Complete the task according to the requirements below:
Purpose
The purpose of this assignment is to build a strategic content marketing plan within the context of an overarching marketing plan for a brand.
In building a strategic content marketing plan, you will synthesize the skills you have been learning over the semester which include:
Skills
Evaluating a brand’s foundational elements to understand the overarching brand mission and marketing communication goals
Performing a content audit to catalog available content
Evaluating target audiences for content targeting
Determining content targeting methods
Creating a measurement plan to evaluate an ROI (Return on Investment)
Knowledge
This assignment will also teach you to build a strategic content marketing plan that functions within an overarching marketing plan but is also managed independently
You will also understand how content ROI is important in validating content marketing expenditures
Tasks
For this project, you will work in teams to create and present (as a video) a Strategic Content Marketing Plan.
You will record Brand Foundation elements as well as to conduct a Content Audit for your brand, and then create a detailed plan with an editorial calendar. You will create the core assignment as a Word document and then create and post an up to 15 slide PPT presenting your plan.
The teams will be assigned within the first two weeks of the class. Students should plan to meet via Teams to meet each other and share the individual brands they are working on before the Team project.
The following are the steps to follow:
Choose brand – groups will choose one of the brands studied by group member
Complete elements of brand foundation (if necessary)
Identify the current marketing messaging from the brand
Identify the target audience(s)
Add to/complete the content audit
Create a Strategic Content Marketing Plan – the elements you have been collecting will logically fit in the plan template
Create an Editorial calendar as part of your plan
Create a content measurement plan
Include 3 to 5 deliverables = creative content in visual form – for example, social media posts, blog in XYZ, email marketing example
