Many experts think of social media and content strategy in big company terms: getting buy-in from management, developing a process, communicating among teams, defining metrics, etc. All very important, but in an over-saturated digital world how do you create the actual content? Not boring, me-too, formulaic content, but stories that people actually read, share and take action upon? Contrary to what many people think, great content is not built on luck or magic; it’s built using specific, repeatable techniques that you can learn and deploy to drive your business objectives. This class will teach you how to create unforgettable content, how to customize it for each social channel and how to ensure that your social and content strategy support each other for maximum business impact. Through a combination of case studies, readings and hands-on assignments, students will gain a solid understanding of how to create the kind of content that other marketers will wish was their own.