Facebook & Instagram Content Strategy and Organic Growth

Learning Objectives

• Understand the role of Facebook and Instagram within a company's digital marketing strategy.
  
• Distinguish between a personal Facebook profile and a professional Facebook Business Page.
  
• Set up and structure a professional Facebook Business Page with appropriate business information, branding, and call-to-action elements.
  
• Understand the customer journey from awareness through engagement, consideration, and conversion.
  
• Develop relevant content pillars based on the company's products, services, and marketing objectives.
  
• Differentiate between educational, promotional, engagement, storytelling, testimonial, and product or service content.
  
• Create a practical content calendar using suitable posting frequency, themes, and content formats.
  
• Plan Facebook and Instagram content using posts, Reels or video, Stories, and appropriate calls-to-action.
  
• Apply basic community-management practices when responding to comments, messages, and audience engagement.
  
• Review basic organic performance metrics such as reach, engagement, follows, and clicks to identify stronger-performing content.