Keystone College of Business and Technology

Module #1 The Power of Content and AI

1.1 What Is Content?

1.1.1 Defining Content

1.1.2 Video: What Is Content And Why It Matters

1.2 Why Content Matters: The Content Flywheel

1.2.2 Let’s Talk! Content In Your World

1.3 Audience Stages And The Content Funnel

1.3.1 Audience Stages

1.3.2 Video: Audience Stages Explained

1.3.3 Let’s Do It! Match The Content To The Audience Stage

1.4 Interest Media: The New Social Media Landscape

1.4.1 A Level Playing Field For Content

1.4.2 Video: Interest Media And The Level Playing Field

1.5 Organic Vs Paid Algorithms

1.5.1 The Organic Algorithm

1.5.2 The Paid Algorithm

1.5.3 Video: Organic Vs Paid Algorithms

1.6 Organic Vs Paid: Strengths And Limitations

1.6.1 Trade-Offs Of Organic And Paid

1.6.2 Video: The Trade-Offs Of Organic And Paid

1.7 Combining Organic And Paid For Best Results

1.7.1 Four Reasons To Combine Organic And Paid

1.7.2 Video: Why Combining Organic And Paid Wins

1.8 AI: The Fourth Great Technology Wave

1.8.1 Why The AI-Wave Is The Biggest

1.8.2 Video: AI As The Fourth Great Technology Wave

1.9 How AI Is Changing Social Media Marketing

1.9.1 Five Shifts Driven By AI

1.9.2 Video: How AI Is Changing Social Media Marketing

1.10 AI Is Only As Good As The Person Filtering It

1.10.1 AI-Powered Content Creation In Practice

1.10.2 Video: AI Is Only As Good As Your Filter

1.10.3 Let’s Do It! Spot The AI Opportunity

1.11 Staying Current In A Fast-Moving Field

1.11.1 Commit To Constant Curiosity

1.11.2 Video: AI Changes Fast, Lean In

Let's Review

Module #1 Quiz

Module #1 Conclusion

Unit Structure

Module #2 Developing Your Content Strategy with AI

2.1 Where Content Strategy Fits

2.1.1 Common Content Challenges

2.1.2 Video: Where Content Strategy Fits

2.2 What A Good Content Strategy Looks Like

2.2.1 Video: What A Good Content Strategy Looks Like

2.3 Step 1: Select A Niche Content Theme

2.3.1 What Do You Want To Be Known For?

2.3.2 Video: Choosing A Niche Content Theme

2.4 Step 2: Identify Three To Five Topics

2.4.1 Going One Level Up

2.4.2 Content Myths And Realities

2.4.3 Video: Topics And Myths

2.4.4 Let’s Do It! Define Your Theme And Topics

2.5 Step 3: Choose Your Content Types

2.5.1 The Five Core Content Types

2.5.2 Resource: Content Types

2.5.3 Worked Example: Adam Hoad Coaching

2.5.4 Video: The Five Content Types

2.5.5 Let’s Talk! Which Types Suit Your Organisation?

2.6 Step 4: Choose A Posting Frequency

2.6.1 Video: Posting Frequency

2.7 Step 5: Select Your Content Formats

2.7.1 Format Versus Type

2.7.2 Short-Form Video Dominates

2.7.3 Repurposing With AI

2.7.4 Video: Formats And Repurposing

2.8 Step 6: Set Metrics And KPIs

2.8.1 Settings KPIs

2.8.2 Video: Metrics And KPIs By Content Type

2.9 Capture Versus Create

2.9.1 Video: Capture Versus Create

2.10 Bringing It Together With AI

2.10.1 Let’s Do It! Draft Your Content Strategy

Let's Review

Module #2 Quiz

Module #2 Conclusion

Unit Structure

Module #3 Generating Ideas And A Content Calendar

3.1 From Strategy To Action

3.1.1 Video: From Strategy To Action

3.2 Content Ideas Versus Content Assets

3.2.1 Why Ideas Matter Most

3.2.2 Video: Ideas, Types, Formats And Assets

3.3 Four Methods For Generating Strong Ideas

3.3.1 Method 1: Subreddits

3.3.2 Method 2: A Secondary Research Account

3.3.3 Method 3: Repurpose Your Own Outliers

3.3.4 Method 4: Analyse Competitors And Their Comments

3.3.5 Video: Four Ways To Find Strong Ideas

3.4 The Content Ideas Matrix – Type vs Topic

3.4.1 Video: The Type Vs Topic Matrix

3.4.2 Let’s Do It! Build Your Own Matrix

3.5 Building A Content Calendar

3.5.1 Resource: Content Ideas And Calendar AI Prompt

3.5.2 A Worked Example

3.5.3 Batching And Filtering

3.5.4 Video: Building An AI-Powered Calendar

3.5.5 Let’s Do It! Generate Your Calendar

3.6 Marketing Calendars And Topical Content

3.6.1 Video: Know The Key Marketing Dates

Let's Review

Module #3 Quiz

Module #3 Conclusion

Unit Structure

Module #4 Deciding How To Make Your Content

4.1 The Pain Points Of Making Content

4.1.1 Video: Making Content, The Pain Points

4.2 Your Four Options

4.2.1 DIY, AI, Stock and Outsource

4.2.2 Video: The Four Options

4.3 The Four Production Phases

4.3.1 Strategy, Pre-Production, Production, Post-Production

4.3.2 Video: Production Phases

4.4 Worked Examples Across Production Phases

4.4.1 Video: Three Production Examples

4.4.2 Let’s Do It! Map A Production Plan

4.5 The Decision Framework

4.5.1 Applying The Framework

4.5.2 Video: Seven-Factor Decision Framework

4.5.3 Let’s Talk! When AI Is The Wrong Answer

Let's Review

Module #4 Quiz

Module #4 Conclusion

Unit Structure

Module #5 Writing with AI

5.1 Why Great Prompts Matter

5.1.1 Common AI Writing Challenges

5.1.2 Video: Why Great Prompts Matter

5.2 How Large Language Models Actually Work

5.2.1 Video: How Llms Work And Why They Hallucinate

5.3 Start With A Knowledge Base

5.3.1 Video: Building Your Knowledge Base

5.4 The SMC AI Prompt Structure

5.4.1 Resource: SMC AI Prompt Template

5.4.2 Worked Example: The Wine Fridge Prompt

5.4.3 Video: The Prompt Template In Action

5.4.5 Let’s Do It! Run The Template On Your Own Task

5.5 Content Writing Versus Copywriting

5.5.1 Two Jobs, One Skill Set

5.5.2 Video: Content Writing Versus Copywriting

5.6 Storytelling Frameworks

5.6.1 Six Storytelling Frameworks

5.7 The Prompt, Edit, Feedback Loop

5.7.1 Video: Prompt, Edit, Feedback

5.8 Organising Chats And Managing Context

5.8.1 Video: Organising Chats

5.9 Seven Writing Use Cases

5.9.1 Video: Seven Writing Use Cases

5.9.2 Let’s Talk! Your Top Three Use Cases

5.10 Pro Tips For Writing With AI

5.10.1 Video: Pro Tips

Let's Review

Module #5 Quiz

Module #5 Conclusion

Unit Structure

Module #6 Creating Images With AI

6.1 Why Visual Content Still Does The Heavy Lifting

6.1.1 Images As The Stop-The-Scroll Asset

6.2 Real, AI Or Both?

6.2.1 The Three-Way Choice For Visual Content

6.2.2 Create From Scratch Or Enhance What You Have

6.2.3 Let’s Talk! Where AI earns its place in your visual mix

6.3 The AI Image Model Landscape

6.3.1 The Category Leaders

6.3.2 Specialist Models For Specific Jobs

6.3.3 Pick One, Master It, Then Add Others

6.4 Prompting AI Image Models Well

6.4.1 The Nine Prompt Ingredients

6.4.2 The SMC AI Prompt Template, Applied To Images

6.4.3 Worked Example: A Product Hero Shot

6.4.4 Let’s Do It! Write your first image prompt

6.5 Canva Magic Studio

6.5.1 Magic Media

6.5.2 Magic Edit, Grab, Eraser And Expand

6.5.3 Bulk Create For Template Content

6.5.4 Canva’s AI App Marketplace

6.5.5 Let’s Do It! Fix an existing image with Magic Studio

6.6 Specialist Image Tools Worth Knowing

6.6.1 PhotoRoom For Product Photography

6.6.2 AdCreative.ai For Paid Ad Variations

6.6.3 Freepik And Adobe Firefly For Rights-Cleared Work

6.6.4 Higgsfield Soul For Aesthetic Campaigns

6.7 Brand Consistency With AI Images

6.7.1 Locking In A Visual Style

6.7.2 Consistent Characters, Products And Scenes

6.7.3 An AI Image Style Guide For Your Organisation

6.7.4 Let’s Do It! Draft your AI image style guide

6.8 Disclosure, Rights And Responsible Use

6.8.1 Platform AI Labelling Rules

6.8.2 Copyright And Commercial Use In Australia

6.8.3 When AI Images Are The Wrong Call

Let's Review

Module #6 Quiz

Module #6 Conclusion

Unit Structure

Module #7 Creating And Editing Video With AI

7.1 Why Video Is Still The Dominant Format

7.1.1 Short-Form Reigns, Long-Form Supports

7.1.2 The Three-Second Rule

7.2 Four Ways To Make Video With AI

7.2.1 Text-To-Video, Image-To-Video, Avatars And AI-Edited Real Footage

7.2.2 Matching The Method To The Content Type

7.2.3 Let’s Talk! Which AI video method fits which content?

7.3 The AI Video Generation Landscape

7.3.1 The Category Leaders

7.3.2 The Sora Story And What It Tells Us

7.3.3 Open-Source Alternatives: Wan And LTX

7.3.4 Pick One, Master It, Then Add Others

7.4 Writing Strong Video Prompts

7.4.1 Subject, Environment, Action, Angle, Camera Movement

7.4.2 Start Frames And End Frames

7.4.3 Sound, Dialogue And Music Prompts

7.4.4 Let’s Do It! Generate your first AI video clip

7.5 AI Avatars And Voice Cloning

7.5.1 Synthesia For Structured Business Video

7.5.2 HeyGen For Creator-Scale Video

7.5.3 Arcads For UGC-Style Ad Creative

7.5.4 Voice Cloning With ElevenLabs Inside Video

7.5.5 When Avatars Are The Wrong Choice

7.6 AI-Assisted Video Editing

7.6.1 Descript For Text-Based Editing

7.6.2 CapCut And Captions.ai For Mobile-First Polish

7.6.3 Veed And Wisecut For Web-Based Editing

7.6.4 Let’s Do It! Edit a video using AI

7.7 Repurposing Long-Form Into Short-Form

7.7.1 The Capture-First Workflow, Extended Into Video

7.7.2 Opus Clip For Long-To-Short

7.7.3 Platform-Specific Adjustments

7.8 Hooks, Pacing And Completion Rates

7.8.1 The Three-Second Rule In Practice

7.8.2 Optimal Lengths By Platform

7.8.3 Pacing For Completion

7.8.4 Let’s Do It! Audit your last video’s hook

7.9 Disclosure, Consent And Responsible Use

7.9.1 Platform Policies Applied To Video

7.9.2 Voice Cloning Consent And Disclosure

7.9.3 When AI Video Is The Wrong Call

Let's Review

Module #7 Quiz

Module #7 Conclusion

Unit Structure

Module #8 Bringing It All Together

8.1 Why Audio And Multimedia Deserve More Attention

8.1.1 The Hidden Leverage In Non-Primary Formats

8.2 Voice Cloning And Text-To-Speech

8.2.1 ElevenLabs

8.2.2 Murf

8.2.3 Play.HT

8.2.4 Practical Workflows

8.2.5 Let’s Talk! Where voice cloning earns its place

8.3 AI Music Generation

8.3.1 Suno

8.3.2 Udio

8.3.3 MusicFX, AIVA And Alternatives

8.3.4 When AI Music Fits

8.4 AI Podcast Production

8.4.1 Descript For Podcast Workflows

8.4.2 Podcastle

8.4.3 A Minimal AI Podcast Workflow

8.4.4 Let’s Do It! Prototype a short audio asset

8.5 NotebookLM: One Source, Many Formats

8.5.1 Audio Overviews

8.5.2 Video Overviews

8.5.3 Slide Decks, Infographics, Flashcards And Quizzes

8.5.4 A Content-Team Workflow Using NotebookLM

8.6 AI Presentation Tools

8.6.1 Gamma

8.6.2 Microsoft PowerPoint Copilot

8.6.3 NotebookLM Slide Deck

8.6.4 Tool Selection Rule

8.7 AI-Assisted Web Asset Creation

8.7.1 Wix AI Studio

8.7.2 10Web

8.7.3 Framer

8.7.4 Softr

8.7.5 Let’s Do It! Build a simple landing page

8.8 Disclosure, Licensing And Responsible Use

8.8.1 Voice Cloning Consent

8.8.2 AI Music Licensing

8.8.3 Web Content Accuracy

Let's Review

Module #8 Quiz

Module #8 Conclusion

Unit Structure

Module #9 Automating Your Content Workflow And Distribution

9.1 From Content Production To A Content System

9.1.1 The Difference A System Makes

9.1.2 Where AI Belongs In The System

9.2 The End-To-End Content Workflow

9.2.1 Plan

9.2.2 Create

9.2.3 Publish

9.2.4 Analyse

9.2.5 Iterate

9.3 Classic Automation: Make, Zapier And n8n

9.3.1 Zapier

9.3.2 Make

9.3.3 n8n

9.3.4 Picking The Right Classic Automation Tool

9.4 Agentic Automation: Claude, Codex And Skills

9.4.1 Claude Code

9.4.2 OpenAI Codex And Competitors

9.4.3 Claude Skills And Cowork

9.4.4 When Agentic Beats Classic

9.4.5 Let’s Talk! Where agentic automation fits your operation

9.5 Publishing And Scheduling With AI

9.5.1 Buffer

9.5.2 Later

9.5.3 Hootsuite

9.5.4 Metricool

9.5.5 Native Platform Schedulers

9.6 Approval, Guardrails And Brand Safety

9.6.1 Approval Steps

9.6.2 Guardrail Rules

9.6.3 Audit Trails

9.7 Distribution And Cross-Platform Repurposing

9.7.1 The 1:5 Rule

9.7.2 Platform-Specific Adjustments

9.7.3 The Organic-To-Paid Handoff

9.8 Getting Started: A Minimum Viable Automation Plan

9.8.1 Four Automations That Are Worth It For Almost Everyone

9.8.2 Let’s Do It! Draft your minimum viable automation plan

Let’s Review

Module #9 Quiz

Module #9 Conclusion

Unit Structure

Module #10 Measuring Content Performance

10.1 Why Measurement Matters More Than People Think

10.1.1 What Measurement Is Actually For

10.1.2 The “Measure What Matters” Discipline

10.2 Matching Metrics To Content Type

10.2.1 Reach Metrics For Educational Content

10.2.2 Follower-Growth Metrics For Storytelling Content

10.2.3 Conversion Metrics For Authority And Promotional Content

10.2.4 Secondary Metrics Worth Watching

10.3 Native Platform Analytics

10.3.1 Meta Business Suite

10.3.2 TikTok Analytics

10.3.3 YouTube Studio

10.3.4 LinkedIn Page Analytics

10.3.5 Pulling Data Out

10.4 Third-Party Analytics And Reporting Tools

10.4.1 All-In-One Scheduler-Analytics Platforms

10.4.2 Analytics-First Tools

10.4.3 Competitive Benchmarking Tools

10.4.4 Native Platform Business Tools

10.4.5 When Third-Party Is Worth It

10.5 AI-Assisted Analysis

10.5.1 ChatGPT

10.5.2 Claude

10.5.3 Perplexity

10.5.4 A Practical Weekly Analysis Workflow

10.5.5 Current Benchmarks To Calibrate Against

10.5.6 Let’s Do It! Run an AI analytics summary

10.6 Identifying Outliers And Patterns

10.6.1 Outliers

10.6.2 Patterns

10.6.3 What To Do With An Outlier

10.6.4 Let’s Talk! Your biggest outlier

10.7 The Organic-To-Paid Scaling Move

10.7.1 Why Organic Winners Make Strong Ads

10.7.2 The Simple Handoff

10.7.3 What To Change, What To Keep

10.8 Reporting, Dashboards And Closing The Loop

10.8.1 A Simple Weekly Rhythm

10.8.2 A Simple Monthly Rhythm

10.8.3 Client-Ready Reporting

10.9 A Complete Content System: How It All Connects

10.9.1 The Round Trip From Strategy To Iteration

10.9.2 Where AI Fits In Each Stage

10.9.3 Staying Current

10.9.4 Let’s Do It! Put the whole system on one page

Let’s Review

Module #10 Quiz

Module #10 Conclusion

Let's Assess - Assessment Task 1

Let's Assess - Assessment Task 2

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