Content Marketing
BUSA-40880
This course examines the strategic foundations of content marketing in modern digital environments. Students explore how brand identity, buyer psychology, competitive positioning, messaging, and distribution strategies influence marketing effectiveness. Emphasis is placed on aligning cross-platform content marketing initiatives with organizational objectives, audience behavior, and measurable performance indicators. Students also learn practical methods for using AI-assisted tools to support research, analysis, ideation, and content development within professional marketing workflows.
Through applied projects, students develop key marketing assets including brand strategy documents, buyer insight profiles, competitive analyses, messaging frameworks, and content plans. These elements culminate in the development of a comprehensive content marketing strategy that can be implemented in real-world organizational contexts.
Course Overview with Instructor Stephanie Kimberling
Course Overview with Instructor Ron Weber
What you'll learn
- Analyze brand positioning, buyer psychology, and competitive landscapes to identify opportunities for strategic differentiation.
- Develop clear messaging and content frameworks that align brand identity with stages of the customer journey.
- Design cross-platform content strategies that connect organizational objectives, audience behavior, and distribution channels.
- Evaluate marketing performance indicators to assess the effectiveness of content initiatives and guide optimization decisions.
