Learning project for content marketing - Spring 2016
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
Content strategy is the planning and development
of how the company intends to attract and
engage with the chosen audience via content.
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
- More detailed instructions for each steps are to be found
in the Tasks page of the Eliademy platform
Step 1: Background work
Identification and presentation of the company to be
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)
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
- Frequency and type of the company’s publications in
- 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)
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
Compare the online visibility of the case company
with other companies /competitors in the same field
> Analyse differences in the content, channels used,
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
2.4 Output /Step 2:
Analysis of the online content
Analysis of context and competitors
Target group analysis
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
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
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
Step 3:Proposal for content strategy:
Hub and Spoke Model
(Pulizzi, Epic content marketing)
The hub becomes
the center of the
universe and the
spokes are places
to syndicate your
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
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
Step 3: Proposal for content strategy:
Measurable objectives, example
(Hakola, Hiila, 2012)
visitors to our web
Content attracts target
group x to our web pages –
sales in this target group
our profile &visibility
Content will raise our
profile & amount of
Content spreading our
Content spreading info on
our new product group >
www.laurea.fi 2/25/2016Laurea-ammattikorkeakoulu 15
consumerism in the
-Identification & presentation of
to be analysed
- Analysis of sectorial trends and
description of the company’s
Target group needs
analysis of the
company & of
What is being
Web page analysis &
- User profiles
- Page architecture
- Proposal for content
Proposal for content strategy