Mastering Web and Social Media with Content Strategy: A timeless handbook for web professionals

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