This document outlines Los Rios Rock School's content marketing strategy. It discusses defining content marketing, types of content, and why the school should use a content marketing approach. The strategy identifies goals of education, loyalty and customer engagement. It proposes creating various types of educational, engaging and relationship-building content like tutorials, photos and videos of students. Metrics like social media followers, engagement and leads generated will evaluate the strategy's success.

1. Los Rios Rock School
Content Marketing Strategy
By Alexa Kent

2. What is Content Marketing?
Textbook definition: “The strategic marketing approach of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly defined audience
with the objective of driving profitable customer action.” -Content Marketing Institute
Types of content
● Articles
● Videos
● Images
● Slideshows
● Podcasts
● Blog posts
● Infographics
● Case Studies
● Ebooks

3. Why Content Marketing?
1. Helps our audience understand who we are
2. Improves our online social presence
3. Helps build trust with our audience
4. We can help answer people’s questions with our content
5. It can generate more leads

4. About Our Purpose
We are Los Rios Rock School. We are a music
school that has created a culture through
music, expression and choice. Long lasting
friendships, memorable gigs and good times
are created here.
Established 2011 San Juan Capistrano, CA.
We prioritize to teach music that the students
love. We have top notch gear and equipment to
make learning your instrument a better
experience. We will triple your confidence and
teach you how to rock out on stage.

5. Brand Storytelling
Our mission
● From new musicians to aspiring pros, Los Rios Rock School provides expert instruction in
guitar, drums, piano and all rock instruments, as well as vocals, songwriting, theory, sight
reading, engineering and recording.
● Combining weekly private lessons and group rehearsals, our goal is to prepare students to
confidently take the stage in front of a live audience.
● As a premier music training center, our teachers are professional musicians who are dedicated
to creating supportive yet challenging settings that will help students develop a lifelong
appreciation of musical performance.”
From our student “I think that LRRS is a great place to learn music and probably the best place to
ever get lost in the sound. Being part of a band is like being part of the team and never lose the
race.” - Nina B.

6. Content Marketing Goals
1. Education: Educate our clients and audience the benefits of learning music.
Explain how exciting, fun, and memorable it is to learn how to perform in a
band
2. Loyalty: Our students and families trust our facility and continue to keep
signing up for many years.
3. Customer Engagement: Allow our audience to connect with the content we
create. Whether it is funny, educational, informative, memorable, or talented.

7. Achieving The Goals Using Content Marketing
Content marketing ideas to help achieve our goals
Education Loyalty Customer Engagement
● Short guitar, drum,
piano, and bass
tutorials
● How to restring a
guitar
● Showing what it is like
to be a student here
● Giveaway contest
(free lesson, merch,
etc.)
● Videos of the students
saying what they love
about los rios
● Student shout outs
● Student
accomplishments
● Make a relatable short
video
● Using CTA’s in the text
and caption
● Creating engaging
content related to
music education

8. Our Competitors Instagram Followers
1. Laguna Music Studio
2. Tim's OC Music
3. School Of Rock Rancho Santa
Margarita
4. Roo's Studios
5. Irvine School of Music
1. 51
2. N/A
3. 672
4. 660
5. 635
Using Content Marketing on our platforms will give our school a unique standout. We
want to showcase what our school has to offer delivering the right content at the right
time!

9. Los Rios Rock School Social Media Stats
Instagram: 4k
Tik Tok: 105
Youtube: 1640
Facebook: 3.4k

10. Instagram Engagement/Stats
Source: Social Blade Source: Instagram Insights

11. Audience
The highest % of our followers on Instagram are ages 35-54 in the South Orange County
area. 41.9% women 58% men, almost a 40/60 gender split. It means that it is most likely
parents of our students/families following us on our page.
We must showcase our school and focus on educational and entertaining content
The parents are the ones that pay for students lessons, so we have to wheel them in the
best way as possible
Buyer Persona’s
1.) Drummer Josh (his dad is the one interested in purchasing )
2.) Guitar girl Sally (her mom is the one interested in purchasing lessons)

12. Content Ideas
1. Educational Videos (short and long form)
2. Higher quality pictures and videos of students playing and performing
3. Adding in humor (memes, funny short video trends)
4. Showcasing our facility and talent (what makes our school stand out)
5. Monthly blog posts via wordpress
Our best performing video was an instagram reel trend of our last concert using the
Veggie Tales theme song. Second best was our students performing “Home Sweet
Home.” This means we mainly have to focus on talent and obviously adding some fun
with it in our videos

13. Keyword Topics
● Music school
● Music lessons
● Guitar lessons
● Orange County music lessons
● Music Education
● Rock band program
● Rock band camp
● Piano lessons
● Bass lessons
● Voice lessons

14. Content Mapping with Buyer Persona 1

15. Content Mapping with Buyer Persona 2

16. Editorial
Calendar
Example
Date Topic Format Buyer Stage Keyword Targets
1/3/2023 Practicing Video post Consideration Music students
1/6/2023 Drum workshop Carousel post Consideration Drum lessons
1/9/2023 Funny reel Video Awareness Music is fun
1/12/2023 Guess the
guitarist
Video Awareness Guitar lessons
1/13/2023 Students playing
metal
Video Consideration Metal music,
rock band class
1/15/2023 Concert promo Carousel post Awareness Live music
1/18/2023 Concert
compilation
Video Awareness Live music, OC
music lessons
1/22/2023 Concert Photos Photos Decision Vocal lessons
1/28/2023 Cover song Video Awareness Rock band class

17. Roles
Name Role Resources needed
Alexa Social media manager Final cut pro, canva, splice,
lighting equipment, Iphone
Tyler Marketing manager and
owner
Wordpress, Analytics, Visual
content
The owner of the school and I run the marketing. I mainly run the social media
pages and he runs the website and email marketing campaigns.

18. Distribution Channels
Social Media Platforms: Instagram, Facebook, Tik Tok, Youtube
● To connect, educate and engage with our audience
Blog: Wordpress
● To bring loyalty and to keep our clients posted with our upcoming events, and
other informative information.
Email: Newsletter
● To keep our customers updated and notified about our programs

19. Social Media Platforms
These Social Media channels are the best for delivering our content to current
customers and people that may have heard about us. The Instagram and Facebook
accounts are linked so when we post on Instagram it shares to the Facebook Page.
Instagram and Facebook are the best focuses as of now. We will be uploading longer
videos to youtube and share it on our Facebook page. Tik Tok caters to a younger
audience globally, so it will be a secondary focus. Instagram and Facebook caters to
an audience closer to the area our school is located.

20. Outreach/Link-building
● We plan on making the tik-tok and instagram reels organic for the most part
● Unless if we are trying to promote our program with a new campaign, we will use
facebook ads
● For google ads, we are using CPC
● Example: see us popping up on Youtube ads
● We plan on making a brand partnership with another major musician brand
● Hopefully get major Social Media shoutouts by big creators/companies/brands
● Use the right hashtags and tag mentions to get us on the algorithm explore page
● Consistently engaging with our audience
● Generating CTA’s in our captions and videos with text

21. Content Analysis
Goal Strategy KPI
Education Posting educational music
content to our social media
platforms.
The number of views and
likes increasing. More
followers coming to see
educational content
Loyalty Content to show how much
we love seeing our students
improve. Giveaway
contests, proud school
moments
Positive comments,
checking to see which post
in this topic had the most
likes from the time it was
posted.
Customer Engagement Creating relatable content
that ties into musicians
lives. Keeping consistent
with good CTA’s
Increased likes, comments,
saves, shares and follows.

22. Measuring Performances
KPI (Key Performance Indicator)
Tools we will be using to measure are: Instagram Insights, Instrack, and Google
Analytics. I will know what works by comparing insights on the posts that got more
engagement. The posts with topics that get more likes are what I want to base it
around. Also want to branch it out to our other topics. We have to be creative and
original. Have at least one video go viral to generate more followers. Using the
analytic tools helps keep a track on patterns and trends of what is/isn’t working.

23. Summary
● We will achieve our business goals by using content marketing.
● Delivering the right content at the right time to the right people
● Understood our competitors
● Created a social media and blog strategy
● An outline of an editorial calendar
● Plan content accordingly to our topics to deliver to our audience
● Analyze key performance indicators on seeing how many leads are generated
and followers are gained