WSU digital marketing instructor publishes first-of-its-kind content marketing courseware

Mike Ilitch School of Business Adjunct Faculty in Marketing Nick Mattar has published his first content marketing courseware, Content Marketing Strategies: Planning, Creating and Distributing Content, in partnership with digital courseware publisher Stukent.

At a virtual launch event in November, Mattar shared all of the interactive textbook’s features to dozens of professors and other college instructors.

This is one of the first content marketing courseware packages of its kind, featuring an online content marketing textbook that goes far beyond typical written content. Resources include assignments, quizzes and real-world examples. The courseware is meant to be paired with an in-depth, ten-round simulation that puts students in the middle of a content marketing strategy. Instructors can access a sample syllabus, lecture slides and lesson plans for each chapter.

“Content marketing has really become synonymous with digital marketing,” said Mattar, who also serves as director of marketing for WSU’s Graduate School. “For you to succeed in digital marketing requires a well-rounded set of skills that includes content planning, creation, and deployment. I try to convey all of that in this book.”

Who benefits from a content marketing textbook

With more than 200 content marketing examples, Mattar says it is ideal for undergraduate business, communications or English students. As a former English and communications major, he hopes colleges will use this courseware to prepare students for the business side of content creation. Conversely, as an Ilitch School M.B.A. graduate (’17), Mattar wants students to connect the business side of content marketing with the creativity that is necessary to succeed.

“Content marketing is so much more than content creation,” said Mattar. “You need to understand your audience, your brand and your larger organizational goals. If your blog post brings in 1 million views, you better have something to show for it beyond website traffic.”

When it comes to Mattar’s focus area of digital marketing, he believes the courseware can be utilized in any digital marketing course that emphasizes content creation.

“Introductory digital marketing courses are common at almost every university across the country. The one thing they often lack is content creation and building a strategy around it.”

The first half of the textbook rehashes marketing principles and content development best practices, while the second half features a more advanced discussion on repurposing content, strategy, distribution, analytics and business applications. With so many entry-level digital marketers working in content creation and distribution, Mattar believes this courseware will better prepare them for their careers.

How to access the courseware

While students cannot purchase the courseware from common bookstores or marketplaces like Amazon, they can request professors add it to their next digital marketing course. Instructors can preview the textbook and order it by visiting the Content Marketing Strategies landing page on the Stukent website. From there, the Stukent team helps with courseware setup including how to provide access to students.

Stukent has served over 500,000 students in its short history and recently received growth funding from a private equity firm. Mattar has taught at the Ilitch School since 2017 when he taught the first digital marketing course for undergraduates. He has used Stukent courseware in almost every course.

“I have used Stukent’s products for nearly five years and have enjoyed each one. They make teaching easier and are committed to a contemporary teaching environment, as evident through their simulations,” said Mattar.

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