Content Engineering: Paper 1
The purpose of this paper is to achieve deeper
understanding of how persuasive techniques function in text and
content, and to apply this understanding to your blogs.
Choose a content marketing campaign
from a company website and/or social media platform (YouTube,
Facebook, blog, etc). Write an analytical
essay exploring the strategy (or strategies)
of persuasion used to sell the brand and/or product/service. Finally,
how could what you learned in this analysis help you market your
Here are some questions to get you thinking (note
that you don't have to try to answer all these questions in your
What is the target market?
Would you consider this an example of mass
or niche marketing?
Is it trying to create a new
What creative strategies are used to establish
How much actual selling
occurs within the campaign? Would you classify this campaign as
What is the immediate call to
action of the campaign, if any?
What strategies are used to create engagement?
Is it remarkable?
of engagement and/or social goals is the content looking to achieve,
What are the share motivators
for the campaign? Do you feel they are effective?
Is it trying to sell us on a certain image
of the company?
Is it trying to sell us the product/service by selling
us an image of ourselves?
Is it establishing an image of the brand, rather than
Is it establishing the product/service or brand as a
How does it use the "discourse
of rationality" or appeals to emotion?
Use the terms we discussed in class and the wisdom you
have gained from our readings. Don't be
afraid to use small or seemingly trivial details from the content
campaign in your analysis. Assume that everything
has been engineered and carefully planned for the purpose of selling
the brand and/or product/service.
Remember that I am asking you for an essay, not a
short report or a summary. I expect to find a
thoughtful analysis with a beginning, a middle, and an end. I expect
you to support your claims with evidence and logical analysis.
Finally, I expect to see clearly how the techniques you uncover in
your analysis could be used to help market your blog.
confused about what "content marketing" is, or where to find a content
marketing campaign? See the "100 content marketing examples"
document on Canvas for inspiration!
should be about four pages, double-spaced in 12-pt Times New Roman,
with one-inch margins. A rough draft is
due printed out in class on March 7th and the final draft is
due via Canvas by class time on March 9. Final papers should
include links to the content you are analyzing.