Expand Local Businesses Nationally with Effective Content Marketing

School

University of Houston Downtown *

*We aren’t endorsed by this school

Course

3301

Subject

Information Systems

Date

Feb 20, 2024

Type

Pages

Uploaded by ChefSardine3665

Unit 3 Homework Assignment: Think Big! Background In this unit, you’ve been given background into content marketing and all that it entails: from research to tactics to strategies. “Content” has become a buzzword in today’s digital marketing landscape because of its importance in the modern customer journey. As you cultivate relationships with your customers, thoughtful content marketing will make all the difference in your success—especially in today’s saturated and highly competitive marketplace. Many businesses start out locally—but as they scale to the national and global levels, it’s important to focus on an expanded content plan. For this homework assignment, you’ll analyze a local business’s content and assess what it needs to do to expand to the national level. Slide Design Resources ● Slides Development Guide for Students ● 20+ (Quick) Tips & Tricks to Use Google Slides Like a Professional in 2020 ● Pixbay: +1 Million Stunning Free Images to Use Anywhere (Pixbay) Objectives Your instructors and TAs want to see that you can: ● Comprehensively audit a local business's content marketing and analyze it for content gaps. ● Identify relevant content opportunities that support campaign objectives. ● Utilize the tools and methods covered in this unit to analyze your client’s, and the competition’s, content. ● Ideate content utilizing the tools and methods covered in this unit. Instructions Some local businesses may start small, but have big aspirations. Imagine you’re a content marketer tasked with providing insights about how a local business can expand and/or pivot their current content efforts to reach a national audience. Choose a local business from one of the categories below. It should have a website and social channels. When selecting the business, remember that it should have the ability to scale

nationally. For example, it could have an existing or potential ecommerce store or a scalable service. Here are a few categories to choose from: ● Bookstore ● Herbal Remedy Shop ● Clothing Boutique Note : If you have your own business and would like to use it for this assignment, ask permission from your instructor first. The existing parameters of the business should match the local business profile outlined above (website, social channels, and the potential to scale). For this homework assignment, create a Google slide deck to present your findings to the company. It must have the following elements: ● A half-page executive summary (1 slide) that briefly summarizes: ○ The business model (reference 1.2 slides) . ○ What you are aiming to accomplish. ○ The current state of the business’s content. ○ What needs to change and how will you make that happen. ● Goals and objectives of the content campaign (1 slide—reference 3.1 slides) . ● Content audit listing your local client’s current content (1-2 slides with screenshot examples—reference 3.3 slides). ○ Owned content (blogs, tutorials, white papers, newsletters—whatever they own). ■ Hint: you can use the search operator “site” to see what Google has indexed for the business—e.g., “site:zappos.com”.

○ Non-owned content (e.g. social channels). ● Content gaps and opportunities (1-2 slides—reference 3.2 slides and Activity 3.2.6). ○ Identify two competitors (using tools like similarsites.com and the Google search operator “related:”—e.g., “related:zappos.com”). ■ Perform a content gap analysis using the Keyword & Content Gap Analysis Tool . Include a screenshot of the spreadsheet that the tool generates. ■ Insights & observations. ○ Opportunities for new content. ■ Include owned and non-owned opportunities ( reference 3.3 slides). ● Content ideation (1-2 slides—reference 3.2 slides). ○ Ideate content topics for your client using some or all of the tools we explored in Lesson 2 of this unit: ■ Google Autocomplete

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

■ Google Results ■ Google Trends (related searches) ■ YouTube ○ List at least two keyword phrases that you suggest your client incorporates, as well as two corresponding, SEO-friendly headlines and the medium and format you propose using. For example: Keyword Phrase SEO-Friendly Headline Medium/Format Herbal remedies for allergies The Best Herbal Remedies For Spring Allergies A list-format blog post Required Deliverables A Google slide presentation with the following sections: ● Executive summary ● New business goals and objectives ● Content audit ● Content gaps and opportunities, including a content gap analysis ● Two content ideation ideas, including keywords and headlines Bonus Compose organic social media copy and post mockups (one for each channel the business uses). ● Pay attention to format (e.g., Twitter 240-character limit, hashtag use). ● Build off of your content ideation or generate new ideas using the tools we covered. ● Include images if appropriate. Submission To submit, please upload a link to your presentation to Bootcamp Spot .

Related Documents