Quality content creation
Presented by:
About Me: Stacey Murray
• Experienced Social Media Trainer and Community Manager
• Interested in helping small businesses reach their objectives.
• Background includes lecturing and tutoring at tertiary college level.
• Experienced in social media coverage of large trade events and working with numerous businesses to increase their reach and build a conversation with their customers.
• A lover of all things Twitter and Facebook,
• Stacey loves presenting to and working with groups, large and small.
Define your objectives, audience & voice
• What are you trying to achieve?
• Values in action
• Showcase achievements
• Drive enrolments
• Build community
• Who is your audience?
• Current student parents
• Prospective students & parents
• What do you wish say?
• Language
• Tone
• Terminology
What are your key messages & statements?
Create your look & feel
What is your theme?School colours
Use of frames, borders, watermarks, intro, outro
Content type
Establish conventions Students
Teachers
Tagging
Terminology, use of acronyms, shorthand naming
Content purpose
• Promotional
• Book a tour
• Enrolments now open
• Scholarships
• Educational offering
• Brand building
• Students in action
• Showcase achievements
• Teacher / student profiles
• Educational
• Informative content that may come from other sources
Before posting – ask yourself what purpose
your content serves.
Content purpose?
Content purpose?
Blog posting / news
Explain concepts in greater detail
Great for SEO
Source of evergreen content for social media channels
• Aim for 600-1200 words
• Use sub headings
• Use key words
• Include visual imagery
Creation tips:
Blog / news posting
Photos
1. Remember most people view social media on their
phones.
2. People want to see people.
3. Capture people’s attention.
4. Not perfect is okay.
5. Offer something not seen on your website.
6. Consider your theme / template / format.
7. Photos signal desired emotional response.
Captioning
1. Short and sharp works best. Avoided dreaded “read more”. Tip: Very few people do read more.
2. Don’t use hashtags on Facebook
3. Aim for uniformity in terminology, capitalization, use of acronyms, emojis, etc.
4. Encourage engagement by asking questions.
5. Show a bit of personality / creativity.
Video
1. People use social media to be entertained and
informed.
2. Mobile users love video.
3. Complex or detailed content more easily
digesteable.
4. Easy consumption for lazy people!
5. Much more likely to be shared as opposed to
static content.
Planning your social media video
• Purpose
• Key messages
• Resources
• Location
• Who will be in it
• Logistics
• Required equipment
• Time of day
• Platform
• Format
• Length
• Captioning
Video tips
• Shoot for a few extra seconds at the start and finish of a
video. You can trim extra footage later.
• Always immediately check your footage / photos / sound
quality.
• Shoot extra footage –surrounding area, anything you can
hear (e.g. waves, birds, etc.) to use in your editing.
• Use a tripod & external mic where possible
• Consider background noise
Content consideration
Good quality content
Objectives
Audience Purpose
Platform