Overview

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Master content marketing on social media to grow your brand's reach, build engaged communities, and turn followers into customers. This course gives you the specialized knowledge and practical skills to add a social dimension to your content marketing, taught by Kelli Schutrop, a marketing and sales leader with nearly 15 years of agency and in-house experience. You'll learn to select the right social platforms for your audience, promote your content with teasers and paid ads, grow and engage your community with unique social-only content, partner with influencers who genuinely fit your brand, and evaluate impact using reach, engagement, and sentiment data. Platform-specific lessons cover LinkedIn, Facebook, Twitter, YouTube, Pinterest, Instagram, and TikTok, with real examples from brands like Nike, Chipotle, GymShark, Oreo, and Buffer woven throughout. What makes this course different is the level of practical specificity. You won't just learn that "video performs well" — you'll learn which video types fit which platforms, how cadence should shift between Twitter and LinkedIn, and how to set up campaigns that actually track results. Whether you're a small business owner, a content marketer leveling up, or a brand manager building from scratch, you'll leave with a plan you can ship.

Syllabus

Selecting Social Media Platforms

Your audience is already active on specific platforms, and choosing the wrong ones means your best content lands in front of the wrong people. In this module, you'll match platforms to your target audience, choose content formats that perform, tap into native features, and apply paid targeting so your content reaches the people most likely to engage.

Promoting Content with Social Media

Your content won't find an audience on its own, and without a promotion strategy even your best work can go unnoticed. In this module, you'll build teasers that generate buzz, design content people want to share, and use paid social ads to extend the life and reach of your best work.

Managing + Growing a Social Media Audience

You can post every day and still have an audience that never truly connects with your brand, because consistency alone is not what builds community. In this module, you'll plan a posting cadence that fits each platform, create unique social-only content, set a brand tone that invites two-way conversation, and tap into user-generated content to grow your audience over time.

Partnering with Influencers

Influencer marketing has gone from a trend to a multi-billion-dollar channel, and the right partnership can put your content in front of audiences you'd never reach on your own. In this module, you'll evaluate influencer audiences and brand fit, run a campaign that protects your brand and tracks results, and pick the right platform or agency to support your effort.

Tips for Major Social Networks

Your LinkedIn approach won't work on TikTok, and your Pinterest strategy won't transfer to Twitter, because each platform has its own rules, rhythms, and audience expectations. In this module, you'll apply platform-specific strategies for LinkedIn, Facebook, Twitter, YouTube, Pinterest, Instagram, and TikTok so your content fits each channel and the audience using it.

Evaluating Impact

If you can't measure your social content, you can't improve it, and gut feeling won't tell you whether your strategy is working. In this module, you'll track reach, engagement, and sentiment using built-in analytics and listening tools so you can refine your content marketing with confidence.