Educator: Carmine Errico

Email: carmine.errico@shawacademy.com

PRACTICAL LESSON
CREATING ENGAGING AND DESIRABLE
CONTENT
Advanced Social Media Marketing
AGENDA

Content Creation Q&A

Community and Recap Content Curation

CREATIVE CONTENT

• Focal Point

• Link to Brand

• Personality

• Informational Reward

• Emotional Reward
WHAT IS A SOCIAL COMMUNITIES

• Definition: A social community is one that starts from an

authentic place and is built around a common interest
• How to make it Social?

• Authentic
• Accessible
• Adaptable
SOCIAL COMMUNITIES

• Information and Opinions

• Sharing our content: free advertising

• Our products & services

• What are your favorite brands?

WHY BUILD A SOCIAL COMMUNITY?

• Identify yourself with community

• Passion

• Branding
HOW TO CREATE A SOCIAL COMMUNITY?

• Know your audience well

• Ask — and listen to — what people want

• Put fans at the centre of your strategy

• Embrace authenticity
PSYCHOLOGY AND COMMUNITIES

• “We all want to belong to a group and have a positive image of that group.”
Henri Tajfel

• “When our group identity is threatened, we react, and attempt to mitigate or remove
the threat.” Fathali Moghaddam
Type of contents

Visual

Video
+
Copy
Blog

Podcast
 What contents do?

• Inspires conversions
• Drive engagement
• Inform consumers
• Generates R.O.I.
• Build up our authority
• Give value to ourselves
Content that convert…

‘How to’ Round Ups Previews/Reviews Lists Interviews

 “HOW TO”

• Definition: “A guide that provides detailed and practical advice. A set of step-by-step
instructions for accomplishing a certain task or reaching a certain objective. Giving or
pertaining to basic instructions and directions to the layperson on the methods for doing
or making something, especially as a hobby or for practical use”

• Give information
• Help SEO (Google really like them)
• Think as your customer: “How-to do something” is also what your look for on
Google.

• Make easier to reach potential leads/consumers

 ROUND-UP

• Definition: “Roundup blog post is the prototype blog content type for content curation.
Bring together several resources from others in one post, based around a given theme or
idea, and then present it to the world”.

• Give information
• They attract tons of traffic
• They boost your Authority
• They Help Build Relationships with Influencers
• People are lazy! Never forget that!
PREVIEW/REVIEW

• Definition Review: “a formal assessment, a critical evaluation of something with the

intention of instituting change if necessary”

• Definition Preview: “An opportunity to view something before it is acquired or

becomes generally available. Display something before it is made generally available”

• Be the first to give information!

• Helpful and useful
• You can surf a trend and your brand awareness will increase
• People are curious: they`d love it
 LIST

• Definition List: “Content that has a certain number of points, like the article you
usually read”

• List posts came out on top always

• Lists and “why” posts proved to have the most reliable social traction, averaging
around 21,000 shares per month with a variance of less than 2.5%
• We are more likely to share, engage with, and benefit from list posts shared on
social media

• People love list of information and curiosity

 INTERVIEWS

• Definition Interview: “A meeting or conversation in which a writer or reporter asks

questions of one or more persons from whom material is sought for a newspaper story,
television broadcast, social page…”

• Make yourself authoritative

• Brand recognition
• Useful and helpful tips and explanation about a specific topic

• People love Interviews because the interviewee should be an expert

CURATED CONTENT

• Curated Content: “Content curation is when an individual (or team) consistently finds,
organizes, annotates, and shares relevant and high quality digital content on a specific
topic for their target market”

• Curation is:
• A person, not simply a computer algorithm
• Being discerning, discriminative, and selective
• Adding value: perspective, insight, and guidance
• A laser focus on your audience
SUMMARY

Each of these are tools and platforms to help us

deliver high quality content to our Audience

We need to look at what appeals to our audience

with organic content to create an emotional
connection

Each of these platforms will assist us in the most

fundamental effort in Social Media Marketing.
MY EXAMPLE
 HOMEWORK

• Create an organic post on Facebook using one of those two photos or create a new photo if
you prefer (using Canva, Picmonkey, Pablo, what you prefer)
• Sending people to the Social Media Course page is OUR end goal
https://www.shawacademy.com/courses/marketing/learn-social-media-marketing-online
• Email me the “copy”, the “text” your create (carmine.Errico@shawacademy.com) and also (if you
decide to make your own photo) the screenshot of your own creation
• If you prefer you can create a Facebook post (photo and copy) for your Facebook page. Just let
me know where you want to send your audience (I need to know the URL link)
• Deadline: this Sunday!
FB –REVIEW (SNEAK PEEK)
 Please Rate the Webinar

After the lesson we will ask you to rate

the lesson on a scale of 1 (lowest) to 10
(highest).
GRAZIE MILLE!!!
At the end of every webinar the educator will do a bonus
Q&A session to help answer your questions.

https://www.facebook.com/shawacademy
@shawacademy

ENGAGE ON SOCIAL MEDIA

CARMINE.ERRICO@SHAWACADEMY.COM