Engagement
Learn how to increase brand engagement through the creation and distribution of content using an owned digital channel approach.
Read all .5/5 average stars
About this course
Want to learn how to get people to engage with your brand, but not sure where to begin?
Digital technology has rapidly evolved in the last decade, and so too has the way people communicate. Businesses can no longer rely solely on traditional business models to build brand awareness.
In today’s interconnected, hyperaware world, brand awareness and brand engagement are synonymous. We are in the age of digital brand engagement, where brands need to participate in, and inspire, a two-way conversation with their consumers.
This course will teach you about this shift and how it has altered the way brands communicate with their audiences. You will learn about the challenges of managing a digital brand and how rich and compelling content, combined with digital distribution, are integral to brand engagement.
What You'll Learn
- The inter-relationship between paid, owned and earned media
- Consumer change and how it is altering brand communications
- Content marketing and how owned content can be distributed across company-owned digital media assets
- The value of Earned Media which interests your audience
Course Syllabus
But what will you cover in each module?Module 1: The Digital Consumer
In this module you will:
- Compare and contrast marketer control versus consumer control
- Examine consumer empowerment
- Explore consumer participation and engagement
Module 2: Content Marketing
In this module you will:
- Examine content marketing and determine its value
- Explore different strategies for content distribution
- Identify some of the challenges associated with content marketing
Module 3: Owned Media Assets
In this module you will:
- Explore the concept of owned media and its importance to brands
- Investigate the impact of owned media decision making
- Examine a range of owned media assets and determine their value
Module 4: Earned Media
In this module you will:
- Investigate brand engagement and why is it important
- Examine and evaluate a range of engagement platforms
- Identify different levels of engagement
- Explore strategies for shaping earned media