digital content marketing
SMU ADV 433-701
Course Books
Course Description
IRL a person will see up to 4,000 ads in just one day. It’s a noisy world in the digital space, so what do you do when your boss is telling your content team that your brand needs to stand out? Get on TikTok, Pinterest, Reddit, Facebook, Instagram, and Tumblr tomorrow “because Gen Z / millennials love them”, make content “go viral”, and oh yeah, and create big waves with a small budget. And while they might be okay with not seeing true ROI from a billboard, they definitely don’t want to “waste” money on digital tactics and they’ll demand see the return happen in days of launching your campaign. And remember, digital content can make or break any brand in seconds. People love and hate you on a whim, and keeping up with trends, current events, pop culture seems overwhelming without the right tools, team or budget. Freaked out yet?
While it’s easy to get distracted in the content world, when you have the right strategy and a strategic plan in place, you can justify each and every piece of content and make the most out of the limited time and budget you have.
The ultimate goal of content: Bringing context to your brands’ message through your website, social media channels, email campaigns and other interactive media while simultaneously adding value to your target audience’s daily lives through authentic content (all while keeping your boss happy).
But don’t stress out. It can be tough out there for a digital content strategist, but it’s also super exciting. There’s limitless possibilities and tools and channels are changing constantly. Humanizing your brand is the future and high quality, purposeful and focused content is the solution.
This course will explore the backend of developing sound content strategies that reflect larger business objectives, the channels and tools that can support the execution and optimization of awesome content, and will teach you how to stay nimble and keep your brand safe in an ever changing world full of hungry consumers chomping away on content.
Learning Outcomes
Understand the key factors of successful digital content and the ability to differentiate between strong and weak content
Familiarity with the purpose and process of developing a content strategy that reflects larger business objectives
Map a content execution plan and editorial calendar for a digital campaign
Track and assess content performance with the help of social listening and measurement tools
Audit existing brand content and their target audience response
Build and present a formalized case for holistic digital content campaign reflecting each stage in the customer journey
Policies / Expectations
In-Class Engagement: In order to have a dynamic class, I expect people to be present, pleasant, deep thinkers and focused. Laptops and tablets are allowed, but smartphones should not be the primary method of notetaking or research during class.
You’re on the honor system for not online shopping, ordering Uber Eats, reading BuzzFeed, double tapping Instagram posts, following your favorite sports team, etc. If I notice that you are distracted, sleeping, rude, zoned out, texting under your desk, laughing when no-one else is, your desk is vibrating from your smartphone; I will address it. If the behavior continues, it will affect your participation grade and ultimately hinder your learning (aka your future).
Protip: Leave your smartphone in your pocket or bag.
Grade Breakdown
Grades are final, and you have one week to discuss your grade with me. If I do not provide enough feedback or justification of your grade, I’m happy to talk through my assessment, but the likeliness of negotiating a higher grade (even by a point) is highly unlikely.
Bonus points are available, but only if you dress up for Halloween (because we have class that night). Note that cat ears with regular clothes will receive less extra credit than people who go all out.
Attendance (10%)
Participation (15%)
Audience Audit (30%)
Final Pitch (40%)
LWT (5%)
Attendance 10%
Attendance is required. You’re allowed two unexcused absences. University-sanctioned absences will be excused and are eligible for make-up work. You must provide official documentation detailing your absence.
Late arrivals will also affect your attendance grade. I reserve the right to deduct points based on how late you are, and how much your tardiness has disrupted the flow of the class.
Medical absences require a doctor’s note from a medical professional who examined you and specifically prescribed your absence from class on the day you missed class.
If you plan to observe a religious holiday anytime this Fall, you must inform me by September 1 for it to be considered an excused absence.
Participation 15%
Everyone has their preferred method of communication and contributing, so the following interactions will factor into your participation grade. While some of us are internal processors or have anxiety around public speaking, the truth of the matter is that in business, you’re expected to be communicative in person as well as over Slack, IM or email. If you are just talking to talk, that will also affect your participation grade in a negative manner.
General class engagement (out loud): examples include thoughtful or challenging questions, asking why, playing devil’s advocate (without being mean), congratulating your peers with an explanation behind it.
Emailing book discussion questions prior to scheduled book review (3 questions per book → 6 total)
At least one thoughtful question or comment after a Last Week Today review.
Sharing at least 2 articles in the facebook group with an insightful status about how that article is relevant or thought-provoking. Posting an article without a comment does not count because that’s just content without context.
Last Week Today (LWT) 5%
Each student will be responsible for giving one 5-minute review of two pieces* of digital content that has been published in the seven days prior to their assigned deadline. Just like Jon Oliver, we’re here to think critically of each piece and provide insights to the class into the who, what, where, why, and results.
*Note that one content is “the best” and the other should be “the worst”. A british accent is not required, but you need to be prepared to deliver your findings in less than 5-minutes. If you show a video - that will not factor into your 5 minutes. Visual support or props are allowed.
And yes, I will be timing you. We will have five minutes after each for questions and comments from your classmates.
Audience Audit 30%
You will be assigned a national brand and be asked to audit their existing content and target audience. You will research their digital behavior, interest, demographic details, everyday needs and pain points, shopping habits, aspirations, and pop culture references. You will be then asked to cross reference these insights with the brand’s ability to deliver content that does or does not add value, and make high level digital content recommendations on how this brand can improve online engagement and overall sales.
Final Project: Content Pivot Pitch 40%
Rather than having a final exam, small groups will tasked with pitching a content strategy pivot to their peers, who will be acting as the client. Groups will work together to help reposition an established brand (which will be assigned mid-way through the semester) to a new target audience online. This presentation will include well-defined key performance indicators that reflect larger business objectives, a mapped out customer journey reflecting detailed audience research, a refreshed brand persona, and a holistic and tactical go-to-market campaign with stand out digital content examples. Grades will be given based on the following criteria.
Appendix (10%)
Presentation Content (30%)
Presentation Skills (30%)
Peer Evaluations (20%)
Questions as Client (10%)