Course Curriculum

Master Social Media Content Creation for Tourism

7sections
22lectures
1h 17mtotal

What you’ll learn

  • Take the first step toward building a recognizable brand. Be guided in what makes your brand unique and how to bring that acoss consistently.

  • Captivate your audience with powerful storytelling on social media. Reflect on the story underlying your brand and further develop it to attract your audience.

  • Create content that resonates with your audience’s emotions. Understand the importance of emotive content that connects your brand to its ideal audience.

  • Get a fast, focused approach to improve your social media skills in under 10 hours. Plus a cost-effective certificate in social media marketing for tourism.

01

Introduction to Base Camp Academy | Master Social Media Content for Tourism

1 lecture • 1min

  • Introduction to Base Camp Academy from our Founder & CEO

    Review the handy Beginner's Guide below to ensure you're ready to start your ascent towards social media excellence. Pro Tip: Keep this guide somewhere handy to refer back to it later if you need to, or come back to this page to download it again. Let's get started!

    0:55
02

Module 1: Build a Memorable Brand Identity - Part 1

3 lectures • 6min

  • Introduction to Brand Identity

    By completion of this module and the next, you'll be able to do the following 3 things, simply and clearly : 1. Articulate your brand's essence including its core values, mission, and vision 2. Craft a compelling brand narrative that communicates your reason for being 3. Develop a unique brand voice that aligns with your overall brand identity. Ready? Access the Workbook link below and let's begin our journey. Hot tips: 1) You'll be working through this Brand Identity Workbook throughout this Module. This Workbook is designed to be completed in Canva. Click the "Use template for new design" button to open the Workbook. 2) Bookmark the Workbook link by clicking the star icon in the right of your Search bar when you first open it in Canva. Return to this Bookmarked link every time you need to do an exercise—this will make sure all your work is done in the same file. 3) Wondering how to use Canva? Refer to the handy beginner's guide below. (Bookmark this link for future use, too!)

    2:39

  • Lesson 1: Articulate Your Brand Essence

    Discover the key to crafting social media content that truly moves people by locating the *why* behind your brand's existence. Complete this lesson and the relevant exercises in your Workbook to understand how to identify the all-important heartbeat behind your brand. If you haven't bookmarked your Workbook yet, you can access it on the link below. Otherwise, head to your previously Bookmarked link to get started. Then, move onto the next lesson that will show you how to transform that heartbeat into a compelling brand story that resonates with your target audience.

    1:23

  • Lesson 2: Craft A Compelling Brand Story

    Put words to the heartbeat behind your brand's reason for being with storytelling that resonates with your audience and transforms interactions with your brand into an unforgettable experience. Complete this lesson and the relevant exercises in your Workbook to understand how to craft a truly compelling Brand Story. IMPORTANT: Access your previously bookmarked Workbook to keep working in the same file that you used in Lesson 1. Feel free to take some time here to truly craft an engaging story that will resonate with your audience. The next Module builds on the work you've done here, crafting an authentic brand voice and compelling visual identity that truly captures your brand essence and story.

    1:42
03

Module 2: Build A Memorable Brand Identity - Part 2

2 lectures • 2min

  • Lesson 1: Develop Your Brand Voice

    This lesson, building on your knowledge from Module 1, explores how to craft a distinctly unique Brand Voice that aligns with your essence and story, one that shares in the excitement of your audience's journeys. Complete this lesson and the relevant exercises in your Module 2 Workbook to understand how to develop an easily recognisable Brand Voice through word choice and sentence structure. Hot tips: 1) This Workbook is designed to be completed in Canva. Click the "Use template for new design" button to open the Workbook. 2) Bookmark the Workbook link by clicking the star icon in the right of your Search bar when you first open it in Canva. Return to this Bookmarked link every time you need to do an exercise—this will make sure all your work is done in the same file. 3) Wondering how to use Canva? Refer to this handy beginner's guide. (Bookmark this link for future use, too!) Once you've completed these exercises, you can move onto the final lesson of this module: Design Your Visual Identity.

    1:07

  • Lesson 2: Design Your Visual Identity

    The second lesson of this Module will help you to create a cohesive visual identity for social media that communicates your brand identity at first glance. Work through the relevant exercises in your Workbook to craft a visual identity that conveys the emotion you most want associated with your brand. You'll also gain some hands-on experience working with Canva's library of Elements, including photos, videos, graphics, shapes and more. Then, complete the Self-Evaluation Checklist in your workbook to finish off the practical part of this Module. Remember to access your previously bookmarked Workbook to complete this exercise. Test your theoretical knowledge next in the Brand Identity 101 Quiz . Don't worry, there are no tricky questions. If you've been paying attention to this Module so far, you'll pass with flying colours!

    1:19

  • Test Your Knowledge: Brand Identity 101

    Activity
04

Module 3: Find Your Audience Online With Strategic Targeting

4 lectures • 13min

  • Welcome to Module 3: Find Your Audience Online With Strategic Targeting

    By completion of this module, you'll be able to do the following 3 things, effectively and efficiently : 1. Identify your target audience & truly understand them as individuals 2. Leverage social media platforms, including Facebook, Instagram, LinkedIn and TikTok, by understanding their users and content types 3. Create detailed buyer personas to guide your content strategies Ready? Let's get to know those all-important people behind all of your content creation efforts: your audience.

    1:37

  • Lesson 1: Identify Your Audience

    Discover the art of crafting content that really resonates with your audience. The key? Letting them dictate the direction of your content. Complete this lesson and the Target Audience Questionnaire in your Workbook to understand what makes your audience tick. Next, we'll learn how to use these insights while leveraging social media giants like Facebook Instagram, LinkedIn and TikTok.

    1:18

  • Lesson 2: Leverage Social Media Platforms

    Just as one adapts to the different cultural norms and traditions of various destinations on a travel itinerary, your content needs to strategically adapt to the norms and "vibe" of each platform to truly connect with your audience. Explore the importance of being strategic when selecting social media platforms in this video lesson before exploring the Guide to Social Media Platforms below. Once you've completed the above, you can select which of the social media platforms your brand will be active on in your Module 3 Target Audience Workbook. Access your previously bookmarked Workbook to keep working in the same file that you used in previous lessons. Next, we'll harness the power of artificial intelligence to build detailed Customer Personas based on your brand's target audience.

    2:16

  • Lesson 3: Build Detailed Customer Personas

    The final lesson of this Module will guide you through the process of crafting 3 detailed Customer Personas based on your defined target audience. To do this, we'll enlist the help of Artificial Intelligence, or AI. Watch this video and the tutorial contained therein to build your own customer personas. The prompts you'll need to follow the tutorial are below. Then, copy your work into your Workbook and complete the Self-Evaluation Checklist to finish off the practical part of this Module. Remember to access your previously bookmarked Workbook to complete this exercise. Test your theoretical knowledge next in the Target Audience Quiz . If you've completed all the practical exercises in this module, you'll pass with flying colours! Use these prompts for the video tutorial: Prompt 1: My brand is [add one-liner on brand offering here]. I want to create 3 detailed customer personas that my company can speak to in our marketing campaigns on [selected social media platforms]. We want to relate to these customers in their day-to-day lives and speak to their wants, needs, desires, and issues. When creating the personas, keep in mind the types of content people expect to see on the selected social media platforms. Use this detailed information from our Target Audience questionnaire to inform your personas: [paste your work from pages 4-6 in Workbook 3 here] ******** Prompt 2: Now, please give me suggestions of how best to communicate with each of these personas online, including content types, voice, style, imagery and any other relevant info. Please also give me an example of a post that would resonate with each persona on [your selected social media platform/s] with a variation for each/every platform. Divide your answer into an overall content approach, communication strategy, and example posts per persona.

    7:45

  • Knowledge in Action: Your Target Audience

    Activity
05

Module 4: Honing Your Content Planning and Strategy

4 lectures • 11min

  • Welcome to Module 4: Hone Your Content Plan and Strategy, Step-By-Step

    Welcome to Module 4: Hone Your Content Plan and Strategy, Step-By-Step By completion of this module, you'll be able to do the following 3 things, strategically and effectively : 1. Set clear goals & objectives that align with your brand identity & audience 2. Develop a comprehensive content calendar to reach your overall goals 3. Drive engagement through a strategy that fosters meaningful interactions Ready? Let's build a strategic content plan to help you navigate the social media landscape with precision. Hot tips: 1) This Workbook is designed to be completed in Canva. Click the "Use template for new design" button to open the Workbook. 2) Bookmark this Workbook to make sure all your work is done in the same file. 3) Refer to this handy beginner's guide to Canva as needed.

    1:40

  • Lesson 1: Set Clear Goals & Objectives

    Explore the all-important checkpoints on your social media journey: your overall content goals. As we dive into 8 of the most typical goals for brands in the travel and tourism niche, we discuss just how to go about deciding which goals to tackle first as well as how to track whether you're meeting those goals every month. The key? Matching your goals to where your brand is at right now, working your way from more easily achievable to more challenging goals, and setting aside time monthly to track your progress. Complete this lesson and the relevant exercise in your Workbook to identify the goals that will guide your content creation for the next year. Then, move onto the next lesson where we'll transform these goals into a 1 Month Content Calendar.

    3:01

  • Lesson 2: Develop A Strategic Content Calendar

    A well-planned social media content calendar is the blueprint for your content journey, helping you to stay organized, on track, and aligned with your brand identity. Discover the 5-point checklist you need to follow when mapping out a concise content calendar each month by watching this lesson before crafting your very own Monthly Content Calendar in your Module 4 Content Planning Workbook. This exercise builds on everything that has come before, including Lesson 1 of this Module, so ensure that your work is up-to-date before completing this exercise. Next, we'll explore a vital strategy for long-term brand success on social media: driving engagement through your content strategy.

    2:39

  • Lesson 3: Drive Engagement Through Strategy

    The final lesson of this Module will guide you through 3 engagement strategies to start building an authentic community around your brand. This important step in social media strategy ensures that you build a lasting, meaningful brand on social media that transforms followers into lifelong brand advocates. Watch this video lesson before heading to the your Module 4 Content Planning Workbook to note down when you'll set aside time each month to complete these strategic steps. Lastly, complete the Self-Evaluation Checklist to finish off the practical part of this Module. Test your theoretical knowledge next in the Strategic Content Planning Quiz . If you've completed all the practical exercises in this module, you'll pass with flying colours!

    3:21

  • Knowledge in Action: Strategic Content Planning

    Activity
06

Module 5: Harness Storytelling Techniques for Social Media

4 lectures • 23min

  • Welcome to Module 5: Harness The Power of Storytelling For Social Media

    By completion of this module, you'll be able to do the following 3 things, confidently and consistently : 1. Craft engaging narratives that captivate your audience and create an emotional connection with your brand 2. Incorporate storytelling elements and techniques that are effective in the travel and tourism industry 3. Harness the power of AI to tell better stories online with streamlined content creation Ready? Let's dive in. Head's up: This Module is all about learning by example before putting your knowledge into action with a Self-Assessment activity. You'll find the assessment in this module's Workbook, available once you've completed Lesson 2.

    1:36

  • Lesson 1: Elements of Compelling Narratives

    Discover the 3 key elements that make a good story on social media and review a real world example of a social media Reel that demonstrate these elements. Complete this lesson to understand what makes a good story, before moving onto the next lesson that will cover how to go about creating these compelling narratives.

    5:06

  • Lesson 2: 3 Effective Storytelling Techniques

    Discover 3 simple yet effective techniques to start creating effective narratives on social media and review examples of Single Image and Reel posts on social media that demonstrate these techniques. Complete this lesson to understand how to go about creating compelling narratives on social media before putting all the knowledge gleaned in this Module into action in the next exercise.

    6:28

  • Test Your Knowledge: What Makes a Good Story on Social Media?

    Activity

  • BONUS MATERIAL: Collaborating with AI to Craft Compelling Content

    Discover how to strike the right balance between AI-generated content and human creativity with 3 best practices for effective AI collaboration. Complete this lesson to hone your understanding of AI collaboration and industry best practices. Then, put this knowledge into action by experimenting with our bonus content for this Module: Agency-Approved AI Prompts for Content Creation, including 3 agency-insider tips on how to work smarter with AI + some helpful prompts to get you started. Download it as a PDF below.

    9:25
07

Module 6: Craft Compelling Copy and Visuals

4 lectures • 22min

  • Welcome to Module 6: Craft Compelling Copy and Visuals

    By completion of this module, you'll be able to do the following 3 things, confidently and strategically : 1. Write persuasive captions with copy that aligns with your brand identity 2. Choose compelling visual elements that maintain brand consistency 3. Optimise content for social search through social optimisation and hashtags Ready? Let's dive in.

    1:40

  • Lesson 1: Write Persuasive, On-Brand Copy

    You already know the pillars of great storytelling for social media—now, discover a formula you can use to start crafting persuasive, on-brand copy.* Get ready to start transforming your social media captions into compelling writing that conveys your brand narrative and drives direct bookings in 3 simple steps. In this lesson, alongside the relevant exercise in your Workbook, you'll refine the captions you created in Module 5, and create the rest of the month's posts that you plotted out in Content Planning Module 4. Once you're ready you can move on to the next lesson, where you'll pair the striking copy you've created with compelling visuals. *Hint: Copy is what we call any text that is used in marketing efforts. Here. we're using copy to refer to your social media captions.

    4:08

  • Lesson 2: Select Compelling Visual Elements

    The images, videos and visual elements you use on social media are the silent storytellers of your brand. They should be recognisable, memorable, and striking enough to stop the scroll. You laid the foundation for this in Module 4. Now, it's time to get serious about elevating those visuals. In this lesson, we cover the 3 things you need to refine and craft your visuals on social media, before diving into a detailed, step-by-step tutorial of using Canva to do just that. Ready? This lesson builds on everything that has come before, especially the Visual Identity Moodboard in Module 2 and your refined captions from the previous lesson, so ensure that your work is up-to-date before delving into this lesson. To complete this exercise, access your previously bookmarked Workbook to ensure that your work is done in the same file that you used in previous lessons. We're almost there! Last up? Optimising your content for social search. Lesson Resources: Use this ChatGPT prompt for the video tutorial*: *NB: Make sure you open the same chat that you used to complete the prompts in Module 3 Lesson 3: Build Detailed Customer Personas. Prompt 1: Based on your answers above, act like an expert social media marketer with a knack for finding your audience online through social search optimisation. Please suggest at 10 keywords per persona that I should target in my captions, 10 hashtags to target per persona and any other social search optimisation techniques you would advise based on your expertise. ********** Explore Social Media Scheduling tools: 1) Canva for Teams - Paid, with free trial 2) Social Pilot - Paid, with free trial 3) Meta (Access via your business Facebook account) - Free, limited scheduling options 4) Hootsuite - Paid, with free trial 5) Buffer - Free, limited scheduling options

    11:36

  • Lesson 3: Optimise Your Content For Social Search

    Can you believe it? It's your final video lesson of the course! You're 1 practical exercise & 1 quiz away from successfully mastering social media for your tourism brand. This lesson delves into the art of optimising your content for social media search. Best of all? We're harnessing the power of AI to get you noticed online with targeted research on keywords, hashtags and additional techniques—all in a matter of minutes. This video lesson contains a guided tutorial for using ChatGPT to elevate your social search optimisation. You'll complete the steps while you watch, and then head over to your Module 6 Workbook to fill in your answers and complete the final practical exercise of the course alongside the Self-Evaluation Checklist. Remember to access your previously bookmarked Workbook to complete this exercise. The last step before your Course Completion certificate is a Knowledge in Action quiz. Like every other quiz in this course, if you've completed all the practical exercises in the module, you'll pass with flying colours. Good luck, and see you soon! Lesson Resources: Use this prompt for the video tutorial*: *NB: Make sure you open the same chat that you used to complete the prompts in Module 3 Lesson 3: Build Detailed Customer Personas. Prompt 1: Based on your answers above, act like an expert social media marketer with a knack for finding your audience online through social search optimisation. Please suggest at 10 keywords per persona that I should target in my captions, 10 hashtags to target per persona and any other social search optimisation techniques you would advise based on your expertise. ********** Explore Social Media Scheduling tools: 1) Canva for Teams - Paid, with free trial 2) Social Pilot - Paid, with free trial 3) Meta (Access via your business Facebook account) - Free, limited scheduling options 4) Hootsuite - Paid, with free trial 5) Buffer - Free, limited scheduling options

    4:09