This online workshop will teach you how to deal professionally with the topic of content marketing. Content marketing refers to the strategic creation and distribution of content in order to address specific target groups, build trust and promote long-term customer relationships. In contrast to traditional advertising, content marketing focuses on added value and relevance rather than direct sales messages.

Why is this important? In an increasingly digital world, content has a significant influence on user behavior. Companies, institutions and brands use content marketing to position themselves visibly online, inform their audience and encourage engagement. Sound language skills and the ability to create content tailored to the target group play a key role in this.

This offers exciting career prospects for humanities graduates in particular, as students of humanities subjects are given preference in the "newer professions" such as content creation, social media management or corporate communications. Knowledge of content marketing is also increasingly in demand in the areas of press and public relations as well as marketing, as numerous job advertisements show.

Artificial intelligence (AI) is also being used more and more frequently in this area. They enable more efficient content creation by generating texts, analysing data and optimizing content for specific target groups. While AI processes make everyday work easier, the creative and strategic responsibility remains with humans.

This workshop will not only teach you the basics of content marketing, but also provide you with practical insights into the use of AI-supported tools. The aim is to give you an in-depth understanding of successful content strategies and open up new career opportunities.

Expectations and goals

The course provides participants with a practical introduction to the methods and strategies of content marketing. In addition to the theoretical basics, "best practice" approaches will be presented in order to understand how content can be used in a targeted manner to address and convince target groups.

A special focus is placed on holistic content creation - from planning and implementation to analysis and optimization. Participants learn how to create a successful content concept that includes both linguistic and visual elements. This includes the development of appealing texts, the consideration of layout and design as well as optimization for search engines (SEO).

The use of artificial intelligence in content marketing is also discussed. Using practical exercises, participants will test AI-supported tools for text creation, analysis and automation of content processes.

The aim of the seminar is to provide participants with both the theoretical understanding and the practical skills to apply content marketing professionally. After completing the course, they should be able to independently create targeted content, plan strategically and use modern technologies effectively in marketing.

This course is offered exclusively for FB 02 Humanities and Cultural Studies. Students from other departments can also take part if there is sufficient capacity. A certificate of attendance will be issued for successful participation on both days. It is also possible to receive 1 credit for additive key competencies if, in addition to participation, texts for the topics are created, analyzed and inserted into the site in the sense of content marketing.

Required for the workshop

The workshop will take place online via Zoom. It is therefore important that you have a PC or laptop and a microphone. The use of a camera is optional, but recommended.

The pages to be edited will be provided by the speaker and can also be edited online after the workshop.

It is an advantage to have a Google account, as some tips for additional tools are provided free of charge by Google itself.

Workshop dates

The workshop will take place on two dates in the summer semester:

Friday, July 04, 2025, 9:00-14:00

Friday, July 11, 2025, 9:00-14:00

Speaker

The workshop will be held by Pablo Jenior. He runs the agency Webdesign Jenior https://webdesign-jenior.de/ and works as deputy managing director at Verlag & Antiquariat Jenior. Many students have already learned the basics of web design and content marketing during an internship there.

Registration via Campus Events