Content Marketing Project Presentation

OmniPlate Café & Juice Parlor
Content Marketing : Final Presentation
By: 0121A - Muhammad Imran Bin Kassim

Task 1 – Content Marketing Strategy (1/10)
Content Marketing Strategy
Content marketing can be used to achieve branded storytelling and is a huge asset in attracting & developing your target audience. In turn,
this will increase customer engagement and get more views on every piece of content and it will develop more ways to turn someone into a
paying customer. For OmniPlate Café specifically, we can use it to increase the number of members subscribing to us and increase social
media follows such that people will know of our latest promos and posts as soon as it is available.

Task 1 – Content Marketing Strategy (1/10)
SMART Goals
In terms of Content Creation, other than posting on our social media every few days, we will be posting blog posts regularly the first day of
every week, such that we do not need to post too often as blog posts take time, but at the same time just enough to keep people engaged.
Will make our posts more searchable through Google by using relevant titles when someone is searching for that particular post topic.
SMART Goals: At least 30 unique views for each blog post in an article-with-image format from 1st day to last day of every month.
For Content Consumption, we will update our socials whenever a new blog post is up, hence making it for our followers and customers, yet
at the same time also making it a topic that people searching for that topic on Google can find as well, increasing brand awareness and
page views as well as social media views, followers, impressions and website views.
SMART Goals: Receive 5 member subscriptions from readers who saw the blog post from Google ads or Facebook ads for every blog post in
1 week.
For Content Engagement, the content will be either entertaining or educational/informative. This will be assisted by lead magnet
downloads and encouraging readers to share the post & link them to our landing page where they can subscribe to be a member.
SMART Goals: To achieve 15 link clicks for every blog post with a CTA button to lead magnet in 1 week.

Task 1 – Details of Content Strategy (1/10)
Details of Content Strategy
Customer Stage SMART Goals Strategies to achieve goals
KPI
Use exact number
Awareness
Buyers are in the information gathering
stage, they know little about the
possible ways to meet that need or solve
that problem.
Increase website views by 300% in 1
month
Reach out to HaveHalalWillTravel
website to be included in a blog post
regarding new halal health cafes and
website link to be included
Target number of website views:
120
Consideration
Teaching people how to choose a
solution.
Increase number of likes on Instagram
page by at least 10 times current
number of likes in 1 month.
Create an image with giveaway prize &
text detailing a mini giveaway if they
like our page
Target number of Instagram
likes: 100
Decision
Explaining why your product is the best
solution.
Convert from page views to actual
member subscriptions numbers by
500% in 3 months
Create landing page with limited time
buy-1-free-1 menu item when
becoming a member
Target number of new
subscribers: 15
Retention
Focusing on the customer’s impression
of your product/service.
At least 25% of email subscribers to fill
out survey in 6 months.
Annual survey sent to email subscribers
to ask about basic questions and how
to improve service/menu items, will get
bonus offer at the end of sent survey
Target number of survey
participants: 5

Task 1 – Buyer Personas (1/10)
Buyer Persona 1
PERSONA 1
Name: Darren Ko
Age: 28
Gender: Male
Marital Status: Attached
Education level: Polytechnic Diploma
Income PA: $34,800
Job title Camp Instructor for Outward Bound Singapore
SITUATION: What a day in their life looks like Goes for his daily jog or goes to the gym before work at around 7am & then heads for work, where he will be
involved in planning camps or executing the daily schedule during camps & being the instructor, which involves
staying in-camp for days at a time sometimes. Outside of work, he loves to hang out with his friends & girlfriend,
workout and play video games, as well as investing.
PAIN POINTS: Concerns/challenges As he is a fitness enthusiast, his meals have to be healthy all the time. When he is not cooking himself, there is
not much healthy food to be found on food delivery apps and it’s usually the same options of either salads, soups
or less filling options. Also, healthier food tends to be more expensive.
SOLUTION: Problems we can solve for them Our meals are made to be filling meals like any main course item but on the healthy side. We also provide made
to order juice to be paired with those dishes for a complete meal. They will cost on average $6 and at most
$10-$11, hence can be considered cheap for a health cafe. We will be on delivery apps as well so he can order at
any time from home with free delivery for a minimum order if he wishes to order more/for lunch and dinner
together, so will set it at about $25 to keep it low cost yet we still make a healthy profit.
The most important thing to them Healthy, affordable for daily order, tasty
Where do they go for information Social media, Review/blog sites like Mothership/SethLui/TripAdvisor
Their goals:
● Healthy yet affordable
● Delicious and offers a variety
Why our solution is suitable:
● All our menu items are made for health-conscious people like Darren and kept affordable for the average
customer
● We will not compromise flavour just for health, part of our objective is also to show people that healthy
does not mean bland, so Darren will still enjoy his meal and with a meal of the week rotation, he can try out
something new every week

Task 1 – Buyer Personas (1/10)
Buyer Persona 2
PERSONA 2
Name: Kim Jae Young
Age: 38
Gender: Female
Marital Status: Married
Education level: Degree in Project Management
Income PA: $79,200
Job title Product Branding Manager
SITUATION: What a day in their life looks like Jae Young gets up early in the morning at 4am to do her jogging, meditation & yoga exercises, after which she
goes to work at 8am after getting her morning coffee. She seeks out healthy places to eat for lunch and usually
makes her own dinner unless if she works late which is half the time. She also loves reading & spending her free
time with her husband and son.
PAIN POINTS: Concerns/challenges She prefers to eat a healthy lunch daily and does not mind spending money for it but her options are limited to
salads and pick & choose salad/sandwich shops rather than just a proper main course meal. She is also busy a lot
of times and would rather have her food delivered sometimes.
SOLUTION: Problems we can solve for them We will have meal of the week rotations for variety to add to the regular menu staples. Our menus are designed
to be healthy yet still treated like proper tasteful main course dishes found at pricier cafes that customers will
feel full yet not bloated or sinful. All menu items are guaranteed to be as healthy as possible. We will also be on
food delivery platforms (Deliveroo, Grabfood, etc.) & free delivery for a minimum order.
The most important thing to them Does not have too many calories, friendly service, also great for takeaways
Where do they go for information Blogs, websites for meal delivery plans, social media
Their goals:
● Healthy food with variety & flavour
● Does not want to wait too long for her food
Why our solution is suitable:
● Our menus have a rotation meal of the week & does not compromise on flavour just because it is healthier
● She can make reservations. Also available on Deliveroo Pickup so she doesn’t have to wait for her food, she
can order in advance & pick it up from the store

Task 2 – Competitor Analysis (2/10)
Competitor 1 Analysis
Competitor 1: SaladStop!
Blog URL: https://www.saladstop.com.sg/blog/
Screenshot of Competitor 1 Blog

Competitor 1: SaladStop!
Observations:
Probably the most relevant blog of the 3 examples I’ve given. Not only do they not heavily mention SaladStop, they treat it as a proper blog with articles which are easily searched through
Google and offers massive value to readers who will be interested in the topics. Even people who are not reading it because they are following SaladStop will be able to read the articles and,
in turn, might be interested in the type of food SaladStop offers after reading it. Can’t find the date that the posts are published but they seem to post every couple months or so, therefore
that is quite regular. Images are all very aesthetically pleasing and modern. However, cons are that they do not post the blog articles on their socials, hence people can only find it through a
search engine when looking for those topics. Also, there is a “Share The Goodness” portion yet there are no CTA buttons to easily share the article. I would say the engagement levels are
average to acceptable as I do see 2-5 people sharing the links on Facebook for each post regardless of SaladStop not sharing them on their own page. As it is harder to get people to share a
link or blog post, I’d assume they have a lot of readers, about 100, for each link share.
SaladStop!
Published Date Title Blog Post URL Keywords/Category
- The Truth About Vegan Meat https://www.saladstop.co
m.sg/Blogs/the-truth-about
-vegan-meat/
Vegan, Meat, Health,
Vegetarian
- The Social Side Of Food https://www.saladstop.co
m.sg/Blogs/the-social-side-
of-food/
Social, Gathering, Party,
Food, Friends
- Plastics Aren’t The Only Problem https://www.saladstop.co
m.sg/Blogs/plastics-arent-t
he-only-problem/
Plastics, Recycling, Global
Warming

Competitor 2: IndoChili
Blog URL: https://www.indochili.com/halal-food-blog.html

Competitor 2: IndoChili
Observations:
IndoChili’s blog posts are a mix of educational & entertaining posts not mentioning their restaurant as much, as well as posts specifically heavily marketing their restaurant and aimed at their
customers and people intending to eat at their restaurant specifically. Some are engaging posts you could read leisurely without thinking it’s an IndoChili post, whereas some posts look a lot
more like advertisements. They post irregularly, as evidenced by the date of posts (2 in 2020, and the last post was from 5 years ago in 2015, etc.). They do use a lot of images, making their
posts more engaging. Titles are also straight to the point and attracts people to click on the post. They also do not share their blog posts on their socials. They do however hyperlink to their
socials or relevant sites in their blog posts. Engagement levels are low as there is not much incentive for readers to read or share their blog posts unless they are specifically looking for
content regarding IndoChili. The 17 Jun 2015 blog post did achieve 1 share though on Facebook as it is less specific to IndoChili marketing their restaurant.
IndoChili
Published Date Title Blog Post URL Keywords/Category
29 Sept 2020 Indonesian Ambience At IndoChili https://www.indochili.com
/indonesian-ambience.html
Indonesia, Cuisine, Food,
Ambience
17 Apr 2020 Halal Food Delivery Service https://www.indochili.com
/food-delivery-service.html
Indonesia, Delivery,
Bento, Menu
17 Jun 2015 11 Reasons Not To Try Indonesian
Food
https://www.indochili.com
/11-reasons-not-try-indones
ian-food.html
Indonesian, List, Cuisine,
Food

Competitor 3: PastaMania
Blog URL: https://www.pastamania.com/blog/

Competitor 3: PastaMania
Observations:
PastaMania posts are quite relevant to their target audience, being their customers, but they seem like posts which are mainly to do with PastaMania specifically rather than including listicles
or informative posts which don’t heavily rely on mentioning their brand, hence their posts are less searchable on Google. They post very rarely, in fact those 3 posts are the only posts on their
blog, hence 1 in 2015 and 2 in 2017. Their blog posts are also very short, instead relying on a “Click Here” CTA hyperlink to link to external posts which elaborate on their blog post. They do
include relevant images on their posts. They do not promote the posts on their socials either. Engagement levels are very low, there are no shares of any of their blog posts or any mention of
them on any socials or anywhere else on the internet. Definitely not shareable as their blog posts are very short and not worth sharing.
PastaMania
Published
Date
Title Blog Post URL Keywords/Category
15 May 2017 Good Food With A View https://www.pastamania.c
om/good-food-with-a-view
/
Pasta, Food, View,
Riverfront
4 Mar 2017 PastaMania - The Largest Italian
Restaurant Is Now Available In
Malaysia!
https://www.pastamania.c
om/pastamania-the-largest
-italian-restaurant-is-now-
available-in-malaysia/
Pasts, Italian, Malaysia,
Opening
15 December
2015
From Farm To Fork https://www.pastamania.c
om/from-farm-to-fork/
Pasta, Farm, Fresh, Italian

Task 3 – Brand and Content Style Guide (3/10)
Brand Guidelines
Logo
Brand Colors #d587a3, #ffdd9c
Brand Fonts Glacial Indifference, otherwise Calibri or other rounded sans serif fonts
Logo Guidelines Can be pasted on other media as logo only without café name, but must always have the
hexagon, bear and plate logo

Task 3 – Brand and Content Style Guide (3/10)
Content Guidelines
3 Headlines
Visual Content Guidelines
(Do’s and Dont’s)
1. Must include basic brand colour scheme (#d587a3, #ffdd9c)
2. Must include logo, whether with or without café name text, in one part of
any image or video created
3. Must always showcase “fresh and vibrant” in terms of colours scheme or
images as a guide
Written Content Guidelines
(Do’s and Dont’s)
1. When creating paragraphs, keep it short and simple, create new paragraph
if you have to
2. Be wary of spacing to make sure it is aesthetically pleasing and does not
look cramped together
3. Have contrast in terms of colour of text & background such that written
content is able to be viewed clearly
Why Do You Really Need To Eat Healthy
3 Healthy Must Haves For Your Meal
4 Instagram-Worthy Spots in OmniPlate Café For Your Next OOTD

Task 4 – Content Marketing Calendar (4/10)
Content Plan Table
Editorial Calendar
Post Date 31 Mar 2021 1 Apr 2021 5 Apr 2021 12 Apr 2021 19 Apr 2021 26 Apr 2021
Writer/Editor Imran Kassim Imran Kassim Imran Kassim Imran Kassim Imran Kassim Imran Kassim
Initial Publishing
Platform
Blog Blog Blog Blog Blog Blog
Content Type Article with Image Image Article with Image Article with Image Article with Infographic Article with Image
Category Food Food Food & Bevarage Food Food Kitchen Essentials
Title Prawns - What Is So
Special About This
Chef-Favourite
Crustacean?
Our Newest Item: Boba
Milk Tea Nasi Lemak
What Type Of Juice To
Pair With Your Next
Meal
The One Secret
Ingredient in our
Salmon Sourdough
What To Pair Raw
Salmon With
4 Less Common Kitchen
Essentials
Keywords Prawns April Fools Juice Recipe Salmon Kitchen Tools
Targeted Persona Persona 1 Persona 1 Persona 2 Persona 1 Persona 1 Persona 2
Customer Lifecycle
Stage
Awareness Awareness Consideration Decision Awareness Awareness
Content Goal Engagement Engagement Consumption Conversion Consumption Consumption
KPI 10 Shares 30 Shares 10 Shares 5 Shares 10 Shares 15 Shares
CTA Release The Recipe!
(Recipe Lead Magnet)
Share & Disgust Your
Friends!
Follow our Instagram
for More Food
Inspirations!
Learn More! - Become
A Member To Know
About Our Specials
First!
Release The Recipe!
(Recipe Lead Magnet)
Subscribe To Keep
Updated On More Blog
Posts Like This!
Social Media
Distribution
Platforms
Facebook, Instagram Facebook, Instagram Facebook, Instagram Facebook, Instagram Facebook, Instagram Facebook, Instagram
Distribution Date 31 Mar 2021 1 Apr 2021 5 Apr 2021 12 Apr 2021 19 Apr 2021 26 Apr 2021
Remarks Update mailing list
subscribers on new
blog post
Do up a playful ad
campaign for 3 days to
increase engagement
Update mailing list
subscribers on new
blog post
4 day Campaign on
Facebook Ad Manager
Update mailing list
subscribers on new
blog post
Update mailing list
subscribers on new
blog post

Screenshots of Social Media Platforms for Distribution
Facebook Page URL: https://www.facebook.com/omniplate
Screenshot of Facebook Page
Instagram URL: https://www.instagram.com/omniplatecafe/
Screenshot of Instagram Page

Content Budget Template
Budget
SOFTWARE
Design Adobe Illustrator, Canva $315.61
Project management
Analytics Google Analytics $0
Marketing automation Hootsuite $0
Webinar hosting
PUBLISHING TOOLS
Blogging platform Strikingly.com $0
Landing page/CTA system Mailchimp $0
Premium content platform
SERVICES
Storage/file-sharing Google Drive $0
Stock photography subscription Pixabay $0
Licensed/syndicated content
Content curation
FREELANCERS
Writer John Laurence $125
Designer Duncan Teo $200
Photographer Shafiq Sapiee $250
Videographer
Developer
PROMOTION
Facebook Ads Ad Manager $18.50
Google Ads Google Ads $20
YouTube Ads YouTube Video Advertising $20
TOTAL $949.11

Task 5 – Create Content (5/10)
URL of Website: https://omniplatecafe.mystrikingly.com
Screenshot of Website Screenshot of Google Analytics on Strikingly

URL of Blog Post 1:
https://omniplatecafe.mystrikingly.com/blog/3-healthy-must-haves-to-add-to-your-next-meal
Google Campaign URL:
https://mailchi.mp/e8c36375b674/recipe-lp?utm_source=strikingly&utm_medium=blog&utm_ca
mpaign=healthy-must-haves-blog-recipe-lead-magnet

Screenshot of Blog Post 1

Repurposed content for Blog Post 1: Images for Facebook Post & email newsletter, but only
the first two food items, won’t post the third as I want the reader to click the blog post link on the
Facebook post/newsletter to find out the last healthy food item which is hot sauce

URL of Blog Post 2:
https://omniplatecafe.mystrikingly.com/blog/prawns-what-is-so-special-about-this-chef-favourite-cr
ustacean
Google Campaign URL:
https://mailchi.mp/e8c36375b674/recipe-lp?utm_source=strikingly&utm_medium=blog-2&utm_cam
paign=prawn-blog-recipe-lead-magnet

Screenshot of Blog Post 2

Repurposed content for Blog Post 2: Turned into a PDF for mailing list newsletter, just without
toolbar and bottom part with Strikingly link.

Task 6 – Distribution (6/10)
Group 1: Food Appreciation & Events Club Singapore

Group 2: Singapore Home Cooks Group

Group 3: Singapore Restaurant Rescue

Community Plan and Features
Community Plan
Where Facebook Group
Target Audience Our target audience is people who are interested in finding healthy food around Singapore and which is
also halal, although anyone can join, does not have to be specifically people who can only eat halal food
Community
Objectives
Attract New Customers - With a Facebook group that is general and is supposed to have members that are
there for healthy food, we can share our blog posts on there and also market our café once in a while,
although not too often such that it doesn’t seem like a group that is only about our café and does not
alienate members
Reduce Marketing Costs - By cultivating a group of people with similar interests, our target audience are
already there and we can focus marketing efforts on them and not need as much ad spending.
Features People who are interested in living a healthy lifestyle can join, as well as people who join only to
occasionally see café recommendations, hence it’s a targeted group but has quite some room to be a bit
more broad as long as it stays on topic. Once enough members join, we could do an online bazaar
featuring selected cafés.
Promotion Plan We will promote this community by hyperlinking to the group in blog posts and on our social media, as
well as creating Facebook & Google ads for the group itself.

Task 7 – Landing Page (7/10)
URL of Landing Page: https://mailchi.mp/e8c36375b674/recipe-lp
Screenshot of Landing Page

Task 7 – Landing Page (7/10)
Screenshot of Lead Magnet: The lead magnet is a PDF of a recipe from our restaurant that also
incorporates the three ingredients listed in our blog post.

Task 8 – Ad Campaign Implementation (8/10)
Screenshots of campaign configuration setup
SMART Goal: To get at least 5 downloads & 25 link clicks on the Prawn Not-Noodle Pasta Recipe lead
magnet in 3 days through Facebook Ads.
Campaign Objective Budget & Schedule Custom Audience

Task 8 – Ad Campaign Implementation (8/10)
Screenshots of campaign configuration setup
Audience Definition and
Estimated Daily Results
Placement Ad Destination
https://mailchi.mp/e8c36375b674/r
ecipe-lp?utm_source=instagram&ut
m_medium=ad-post&utm_campaign
=recipe-lead-magnet

Task 9 – Ad Campaign Monitoring (9/10)
Screenshot of Ad Campaign Daily Report

Task 9 – Ad Campaign Monitoring (9/10)
Observation, Analysis, Recommendation
Observations We have executed our Prawn Not-Noodle Pasta Recipe IG Targeted campaign for 3 days from 28th
March 2021 to 30th March 2021.
During these 3 days, we’ve achieved a total of
9004 Reach
10,229 Impressions
33 Clicks/Results
$1.36 Cost Per Result
$44.84 Total Spend
Analysis Before analysing, I’d have to state that I accidentally set $18.50 as the daily budget instead of lifetime
budget, hence this will reflect $18.50 as a daily spend budget. My SMART goals for this has also been
adjusted as accordance to the daily budget.
From the results achieved, seeing as 33 people clicked on the link, I went past my goal of 25 link clicks
at least, so I count this an achievement. Also, interestingly there were 1,225 non-unique visitors, hence
the ad appeared at least twice to that number of people. For $1.36 cost per result, I’d say it was a good
amount spent for each click, although it could be much better.
Recommendations For the next time, I will create a more visually impactful image, possible with larger font to attract
people’s attention. I will also enable it to be seen on the Instagram Explore & Marketplace to reach
possibly more audience. Could also swap out the prawn not-noodle pasta image with something more
bright as the targeted audience is female.

Task 10 – Content Performance Report (10/10)
Screenshot of Google Analytics Report for Website
IG Ad
Blog
Post 2
Blog
Post 1

Screenshot of Google Analytics Report for Blog Posts
Landing Page
Blog
Post 1
Blog
Post 2

Observation, Analysis, Recommendation
Observations Our Google Analytics data reports the following:
Time Frame: 23/03/21 to 31/03/21
Website
43 New Users
50 Sessions
72% Bounce Rate
00:00:54 Average Session Duration
Blog Post 1
6 Unique Page Views
00:01:01 Average Time on Page
0% Bounce Rate
Blog Post 2
1 Unique Page Views
00:02:42 Average Time on Page
0% Bounce Rate
Analysis Through the blogs and Facebook ad, mostly through the ad, we have achieved 43 new website visits with the allure of the recipe lead magnet. In
fact, we even achieved 3 users who became subscribers. There is also a 72% bounce rate which is actually a good number for me as that means 1
in 4 visitors at least clicked on something else, be it the blog post which I hyperlinked to in the landing page or the CTA form.
Recommendations I believe I’m going in the right direction by hyperlinking one of my blogs in my recipe lead magnet landing page. However, next time, instead of
text, I could also link to my two blog posts through smaller images at the bottom of the post after the CTA to encourage people to read the blogs
and make it more obvious. In terms of website traffic, I believe for this particular case since it is a recipe, I will change the targeted age from
23-27 to an older age, maybe 30-35, mainly targeting mothers or older females as they are the ones who would be more interested in a recipe
due to them cooking more often than the younger generation.

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