SMC Blog
The challenge: Improve CTR from weekly subscriber email to Social Media College blog.
The strategy: Created 'Social Media News' feature on blog, researching and writing about the latest social media marketing news and platform updates. Positioning SMC as an industry leader, we aimed to be our subscribers' first source for breaking news across the social media landscape and for the latest marketing tips and expertise. We also published SEO-optimised and evergreen content on the blog, whereby I briefed a team of freelance writers and personally contributed writing.
The result: We saw an increase in CTR to the blog by 10% in our weekly emails.
Short Courses, Custom Masterclasses and Workshops
As the Content Product Director for SMC, I created numerous masterclasses, and developed our complete TikTok and Instagram Marketing short courses, overseeing the end-to-end product development by conducting extensive research, writing, presenting and recording the courses.
I worked closely with influencers, subject matter experts and our instructional designer to map the content and create engaging scripts, slide decks and videos that achieved clearly defined learning objectives. The courses were released on the SMC platform and across global education platform FutureLearn, and resulting in tens of thousands of enrolments.
Social Media Strategy
The challenge: Build an updated, engaging Social Media College Instagram profile that successfully drives traffic to website, and supports our leadership in social media marketing after 6+ months of inactivity.
The strategy: Created social media strategy, conducting competitor research and strengthening SMC voice and tone guidelines. Set social content calendar, establishing variety of social media news updates, original memes and graphics to be posted in Reels, carousel and standard post formats. Included bit.ly link in bio for optimisation and created IG content to promote SMC blog.
The result: We saw a steady increase in engagement across our IG channel, and a significant lift in blog and Youtube channel viewers from bit.ly link.