Content Strategy and Content Production for Social Media

Course overview

Posting regularly is not a strategy. Organisations that grow real audiences on social media know who they are speaking to, what those people care about and how each piece of content serves a goal. This social media content strategy course teaches communicators to plan and produce content that builds attention, trust and action over time.

The first week focuses on strategy: audience research, content pillars, platform roles, brand voice, storytelling frameworks and content calendars, together with planning for campaigns and seasonal moments. The second week is production-heavy: writing for different formats, mobile video and short-form editing, photography, graphics and carousels, live streams, working with creators and influencers, paid promotion and targeting, and analytics for optimisation. Participants plan and produce a complete multi-platform campaign over the fortnight, receiving feedback at each stage, and finish with a scalable content plan for their organisation.

Participants leave with a content strategy, a produced campaign and a plan for sustaining quality content at scale.

What you will be able to do

• Research audiences and define content pillars
• Develop a social media content strategy and brand voice
• Apply storytelling frameworks to content
• Produce short video, photo and graphic content on mobile
• Plan and run multi-platform campaigns
• Use paid promotion and creators responsibly
• Measure content performance and optimise
• Build a sustainable content production plan

Who should attend

For communicators, marketers and content creators who plan or produce social media content for organisations.

• Social media managers
• Communication officers
• Marketing officers
• Content creators
• PR officers
• NGO advocacy staff
• Small business owners

Course outline

Week 1

Week 2

Fees are per participant in US dollars and cover tuition, course materials and your certificate. Travel and accommodation are not included.