📊 Lecture Slides

This module is divided into four 1-hour sessions (4 hours total):

  1. Session 3.1: Content Pillars & Strategy (1 hour)
    • Content marketing fundamentals and defining pillars
    • 3-circle framework and content ideation techniques
  2. Session 3.2: Content Calendar & Formats (1 hour)
    • Calendar tools and posting frequency strategy
    • Content mix (80/20 rule) and repurposing matrix
  3. Session 3.3: Content Creation & Production (1 hour)
    • Blog writing and video creation basics
    • Infographic design and caption writing formulas
  4. Session 3.4: Overview of CMS & WordPress (1 hour)
    • Introduction to Content Management Systems
    • Setting up a free WordPress.com account
    • Publishing your first post

💡 Click any session above to view full-screen presentation with navigation

Learning Objectives

  • Define 3–4 content pillars aligned with audience needs
  • Build a two-week content calendar (channels, formats, captions)
  • Set up a CMS (WordPress) and publish a blog post
  • Produce at least two assets and publish or stage for review

Key Concepts

Running example used in every module: Sajilo Momo, a small family momo shop near Tribhuvan University in Kirtipur that wants more student orders and repeat customers. The business is fictional; the figures are illustrative.

Content pillars

Content pillars are 3–4 recurring themes that guide what you post. A useful way to choose them is the 3-circle framework: topics that (1) your audience cares about, (2) you know well, and (3) connect to what you sell. Pillars sit where all three overlap.

The content mix

Follow roughly the 80/20 rule: about 80% of posts educate, entertain, or inspire, and about 20% promote. Promotion works better when people already like and trust the page.

Content calendar

A content calendar lists, for each post: date, channel, pillar, format, topic, caption, CTA, and status. It keeps posting consistent and shows gaps before they happen. Two to four quality posts a week is enough for most small businesses.

Caption formula: Hook – Value – CTA

  1. Hook: first line that stops the scroll (“Most people eat momo the wrong way 👀”)
  2. Value: the tip, story, or offer in two or three short lines
  3. CTA: one clear next step (“Save this”, “Order on WhatsApp”, “Tag a friend”)

Blog post structure

Title with the main keyword → short introduction → H2 sections → examples or images → conclusion with a CTA. Aim for 600–800 words for a practicum post.

Activities (Hands-on)

  1. Content pillars and topic ideation (SEO + audience insights)
  2. Create a 2-week content calendar (use template)
  3. Create a WordPress.com account and explore the dashboard
  4. Produce any two of the following:
    • 1 blog draft (600–800 words) in your CMS or Google Docs
    • 1 short video script + storyboard (30–60 sec)
    • 1 infographic outline (sections and data points)
  5. Prepare captions and CTAs; align to KPIs

Worked Example: Sajilo Momo Content Plan

Pillars:

Pillar Purpose Example topics
Behind the kitchen Trust How dough is made; meet the cook
Momo culture Engagement Best achar pairings; momo myths
Student life Relevance Exam-week fuel; group combo ideas
Offers Sales (20%) Friday combo; loyalty card

One week of the calendar:

Day Channel Pillar Format Topic CTA
Mon Instagram Behind the kitchen Reel 15-second folding time-lapse Follow for more
Wed Facebook Momo culture Carousel 4 achar pairings ranked Comment your favourite
Fri Instagram Offers Post Friday student combo Rs. 150 Order on WhatsApp
Sun Blog Student life Article “Cheap eats near TU” guide View menu

Sample caption (Friday):

Exam week brain needs fuel 🧠🥟 10 buff momo + soft drink = Rs. 150 for students, every Friday. 👉 Message “COMBO” on WhatsApp to order.

Common Mistakes

Mistake Better approach
Posting only offers Follow the 80/20 rule
No plan, posting when there is time Use a two-week calendar and batch-create content
Captions with no CTA End every caption with one clear next step
Copying other brands’ posts Use original photos, stories, and local details

Deliverables

  • Completed content calendar (two weeks)
  • Two content assets (drafts or published)

Mini Rubric (15 pts)

Matches Assignment 3:

  • Strategy — pillars, persona, voice (5)
  • Calendar — organized 2-week plan (5)
  • Content quality — 2 produced pieces (5)

Key Takeaways

  • Choose 3–4 pillars where audience interest, your expertise, and your offer overlap.
  • Keep promotion to about 20% of posts.
  • A calendar makes posting consistent and measurable.
  • Use Hook – Value – CTA for captions.

Exam-Style Questions

Short answer

  1. What are content pillars?
  2. Explain the 80/20 rule of content.
  3. List the fields of a content calendar.
  4. What is the Hook – Value – CTA caption formula?

Long answer / practical

  1. Define four content pillars for a business of your choice and prepare a one-week content calendar.
  2. Write a 600-word blog outline and three social captions for a small Nepali business using the Hook – Value – CTA formula.