Learning Path:

The Fundamentals of Content Marketing

In this Learning Path
Great content is difficult to achieve but telling stories has never been more important. This Learning Path takes you through debates around what works in content marketing, case studies on successful campaigns, a look at how to incorporate data into content and finally tips on creating great branded content.

5 Lessons. 2.25 hrs
10:55

1: Branded Content Tips

The importance of style, subject-matter, tone of voice and format, presented by Lexi Jarman, Global Director of Content at The Financial Times. Jarman oversees The FT's Content Marketing proposition and explains how to get it right.
37:25

2: Creating Compelling Content

Ari Weiss, Chief Creative Officer of DDB North America, and Lindsay Stein, Editor of Campaign U.S., explore what it means to be an effective modern storyteller.
16:00

3: Combining Content with Commerce

Successful retail brands stay relevant and grow by showing how their products fit into a consumers' life. Hear how those in areas such as fashion, cannabis and publishing create content that drives sales while also fostering consumer engagement.
36:56

4: Communicating Through Memes

Reddit and Grey tackle the tricky issue here of how to communicate through memes. Should you? How to get it right.
40:52

5: The Intersection of Content and Commerce

Consumers expect more from brands than ever. At the same time, there is an increase in data and technology that marketers can use to meet those needs. Learn how successful brands are achieving success by tapping into data and better storytelling.


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