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Module 3.3

Content Creation & Production

PRC 112: Digital Marketing Practicum

Faculty of Management Studies • Pokhara University

Duration: 1 hour

Session Objectives

By the end of this session, you will be able to:

  • ✅ Write engaging blog posts using proven formulas
  • ✅ Create short-form video content
  • ✅ Design simple infographics
  • ✅ Produce at least two content assets

Writing Engaging Blog Posts

The AIDA Formula

  • Attention: Catchy headline
  • Interest: Hook them with problem/story
  • Desire: Show the solution and benefits
  • Action: Clear CTA at the end

Blog Post Structure

  1. Compelling headline: Use numbers, power words, keywords
  2. Opening hook: Problem, question, or surprising fact
  3. Introduction: What you'll cover and why it matters
  4. Body with subheadings: Break into scannable sections
  5. Examples/data: Support claims with evidence
  6. Visuals: Images, screenshots, infographics
  7. Conclusion: Summary + next steps
  8. CTA: What should reader do next?

Headline Formulas That Work

Proven Formats:

  • Number list: "7 Ways to Improve Your SEO"
  • How-to: "How to Create a Content Calendar in 30 Minutes"
  • Question: "Are You Making These 5 Social Media Mistakes?"
  • Ultimate guide: "The Ultimate Guide to Email Marketing"
  • Mistake/Warning: "5 Mistakes That Kill Your Conversion Rate"
  • Result-driven: "How I Grew Traffic by 300% in 3 Months"

Blog Writing Best Practices

  • Short paragraphs: 2-4 sentences max
  • Use bullet points: Make content scannable
  • Add subheadings: Every 200-300 words
  • Include visuals: Every 300-500 words
  • Write conversationally: Like talking to a friend
  • Use examples: Make abstract concepts concrete
  • Link internally: 3-5 links to your other content

Creating Short Videos

Types of Videos

  • Talking head (direct camera)
  • Screen recording (tutorials)
  • B-roll + voiceover
  • Animated explainers
  • Quick tips (30-60 sec)

Video Tips

  • Hook in first 3 seconds
  • Add subtitles (80% watch muted)
  • Keep it short (1-2 min ideal)
  • Good lighting & audio
  • Strong CTA at end

Video Script Structure

  1. Hook (3-5 seconds): Grab attention immediately
    • "Want to double your Instagram engagement? Here's how..."
  2. Intro (5-10 seconds): Who you are, what you'll cover
  3. Main content (40-90 seconds): 3-5 key points
  4. Recap (5-10 seconds): Quick summary
  5. CTA (5 seconds): What to do next

Video Production Checklist

  • ☐ Good lighting (natural light or ring light)
  • ☐ Clean audio (quiet space, external mic if possible)
  • ☐ Stable camera (tripod or phone stand)
  • ☐ Clean background (minimal distractions)
  • ☐ Eye contact (look at camera lens)
  • ☐ Script or bullet points prepared
  • ☐ Multiple takes (don't settle for first)

Video Editing Tools

Mobile Apps

  • CapCut
  • InShot
  • VN Video Editor
  • iMovie (iOS)

Desktop Tools

  • DaVinci Resolve (free)
  • Canva Video
  • Adobe Premiere
  • Final Cut Pro

Screen Recording

  • Loom
  • OBS Studio
  • Camtasia
  • QuickTime (Mac)

Infographics: Visual Storytelling

Infographics: Visual representation of data or information

  • When to use: Complex data, process flows, comparisons, statistics
  • Tools: Canva, Piktochart, Adobe Express, Venngage
  • Best practices: Simple design, readable fonts, consistent colors, cite sources

Infographic Types

Common Formats:

  • Statistical: Present data
  • Process: Step-by-step guide
  • Timeline: Historical progression
  • Comparison: Side-by-side analysis
  • List: Top tips or facts

Design Tips:

  • Limit to 3-4 colors
  • Use icons and visuals
  • Keep text minimal
  • Clear hierarchy
  • Cite data sources

Caption & Copy Best Practices

  • Start strong: First line must grab attention
  • Use line breaks: Make it scannable
  • Add value: Educate, inspire, or entertain
  • Include CTA: Tell them what to do
  • Hashtags (Instagram): 5-10 relevant ones
  • Hashtags (LinkedIn): 3-5 max
  • Emoji: Use sparingly to add personality

Caption Formula

PAS Formula (Problem-Agitate-Solution):

  1. Problem: Identify pain point
    • "Struggling to grow your Instagram following?"
  2. Agitate: Amplify the problem
    • "You post consistently but engagement is low..."
  3. Solution: Provide answer
    • "Here's a 3-step strategy that actually works..."

Content Tools & Resources

Writing

  • Google Docs
  • Grammarly
  • Hemingway Editor
  • QuillBot

Design

  • Canva
  • Adobe Express
  • Figma
  • Unsplash (photos)

Video

  • CapCut
  • InShot
  • Canva Video
  • Loom

Stock Image Resources

Free Stock Photos

  • Unsplash
  • Pexels
  • Pixabay
  • StockSnap

Icons & Graphics

  • Flaticon
  • Icons8
  • Font Awesome
  • unDraw

Always check licenses! Most require attribution

Content Quality Checklist

  • ☐ Valuable to target audience
  • ☐ Original (not copied)
  • ☐ Grammatically correct
  • ☐ Properly formatted
  • ☐ Includes visuals
  • ☐ Has clear CTA
  • ☐ Optimized for platform
  • ☐ Aligned with content pillar

Hands-On Activity

Activity: Produce Two Content Assets

Create ANY TWO of the following:

  1. Blog draft: 600-800 words on one of your topics
  2. Short video script + storyboard: 30-60 seconds
  3. Infographic outline: Key sections and data points
  4. 5 social media captions: Full copy ready to post

Time: 30 minutes to create drafts

Module 3 Deliverables

What to Submit:

  1. Content Pillars Document:
    • 3-4 named pillars
    • 5-10 content ideas per pillar
  2. Completed 2-Week Content Calendar (template provided)
  3. Two Content Assets:
    • Blog draft (Google Doc link) OR
    • Video script + storyboard OR
    • Infographic outline (Canva link or doc) OR
    • 5 social media captions

Mini Rubric (15 points)

Criteria Points What We're Looking For
Relevance to audience & pillars 5 Content clearly aligned with target audience needs
Calendar completeness & feasibility 5 All fields filled, realistic posting schedule
Asset quality & CTA clarity 5 Well-crafted content with clear calls-to-action

Common Content Mistakes

  • ❌ Posting without strategy (random topics)
  • ❌ Being too salesy (always promoting)
  • ❌ Ignoring audience needs (talking about yourself only)
  • ❌ No CTA (what should they do next?)
  • ❌ Inconsistent posting (active for a week, then silent)
  • ❌ Poor quality over quantity
  • ❌ Not repurposing content

Quick Tips for Success

  • ✨ Batch create: Make multiple pieces in one sitting
  • 🎯 80/20 rule: 80% value, 20% promotion
  • 📊 Track what works: Analyze engagement and adjust
  • ♻️ Repurpose everything: One idea, many formats
  • 🤝 Engage back: Respond to comments and messages
  • 📝 Keep an idea bank: Note ideas as they come

Next Steps After Module 3

Your Content Engine is Built!

  • ✅ Content pillars defined
  • ✅ 2-week calendar created
  • ✅ First content assets produced

Coming Up Next:

Module 4.1: Social Media Platform Strategy — Learn how to distribute your content effectively

Thank You!

You're Now a Content Creator!

Next: Module 4.1 - Social Media Platform Strategy

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