Course · Content & Social Media
Content you'll love following
0.1 / What it's about
Good content is no coincidence.
Content & Social Media demonstrates how to plan, design and publish content that aligns with a brand and engages its audience. The course bridges strategy with design: content pillars and editorial planning, formats and safe zones, visual language and templates, video, community management and legal essentials.
Atelier Lumen, a small ceramics studio in Basel with classes and an online shop, will accompany you as a running example throughout. You can also do each exercise using your own project.
Key questions of the course:
QUESTION 1
What does a brand talk about, and for whom?
QUESTION 2
Which format suits which message and platform?
QUESTION 3
How does a profile become recognisable, even without a logo?
QUESTION 4
How do posts turn into a conversation that can be measured and improved?
Course framework:
TARGET AUDIENCE
Creators
Students of graphic, media or communication design, and self-employed individuals managing their own channels.
SCOPE
5 × 90 mins
Plus final project; each module can also be taken individually.
FORMAT
Hands-on
Short input, tools, and practice on an end-to-end project.
REFERENCE
Cross-references
Links to marketing fundamentals, copywriting, brand strategy, and accessibility.
0.2 / Learning objectives
After the course, you will plan and create content systematically.
After the course, you will be able to:
0.3 / Course content
All modules and sections at a glance.
Five modules, each with a core question and a tool. Briefly explained, then tried out for yourself.
MODULE 01
What are you talking about, and who is it for?
MODULE 02
Which format suits the message?
MODULE 03
How do people recognise you before reading your name?
MODULE 04
What happens in the first three seconds?
MODULE 05
What happens after posting?
0.4 / Procedure per module
Each module follows the same structure.
Each module has the same structure, so you can quickly find your way around and also use it individually.
01
Introduction (10 mins)
An observation from my own feed.
02
Input (20 mins)
Fundamentals and best practices.
03
Tool (15 mins)
Explore the topic in the interactive tool.
04
Exercise (35 mins)
Application to a project of your own.
05
Reflection (10 mins)
What are you taking into your daily life?
In each section, you will find a bolded key point and a task for further reflection.
0.5 / Record of achievement
In the end, you get a content package for one month.
Final project: a content package for a real or fictional brand, ready to publish.
01
Plan
Objective, audience, pillars, and an editorial plan for four weeks.
02
Format
Define formats and dimensions for each platform.
03
Design
Visuals and three templates, a carousel.
04
Produce
A reel with a hook and subtitles.
05
Evaluate
Check permissions, define key metrics, schedule a review.
Evaluation criteria: clear strategy, recognisable system, suitable formats, careful rights management, and comprehensible analysis.
0.6 / Literature and Sources
Good content has role models.
• Handley, A. (2022): Everybody Writes. 2nd edition. Wiley.
• Kleon, A. (2014): Show Your Work! Workman.
• Pulizzi, J. (2021): Content Inc. 2nd edition. McGraw Hill.
• Miller, D. (2017): Building a StoryBrand. HarperCollins.
• Swiss Commission for Fairness in Commercial Communication: Principles of fairness in commercial communication.
• Federal Act on Copyright and Related Rights (CopA), SR 231.1.
• Help pages of Instagram, LinkedIn, TikTok and YouTube on formats and labelling.
Note: The years indicate the edition used here. Platform rules and formats change frequently; check the current information provided by the platforms.