Learning project for Content marketing

www.laurea.fi www.laurea.fi

Content marketing

Learning project


What is the learning project about?

You will analyse the online presence of a selected

case company. On basis of your analysis you will

elaborate a development proposal of a content

strategy for this company (classification of

themes and topics, channels and profiles to be

used)

Content strategy is the planning and development

of how the company intends to attract and

engage with the chosen audience via content.

1.10.2015 Author 2


Three Steps

1. Background work

2. Analysis: online presence, context, target

group needs

3. Proposal for online channels and content

Outputs of each step will be elaborated in just

one document

- You can use a platform of your own choice (e.g.

Google docs)

- More detailed instructions for each steps are to

be found in the Tasks page

1.10.2015 Author 3


Step 1: Background work

Identification and presentation of the company to be

analysed

Criteria for selecting the company :

The company must be using web pages + 3 more social

media channels (e.g. Facebook, Instageram, Twitter,

etc.)

The company does not have to be located in Finland.

Output/ Step 1: - Presentation of the company and its’ market sceneto

be analysed

- Analysis of sectorial trends

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Step 2: Analysis: online presence,

context and target group needs

2.1 Analysis of the online presence of the case company

- Channels, content, discussions, themes

- How does the company serve its’ clients in social media

- Where and in what context is the company or its’

products being commented?

- Around what topics is the company seen online?

Any other information of the company in the net (pages

it appears or is linked to)

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2.2 Analysis of the context and competitors

Gathering and analysis of the content

Who are online in this context

In what platforms is the content being consumed

Is the content facilitating interaction?

What other platforms do the visitors of the company’s

platform visit?

Compare the online visibility of the case company

with other companies /competitors in the same field

- Differences in the content, channels used, target

groups

1.10.2015 Author 6

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2.3 Target group analysis

What is the perceived target group of the company?

Who should the company target on basis of your

analysis, have they missed a potential target group?

What kind of information is the target group looking

for? Where do they spend time online? How do they

access the web?

2.3 Output /Step 2:

The report so far +

Analysis of online presence

Analysis of context and competitors

Target group analysis

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3.1 Online content

Are there specific topics where the company could

excel? (Figure out what isnt’t there and then figure out how to get it there)

What if the present content was gone – would anyone

miss it?

Entertaining/informative/educative content or all three?

What would the company want them to do?

What would be the key words?

What content does the company already have?

Step 3:Proposal for content strategy

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3.2: Online channels

- Choose the online channels and define their roles

Which channels? New channesl? Giving up channels that

do not function well?

What kind of interaction should the company look for in

the each platform?

Profiles of different platforms, target groups, editorial

calendar

Step 3:Proposal for content strategy:

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Hub and Spoke Model

Owned content (website or blog

Google+

YouTube

Pinterest

Facebook

Linkedin

twitter

(Pulizzi, Epic content

marketing)

The hub becomes

the center of the

content marketing

universe and the

spokes are places

to syndicate your

content

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TARGET GROUP

Experts

Youn consumers

OBJECTIVE

Successful recruitment

Increasing visibility

CHANNEL

LinkedIn

Facebook

THEME

Interesting and dynamic

working environment

Career possibilities in

the future

FREQUENCY OF UPDATES

Once a week

Once a day

(Vapa Media, 2012)

Editorial calendar for establishing what content to create, when, in what format

and which content channel

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3.1: Measurable objectives and indicators

What kind of functional and measurable objectives could

the company set?

What are the key performance indicators (KPIs) the

company may want to achieve through the proposed

content strategy?

Step 3: Proposal for content strategy:

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The report so far + proposal for the content

strategy:

Topics

Channels

Objectives

Editorial calendar

Key performance indicators

Conclusions

2.3 Output /Step 3:

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Measurable objectives, example

(Hakola, Hiila, 2012)

Content bringing

visitors to our web

page

Content attracts target

group x to our web pages –

sales in this target group

+10%

Content strenghening

our profile &visibility

Content will raise our

profile & amount of

contacts +25%

Content spreading our

message Content spreading info on

our new product group >

sales +20%

www.laurea.fi

Introduction

Content

marketing

Building

organization

al webpages

Web page

analytics, SEO

and SEM

Task : webanalytics of a case company

Task : SEO and SEM for a case company

Chapters

-Identification & presentation of the company

to be analysed

- Analysis of sectorial trends

Web page analysis and development

- User profiles

- Page architecture

- Proposal for content

Proposal for content strategy

Target group needs analysis

Project

of the company

of competitors

What is being

discussed

online?

Conclusions, recommendations

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

How to become a

digital marketing

professional?

Task :Personal plan for professional development

Learning project for Content marketing

Education

Transcript of Learning project for Content marketing