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www.laurea.fiwww.laurea.fi
Content marketing
Spring 2016
Learning project
www.laurea.fiwww.laurea.fi
What is the learning project about?
You will analyse the online presence of a selected
case com...
www.laurea.fiwww.laurea.fi
Three Steps
1. Background work: competitive situation, sectorial
trends, online presence
2. Ana...
www.laurea.fiwww.laurea.fi
Step 1: Background work
Identification and presentation of the company to be
analysed
Criteria ...
www.laurea.fiwww.laurea.fi
Step 2: Analysis of content, context and
target group needs
2.1 Analysis of the online content ...
www.laurea.fiwww.laurea.fi
2.2 Analysis of the context and competitors
Gathering and analysis of the content
Who are onlin...
www.laurea.fi 7
2.3 Target group analysis
What is the perceived target group of the company?
Who should the company target...
www.laurea.fi 8
3.1 Online content
Are there specific topics where the company could excel?
(Figure out what isnt’t there ...
www.laurea.fi 9
3.2: Online channels
- Choose the online channels and define their roles
Which channels? New channels?
Giv...
www.laurea.fi 10
Hub and Spoke Model
Owned
content
(website
or blog
Google+
YouTube
Pinterest
Facebook
Linkedin
twitter
(P...
www.laurea.fi 11
TARGET
GROUP
Experts
Young
consumers
OBJECTIVE
Successful
recruitment
Increasing
visibility
CHANNEL
Linke...
www.laurea.fi 12
3.3: Measurable objectives and indicators
What kind of functional and measurable objectives could
the com...
www.laurea.fi 13
Proposal for the content strategy:
Topics
Channels
Objectives
Editorial calendar
Key performance indicato...
www.laurea.fi 14
Measurable objectives, example
(Hakola, Hiila, 2012)
Content bringing
visitors to our web
page
Content at...
www.laurea.fi 2/25/2016Laurea-ammattikorkeakoulu 15
Marketing &
consumerism in the
digital era
Chapters Content
strategy a...
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Learning project for content marketing - Spring 2016

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This is a description of a learning project related to an online course on content marketing, directed to bachelor students of Laurea university of applied sciences, Finland

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Learning project for content marketing - Spring 2016

  1. 1. www.laurea.fiwww.laurea.fi Content marketing Spring 2016 Learning project
  2. 2. www.laurea.fiwww.laurea.fi 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. 25.2.2016Author 2
  3. 3. www.laurea.fiwww.laurea.fi Three Steps 1. Background work: competitive situation, sectorial trends, online presence 2. Analysis: content, context and target group needs 3. Proposal for online channels and content Outputs of each step will be elaborated in context of the corresponding tasks - More detailed instructions for each steps are to be found in the Tasks page of the Eliademy platform 25.2.2016Author 3
  4. 4. www.laurea.fiwww.laurea.fi 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 scenario - Analysis of competitive situation - Analysis of sectorial trends - Description of the online presence of the selected company (social media channels, webpage) 25.2.2016Author 4
  5. 5. www.laurea.fiwww.laurea.fi Step 2: Analysis of content, context and target group needs 2.1 Analysis of the online content and target group needs of the case company - Type of content offered, discussions, themes - How does the company serve its’ clients in social media? - Frequency and type of the company’s publications 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) 25.2.2016Author 5
  6. 6. www.laurea.fiwww.laurea.fi 2.2 Analysis of the context and competitors Gathering and analysis of the content Who are online (can you identify who’s communicating on the company’s side?) 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 > Analyse differences in the content, channels used, target groups 25.2.2016Author 6
  7. 7. www.laurea.fi 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? 2.4 Output /Step 2: Analysis of the online content Analysis of context and competitors Target group analysis
  8. 8. www.laurea.fi 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. www.laurea.fi 9 3.2: Online channels - Choose the online channels and define their roles Which channels? New channels? 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. www.laurea.fi 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. www.laurea.fi 11 TARGET GROUP Experts Young 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. www.laurea.fi 12 3.3: 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. www.laurea.fi 13 Proposal for the content strategy: Topics Channels Objectives Editorial calendar Key performance indicators + Conclusions 3.4 Output /Step 3:
  14. 14. www.laurea.fi 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. www.laurea.fi 2/25/2016Laurea-ammattikorkeakoulu 15 Marketing & consumerism in the digital era Chapters Content strategy an process Creating content for your organization Project -Identification & presentation of the company to be analysed - Analysis of sectorial trends and description of the company’s online presence Target group needs analysis of the company & of competitors What is being discussed online? Web page analysis & development - User profiles - Page architecture - Proposal for content Proposal for content strategy Conclusions, recommendations 1 2 3

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