Mastering Web and Social Media with Content Strategy

From the bestselling course that has revolutionised the social media strategy of over 700 students comes the most transversal and complete handbook on the subject: lightning tips, unusual techniques and burning advice for achieving online editorial success without trickery or deception. A timeless manual, functional for every project and platform, for those who want to make content creation a profession. Table of Contents 1. Follower, Reach, Engagement Conversations Matter - Stimulating Engagement Brand Ambassadors, Trust and Word of Mouth Objective #1: Increase brand awareness. Not everyone sees your content! Real Users Reached Favouring Content Internal to the Platform Follow the Netiquette To write on social media, you need to know how to write Listen, listen, listen Not All Platforms Are the Same Toughen up: Social networks should not be abandoned Programming Posts Timeless' content (Evergreen) Finding Your Winning Niche The Avatar, or the Perfect Customer 2. Content curation Inform, Educate, Entertain Self-Referencing, Hot and Cold Content "Informing" about your "Core" Activities Rubrics and Side Content Characteristics of Viral Content Creating Recognisable Headings and Content The Editorial Calendar Creating and Managing Public Expectation Exploiting (but not too much) Holidays and Instant Marketing Encouraging Sharing Publish less, publish better Automated Programming of Posts and Articles 3. Visual aspects Image (quality) is everything The Simple, Immediate, Screaming Image The birth of a new language Graphics and Format with Canva Character Readability and Graphic Alignments Contrast and Harmonic Combinations Varying the Proposal with Different Formats Video and Real Time Streaming Useful Resources for Content Creation 4. Copywriting Telling yourself: Storytelling in Brief How Long Should a Post Be? Simple Verbs, Active Forms, String Text Internet Users Go Crazy for Lists Asking Engaging Questions Reinforcing (and Tightening) Concepts with Emoticons Avoiding Click Baiting Using Teasers and Countdowns to Generate Suspense 5. Analysing the results Rule 1: Be patient Rule 2: Be consistent Parameters of Web Format Success The Metrics to Watch Useful tips for your social image If a Format Doesn't Work Big Likes, Ambassadors, Haters and Trolls