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Module 3

Content Creation and Management

PRC 112: Digital Marketing Practicum

Faculty of Management Studies • Pokhara University

Duration: 3 hours

Learning Objectives

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

  • ✅ Define 3-4 content pillars aligned with audience needs
  • ✅ Build a strategic two-week content calendar
  • ✅ Produce quality content assets for multiple channels

Why Content Marketing?

"Content is King" — Bill Gates, 1996 (Still true today!)

  • Builds trust and authority
  • Attracts organic traffic (SEO)
  • Educates your audience
  • Supports all other marketing channels
  • Creates long-term value (evergreen content)

Content Pillars: What Are They?

Content Pillars: 3-5 broad themes that define what you talk about

Example: Digital Marketing Consultant

  • Pillar 1: SEO Tips & Strategies
  • Pillar 2: Social Media Marketing
  • Pillar 3: Analytics & Data
  • Pillar 4: Case Studies & Success Stories

How to Choose Your Content Pillars

Consider:

  • Your expertise
  • Audience pain points
  • Industry trends
  • Competitor gaps
  • Search demand (SEO)

Questions to Ask:

  • What do I know well?
  • What does my audience struggle with?
  • What keywords do they search?
  • Can I sustain this topic?

Types of Content

Written

  • Blog posts
  • Articles
  • eBooks
  • Case studies
  • Guides

Visual

  • Infographics
  • Images
  • Carousels
  • Memes
  • Quotes

Video/Audio

  • YouTube videos
  • Reels/Shorts
  • Podcasts
  • Webinars
  • Live streams

Content Calendar: Why You Need One

  • Consistency: Regular posting builds audience trust
  • Organization: Know what to post and when
  • Strategic planning: Align content with goals
  • Efficiency: Batch create content in advance
  • Team coordination: Everyone knows the plan

What Goes in a Content Calendar?

  • Date & Time: When to publish
  • Platform: Where to post (Facebook, Instagram, Blog, etc.)
  • Content Type: Post, video, story, article
  • Topic/Theme: What it's about
  • Content Pillar: Which theme does it support
  • Copy/Caption: The actual text
  • Visual: Image, video, link
  • CTA: What action you want
  • Status: Draft, Approved, Posted

Ideal Posting Frequency

Platform Minimum Ideal
Blog 1-2/month 1/week
Facebook 3-4/week 1-2/day
Instagram 3-5/week 1/day + stories
LinkedIn 2-3/week 1/day
YouTube 1/month 1/week

Remember: Quality > Quantity. Better to post less but with value!

Content Formats That Work

  • How-to guides: "How to optimize Facebook ads"
  • Listicles: "10 SEO mistakes to avoid"
  • Case studies: "How we grew traffic 300%"
  • Behind-the-scenes: Show your process
  • Tips & tricks: Quick actionable advice
  • Q&A: Answer common questions
  • User-generated content: Share customer stories

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?

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

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

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

Content Repurposing

Work smarter, not harder! One piece of content = Multiple assets

Example: From Blog Post to 10 Assets

  1. Original blog post (1000 words)
  2. Instagram carousel (10 slides)
  3. LinkedIn article (repost)
  4. Facebook post + link
  5. Infographic (key stats)
  6. Short video summary
  7. Email newsletter
  8. Twitter thread
  9. Quote graphics (pull-quotes)
  10. Podcast episode topic

Content Tools & Resources

Writing

  • Google Docs
  • Grammarly
  • Hemingway Editor
  • QuillBot (paraphrase)

Design

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

Video

  • CapCut
  • InShot
  • Canva Video
  • Loom

Hands-On Activities

Activity 1: Define Content Pillars

  1. Brainstorm topics relevant to your audience
  2. Group related topics into 3-4 themes
  3. Name each pillar clearly
  4. List 5-10 content ideas per pillar

Activity 2: Create Content Calendar

Two-Week Content Calendar

  • Use provided template (Google Sheets or Excel)
  • Plan 10-14 pieces of content
  • Mix formats (posts, videos, blogs)
  • Spread across chosen channels
  • Assign to content pillars
  • Write captions and CTAs

Activity 3: Produce Content Assets

Create 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

Tip: Start with the easiest format for you!

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)

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

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

Thank You!

Content is Your Marketing Engine

Next: Module 4 - Social Media Marketing

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