Social Media College

Building a content-led growth ecosystem spanning editorial authority, education products and social media performance.

Role: Content Product Director
Scope: Editorial Strategy, Course Development, Social Media Growth, Business Partnerships

 
 
SMC laptop blog

RESULTS SNAPSHOT:

SMC instagram feed
 

10k+ Course Enrolments
Via SMC and Futurelearn

10% increase
in email-to-blog CTR

Education Products: Short Courses, Masterclasses & Workshops

Led the end-to-end development of Social Media College’s flagship short course portfolio, including the complete TikTok Marketing and Instagram Marketing programs, which were launched globally via the education platform FutureLearn.

Scope of Leadership

The courses were designed to translate rapidly evolving platform trends into structured, practical learning for marketers and business owners.

From market research through to production and launch, I directed the full product development lifecycle, including:

  • Identifying market gaps through competitor and audience research

  • Designing curriculum architecture and learning pathways

  • Writing scripts, building slide decks and recording video modules

  • Partnering with influencers, subject matter experts and instructional designers

  • Overseeing production and platform rollout across SMC and FutureLearn

The programs reached tens of thousands of learners globally, establishing Social Media College as a recognised authority in practical social media education.

Watch A Masterclass
 

Editorial Authority and Social Distribution

The Challenge

Increase click-through-rate from weekly subscriber emails to the SMC blog while strengthening Social Media College’s authority in a highly competitive education market.

At the same time, the brand’s Instagram presence had been inactive for over six months, limiting social distribution and traffic generation.

 
 

The Strategy

Develop a content ecosystem that combined editorial authority with social distribution.

I introduced a new editorial pillar, Social Media News, positioning SMC as a trusted source for breaking platform updates and marketing insights.

Alongside the blog strategy, I led the relaunch of SMC’s Instagram channel to act as a distribution engine for content.

Key initiatives included:

  • Designing the editorial direction and content framework

  • Publishing a mix of SEO-driven evergreen content and timely industry commentary

  • Building and managing a team of freelance writers

  • Conducting competitor and audience research to refine brand voice and tone

  • Developing a structured Instagram content calendar across Reels, carousels and static formats

  • Implementing a trackable link-in-bio system to measure traffic performance

  • Integrating blog and YouTube promotion to create a multi-channel content ecosystem

This approach strengthened brand authority while supporting both short-term traffic spikes and long-term organic discoverability.

 
 

The Result

Delivered a 10% increase in email-to-blog CTR, while successfully relaunching SMC’s Instagram presence and generating measurable increases in blog and YouTube traffic through social referrals.