
Activity:
1. Present Personae (1 team)
2. Develop Content Pillars for your business
1:00 - 2:20
Topics: Ford Fiesta Case
Readings: Ford Fiesta Case
Case: Ford Fiesta
Questions:
1. What is the business case for Ford’s Fiesta marcomm plan?
2. How is it performing by the metrics reported in the case? Are they the right metrics?
3. Is the campaign under control? What are the controls?
4. Should Ford be satisfied with the reach of the campaign?
5. What is your advice to Chantal Leonard? Stay the course or make material changes?
Assignments due: Ford Fiesta Case
Activities: Present content pillars (1 team)
2:30 - 4:00
Topics: DM Channels; Blog Writing
Readings: Content Marketing Playbook (In Blackboard); Rose/Pulizzi Ch. 4 & 5, Pg. 76 - 90
Case: None
Questions: None
Assignments due: None
Activities: Create channel plan for your business
Friday, 9/27
6:30 - 7:50
Topics: Content Marketing Process
Readings: Rose/Pulizzi Ch. 6, Pg. 91 - 100
Case: None
Questions: n/a
Assignments due: Blog article for your business (300 - 500 words)
Activity: Present channel plan for your business
8:00 - 9:30
Topics: Workflow
Readings: Rose/Pulizzi Ch. 7, 101 - 117
Case: None
Questions: n/a
Assignments due:
Activities: Develop a workflow plan for your business
Saturday, 9/28
9:00 - 10:20
Topics: The Tools of CM, HubSpot Case
Readings: Rose/Pulizzi Ch. 8, Pg. 117 - 127, HubSpot Case
Case: HubSpot Case
Questions:
1. What is Inbound Marketing? Is it different than Content Marketing?
2. Why was HubSpot’s turn rate so high?
3. How has HubSpot become so successful?
4. How does HubSpot work (today)?
5. What businesses do think can profit most by using HubSpot? What are the alternatives?
Assignments due: Hubspot Case
Activity:
1. Present Workflow Plan
2. Present HubSpot Case
10:30 - 12:00
Topics: Measurement
Readings: Rose/Pulizzi Ch. 8, Pg. 117 - 127
Case: None
Questions: n/a
Assignments due: None
Activity: Develop Measurement Plan for your CM plan
1:00 - 2:20
Topics: Present full CM Plans (teams)
Readings: None
Case: None
Questions: n/a
Assignments due: None
Activity: Present full CM Plans (teams)
2:30 - 4:00
Topics: Present full CM Plans (teams)
Readings: None
Case: None
Questions: n/a
Assignments due: None
Activity: Present full CM Plans (teams)