Course Curriculum

Social Media Content Marketing – Complete Certificate Course

8sections
41lectures
2h 52mtotal

What you’ll learn

  • Get social media content creation skills that will help you to run your business successfully

  • Learn how to create and manage a content calendar for 5 Social Media Channels from start to finish

  • Create your brand identity in social media

  • Learn how to create social media marketing and content strategies

  • Understand how to create engaging stories that sell

  • Learn how to use social media to market your business

  • Learn how to organically grow your followers without paid advertising by using strategically created content

  • Understand how to strategize and implement a content plan for your business

  • Learn how to position your product or business online to get higher click-through-rates

  • Understand the fundamentals of content marketing for the top performing social media channels

  • Fundamentals of engaging photography and videography

  • Assignments that deliver results

  • Get more exposure for your business

01

Introduction

2 lectures • 7min

  • Introduction

    Welcome to Social Media Content Marketing. Now let’s explain what this is all about.

    2:39

  • General Marketing: Historic Overview

    In today’s session, we will take a look at the marketing industry and identify major events that shaped it. You will learn how consumer behavior has changed across time and understand how the digital revolution affected it.

    4:28
02

Strategy

11 lectures • 15min

  • Introduction

    In this section, you will learn how to build a social media marketing strategy and create one for your business/brand.

    Activity

  • Strategic Triangle

    We will introduce you to the concept of the strategic triangle and walk you through the key elements that will help you create a marketing strategy for your company/brand.

    1:43

  • Vision, Mission, Goals

    We will then explain how to outline your vision and mission, and identify your marketing goals.

    5:57

  • Task

    In this hands-on exercise, we will ask you to outline the vision and mission for your business/brand and connect them with your marketing goals.

    Activity

  • Target Audience and Persona

    Next up is the introduction of the concepts of target audience and persona.

    1:49

  • Task

    Using our unique persona tool, we will then task you with creating a persona for your business, outlining it specific characteristics.

    Activity

  • Social Media Strategic Objectives

    With a vision, mission and goals created, it’s now time to outline specific objectives for your business, which will be a fundamental piece of your tactical plan.

    1:28

  • Task

    After answering the key strategic questions, it’s time to outline objectives that will influence the tactics you choose to proceed.

    Activity

  • Best Social Media Channels for Your Business

    We’ll start with explaining how to choose social media platforms that will work best for your business,  along with outlining the pros and cons of key social media platforms.

    4:08

  • Task

    We’ll then ask you to choose channels that work best for your brand/business, using the approach we discussed previously.

    Activity

  • Toolbox

    In the second section toolbox, you will find the necessary tools and forms that will help you apply for the concepts we explained in the second section. You will also have access to the channel selection tool that will allow you to identify your social media channels and priorities.

    Activity
03

Branding

10 lectures • 17min

  • Introduction

    In this section, you will learn the key principles of branding, and create a style guide and a unique selling proposition for your business.

    Activity

  • Learn How to Brand Your Business

    We then introduce the brand DNA triangle, a core fundamental principle that will allow you to create a new brand or review an existing one.

    1:36

  • Brand Story

    We outline the primary element of the DNA triangle – story. We will talk about what makes a good brand story and how to make your business stand apart from the competition. We will explain how to create a great brand story using real-world business examples.

    3:35

  • Task

    In this task, we ask you to think about your brand/company and what makes it strong and appealing to the customers.

    Activity

  • Tone of Voice

    Next, we will teach you how to sound different from others and make your brand stand out on social media channels and elsewhere.

    3:24

  • Define Your Brand Style Guide

    Every brand, just like every person has its unique style. In this lesson, we will explain how to create your unique style guide using the real-life examples.

    3:55

  • Task

    To put theory into practice, you will be asked to create your brand’s style guide using the knowledge you’ve gained in the previous lessons.

    Activity

  • Unique Selling Proposition

    We will continue talking about your business/brand’s unique story and explain how to make this story sell your products or services.

    4:08

  • Task

    You will create your unique selling proposition with help from instructors and your peers.

    Activity

  • Toolbox

    In the toolbox for this section, you will find a selection of additional videos and articles that will complement your studies and will help you accomplish practical tasks. In this toolbox, you will also find a roadmap, that will help you create your business/brand’s unique selling proposition.

    Activity
04

Content Calendar

12 lectures • 19min

  • Introduction

    In this section, you will learn how to create a social media content calendar for your business/brand.

    Activity

  • Sales Funnel

    We will explain how to create a sales funnel for your business and connect your social media channels with other elements of the marketing mix.

    4:32

  • Task

    You will practice creating newsletters that will help you generate leads and complement your sales goals.

    Activity

  • Content Calendar Essentials

    We explain how to create a social media content calendar. We will offer you tools and techniques that will help you organize your time and content.

    4:47

  • Task

    Time to create your own social media calendar.

    Activity

  • Monthly Content Calendar Walkthrough

    In the next three lessons, we will be building a content calendar based on a case study. This lecture will be dedicated creating the monthly tab of a content calendar.

    2:24

  • Task

    Your task will be to fill in the monthly tab of your content calendar.

    Activity

  • Weekly Content Calendar Walkthrough

    We tackle the creation of a weekly calendar.

    4:08

  • Task

    Your task will be to fill in the weekly tab of your content calendar.

    Activity

  • Daily Content Calendar Walkthrough

    Then we move on to the daily calendar.

    3:10

  • Task

    Your task will be to fill in the daily tab of your content calendar.

    Activity

  • Toolbox

    In the toolbox for this section, you will find templates that will allow you to create a great content calendar for your business/brand without downloading expensive content management applications.

    Activity
05

Social Media Photography

12 lectures • 55min

  • Introduction

    In this section, you will learn how to create great product photography, chose photography equipment according to your budget, and edit your photographs.

    Activity

  • Principles of an Image

    We will briefly discuss design principles that relate directly to an image and how to create powerful visual materials by using this principle.

    3:58

  • Task

    In this task, we will ask you to practice concepts learned in the previous lesson.

    Activity

  • Product Photography

    We reveal the secrets behind exceptional product photography that will convince your customers to buy the product.

    5:08

  • Task

    You get to experiment with your smartphone and apply previously learned photography concepts and principles.

    Activity

  • Equipment

    We outline which professional photography equipment is a good investment to create images for your social media, as well as budget-friendly options to achieve professional results without breaking the bank.

    12:21

  • Task

    This task will help you prioritize and define what equipment you need to purchase for your studio.

    Activity

  • Editing Tools and Programs

    In this lesson-tutorial, we will explain you how to edit photos using the software on your laptop and applications on your smartphone.

    28:58

  • Task

    A practical task where we will ask you to edit an image of your choice and share your results with the group.

    Activity

  • Stock Photography

    We will go over the pros and cons of stock photography to better understand what role stock images can play in your social media marketing plan.

    4:35

  • Task

    A bit of role-play. As a magazine photo editor, we’ll ask you to select images that best correspond with your company and brand.

    Activity

  • Toolbox

    This toolbox will offer you the variety of tools and complementary reading to solidify your knowledge of the concepts covered in Section 5.

    Activity
06

Social Media Videography

15 lectures • 33min

  • Introduction

    In this section, you will learn how to create and edit a video and what equipment to use. We will reveal the secrets of creative videography.

    Activity

  • Video 101

    We demonstrate how to tell a story through video by reviewing key rules and principles of videography.

    6:21

  • Task

    It’s your turn to create a short video that follows the five design principles covered in the previous lesson.

    Activity

  • Story Boards

    We talk about the elements of a good video story and teach you how to create a storyboard for your video.

    4:30

  • Task

    In this task, you will be asked to apply principles learned in the previous lesson and create a mock-up.

    Activity

  • Editing Tools and Programs

    We move on to video editing using laptop software and smartphone applications.

    11:41

  • Task

    We ask you to edit a video of your choice and share your results with the group.

    Activity

  • Types of Social Media Videos

    We explain what type of videos you can create for your social media calendar and talk about the tricks and techniques for making each type.

    0:43

  • Instagram Videos

    We focus on creating videos for Instagram, talk about standards in creating visual content for this channel, and review examples.

    3:41

  • Task

    Create a short Instagram video using principles learned in the previous lesson.

    Activity

  • Facebook Videos

    Creating videos for Facebook: Standards in creating visual content for this channel, and review of examples.

    2:35

  • Task

    Make a short video for Facebook using principles learned in the previous lesson.

    Activity

  • YouTube Videos

    Creating videos for YouTube: Standards in creating visual content for this channel and review of examples.

    3:30

  • Task

    Create a short video for YouTube using principles learned in the previous lesson.

    Activity

  • Toolbox

    This toolbox will offer you the variety of tools and complementary reading to solidify your knowledge of the concepts covered in Section 6.

    Activity
07

Writing for Social Media

13 lectures • 25min

  • Introduction - The Rule of Three

    We discuss the rule of three that is widely used in writing for other fields.

    2:01

  • Three Types of Content

    An intro to the three major types of social media content and the characteristics of each type.

    1:34

  • Stick to Your Values

    How to connect your brand/business values with the brand story.

    0:32

  • Stick to You Values - Examples

    Real-world illustrations of the concept of brand values.

    8:28

  • Task

    Simple steps you can take to create your company’s/brand’s values.

    Activity

  • Keep It Short

    The art of making short content.

    2:42

  • Keep It Simple

    How to simplify your writing and get rid of unnecessary complexities in your text.

    2:46

  • Engaging Content

    What makes content engaging?

    1:37

  • Task

    Practice on how to create engaging content for your social media channels.

    0:01

  • Sell Through Your Customers

    Turning your customers into powerful brand ambassadors.

    0:57

  • Should I Be Funny?

    Humor in social media — the pros and cons of using humor in your social media and how to add humor to your content.

    0:48

  • Writing Apps and Tools

    An overview of tools every content creator should know about and how those tools can help you in your everyday work.

    3:34

  • Toolbox

    In the toolbox for this section, you will find an impactful content checklist that will help you to audit your content.

    Activity
08

Conclusion

1 lecture • 1min

  • Conclusion

    In the last video of our course, we will review the key concepts we’ve learned. Thank you!

    0:54