Learning project for content marketing - Spring 2016

www.laurea.fiwww.laurea.fi

Content marketing

Spring 2016

Learning project


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

used)

Content strategy is the planning and development

of how the company intends to attract and

engage with the chosen audience via content.

25.2.2016Author 2


Three Steps

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

corresponding tasks

- More detailed instructions for each steps are to be found

in the Tasks page of the Eliademy platform

25.2.2016Author 3


Step 1: Background work

Identification and presentation of the company to be

analysed

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)

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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

media?

- Frequency and type of the company’s publications in

social media

- 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)

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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

platform visit?

Compare the online visibility of the case company

with other companies /competitors in the same field

> Analyse differences in the content, channels used,

target groups

25.2.2016Author 6

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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

the web?

2.4 Output /Step 2:

Analysis of the online content

Analysis of context and competitors

Target group analysis

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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

it?

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

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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

calendar

Step 3:Proposal for content strategy:

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Hub and Spoke Model

Ownedcontent(websiteor blog

Google+

YouTube

Pinterest

Facebook

Linkedin

twitter

(Pulizzi, Epic content marketing)

The hub becomes

the center of the

content marketing

universe and the

spokes are places

to syndicate your

content

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TARGET GROUP

Experts

Young consumers

OBJECTIVE

Successfulrecruitment

Increasingvisibility

CHANNEL

LinkedIn

Facebook

THEME

Interestingand dynamic

workingenvironment

Careerpossibilities in

the future

FREQUENCY OF UPDATES

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

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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

content strategy?

Step 3: Proposal for content strategy:

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Proposal for the content strategy:

Topics

Channels

Objectives

Editorial calendar

Key performance indicators

+

Conclusions

3.4 Output /Step 3:

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Measurable objectives, example

(Hakola, Hiila, 2012)

Content bringing

visitors to our web

page

Content attracts target

group x to our web pages –

sales in this target group

+10%

Content strenghening

our profile &visibility

Content will raise our

profile & amount of

contacts +25%

Content spreading our

messageContent spreading info on

our new product group >

sales +20%

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Marketing &

consumerism in the

digital era

Chapters Content

strategy an

process

Creating

content for

your

organization

Project

-Identification & presentation of

the company

to be analysed

- Analysis of sectorial trends and

description of the company’s

online presence

Target group needs

analysis of the

company & of

competitors

What is being

discussed

online?

Web page analysis &

development

- User profiles

- Page architecture

- Proposal for content

Proposal for content strategy

Conclusions, recommendations

12

3

Learning project for content marketing - Spring 2016

Business