Content Marketing Plan for School

1. CONTENT MARKETING STRATEGY
Eric Arreola June 2022

3. Content marketing is the process of
creating content for an audience that
informs, inspires & entertains.
Your content should provide
information about your product or
service that is relevant, consistent, and
valuable to a specific audience.
By delivering great content
consistently, you can motivate your
audience to give you their business
and loyalty.

4. GOALS AND OBJECTIVES
•
―
•
―
•
―

5. Brand Awareness
• Testimonial videos of
positive client
experiences.
• Influencer/Client
shoutouts on social
media.
• Bi-Monthly E-Newsletter
Brand Authority
• Create introduction
graphics to showcase
clients.
• Baseball network
interviews & Podcasts.
• Behind the scenes
videos.
Retention
• Create blog posts that
highlight things
important to our clients.
• Create surveys that
examine customer
satisfaction.

6. Ethical Professional Trustworthy Loyal
Transparent Passionate Respectful Reliable
JD Legends Promotions is guided by strict principles that define who we are as an organization
and as individuals. As such, our content should reflect the values that make us who we are.

7. Rachel Luba (MLB Marketing Agent)
• Relatively new to the business but has signed players from our target market.
• Great content marketing strategy on both site and social media.
• Higher drop rate of clients.
AthleteSpeakers (Sports Marketing Firm):
• Many high-profile athletes in various sports.
• The business model is like Cameo.
• Less personalized toward clients and acts more as a third-party middleman.
Scott Boras (MLB Agent)
• A high-profile agent with top talent across the country.
• Content is very private and hush-hush.
• Focused on player contract negotiations as opposed to marketing.
JD Legends Productions aims to use content marketing to promote our niche in
the industry and stand out. We use our strong relationships and success to
produce content that impacts our clientele personally.

8. •Will be written and hosted on LinkedIn. LinkedIn offers an
easy way to combine both social media and our blog.
•Blog posts allow us to publish insights about various topics
and are great for in-depth topics that need more than just an
update.
Blog Posts
•Hosted on various social media platforms including
Instagram, YouTube, and LinkedIn. They all offer the ability to
post and don’t require much else.
•Social media posts will allow us to connect with our target
audience on their own time without being intrusive. It is an
easy way to write a quick post and repeat it.
Social Media Posts
•Videos will primarily be hosted on YouTube and our website
but will be shared on our Instagram (as clips) and LinkedIn.
YouTube is great for video hosting and is one of the larger
platforms in general.
•Videos allow us to give in-depth look into what we do and
can drive interest to our brand.
Videos
Blog
Social
Video

9. •
•
•
•
Hernando Ortiz
• Age: 18-30
• California based.
• Currently at the start of his baseball career.
• Looking to improve his own marketability while
making extra money.
• Highly volatile at this stage. May be traded at any
moment, low recognizability.
• Low profitability but high upside in the future.
Justin Redturn
• Age: 30-50
• Preferably, California-based.
• Planning to retire soon or already retired.
• Looking to make money post-retirement.
• Stable living situation, high recognizability.
• Higher profitability but low upside in future
markets.
Persona Examples

10. Baseball
MLB
Sports
Marketing
Marketing
Agency
Marketing
Events
Autograph
Events
JD Legends
Promotions
Important Topics
Sports Marketing
Sports Agency
MLB Marketing
Baseball Events
MLB Marketing Agency
MLB Marketing Strategies
MLB Autograph Events
Best Sports Marketing Agency
MLB Marketing Events
MLB Marketing Agent
Keyword Targets

11. Persona Awareness Consideration Decision
Hernando Ortiz JD Legends Promotions
Introduction
MLB Network Interview
with JD
Top 10 Sports Marketing
Agencies in California
Christmas Event
Announcement
Client Experience
Surveys
Justin Redturn Kershaw’s Challenge
Awareness Post
Welcome to the Show:
Max Muncy
Player Testimonial Video
JD Legends Newsletter
Behind the Scenes with
JD Legends
Client Experience
Surveys

12. Date Content Topic Format Stage Key Phrase
January JD Legends Promotions Introduction Video Post Awareness MLB Marketing Agency
February Player Testimonial Video Video Post Consideration MLB Marketing Strategies
March Welcome to the Show: Max Muncy Social Media Awareness MLB Marketing
April Upcoming MLB Events Calendar Awareness MLB Autograph Events
May JD Legends Newsletter Digital Newsletter Consideration MLB Marketing Agency
June MLB Network Interview with JD Video Post Awareness MLB Marketing Agent
July Top 10 Sports Marketing Agencies in
California
Blog Post Consideration Best Sports Marketing
Agencies
August Social Media Collaboration with
Influencer/Client
Live Video Awareness Sports Agency
September Kershaw’s Challenge Awareness Post Social Media/Blog
Post
Awareness Baseball Events
October Behind the Scenes with JD Legends Video Post Decision Sports Marketing
November Christmas Event Announcement Social Media/Blog
Post
Decision MLB Marketing Events
December Client Experience Surveys Digital/Print Survey Decision N/A

13. •
•
•
•
•
•
Name Roles Hours
Eric Blogging, Copywriting, Visual Content
(Graphic Design), Communications
40
Hours
Suki Blogging, Copywriting, Visual Content
(Video)
20
Hours
JD Platform Management, Analytics 10
Hours

14. The following channels will be used to distribute our
content:
• Social – to build awareness, engagement, and build
loyalty.
• Blog – to build loyalty to our brand and develop
legitimacy and trust.
• Website – to build legitimacy, engagement, and convert
leads.
• Email Outreach – to build loyalty and retention.

15. Instagram
•Allows us to have conversations and build
relationships with our target audience
LinkedIn
•Takes a more professional and business-orientated
form of social media.
YouTube
•Great for building brand awareness and authority.
•The platform has many users and needs exceptional
Taking our target audiences into account, there are a few social media platforms that can help us
best target them. For various reasons the following channels would best help us reach our key
demographics.

16. All content promotion will
be organic and come from
natural word-of-mouth and
re-posts.
If clients are willing, we will
have them share our content
on their social media
accounts and shout us out.
Link building through social
media will build traffic to our
website and blog content.
Influencer marketing
may be an option
depending on the
associated costs.
Data will be collected from
client experiences to help
determine areas that need
to be improved.

17. Goal Objective Tactics KPI
Brand Awareness • Increase Instagram followers
by 30%
• Increase Post engagement by
20%
• Create testimonial videos of client
experiences and post them on social media.
• Collaborate with influencers to mention us
on their social media.
• Bi-Monthly E-Newsletter updating people on
upcoming events and accomplishments.
• The number of new Instagram
followers, likes, and shares.
• The number of website visits and
inquiries received.
• The number of subscribers, open
rate, unsubscribe rate.
Brand Authority • Establish JD Legends
Promotions as thought
leaders in our field.
• Create graphics to showcase and introduce
new clients to our team.
• Interviews on baseball networks and
podcasts discussing our company.
• Behind the scenes videos showcasing the
work we do and the people we work with.
• The Number of overall mentions
online.
• The Number of event inquiries
received who were referred through
an existing client.
• Video Views, reach, average
playtime, view-through rate.
Retention • Increase client retention rate
by 2%
• Create blog posts that showcase things that
are important to our clients such as charities,
organizations, and events.
• Create surveys to gather data about client
experience and figure out what’s working
and what we can improve on.
• The number of clients who extend
their contracts and overall retention
rate.
• Number of clients who have a
positive review of our business.
• Client frustration rate and customer
lifetime value.

18. Based on our goals, a successful campaign over the course of a year would result in an increase of Instagram
follows by 30%, post engagement by 20%, the establishment of JD Legends Promotions as a rising thought
leader in sports marketing, and an increase in client retention of at least 2% (at least one client).
Performance over the year would be measured monthly to determine what is working and what could
be improved. A combination of Google Analytics, Instagram Insights, LinkedIn Analytics, and YouTube
Analytics will be used to track and understand our key performance indicators.
Our KPIs will be further analyzed and detailed through Google Analytics Audience, Acquisition, and
Conversion reports.

19. Plan
Our plan is to use
content marketing to
increase brand
awareness, build brand
authority, and improve
retention.
Create
By creating content that
is valuable and relevant
to our audience, we can
accomplish our goals.
Distribute
We can distribute our
content through various
channels that align with
our target market.
Analyze
Analyzing our key
performance indicators
will provide us with
data showcasing where
our campaign has
succeeded and where it
has failed.
Refine
Based on our analysis,
we can refine and
repeat our campaign to
get the results that we
want.

20. •
•
•
•
•