Strategy: Audience, Pillars & Channel Mix
Audience research, positioning, content pillars, briefs and budgets — social with a plan behind it.
6 lessons · about 0.9 hours
Read it instead
Posting isn't a strategy. Module 15 puts a plan behind it, on one page.
Who you're for, what you're known for, what you post about, where, and what it costs. Level 3 starts here, because everything after it, paid, partnerships, measurement, depends on these answers being written down.
Lesson 1 is audience research that beats guesswork: five practical methods. Lesson 2 is positioning, choosing what to be known for. Lesson 3 is content pillars done properly, with ratios and a kill rule. Lesson 4 is choosing channels with a framework, not a reflex. Lesson 5 is creative briefs that get good work back. And lesson 6 is goals, time and money: the whole plan on one page.
Take Pinterest. One number about how people search there changes whether it belongs in your channel mix. It's on screen now, with the date we last checked it. It's verified weekly, like every spec in this module.
By the end, you'll know who you're for, have three to five pillars mapped to outcomes, and a one-page plan you can hand to anyone.
6 lessons. About 55 minutes. Level 3, module 15. Start with Audience Research That Beats Guesswork.
What’s inside
- 01Audience Research That Beats Guesswork
Five practical research methods that tell you who your audience actually is, not who you assume they are. · 10 min
- 02Positioning: Choosing What to Be Known For
How to claim a specific, defensible position in your audience's mind — and express it consistently on social. · 9 min
- 03Content Pillars Done Properly
Build three to five content pillars that map to business outcomes, with ratios, formats and a kill rule. · 9 min
- 04Choosing Channels: A Framework, Not a Reflex
Score channels on audience presence, format fit, competitive gap and capacity — and decide what to do well versus drop. · 9 min
- 05Creative Briefs That Get Good Work Back
A one-page brief template — objective, audience, single message, mandatories and measurement — that saves rounds of revisions. · 8 min
- 06SMART Goals, Time & Money: The Plan on One Page
Set social goals against business outcomes, budget hours and pounds honestly, and assemble the whole strategy on a single page. · 10 min
