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Drew Elliott’s career at PAPER Communications has seen him transition from intern to co-owner and creative director of the renowned New York publishing and marketing company. Perhaps best known for his ability to #BreakTheInternet, initially with a cover concept featuring a naked Kim Kardashian shot by Jean-Paul Goude, which drove over 50 million users to PAPER's online channels, Elliott is increasingly the man the fashion industry looks to for inspiration and innovation in digital marketing. Having honed his craft through career stints at Ketchum Agency and theAudience, Elliott brings a unique blend of experiential, editorial and digital experience to his work.

Спойлер: Программа

Curriculum Summary:

Course Overview 30 minutes
Understand the goals of the course and be introduced to your tutor Drew Elliott.

30 minutes
4x Video
1x PDF
1x Article
1. The Magic and Math of Content Strategy 1.6 hour
Drew Elliott explains the radical impact of digital channels on the communications industry and how content has become the primary currency of marketing strategy. Here, he introduces his formula of "math plus magic": which combines creativity and analytics to create excitement and virality.

1.6 hour
7x PDF
3x Video
2. The Tools You Need to Play the Entertainment Game 2.3 hours
The chapter outlines the content toolbox, with deep dives into social media, video, influencers and live streaming. Drew Elliott identifies his key principles for each platform and how best to use the wide-ranging tools available to marketers, from social takeovers to user-generated content.

2.3 hours5x Video9x PDF5x Quiz1x Survey
3. Break the Internet: The Cadence of the Content Management Cycle 2 hours
Drew Elliott outlines his four-step model to manage content production, “SPAM”: Strategy, Production, Amplification and Measurement. Each step is illustrated using his #BreakTheInternet campaign with Kim Kardashian as a case study.

2 hours9x PDF5x Video5x Quiz
4. Don't Believe the Hype: Navigating Virality 1.3 hour
While virality is out of your control, there is a formula to creating content that is capable of going viral. Drew Elliott underscores this distinction and explains the critical success factors to creating the content, including knowing and entertaining your audience, creating a narrative and optimising cadence.

1.3 hour7x PDF3x Quiz3x Video1x Survey
5. It's Not About Being Famous: How to Become a Content Expert 1.2 hour
Drew Elliott identifies key roles in his digital team and how best to structure teams to match the needs of today’s digital landscape, including the creation of project-specific SWAT teams.

1.2 hour7x PDF2x Quiz3x Video
6. What You Need to Remember 1.2 hour
Final words of career advice from Drew, key takeaways from the course and final test.

1.2 hour1x PDF1x Survey1x Video1x Quiz
Thank you!
1x Article
References 1 hour
Become fluent in the vocabulary of digital marketing with acronyms explained and technical terms decoded — plus further reading to aid your learning.

1 hour 2x PDF

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