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Updated in [May 25th, 2023]
This course provides an overview of native advertising and how it can be used to drive sales for small businesses. It outlines a case study of a small travel startup that used native advertising to drive hotel sales. The course covers execution strategies for a successful, no-creative native campaign, including gathering existing news coverage, ethical content seeding, and content generation. Participants will gain an understanding of the fundamentals of native advertising and how to use it to drive sales for their business.
[Applications]
After this course, it is suggested that small businesses apply the strategies outlined in the course to create a successful native advertising campaign. This includes gathering existing news coverage, ethical content seeding, and content generation. Additionally, small businesses should consider the advantages of native advertising, such as its affordability and lack of need for graphic design, when deciding whether to pursue this form of advertising.
[Career Paths]
[Title]Social Media Manager
[Description]Social media managers are responsible for managing a company’s presence on social media platforms. They create content, monitor conversations, and engage with customers. They also analyze data to measure the success of campaigns and adjust strategies accordingly. As social media continues to grow in importance, the demand for social media managers is increasing. This course provides an overview of the role of a social media manager, including the skills and knowledge needed to be successful. It also covers the basics of social media marketing, including how to create content, measure success, and optimize campaigns.
[Title]Search Engine Optimization (SEO) Specialist
[Description]Search engine optimization (SEO) specialists are responsible for optimizing websites and content to increase visibility in search engine results. They use a variety of techniques, such as keyword research, link building, and content optimization, to improve a website’s ranking. As search engine algorithms become more sophisticated, SEO specialists must stay up-to-date on the latest trends and techniques. This course provides an overview of SEO, including the basics of keyword research, link building, and content optimization. It also covers the importance of tracking and analyzing data to measure the success of SEO campaigns.
[Education Paths]
1. Bachelor of Science in Advertising: A Bachelor of Science in Advertising provides students with the skills and knowledge to create effective advertising campaigns. Students learn about the fundamentals of advertising, including market research, media planning, and creative development. They also learn about the legal and ethical considerations of advertising, as well as the latest trends in the industry. This degree is ideal for those who want to pursue a career in advertising, marketing, or public relations.
2. Master of Science in Digital Marketing: A Master of Science in Digital Marketing provides students with the skills and knowledge to create effective digital marketing campaigns. Students learn about the fundamentals of digital marketing, including search engine optimization, social media marketing, and content marketing. They also learn about the legal and ethical considerations of digital marketing, as well as the latest trends in the industry. This degree is ideal for those who want to pursue a career in digital marketing, web design, or e-commerce.
3. Master of Science in Advertising: A Master of Science in Advertising provides students with the skills and knowledge to create effective advertising campaigns. Students learn about the fundamentals of advertising, including market research, media planning, and creative development. They also learn about the legal and ethical considerations of advertising, as well as the latest trends in the industry. This degree is ideal for those who want to pursue a career in advertising, marketing, or public relations.
4. Master of Science in Native Advertising: A Master of Science in Native Advertising provides students with the skills and knowledge to create effective native advertising campaigns. Students learn about the fundamentals of native advertising, including content creation, content seeding, and content optimization. They also learn about the legal and ethical considerations of native advertising, as well as the latest trends in the industry. This degree is ideal for those who want to pursue a career in native advertising, digital marketing, or content marketing.
Course Syllabus
Case Study
This module starts with an overview of native advertising, how it’s done and why it works. Key concepts are introduced, including: impact, timeliness and proximity. Successful native advertisements are discussed. Then, through an in-depth case study, we walk through how a small, online travel startup successfully leveraged native advertising to drive hotel sales and how success was measured.Gathering and Targeting
While the primary native advertising strategy we cover in this Coursera doesn’t require creative. Gathering does require credible press coverage, however. This module will provide a high level review of why press monitoring is important, and review how to use Google Alerts to set up alerts. We’ll assess press clips for a local coffee shop, assess whether the content is a good fit for native, and talk about how we’d match audiences to these clips by looking at some common native targeting parameters.Seeding
Beyond pulling clips of positive coverage and reviews, small businesses can use seeding techniques to garner more press coverage, including product and service reviews. The following module will walk through content seeding techniques and how to implement them. Seeding ethics are discussed. An FTC case study of unethical seeding is presented and discussed.Taboola Campaign and Content Generation
Taboola is a leader in native advertising, with a platform that has the largest market share in the industry. In this module we’ll learn how to configure, launch and evaluate basic Taboola campaigns by watching Taboola’s “Start” webinar. You’ll leave this module with a basic understanding of how Taboola works. A second Taboola webinar “Creating Content That Converts” focuses on content generation and provides tips on how small businesses can generate their own native content.
