Content Strategy Development Assignment Guidelines and Resources
For your final class project you are going to develop a Content Marketing Strategy. For the design and presentation of your project you will use a web-based tool like Weebly, Wix, Canva, or Adobe Spark. Again, this is an excellent professional portfolio piece. This is your chance to really impress those potential employers so get creative to show off what you can do.
In class I will introduce a variety of resources I would recommend using as you work on developing your strategy. We will also go over the individual components your are required to include in your CMS. The first resource we will take a look at is the Content Marketing Planning Template created by HubSpot and Launch Your Own Content Marketing Program: Why? Who? How? created by the Content Marketing Institute.
Remember the PESO (Paid, Earned, Shared, Owned) Model we discussed at the beginning of the semester. For your assignment youContent Marketing Strategy you will focus on Shared and Owned media.
The following are the required components for your final project:
1. Start With Why | About Us | Brand Background and Story Begin by providing some background information about the brand/organization you will focus on in your presentation. You may include information about brand history, evolution, and growth. Also include basic identification of direct brand competitors. In this section you should consider Simon Sinek's method for identifing the WHY of your brand/organization.
In a nutshell, your content marketing mission statement should identify:
The core audience target
What will be delivered to the audience
The outcome for the audience
Why You Need a Content Marketing Mission Statement
3. Content Marketing SWOT ANALYSIS An overview of how to conduct a SWOT analysis specifically for a content marketing strategy can be found in the Content Marketing Planning Template resource.
HINT: An infographic created with a tool like Piktochart or Canva would be a great way to present your CMS SWOT Analysis
5. Content Marketing Objectives | Funnel of Channels | KPIs/Metrics Again an overview of how to develop objectives and KPIs specifically for a content marketing strategy can be found in the Content Marketing Planning Template resource.
HINT: An infographic created with a tool like Piktochart or Canva would be a great way to present your CMS objectives and KPIs
6. 4 Month Content Plan Calendar Again an overview of how to develop a content marketing timeline for your strategy can be found in the Content Marketing Planning Template resource.
7. Variety of Sample Channel Content Now it's time to get creative! Please include examples of content you would actually create to implement. This can include, but is not restricted to the FORMATS and PLATFORMS identified in the Periodic Table of Content Marketing.
There are so many amazing tools "out there" to create sample content. Some of those tools I introduced in class, but there are many others you may know of. Some of the tools include: