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