Integrated Social and Content Strategy

This unit develops skills for building, distributing, and optimizing content across social, email, and web channels to grow audience, leads, and brand equity. Students learn platform-specific tactics, influencer and user-generated content strategies, campaign planning, and basic data-driven optimization to prepare for full campaign execution.

Learning Objectives

• Analyze target audiences, buyer’s journey stages, and prospect emotions to create a segmented content strategy that aligns messaging and touchpoints across social, email, and website channels.
• Design and schedule a multichannel campaign plan (Facebook, Instagram, TikTok, Pinterest, YouTube, and email) including platform-specific content, hashtags, influencer partnerships, content calendar, and offers that support brand positioning and scaling goals.
• Apply basic analytics and testing methods (A/B tests, engagement and conversion metrics, and visualized data) to measure campaign performance and recommend at least three data-driven optimizations to improve reach, engagement, or conversions.
• Demonstrate professional marketing operations by documenting policies and procedures for content governance, user-generated content use, influencer agreements, and sales enablement to ensure consistent, compliant campaign execution.