Storytelling in Branding and Content Marketing

Storytelling in Branding and Content Marketing

This course is part of Branding: The Creative Journey Specialization

Instructor: Pedro Cifuentes Huertas

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46,148 already enrolled

5 modules

Gain insight into a topic and learn the fundamentals.

348 reviews

Beginner level

No prior experience required

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

92%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

348 reviews

Beginner level

No prior experience required

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

92%

Most learners liked this course

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

6 assignments¹

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Taught in English

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This course is part of the Branding: The Creative Journey Specialization

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There are 5 modules in this course

Storytelling in Branding and Content Marketing is an IE University course for professionals who want to learn how to produce memorable content through quality storytelling.

Students will go through a learning process that will start with a deep understanding of the term Branded Content and its main differences with traditional advertising, simultaneously creating an effective storyline based on strong brand values and messages. The course analyses the production of quality journalism and explores how to create memorable and long-lasting connections with a given target audience in a world of constant content surplus. It concludes with a deeper insight into the term of Brand Entertainment, giving them the opportunity to amplify their knowledge about how to produce a good call to action and retain the audience's attention.

In the first week of the course, we will get an overview of the main differences between Branded Content and traditional advertising. There is a new ecosystem of permanent distraction and content production, which is leading to new business models. We will learn how brand values should have an influence over the storyline.

What's included

10 videos3 readings3 assignments

10 videos Total 41 minutes

Introduction to Module 1 2 minutes
A Brand New World (and a crazy one) 3 minutes
‘Every top company becomes a media company’ 4 minutes
The Content Market Revolution 3 minutes
The Change in Media Consumption Habits 4 minutes
Consumer Saturation: People Generally Ignore Ads: Interview with Jorge Martinez – Head of Publishers at Outbrain 11 minutes
Who Is the Target Audience? 4 minutes
The Need for Meaning in the ‘Liquid’ Era 3 minutes
Customer Logic vs Company Logic 4 minutes
Don’t Write What You Know 3 minutes

3 readings Total 75 minutes

Important note before starting the course 5 minutes
Compulsory Reading: A Study on the Branded Content as Marketing Communication Media - Min-Wook Choi 10 minutes
Suggested Reading: The Shallows: What the Internet Is Doing to Our Brains - Nicholas Carr 60 minutes

3 assignments Total 50 minutes

Practice Assignments 1 10 minutes
Practice Assignments 2 10 minutes
Test your knowledge on Module 1! 30 minutes

During week two, Professor Cifuentes will introduce the main differences between good and bad journalism. The purpose is that we understand the process to go from a declining newspaper industry to the creation of high quality Branded Content. You will also learn how to develop quality headlines; the main element to attract the reader’s attention.

What's included

11 videos2 readings1 assignment1 discussion prompt

11 videos Total 65 minutes

Introduction to Module 2 2 minutes
The ‘Death’ of Newspapers 4 minutes
Branded Journalism’s Rising Prominence in Media 3 minutes
‘Brand journalism is veracity and public interest’: Interview with Ivan Pino - Associate and Senior Digital Director at Llorente y Cuenca 10 minutes
Headlines, Clickbaits and Deception 4 minutes
Trust with content is the same as in any other relationship : Interview with Juanjo Montanary 9 minutes
Where are the stories? 6 minutes
‘We search for stories in the brand’s legitimate conversation area’: Interview with Ivan Pino- Associate and Senior Digital Director at Llorente y Cuenca 11 minutes
Newsworthiness for Marketing Purposes 5 minutes
Thinking as a Good Journalist: Quality 6 minutes
Transparency and Credibility: The Road to Earned Media 5 minutes

2 readings Total 40 minutes

Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles: 20 minutes
Compulsory Reading: Journalism That Stands Apart (NYT Report) 20 minutes

1 assignment Total 30 minutes

Test your knowledge in Module 2! 30 minutes

1 discussion prompt Total 10 minutes

Are alarms about ‘the death of newspapers’ exaggerated? 10 minutes

In week three, you will have the chance to understand how brands today are in need of stories. Pedro will explain the main elements that make a good story and how different story formats are applied for different purposes. We will address the elements behind storytelling and how to achieve emotional connections through relevance in stories.

What's included

9 videos1 reading1 peer review

9 videos Total 38 minutes

Introduction to Module 3 2 minutes
What’s old is new again 5 minutes
Nothing Is Beyond the Scope of Human Interest 4 minutes
Unique Stories: Connecting With the Audience 4 minutes
Stories and Saturated Audiences 3 minutes
What Makes a Good Story 7 minutes
‘Brand storytellers should work more in the street and less in the office’: Interview with Juanjo Montanary - Branded Content Consultant 7 minutes
Style and Coherence: Different Companies, Different Media, Different Stories 4 minutes
Inbound Marketing: A Long-Term Publishing Strategy 4 minutes

1 reading Total 60 minutes

Suggested Reading: Alan Moore's Writing for Comics, Avatar Press, 2003 - Alan Moore 60 minutes

1 peer review Total 60 minutes

Brand Journalism: Finding and Building a Story for a Brand 60 minutes

We have made it to the last module of the course. In this section, we will get a deep insight of the Brand Entertainment field through the eyes of respected professionals in the area. We will be able to amplify our knowledge in how to produce an effective call to action and how to preserve the audience; a key and complex factor in nowadays ocean of never-ending content.

What's included

14 videos4 readings1 assignment

14 videos Total 89 minutes

Introduction to Module 4 2 minutes
A Multiplatform Transmedia Challenge 6 minutes
What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker 9 minutes
Content Discovery 2 minutes
Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain 10 minutes
Movies in the Service of Brands 4 minutes
Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca 5 minutes
Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc 11 minutes
We Don't Own Our Stories Anymore 2 minutes
‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media 10 minutes
Choosing the Right Format for a Piece of Content 8 minutes
Success Stories in Branded Content 8 minutes
‘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 11 minutes
A Wrap Up From Professor Pedro Cifuentes 1 minute

4 readings Total 85 minutes

Compulsory Reading: Branded Content: The What, Why, When and How - The Mission Podcasts 20 minutes
Optional Reading: Mythologies of Creative Work in the Social Media Age: Fun, Free, and “Just Being Me” - Brooke Erin Duffy, Elizabeth Wissinger 45 minutes
Compulsory Reading: The ultimate step-by-step guide to understanding gamification 10 minutes
Playing for Keeps: Building Lasting Brand Connections with Gamification 10 minutes

1 assignment Total 30 minutes

Test your knowledge on Module 4! 30 minutes

What's included

3 videos4 readings1 assignment1 peer review

3 videos Total 10 minutes

Introduction to The Project 4 minutes
Instructions for the Capstone Project 5 minutes
Brand and Content Marketing Conclusion 1 minute

4 readings Total 33 minutes

Instructions 10 minutes
Defining Branded Content for the Digital Age 3 minutes
The Story of Content: Rise of the New Marketing 10 minutes
How to Design a Brand Study That’s Ethical and Entertaining- Gaudette Emily (2019) 10 minutes