Content marketing unit | Content marketing classroom

[Skip to content](#main)

[Content marketing classroom](/)Utah CTE Digital Marketing · Strand 2

[Lessons](/#lessons)[Student notebook](/student)[Examples & videos](/media)[Teacher guide](/guide)[Downloads](/#downloads)

A case-based teaching unit

# Study the content.  
Make the case.

Investigate real campaigns, make content decisions with evidence, and build a useful marketing plan. Everything students need stays digital.

[Start lesson 1](/student#section-2)[Download the documents](#downloads)

## Ten lessons, one connected campaign

Each lesson is planned for 50 minutes. The freshman worksheet uses short activities and a smaller project. The teacher guide includes case research, discussion keys, and an updated note for freshman assignment and grading expectations.

01

### What earns attention?

REI and Blendtec · Useful guidance, entertaining demonstrations, and business purpose.

[Open lesson 1](/student#section-2)

02

### Audience evidence

Visit Utah · Choose an audience and find a tip that helps them.

[Open lesson 2](/student#section-3)

03

### Owned, earned, and paid

Spotify Wrapped · Explore sharing and match owned, earned, and paid examples.

[Open lesson 3](/student#section-4)

04

### Participation and proof

GoPro · See customer-made content and write a simple participation invitation.

[Open lesson 4](/student#section-5)

05

### Choose a creator for a reason

Dunkin and Charli · Discuss fans and write a clear sponsorship disclosure.

[Open lesson 5](/student#section-6)

06

### AI and trust

Dove · Discuss trust and decide which AI uses need checking or rejection.

[Open lesson 6](/student#section-7)

07

### Use AI, then review it

A teacher-led demo · Fix a made-up claim and make one simple AI careers slide.

[Open lesson 7](/student#section-8)

08

### Build useful content

A writing workshop · Make one short original post and a two-link resource post.

[Open lesson 8](/student#section-9)

09

### Measure, review, revise

Two made-up posts · Compare views and inquiries, then improve your writing.

[Open lesson 9](/student#section-10)

10

### Defend the campaign

A 60-second presentation · Share your posts and explain one idea you used.

[Open lesson 10](/student#section-11)

## Work with the actual content

Open the original guides, campaign copy, graphics, and videos. Use the teaching notes to connect observations to strategy and distinguish reported results from inference.

### REI

A beginner hiking guide connects useful information with the next decision.

[Actual content](https://www.rei.com/learn/expert-advice/hiking-for-beginners.html)[Teaching notes](/guide#section-5)

### Visit Utah

Stargazing content helps different visitors plan an experience.

[Actual content](https://www.visitutah.com/articles/how-to-stargaze)[Teaching notes](/guide#section-6)

### Spotify

Public 2023 Wrapped examples turn listening data into personal stories.

[Actual content](https://newsroom.spotify.com/2023-11-29/wrapped-user-experience-2023/)[Teaching notes](/guide#section-7)

### GoPro

A customer-footage compilation invites analysis of UGC and incentives.

[Actual content](https://www.youtube.com/watch?v=0VfW6-1DM8Y)[Teaching notes](/guide#section-8)

### Blendtec

The original iPhone episode shows a repeatable branded premise.

[Actual content](https://www.youtube.com/watch?v=qg1ckCkm8YI)[Teaching notes](/guide#section-9)

### Dunkin

The Charli launch connects a creator partnership, fan participation, and ordering.

[Actual content](https://news.dunkindonuts.com/news/the-charli-dances-onto-the-dunkin-menu)[Teaching notes](/guide#section-10)

### Dove

The written Keep Beauty Real pledge makes AI choices part of a brand promise.

[Actual content](https://www.dove.com/us/en/campaigns/purpose/keep-beauty-real.html)[Teaching notes](/guide#section-11)

[Open videos and all source links](/media)

## Download and teach

Both documents are editable. The student notebook is prepared for Google Docs: students type short answers and submit their work digitally. The teacher guide remains the full research resource; its online version includes the freshman assignment and grading adaptation.

### Teacher guide

Complete pacing, seven case dossiers, teaching prompts, expected responses, a campaign brief, rubric, and answer keys.

[Download teacher guide](/downloads/content-marketing-teacher-guide.docx)[Read online](/guide)

### Freshman student worksheet

Short directions, two or three tasks per lesson, real content links, and a smaller final project. One sentence or bullets is enough for most answers.

[Download freshman worksheet](/downloads/content-marketing-freshman-worksheet.docx)[Read online](/student)

[Download both documents as a ZIP](/downloads/content-marketing-documents.zip)

### Use the notebook in Google Docs

Upload the downloaded notebook to Google Drive, open it with Google Docs, and choose **File → Save as Google Docs** if it opens in Word-editing mode. Keep a view-only master and give each student their own copy through Google Classroom or a copy link.

The download is a DOCX import file; a native Google Doc has not been created in your Drive. The teacher guide and its answers are public on this site. Video embeds also include direct links for networks that block playback.

Prepared for Utah CTE Digital Marketing. Research reviewed October 11, 2026. Historical campaign examples retain their original dates. [Utah strands and standards](https://schools.utah.gov/cte/_cte/strands/DigitalMarketing.pdf).