SP4 EDITORIAL MARKETING & BRAND CONTENT

Set up a content marketing campaign

Content marketing and editorial strategy, brand content culture and monitoring
Digital content: blogs, emails and stories

Master the techniques of Brand Content

Journalistic and creative writing, inbound marketing & SEO writing

Learn about creative tools

Fundamentals of visual creation, audiovisual production

Create and distribute content to engage consumers

With the help of the Internet and social networks, brands have started to have their own channels of
communication. A great opportunity, accompanied by the need to structure these new spaces and the
messages they make possible. Thus, advertisers must learn to become publishers and to
to function as real media, even if it means giving up the strictly advertising discourse… Reports,
fiction, games, etc. These are also formats with a strong cultural dimension that brands are also starting to
to make and distribute.

It is in this reality of brand content that the program invites you to dive. The first year of the program is
particularly focused on the fundamentals of editorial communication. The fundamentals are first and foremost strategic,
from the content audit to the definition of a brand editorial line. Operational fundamentals then:
from print to digital, from text to image, the aim is to discover the editorial chain and the technical specificities of
available supports. The objective: to have a 360° understanding of content creation.

The validation of the year is done by obtaining 60 ECTS by different evaluation methods (case study, simulation, questionnaire ….). Some time in the company is also required.

Competitions:
For two weeks, students have to work on a real case study presented by a major advertiser or agency, in order to respond to a specific strategic, marketing or creative issue.

Grand Oral:
In the flagship end-of-year exam before a jury of professionals, students argue orally on a topic of monitoring and trends in the fields of communication and marketing and defend their point of view.