Organic Social Media – ConversionXL, Phil Nottingham

Learn to create and distribute content like a pro

This course will give you all the ammunition you need to come up with fresh ideas, and ensure you’re creating and distributing content in the most effective way possible.

Competitive advantage in organic social media comes from understanding exactly how the platforms work, what resonates and why, and how you can create and distribute content that will stand out from the pack.

What you will learn in this course

Learn to recognise the principles behind effective organic distribution on social media.
Prepare for success through a planning framework that ensures resonant and share-worthy content is created.
Differentiate between social media channels and explain which content formats tend to perform best.
Create a content strategy that matches your brand with the right channels and media types to deliver meaningful results.
Implement techniques for turning returning visitors into regular visitors.
Propose value propositions for social media channels that create resonant brand positioning.

After taking this course you’ll…

Understand the principles behind effective organic distribution on social media and how you can apply these principles throughout your campaigns
Develop a multi-platform strategy, matching the strengths and opportunities of your brand, with a pre-production framework that ensures resonant content is always created
Differentiate between different social media platforms according to media type, and be able to better predict success in advance of creative production
Implement tactics for improving reach and engagement across social media platforms, and improve the success metrics for all your social content.

Your course curriculum

ORGANIC SOCIAL MEDIA

1. Introduction

An overview of what we’ll be covering throughout the course.

Topics covered:

What we’ll be covering within this course and the context you need to bring with you to succeed.

2. Principles of Effective Organic Distribution

An investigation of the differences between paid and organic social media, the different media types that work well on social media, and the core methods of distributing content effectively.

Topics covered:

Learn the different social network structures and why certain types of content tend to perform best on each platform.
Understand the difference between meeting demand and generating demand, and why this difference informs the techniques and tactics you need to implement in content distribution
Appraise the different stages of a social media campaign and comprehend why the pre-launch phase is the stage that has the biggest bearing on success.

3. Preparing for Success

A breakdown of the pre-launch process and how to implement a content strategy that gives your creative work the best chance of standing out and resonating.

Topics covered:

How to assemble a seed list of “friendly sharers” to kickstart your distribution, and why building a warm audience in advance of launch if critical.
Application of the nose-body-tail framework for social media content, and why this leads audiences to engage with content and then take further actions
Utilize hooks in the content development process and understand why this is necessary to ensure content gets widely shared.

4. YouTube

How to optimize content and distribution on the YouTube platform.

Topics covered:

Learn the unique elements of YouTube as a content distribution platform and why certain creative is widely viewed and shared.
Pick opportunities for new content and why topics with lots of views and low-quality content can deliver great results.
Recognize the important aspects of distribution optimization, and why specific techniques can help generate more views and more engagement.

5. Facebook

How to optimize content and distribution on the Facebook platform.

Topics covered:

Learn the unique elements of Facebook as a content distribution platform and why certain creative is widely viewed and shared.
Pick opportunities for new content and understand great performing content in other markets can provide inspiration.
Recognize the important aspects of distribution optimization, and why specific techniques can help generate more views and more engagement.

6. Instagram

How to optimize content and distribution on the Instagram platform.

Topics covered:

Learn the unique elements of Instagram as a content distribution platform and why certain creative is widely viewed and shared.
Pick opportunities for new content and understand great performing consumer-made content can provide inspiration.
Recognize the important aspects of distribution optimization, and why specific techniques can help generate more views and more engagement.

7. LinkedIn

How to optimize content and distribution on the LinkedIn platform.

Topics covered:

Learn the unique elements of LinkedIn as a content distribution platform and why certain creative is widely viewed and shared.
Pick opportunities for new content and understand why certain types of content tend to resonate.
Recognize the important aspects of distribution optimization, and why specific techniques can help generate more views and more engagement.

8. Twitter

How to optimize content and distribution on the Twitter platform.

Topics covered:

Learn the unique elements of Twitter as a content distribution platform and why certain creative is widely viewed and shared.
Pick opportunities for new content and understand why certain types of content tend to resonate.
Recognize the important aspects of distribution optimization, and why specific techniques can help generate more views and more engagement.

9. TikTok

How to optimize content and distribution on the TikTok platform.

Topics covered:

Learn the unique elements of TikTok as a content distribution platform and why certain creative is widely viewed and shared.
Pick opportunities for new content and understand why certain types of content tend to resonate.
Recognize the important aspects of distribution optimization, and why specific techniques can help generate more views and more engagement.

10Evaluate our Findings

Bringing together what we’ve discussed throughout the course, how the different platforms unite to require a specific approach to brand strategy and curation of a narrative.

Topics covered:

Appreciate why your presence on each social platform is broader than what is published on the brand channel, and why “casting” for social media is so important.
Understand the importance of a value proposition on a per-platform basis, and why a different focus needs to be formalized for each platform to generate long-term engagement
Summarise the critical factors for ensuring content which resonates , and why hooks and the nose-body-tail formats are so useful.

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