1.

Introductions
2. Step 1: Calendar Creation (Find the content planning template here)
a. Branded Content (Webinar, App Announcements, classes start etc) comes first
b. Brainstorm themes (before or after finding content) and reasoning behind theme
 Observance Calendar helps with this
 Simple google search finds more observances. Find relevant
observances that align with your program.
1. Ex: Black History Month
2. Ex: Valentines Day
 Blog Content
1. Some blogs have more content than others. Refer to these for
theme ideas or content that goes with your theme
2. School website/school newsletter (Communications@Syracuse).
Some programs have these, some do not.
 Curated Content: Current industry news or current events that align with
program’s focus, take note of topics/ themes programs pay special
attention, faculty research
1. Reliable publishing sites get approves
2. Ex: NY Times, The Independent, Inc., Huffington Post, USNews,
Refinery29, Fast Company NPR, Adweek and others
3. Step 2: Organizing Your Calendar and Cadence
. Color Coding, Linking, platform designation etc
a. Make your cadence realistic for your program
4. Step 3: Social Copy (Find the social copy template here)
. Writing copy
 Be thorough and interesting enough to catch reader’s attention, but
concise enough to not bore them/stay under character count
 Use hashtags for twitter and IG (hashtagify.me is good for hashtag ideas)
 Mention companies, organizations, people (students and faculty) for
twitter
 Ideas when you’re stuck: Find the “thesis” statement of the article and
reword it to sound more personable, pose questions, pull interesting
quotes, “Did you know” followed by a statistic? “According to ___”
followed by a statistic
B. Images in social copy
 Note: Curated content does not need images
 Note: Blog posts for FB, TW and LI usually use hero images (You can
resize these if needed in photoshop, or resize a new image for these
posts if needed)
 Note: Instagram always needs an image resize or a downloaded image
from dropbox
1. You can ask design for this, or do it yourself in photoshop!
 Bynder -- Internal resource for pre-approved branded images for all
programs
b. How comfortable are you with Photoshop?
 Photoshop demo of image resizing
 Photoshop demo of an application deadline
2. Creating bitlys
. We use these to track analytics for our website page links and blog content
a. Salesforce has a built-in bitly feature, so this may be less important to you
b. Links are for blog and branded content for FB, LI and TW. We don’t use links on
Instagram
c. URL Tagging Tool

Next steps would be

1. Send to manager/copywriter for review, proofreading and approval
2. Once approved, create a jira ticket
Send to brand via google share. Program stakeholders sheet lists every person role for every
program