Branded Content in the Media Business

Catalog description

Branded content is an increasingly popular marketing tactic for reaching audiences online, on social media, via podcasts and through other emerging platforms. Because branded content is also an increasingly important revenue stream within the media and publishing industry, content studios are quickly growing, giving creative thinkers new opportunities to work as content strategists, branded editors, producers and much more. In this course, you will learn the strategies for creating impactful branded content across a variety of mediums, while managing budgets, monitoring results, and adhering to the “church and state” divisions between newsrooms and studios. We’ll discuss key factors currently changing the industry landscape — including influencer promotions, cause or purpose-driven marketing, legal regulations, and emerging client categories — while also exploring the 100-year-plus history of branded content in the media, agency, and publisher worlds.