«Mastering Web and Social Media with Content Strategy» by Emanuele M. Barboni Dalla Costa

“A timeless manual, functional for every project and platform, for those who want to make content creation a profession”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.TABLE OF CONTENTSFollower, Reach, EngagementConversations Matter — Stimulating EngagementBrand Ambassadors, Trust and Word of MouthObjective #1: Increase brand awareness.Not everyone sees your content!Real Users ReachedFavouring Content Internal to the PlatformFollow the NetiquetteTo write on social media, you need to know how to writeListen, listen, listenNot All Platforms Are the SameToughen up: Social networks should not be abandonedProgramming PostsTimeless' content (Evergreen)Finding Your Winning NicheThe Avatar, or the Perfect CustomerContent curationInform, Educate, EntertainSelf-Referencing, Hot and Cold Content“Informing” about your “Core” ActivitiesRubrics and Side ContentCharacteristics of Viral ContentCreating Recognisable Headings and ContentThe Editorial CalendarCreating and Managing Public ExpectationExploiting (but not too much) Holidays and Instant MarketingEncouraging SharingPublish less, publish betterAutomated Programming of Posts and ArticlesVisual aspectsImage (quality) is everythingThe Simple, Immediate, Screaming ImageThe birth of a new languageGraphics and Format with CanvaCharacter Readability and Graphic AlignmentsContrast and Harmonic CombinationsVarying the Proposal with Different FormatsVideo and Real Time StreamingUseful Resources for Content CreationCopywritingTelling yourself: Storytelling in BriefHow Long Should a Post Be?Simple Verbs, Active Forms, String TextInternet Users Go Crazy for ListsAsking Engaging QuestionsReinforcing (and Tightening) Concepts with EmoticonsAvoiding Click BaitingUsing Teasers and Countdowns to Generate SuspenseAnalysing the resultsRule 1: Be patientRule 2: Be consistentParameters of Web Format SuccessThe Metrics to WatchUseful tips for your social imageIf a Format Doesn't WorkBig Likes, Ambassadors, Haters and TrollsVideo course