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