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Curso: Storytelling in Branding and Content Marketing . Haz clic en
aquí
para volver.
Introduction to Module 1
A Brand New World (and a crazy one)
‘Every top company becomes a media company’
The Content Market Revolution
The Change in Media Consumption Habits
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain
Who Is the Target Audience?
The Need for Meaning in the ‘Liquid’ Era
Customer Logic vs Company Logic
Don’t Write What You Know
Introduction to Module 2
The ‘Death’ of Newspapers
Branded Journalism’s Rising Prominence in Media
‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca
Headlines, Clickbaits and Deception
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary
Where are the stories?
‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca
Newsworthiness for Marketing Purposes
Thinking as a Good Journalist: Quality
Transparency and Credibility: The Road to Earned Media
Introduction to Module 3
What’s old is new again
Nothing Is Beyond the Scope of Human Interest
Unique Stories: Connecting With the Audience
Stories and Saturated Audiences
What Makes a Good Story
‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant
Style and Coherence: Different Companies, Different Media, Different Stories
Inbound Marketing: A Long-Term Publishing Strategy
Introduction to Module 4
A Multiplatform Transmedia Challenge
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker
Content Discovery
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain
Movies in the Service of Brands
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc
We Don't Own Our Stories Anymore
‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media
Choosing the Right Format for a Piece of Content
Success Stories in Branded Content
‘Our only pattern is finding how we can give value to the user so we can get their attention and then a call to action’: Interview with Dani Marote – CEO at Hydra Social Media
A Wrap Up From Professor Pedro Cifuentes
Introduction to The Project
Instructions for the Capstone Project
Brand and Content Marketing Conclusion