Comprehensive training on Social media marketing for beginners and intermediate levels. The course aims to enable you to understand, experience and make use of social media as a marketing tool for a business.

1. SOCIAL MEDIA
MARKETING
A C O M P R E H E N S I V E C O U R S E O N S O C I A L
M E D I A M A R K E T I N G F O R B U S I N E S S ’ S

2. CONTENT
PLANNING
CHAPTER 4

3. INTRODUCTION
• What is Content
– It is the foundation of the digital world we now live in and
Content Marketing is fretted within social media.
– It's a way we can style and inform our customers without
shouting sales messages on them.
– It is a type of media like text, image, videos or music.
• The whole premise of Social media Services is they host types
of media that can be easily socialized.
• Social media have Share functionality and adopts the media is
ranked based on likes or dislikes views or shares.
• It becomes talked about. Opinions are formed minds are
challenged It becomes social.
• Each channel has its own set of rules that you need to play by
and also what the community expects from you.

4. CONTENT PLAN
• Prepare a plan to help you to plan great content for your social media audience including content creation,
curation, and an editorial calendar.
• Your content marketing plan should answer the following questions:
– What types of content do you intend to post / promote on social media?
– How often you will I post updates?
– What is the target audience for each type of content?
– Does the content already exist?
– Who will create the content if it is new?
– How will you promote it?
• Once you have answered the questions above, your editorial calendar should include dates and
times you intend to publishTweets, Instagram and Facebook posts and blogs that you plan to use
during your social media campaigns.
• Also make a note of important events to include (ahead of time) and also avoid…

5. Content
Marketing
Matrix for
social media

6. TYPES OF CONTENT BY OBJECTIVE
Contents can be categorized as follows based on objectives
1. Entertain
2. Educate
3. Inspire
4. Convince / Sale
5. Engage/ Converse

7. TYPES OF CONTENT BY MEDIA TYPE
When looking at content from the type of media perspective, we can
categorize as follows;
1. Text
2. Image
3. Video
4. Website Link
5. Gif ( moving pictures)
6. Livestreams

8. CONTENT CREATION
When it comes to content creation you should rely on your creativity and the preferences and likes of
your target audience. Some advice;
1. Test what kinds of posts work best for the social media you’re targeting.
2. Post different content. Make variations with photos, videos and GIF’s.
3. Post every day, social media sites show your brand to more people if you post more often.
4. Analyze which time of the day your audience is most active. Usually posting after work hours, early
evening is quite efficient,
5. Combine your content with organic (unpaid) and paid.
(For example: only 2% of traffic on Facebook comes) from organic, unboosted posts.
6. When boosting posts, target them at your core audience, don’t overgeneralize.
7. If you’re posting videos on Facebook, don’t do it overYouTube. Facebook gives priority to videos
posted directly on their video platform.

9. CONTENT PLAN SCHEDULE
• An effective plan is essential for assuring the success of your overall social media marketing efforts.
• A social media plan helps:
– Maintain consistent posting schedules across channels
– Avoid last-minute rushing to find content to share
– Stop missing the boat on trending topics due to poor planning
• In short, an effective plan helps you do better and work more efficiently... with less stress.
• Planning ahead will help organize your promotional schedule across multiple networks.Tracking
audience engagement will give you an idea of the best days and times to post for your particular
audience.
• While having a calendar will provide structure and deadlines, you also want to post spontaneously when
it’s warranted, such as a relevant, breaking news story or commentary on a retweet.
• You can also use your calendar to archive your most successful content, and then reuse it later if it’s
evergreen.
PLEASE REFERTOTHE CONTENT PLANNING TEMPLATE PROVIDED

10. What do People
like to share on
Social Media ???

11. TIPS ON CONTENT PLANNING
Once you’ve determined your posting schedule on all networks, be consistent and track analytics until you know the best times for
reaching your target audience.
Channel Overview Tips
Facebook
• Focused towards both
news and entertainment
• Future outlook places
strong emphasis on video
network
• Sends more website
traffic than any other
social media network
• Keep your Facebook posts brief and
entertaining to encourage sharing and
audience engagement. Use images and videos
to capture attention and give personality to
your online presence.
• Facebook is great for reaching a wide
audience, but the focus tends to be more
community oriented and less about business
insights. It’s generally recommended to post
on Facebook once per day, a few days per
week.

12. TIPS ON CONTENT PLANNING
Once you’ve determined your posting schedule on all networks, be consistent and track analytics until you know the best times for
reaching your target audience.
Channel Overview Tips
Twitter
• Views itself as a news
platform as much as
social media network
• Retweeting (Sharing)
and content creation
are encouraged
• Well suited to brands
sharing blog post or
promoting website
content
• Use Twitter for offering business tips and
establishing yourself as an expert.
• Since Twitter limits posts to 280 characters, it’s
perfect for cycling (and recycling) brief news
updates throughout the day. But you’re not
limited to text - try tweeting images to grab
attention, and encourage retweets.
• Aim for several tweets per day, and afternoon
work breaks or early evening commute times
may reach more Twitter users.

13. TIPS ON CONTENT PLANNING
Once you’ve determined your posting schedule on all networks, be consistent and track analytics until you know the best times for
reaching your target audience.
Channel Overview Tips
LinkedIn
• Professional
network. The
content you share
should also reflect
this
• Used heavily for
sharing industry
articles and general
professional content
• Use LinkedIn to share industry news and
build professional relationships.
• Sharing articles that are actually helpful
and not just promotional matters here, but
it’s still important to include images and
videos in your content.
• Since LinkedIn is geared toward
professionals, posting on weekday
mornings or evenings may bring you better
results.

14. TIPS ON CONTENT PLANNING
Once you’ve determined your posting schedule on all networks, be consistent and track analytics until you know the best times for
reaching your target audience.
Channel Overview Tips
Instagram
• Highly visual for
static images and
short videos
• Not option to
drive website
traffic
• Best suited for
strong visual
brands
• Instagram is primarily used as a
mobile app, so users may be
accessing it many different times
throughout the day, but early
mornings may be best for reaching a
wide audience.
• Consider ways to maximize your
visual marketing, such as offering a
giveaway that encourages followers
to repost your content.