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Huizenga College of Business Students

Social Content Marketing

1 Full Day

Program Description

Are you struggling with and questioning the value of social media adoption for your business? Now more than a decade since the arrival of major social networks and content marketing platforms, brands and small businesses are still facing the challenge of standing out, prioritizing resources and keeping up with technology. Lacking in many organizations is an enterprise-wide content marketing strategy that capitalizes on a "warm selling" approach to courting targeted audiences throughout their buying journey.

Building Trust with Top-Funnel Social Content Marketing
Learn how successful entrepreneurs capitalize on transparency, shared values, empathy and authenticity in their blogs, podcasts and videos. Witness how they identify pain points, validate their expertise and tap into audience generated insights as a way to earn audience trust. Overall, this module will familiarize you with the process of creating trails of educational content that merit the attention of your first time audiences.

Building Emotional Connections for Top-Funnel Likeability
With nearly 1 billion websites accommodating blogs, entrepreneurs are greatly challenged with separated themselves from a sea of content clutter. This module will expose you to the concepts most effective in striking an emotional chord with your targeted audiences as a way to build likeability. Learn how successful social media users capitalize on content that inspires and entertains their communities.

Capturing Top-Funnel Audiences through Helpful, Compelling & Optimized Content
From persona pain point analysis, this module will demonstrate the techniques used in making content timely, relevant and useful to your audiences. This module will familiarize you with how to optimize your content for search-ability, mobile browsing and channel fit across your blog sites, social networks and website landing pages. Find out what experts do to ensure their content topics, titles and posts have the greatest opportunity for audience attention and talk-worthiness.

Reinforcing Mid-Funnel Influence with Brand Utility
This module will acquaint you with role of branded content and pixel-based retargeting in providing your audiences a deeper familiarity with your brand. Learn how experts capitalize on the top-of-mind power of using branded apps, sponsored content and native advertising. Discover how retargeting and the building of proprietary audiences for email 2.0, messaging and push notifications can ensure the right messaging at the right time.

Using Visual Storytelling for Mid-Funnel Likeability
With so many platforms like Snapchat and Instagram lending themselves to visual storytelling, organizations are discovering the power of narratives in distinguishing their brands. Learn how successful stories find their sweet spot in themes and story arcs that resonate with their brand's mark of distinction.

Building Mid-Funnel Thought Leadership through Influence and Networking Tactics
Based on our own extensive research of leading social media influences, this module will demonstrate best practices applied by influential analysts, mentors, edu-trainers and motivators in building sizeable audiences who can actively spread and vet your content. Find out how to capitalize on the influence of others while paving the way for your own thought leadership across social networking groups (e.g., LinkedIn), webinars and live hangouts. This module will also familiarize you with best practices for validating your trusted authority as well as boosting your social networking endorsements.

Nurturing Prospects with Mid-Funnel Engagement Tactics
Using proven concepts from relationship marketing and social selling, course participants will learn how to expand, delight and build trust with their communities. This module will expose you to the latest in social media campaign tactics and chat hosting to keep your audiences engaged. Find out how to excite your audiences through acknowledgement, involvement, fun and greater good stories while earning their trust through responsiveness, consistency and generous sharing.

Differentiating Value with Bottom-Funnel Content and Conversion Tactics
This module will expose you to the latest in social, local and mobile (SoLoMo) technologies, messaging apps, chat bots, live broadcasting and complimentary decision aids that provide real-time help while incentivizing your prospects to try out your offerings. Find out how bottom-funnel prospects can be energized with carefully crafted FREEmiums, test trails and demos that minimize their purchase risk. Learn what types of content work best as a valid testimony of your competitive advantage.


This program is specially designed for marketing/PR executives and management in mid-sized organizations or start-ups seeking outcome improvements. As a strategic oriented course, attention is placed more on best practice concepts than tactical tips for specific social media platform adoption. Consequently, an intermediate knowledge of social media and content marketing concepts is expected of course participants.

Program Dates / Locations

While this course is not scheduled at this time, any of the executive education programs offered by the Hudson Center of Entrepreneurship and Executive Education (HCEEE) can be delivered to your organization either in our classroom or at your location. Please contact us for more information.

Program Fee

Fee of $595 includes tuition, instructional materials and lunch.


James Barry D.B.A.

Dr. Jim Barry is an Associate Professor at the H. Wayne Huizenga College of Business and Entrepreneurship at Nova Southeastern University. He has taught over 1200 MBA students in social media marketing using his textbook, Social Content Marketing for Entrepreneurs. His research in this field has been recently accepted for publication with the Journal of Selling and the Journal of Marketing Theory and Practice. Prior to joining NSU, Dr. Barry enjoyed a 25 year career in executive marketing positions with AT&T, BFGoodrich Aerospace, GE Aerospace, Rockwell Collins and two start-up firms. His primary responsibilities included strategic planning and business development for high tech electronics.

Course Customization

Using core programs, we can customize the material to fit your corporate training needs. With our extensive resources and program facilitators, we will design a program that is tailored to fit your specified objectives and requirements.

Substitution, Cancellation, Fee and Transfer Policies

We realize that occasionally you need to cancel your registration. You can substitute another individual in your place at any time prior to the first day of a program.

If you wish to receive a credit toward a future program: we will allow you to transfer you registration to a future date of the same program you are enrolled in currently, provided we receive written notice two weeks prior to the start date of the class you are currently registered in. You are permitted to re-register only one time.

If you wish to receive a refund: written cancellations received 30 calendar days before a program begins will be issued a full refund, less a $150.00 processing fee; written cancellations received 6 to 29 calendar days prior to the start of a program will get 50 percent of the registration fee refunded. We apologize but we cannot provide a refund if we receive your written cancellation in five or fewer business days prior to the start of the program.

In the event of non-payment, the responsibility for any fees incurred in collecting the payment is the responsibility of the customer.

Fees and dates are subject to change without notice.

Contact Information

For additional program information, please contact us at:

Hudson Center of Entrepreneurship and Executive Education
H. Wayne Huizenga College of Business and Entrepreneurship
Nova Southeastern University
3301 College Avenue, Carl DeSantis Building, Suite 2088
Fort Lauderdale-Davie, FL 33314
Tel: 954.262.5161
Toll Free: 800.672.7223, ext. 25161
Fax: 954.262.3188

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