Presentation on Content marketing strategy for Greek brand within food industry. For educational purposes only.

1. Content Marketing Strategy
Proposal April
2021

2. Situation Analysis
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The
Environment
• Fast-paced environment
• Limited free time to cook
• Increased frequency of meals
• Increasing focus on health
The Offering Ready & healthy meals
The
Competitive
Advantages
> Freshness
> Taste
> Quality Ingredients
> Cooperation with Greek
farmers
> Future
Product
Categories
• Ready-to-eat salads
• Healthy snacks
• Fresh leaves
• Salad dressings
Digital Marketing
Insights
Social Media:
Facebook | 35.5K followers
Instagram | 8.2K followers
YouTube | 240 subscribers
Off-Site Blog: welovesalads.gr
Collabs: Argiro Barbarigou
• Devoted to tradition
• Consciousness about Quality
• Focus on healthy lifestyle
• Interest on well-being
Nutritious products
> Freshness
> Innovation through R & D
> Quality & Safety
> Own Production
> Tradition
• Vegetables
• Potatoes
• Fresh salads
• Tomato products
• Vegetables purées
Social Media:
Facebook | 69K followers
Instagram | 6.5K followers
YouTube | 2.4K subscribers
Branded Website: ekeisekathevima
On-Site Blog:
oi_suntages_tou_mparmpa_sta8i
Collabs: Alexandros Papandreou
Objectives
Woman | Greece | 45-54 y.o.
• Cooking
• Family
Awareness Evaluation Conversion Retention Advocacy
Target Audience
Let’s see how
Marketing Objectives
Reach
Site Visits
Building Brand Awareness

3. How We Roll…
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We Create
Optimized
Articles
Video
Explainers
Photos
Graphics &
Infographics
Audios & Audio
Podcasts
Publications
Blog
Publishers
Social Media Platforms
We Share
E-mail Marketing
Social Media Marketing
Digital Advertising
Blogging
We Promote
Content Calendar (Draft)
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
Content
Type
1. Article
2. Video explainer
3. Audio
4. Infographic
1. Article
2. Video explainer
3. Audio
1. Article
2. Video explainer
3. Audio
4. Infographic
1. Video explainer
2. Infographic
1. Article
2. Video explainer
3. Audio
1. Article
2. Video explainer
3. Audio
4. Infographic
1. E-book
2. Audio
Title
Συνταγή για σαλάτα
με κοτόπουλο που
θα λατρέψουν τα
παιδιά
Fast-Food Salads: Πώς
θα φτιάξεις το πιο
γρήγορο, νόστιμο και
υγιεινό γεύμα για
βράδυ
Γρήγορη συνταγή για
σαλάτα του σεφ με τις
μισές θερμίδες
Τα οφέλη της σαλάτας
για καλύτερη υγεία
μετά τα 45
Υδατάνθρακες για
απώλεια λίπους;
Χάστε βάρος με
σύμμαχο τη
σαλάτα
6 + 1 Πρωτότυπες
συνταγές σαλάτας
για το επόμενο
τραπέζι
E-Book: 25 + 1 Νόστιμα dressings για σαλάτα χωρίς θερμίδες (PDF)
Samples: (1) Πανεύκολο dressing για σαλάτα ζυμαρικών που θα λατρέψουν
τα παιδιά
(2) Σαλάτα του σεφ με τις μισές θερμίδες : Πεντανόστιμη Συνταγή για
dressing
(3) Φτιάξε Dressing σε 3 λεπτά και απογείωσε τη σαλάτα μαρούλι
(4) 4 + 1 συνταγές για keto salad dressing
Distribution
Channel
> Blog (1, 2, 3, 4)
> YouTube (2)
> Spotify (3)
> Pinterest (4)
> Blog (1, 2, 3)
> YouTube (2)
> Spotify (3)
> Blog (1, 2, 3, 4)
> YouTube (2)
> Spotify (3)
> Pinterest (4)
> Publisher (1, 2)
> YouTube (1)
> Pinterest (2)
> Publisher (1)
> YouTube (2)
> Spotify (3)
> Blog (1, 2, 3, 4)
> YouTube (2)
> Spotify (3)
> Pinterest (4)
> Website (1, 2)
> Blog (samples 1,2)
> Facebook (samples 3,4)
Promotion
Social Media Posts
Advertising
Campaign
Social Media Posts Social Media Posts
Newsletter
Blog Post
Social Media Posts
Advertising Campaigns
Newsletter
Blog Post
Social Media Posts
Social Media Posts
Newsletter
Blog Post
Social Media Posts
Advertising Campaign

4. Strategy Roll Out (1/7)
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1. How We Create Optimized Articles
(1/2)
What would she be interested in?
By considering Your Buyer Persona
1
Woman | Greece | 45-54 y.o.
• Cooking
• Family
Awareness
By finding the correct keywords
2
ANSWERTHEPUBLIC.COM
TOP SEARCHES IN GREECE
Are salad kits healthy?
When salad should be eaten?
Where salad comes from?
Why salad is good for you?
Which salad is best for weight loss?
What salad dressings are keto?
Can salad make you bloated?
Salad with chicken
Salad without dressing calories
Salad for dinner
Συνταγές με κοτόπουλο
Σαλάτες για τραπέζι
Σαλάτες διαίτης για βράδυ
Έτοιμη σαλάτα pdf
Σαλάτα του σεφ
Είναι η σαλάτα υδατάνθρακας?
Ποια είναι η καλύτερη σαλάτα?
Σαλάτα για παιδιά
Σαλάτα για παιδικό πάρτυ
• We identify her problems based on her characteristics
• We provide solutions
• We educate
• We are using multiple tools to find out what people search.
• We are using keywords & synonyms to optimize Search Engine
results
• We are using our keywords in the correct spots (Heading)
Optimized
Articles
Sample

5. Strategy Roll Out (2/7)
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1. How We Create Optimized Articles
(2/2)
.
.
.
.
.
.
By bringing audience to Your Website
3
https://freskoulis.gr/el/salates?utm_source=mama365&utm_medium=article&utm_campaign=chicken_salad_recipe_for_kids
Website Landing Page: https://freskoulis.gr/el/salates
https://www.welovesalads.gr/syntages
utm_source = Publisher
utm_medium = Content
utm_campaign = Title
• Our content is always linked to your Website
• We use the appropriate format to track traffic from each
content marketing activity (UTMs)
Από τον σεφ
Αλέξανδρος Παπανδρέου
Βρείτε άρθρα του:
• alexandrospapandreou.gr
• welovesalads.gr
.
.
.
https://welovesalads.gr/syntages?utm_source=mama365&utm_medium=article&utm_campaign=
chicken_salad_recipe_for_kids
Articles
Sample

6. Strategy Roll Out (3/7)
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2. How We Distribute Articles
Over the years, we have built strong relationships with
major publishers
• Based on the characteristics of your buyer persona we will find the right
ones for you
3. How We Promote Articles
To Build Brand Awareness, Social Media Marketing &
Advertising Campaigns will be our # 1 priority
• However, Newsletters are always a good idea for building loyalty among
your existing customer portfolio
Publishers
E-mail
Social Media
Advertisements
Sample

7. Strategy Roll Out (4/7)
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1. How We Create Optimized Videos
By considering Your Buyer Persona
1
• We explain a subject that is interesting
to her
• We educate
Τα οφέλη της σαλάτας για καλύτερη υγεία μετά τα 45.
By finding the correct keywords
2
TOP SEARCHES IN GREECE
Are salad kits healthy?
When salad should be eaten?
Where salad comes from?
Why salad is good for you?
Which salad is best for weight loss?
What salad dressings are keto?
Can salad make you bloated?
Salad with chicken
Salad without dressing calories
Salad for dinner
Συνταγές με κοτόπουλο
Σαλάτες για τραπέζι
Σαλάτες διαίτης για βράδυ
Έτοιμη σαλάτα pdf
Σαλάτα του σεφ
Είναι η σαλάτα υδατάνθρακας?
Ποια είναι η καλύτερη σαλάτα?
Σαλάτα για παιδιά
Σαλάτα για παιδικό πάρτυ
By using smart techniques to optimize
Search Engine results
3
By bringing audience to Your Website & Blog
4
BEETLE
https://welovesalads.gr/syntages?utm_source=youtube&utm_medium=video&utm_campaign=salad_benefits_for_health_after_45
https://freskoulis.gr/el/?utm_source=youtube&utm_medium=video&utm_campaign=salad_benefits_for_health_after_45
• We chose carefully the title &
description of our videos for every
different distribution channel & we
use the correct keywords
• We use subtitles in both Greek &
English to maximize SEO
• Our content is always linked to your Website &/ Blog
• We use the appropriate format to track traffic from each content marketing activity (UTMs)
Videos
Sample

8. 3. How We Promote Videos
Advertising Campaigns
Strategy Roll Out (5/7)
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2. How We Distribute Videos
In BEETLE we say that Video is the king of content!
That’s why we share them everywhere
• Each & every one of the articles that we’ll create will be published
together with their respective video
• On top, all videos will be posted on your YouTube channel
Blog
Advertisements
Social Media
Sample

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Strategy Roll Out (6/7)
1. How We Create Audios
Συνταγή για σαλάτα του σεφ
3. How We Promote Audios
With Social Media Posts
2. How We Distribute Audios
Spotify
 Spotify is one of the most popular social
networks specialized in audio
 Greek users spend around 179 minutes per day
each across the platform
• Each “Recipe” blog article that we’ll create will be
published together with their respective audio
• On top, all audios will be posted on
Spotify
An audio can be pretty handy while cooking when
you cannot see your screen
In Social Media Platforms specialized in
audio content
Audio
Social Media
Social Media
Sample

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Strategy Roll Out (7/7)
3. How We Promote
Infographics
With Social Media Posts
2. How We Distribute Infographics
Pinterest
 Pinterest is the greatest social network for sharing
Infographics.
 Users are mainly women who use the network to find
& compare products
Did you know there is a Social Media
Platform which attracts users searching
for Infographics like crazy?
1. How We Create Infographics
Graphics
Social Media
Social Media
Sample

11. Reporting & KPIs
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1. Awareness
2. Conversions
• Content Views / Impressions
• Content Engagement
• Links clicks
• Subscriptions
• Followers
You can assess our results on regular basis through the
Google Analytics Platform.
Under the Acquisition Reports,
you can choose the Source/ Medium Report
to follow the traffic on your Site and where it is coming from.
* Reporting on a monthly basis.

12. Budget
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Type of Content
Min. Price per
unit
Estimated
Qty per
Week
Articles (up to 1.000 words) 100,00 EUR 2
Articles (up to 2.000 words) 200,00 EUR 4
Video explainer (up to 15’’) 300,00 EUR 4
Video explainer (up to 2’) 1.500,00 EUR 6
Audio podcast 300,00 EUR 6
Info- graphic 300,00 EUR 3
Social Media Post 50,00 EUR 20
Social Media Story 50,00 EUR 14
Content Production
Price per unit
Content Marketing
Fee per month
Price
per hr
Estimated
hrs per
month
Monthly Fee
Content Marketing Manager 35,00 EUR 1 hr 35,00 EUR
Senior Content Marketing 22,00 EUR 10 hrs 220,00 EUR
Content Marketing Specialist 11,00 EUR 72 hrs 792,00 EUR
TOTAL 83 hrs 975,00 EUR

13. Thank you!