“Good content marketing is about cultivating brand loyalty.” says Jenelle Peterson, Director of Business Development & Marketing at Mount Royal University’s Faculty of Continuing Education and Extension.
In MRU Continuing Education’s new Content Marketing Strategy course, which Peterson will be teaching from June 22-Jul 6, 2016, students will learn, “how social media, SEO and content marketing work together to create a prolific online strategy.”
“Content marketing is such a buzz word,” she explains, noting the success of companies like Lululemon Athletica and Calgary-based WestJet Airlines in providing some unique and successful marketing content. But the benefits of content media on a brand are seemingly becoming more universal, “it’s not just for marketers.”
“We’re starting to see people from a broader spectrum of industries taking marketing courses so they have a deeper understanding of how it benefits their company or organization.” Suggesting that it’s not just about ‘getting the sale’, content marketing is becoming more and more about building a relationship with clients, prospective clients and the community at large. “It can be an awesome tool for entrepreneurs, mid-career marketers who want to get an edge on where this industry is moving and for any business leader to have a good understanding of how content cultivates brand loyalty.”
Peterson is focusing on key elements including, “how you curate that content, what kind of content you create, who you share it with and how you’ll share it.” Using a mixture of case studies and success stories intertwined with working through strategies for organizations her students represent, the course promises to help, “build a content marketing toolkit.”
Celebrating her first year at MRU, she’s championing content initiatives from some of her MRU Continuing Education colleagues. One noteworthy example is the recent launch of MRU Think Talks. This is a video content offering that showcases MRU Continuing Education instructors, innovators and community members as they present on their areas of expertise. “It’s providing quality content that is useful to our multiple audiences,” she notes, “and since it’s all going online, it’s a way for MRU innovation to start building relationships with a global market.” It’s ideas like these that she will be sharing with students.
Describing her day-to-day prescription for content marketing success, Peterson claims, “It takes a team. It’s important for all of us to engage our subject matter experts for their expertise and assistance in bringing relevant and valuable content to our diverse audiences. It’s those relationships within our organization that allow us to build trust and loyalty in the marketplace.”
To register or learn more… click here.