D Y Patil International University, Akurdi, Pune

Subject Code

Subject Title

Lec

Tut

Prac

Cre

Hours

DES2402

Content Development and Copywriting

1

1

2

3

45

Pre-requisites

●       Basic Knowledge of Word Processors/Online Writing Tools

●       The ability to read/write in ONE language (English/Hindi/Marathi)

Course Objective:

●       Craft clear, concise, and engaging content: Students will be able to analyze target audiences and tailor written content to effectively communicate ideas and information in a compelling way.

●       Polish the students’ content writing skills: Students will gain proficiency in essential writing techniques, including grammar, punctuation, and style, to produce well-structured and error-free content.

●       Apply content development principles: Students will learn and implement strategies for planning, researching, and organizing content to meet specific goals and objectives.

●       Evaluate and adapt content for different platforms: Students will understand how to optimize content for various formats, mainly focusing on the design disciplines of their choice from UI/UX to graphic design and illustration.

Modules

Lect.

Module 1: Understanding Brands, Brand Archetypes and answering the basic question: "What is Content"

●       Brand Fundamentals: This module dives into the concept of brands, exploring their core values, mission statements, target audiences, and brand voice. You'll learn how brands connect with their audience and how content plays a crucial role in building brand identity.

●       Brand Archetypes: We'll delve into brand archetypes, uncovering the different personality traits brands can embody (e.g., the Hero, the Caregiver, the Outlaw). You'll explore how archetypes influence brand messaging and how to identify the archetype that best aligns with your target content.

●       Defining Content: This foundational section explores the very essence of content - what it is, its various purposes (to inform, entertain, persuade), and how it serves as a bridge between brands and audiences.

9

Module 2: Understanding Content Briefs, Types of Briefs, Different Content Formats

●      Demystifying Content Briefs: This module delves into content briefs - the blueprint for creating effective content. You'll learn how to analyze briefs, identify key information like target audience, purpose, and tone, and ensure your content aligns with client expectations.

●      Types of Content Briefs: Explore the different types of content briefs you might encounter, such as blog post briefs, social media captions, website copy briefs, and more. Understand how each brief requires specific information and content approaches.

●      Content Format Frenzy: We'll dive deep into the world of content formats. From blog posts and articles to infographics and social media content, you'll gain a comprehensive understanding of popular content formats and their strengths and weaknesses for different communication goals.

6

Module 3:  Understanding Tonality, Brand Voice

●       The Power of Tone: This module delves into the concept of tone in content writing. You'll explore how to establish the right tone (e.g., formal, informal, humorous) to resonate with your target audience and align with the brand voice.

●       Crafting Your Brand Voice: Learn how to identify and develop a unique brand voice - the personality that shines through in all your content. Discover techniques to maintain consistency in tone and voice across all platforms.

6

Module 4: The Art and Science of Blog Writing + Understanding Long Form Content

●       The Blogger's Toolkit: This module equips you with the essential tools for crafting engaging blog posts. You'll explore best practices for structuring blog content, including catchy introductions, informative body paragraphs, and compelling conclusions.

●       The Power of Long-Form Content: Explore the world of long-form content, such as eBooks, white papers, and in-depth articles. You'll understand how long-form content helps establish brand authority and fosters deeper audience engagement.

6

Module 5: Decoding social media + Understanding short-form content (posts and more)

●      Social media: This module delves into the ever-evolving landscape of social media. You'll learn about popular platforms, their unique content formats (posts, tweets, stories), and strategies for crafting engaging and shareable short-form content.

●      The Art of the Short Bite: Master the art of crafting captivating short-form content tailored for specific social media platforms. Explore methods to hook readers quickly, maximize engagement, and leverage trends effectively.

●      Social Media Strategy: Learn to develop a social media content strategy aligned with your overall brand goals. Discover techniques for scheduling content, measuring success, and optimizing your social media presence.

6

Module 6: The Intersections of Content and Design - How Content interacts with UI/UX and Graphic Design

●       Content & Design Synergy: This module explores the beautiful marriage of content and design. You'll learn how content interacts with User Interface (UI) and User Experience (UX) design principles to create a seamless and engaging user journey.

●       The Power of Visuals: Discover the importance of visuals like images, infographics, and videos in enhancing content and user experience. Learn how to integrate visuals effectively to break up text, improve readability, and capture attention.

●       Design Best Practices: Gain a basic understanding of design best practices to optimize content presentation. This can include understanding layout principles, choosing appropriate fonts and colors, and creating a visually appealing user experience.

6

Module 7: The Dos and Don'ts of Content Writing Practice, Understanding Content-focused tools and Writing your Brand to Life

●       Content Writing Essentials: This module equips you with practical writing techniques for content creation. You'll learn about grammar, punctuation, style guides, and how to conduct thorough research to ensure your content is accurate, informative, and credible.

●       Content Creation Tools: Explore content-focused tools and resources that can streamline your workflow and enhance your writing. This might include grammar checkers, plagiarism detection software, project management tools, and content calendars.

●       Writing Your Brand Story: In this culminating module, you'll put your newfound knowledge to the test by crafting content that brings your brand story to life. Learn how to translate brand values and messaging into compelling content that resonates with your target audience and achieves your marketing goals.

6

Total Hours

45

CO₁

          Demonstrate a strong understanding of brand identity and how content marketing supports brand building. (Module 1)

CO2

          Develop content aligned with client or brand specifications, utilizing various formats and adhering to content brief requirements. (Module 2)

CO3

          Craft content with a distinct tone and voice that aligns with the brand personality and resonates with the target audience. (Module 3)

CO4

          Produce engaging blog posts and long-form content, incorporating SEO best practices and strategies for user engagement. (Module 4)

CO5

          Create effective social media content tailored for different platforms, utilizing short-form content formats to maximize reach and audience interaction. (Module 5)

CO6

          Apply basic design principles to integrate visuals effectively with content, enhancing user experience and readability. (Module 6)

CO7

          Demonstrate proficiency in essential content writing techniques, including grammar, punctuation, and proper research methodologies to ensure content accuracy and credibility. (Module 7)

CO/PO

PO1

PO2

PO3

PO4

PO5

PO6

PO7

PO8

PO9

PO10

CO1

3

2

2

2

3

2

2

0

2

2

CO2

2

2

2

2

3

0

2

1

2

2

CO3

2

2

2

2

3

2

2

1

0

2

CO4

2

2

0

3

3

2

2

1

2

2

CO5

2

2

2

2

3

0

2

1

2

2

CO6

3

0

2

1

2

3

2

1

2

2

CO7

2

2

2

3

3

2

2

0

2

2

Text book:

"The Elements of Content Strategy" by Erin Kissane

"Writing for the Web: Composing, Coding, and Constructing Web Sites" by J.D. Applen and Rudy McDaniel

Reference book:

The Copywriter’s Handbook – Robert Bly

"Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content" by Ann Handley

Web References

Copyblogger - Link: Copyblogger

HubSpot Blog: Content Marketing - Link: HubSpot Blog