Workshops & courses overview:

— WHAT DO MY TRAININGS TACKLE?
Over the past couple of years, I have had the chance to take on Content from every possible perspective. These workshops break down the fundamentals of designing a content strategy and how to execute it. I also go into more details with presentations on the best practices of writing social media captions, penning blog posts and building an Instagram following to name a few.
 

— WHO ARE MY STUDENTS ?
Unlike Tina Fey's character in Mean Girls, my students come from all walks of life. They can either be marketing professionals and business owners looking to expand their knowledge in online marketing or university students that don't know the first thing about content strategies. I have made regular appearances at l'École Supérieure des Affaires (ESA Business School),  Saint Joseph University (USJ) and ESMOD (Fashion Insitute).
 

Some of the trainings I have designed:

— HOW TO BUILD AND PRODUCE A CONTENT STRATEGY
Most of the people I have had the chance to teach, usually get heart palpitations when I'm done explaining how to build a content strategy. I try to simplify the different moving parts by equipping each content type with a simple role and associating it with a one phase of the customer journey funnel. After several trials and errors, I currently base my approach on a mix of the best practices of Copyblogger, Newscred, and my professional intuition. Theory by itself is useless if a person doesn't know how to put it into action. For this reason, the second part of this course is a step by step breakdown of how to execute an editorial strategy. I explain why it's essential to have a standardized process of production that lists the different stakeholders for each part of the validation process. I also share my students the documents and tools that allow me to streamline my job.
 

— HOW TO TAKE YOUR CONTENT ONLINE
One of the most fun courses I give is when I teach budding fashion influencers and designers how to grow their Instagram presence. These people know the fashion industry, but they have no semblance of knowledge of online marketing and brand-building. So I try to develop a course that excludes marketing jargon but instead focuses on simple tasks that they can make their own. Building an Instagram following can be quite tricky with the recent changes in the platform's algorithm, so I keep an eye out for users with a winning formula and build my talk around that. Points like choosing the right hashtags, making smart use of features and creating a coherent language all make this presentation. Finally, Instagram is a visual platform, so I equip these scholars with a systemic approach that guarantees that all of their posts look delicious.
 

— HOW TO GIVE YOUR CONTENT THE BEST CHANCE AT SUCCESS
Producing content takes a lot of creativity, but there also is a more technical aspect that goes into play. Most marketing executives have a hard time securing a budget for content creation in countries like Lebanon where the medium has just started growing. In these presentations, I teach my students how to equip their content with all the necessary tools that will guarantee engagement when the budget is finally secured. As a start, I go into video content, what's the difference between a Facebook, an Instagram or a Youtube approach and how to take advantage of each platform. Then I dive into what makes a winning blog post and how they can optimize it for search engines. Finally, nothing you post online will get the right reaction without the adequate caption, so I guide them on how to make the best of their copywriter hat.