Content Mapping
Once you’ve planned your content pillars and topics, you need to plan the formats via which you will articulate them. Different topics, at different stages in the customer journey, will …
Course: How to Develop Your Social Media Content Strategy
Celebrate your success
You have completed your first week, well done! You learned about: which audiences are using which platform what are the advantages of each platform how to use the Help, Hub, …
Justifying Social Media Investment
Whilst the media element of your budget can be precisely tied to commercial metrics such as purchases, the production elements can appear to be ‘sunk costs’, meaning that they cannot …
Breaking down your budget
Assuming that general expertise and management resources are in-house activities, then social media budgets cover two overall areas: media and production. Production Asset capture such as photography, filming, audio recording …
An introduction to social media budgeting
Why do you need a social media budget? Budgeting your continual social media and campaigns activity is vital in planning your spending, setting parameters and measuring the effectiveness of your …
Overlaps between paid, owned and earned social media
To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step. Paid/ Earned This is referred to as ‘influencer marketing’, whereby those …
Earned media
Media is ‘earned’ if a person or company was compelled to publish content about you or your product. It cannot be paid for, nor owned. Whether or not you ‘earn’ …
Owned media
Owned channels are the ones which you have direct control over. This includes your website, social channels and directory listings. With the advent of social media, the lines have somewhat …
Whta is paid media?
What is paid media? Paid media includes any type of marketing you pay for in order to increase traffic. It is particularly useful when you are a new company or …
The Right Content for the Right Channel
Whichever channels you choose to maintain a presence on, it’s crucial to conceive and produce content tailored to the platform. Whilst it’s tempting to re-use content across channels, be aware …
Social media platforms overview: Part 2
Youtube YouTube is the main platform to find videos on the internet and is increasingly used as a television substitute for younger audiences. This platform has gained such attention that …
Social media platforms overview: Part 1
The social media landscape is ever-changing. Each platform must keep evolving to keep up with competitors, user expectations and shifting regulatory conditions. Before picking your platform, it’s critical to have …
These articles are from the online course:
How to Develop Your Social Media Content Strategy