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Learning project for Content marketing


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This is an instructive presentation on how the Laurea students will carry out a learning project which enables them to put into practice the theoretical framework of content strategy presented in the Laurea online course

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Learning project for Content marketing

  1. 1. Content marketing Learning project
  2. 2. 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. 1.10.2015Author 2
  3. 3. 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 1.10.2015Author 3
  4. 4. 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 1.10.2015Author 4
  5. 5. 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) 1.10.2015Author 5
  6. 6. 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 1.10.2015Author 6
  7. 7. 7 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
  8. 8. 8 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
  9. 9. 9 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:
  10. 10. 10 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
  11. 11. 11 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
  12. 12. 12 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:
  13. 13. 13 The report so far + proposal for the content strategy: Topics Channels Objectives Editorial calendar Key performance indicators Conclusions 2.3 Output /Step 3:
  14. 14. 14 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%
  15. 15. 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