Content Marketing Assignment

Major Assignment Components

This assignment consists of five (5) significant components that must be completed. See the table below for details.

Component	Description	Weight
Part 1: Content Tree	Develop a content tree that identifies key messages, topics, and subtopics.	25%
Part 2: Content Plan	Identify outbound and inbound marketing strategies. Connect the strategies back to the audience and company goals.	15%
Part 3: Content Calendar	Develop a content calendar outlining when content will be produced and published.	25%
Part 4: Analytics	Identify the metrics that will be used to measure the effectiveness of content marketing strategy.	5%
Part 5: Final Presentation	Present your project to your classmates. Share your content tree, how you approached your content strategy plan, how you planned your content calendar, and the analytics you chose to measure effectiveness.	20%

Description & Guidance

In this assignment, you will take on the role of a Digital Marketing Specialist, working with the marketing department for a furniture store called Lina Coevos (LC) - wholesale and retail. LC carries only modern furniture, aimed at those who are starting a family and those who are buying their first property.

In terms of wholesale, they supply to smaller, family-owned retail furniture companies located in the Greater Toronto Area (or the closest local city).

Your services are needed to assist LC with implementing a modern content strategy and content marketing practices. They will need to ensure that budgets are met, metrics are correctly tracked, and that the right voice is captured for their target audience.

After several informational meetings, you learn a content calendar is needed to plan out the strategy for the month. You quickly understand that a combination of custom content, as well as content readily available online, would be needed to fill the calendar.

To date, you have the following information:

• The target audience puts a lot of focus on furnishing their family room, but not so much on their kitchen.
• All of the products are 100% re-seller friendly.
• Business-to-Business (B2B) Content is different from Business-to-Consumer (B2C) Content.

Assignment Steps

1. Identify LC's target customer demographics, as well as the appropriate channels/content.
2. Build and develop a content plan (audience, inbound vs. outbound, platforms, as well as the types of content, etc.).
3. Build and develop a content tree, outlining the core messages, key topics, and subtopics. You will be mapping this out on your content calendar.
4. Provide two (2) examples of good content and two (2) examples of bad content relevant to this industry. Provide a detailed explanation for your reasoning.
5. Develop a full and filled-out 30-day content calendar for tracking and reporting (hint:B2B and B2C content are different). You may use Hootsuite or another tool to plan your content.
6. Analytics:Share your plan as to how you would measure your top-performing content. Out of the content implemented into the calendar, why do you think certain content would perform better than other content? Outline your KPIsand other metrics and explain why they were selected.
7. Presentation:Develop an engaging PowerPoint presentation to present your content plan, strategy, calendar, and metrics to LC. You will pretend that your classmates and Instructor work for LC.
8. Submit all parts of the assignment to the separate Assignment Submission Folders for each part (each individual submission folder is linked below and is also available on Day 5 of the Content).

Assignment Submission Folder - Part 1 (Content Tree)

Assignment Submission Folder - Part 2 (Content Plan)

Assignment Submission Folder - Part 3 (Content Calendar)

Assignment Submission Folder - Part 4 (Analytics)

Assignment Submission Folder - Part 5 (Presentation)

Evaluation Breakdown

Total: 90 marks

Content Tree (25 marks) Apply your knowledge from the course concepts to facts and details of the case scenario to develop a content tree that identifies key messages, topics, and subtopics that align with the marketing goals of the company.

Content Plan (15 marks) A developed content plan that takes into consideration inbound and outbound marketing and identifies appropriate channels to convey marketing messages directed at the appropriate audience.

Content Calendar (25 marks) Thoroughly complete a content calendar that showcases its use, benefits, and application within an organization.

Analytics (5 marks) Use appropriate analytics to measure the outcome of your content strategy.

Final Presentation (20 marks) Use effective presentation skills (good tone, volume, eye contact, etc.) to present your content plan to your classmates.