CONTENTS 1 INTRODUCTION 3 2 TASK A KNOWLEDGE QUESTIONS 5 3 TASK B PRODUCE A CONTENT STRATEGY 7 4 TASK C DEVELOP AND PUBLISH CONTENT 13 5 TASK D REVIEW CONTENT PERFORMANCE 17 6 ASSESSMENT SUBMISSION 22 7 APPENDIX 23 1 INTRODUCTION 1A THE PURPOSE OF THIS ASSESSMENT This assessment will develop the skills and knowledge required to develop and implement a content strategy COMPETENCIES BEING ASSESSED This assessment has been aligned against the unit of competency DGMCON001 Develop and implement a content strategy for digital publication This unit requires you to Produce a content strategy Develop digital marketing content Publish content Review strategy performance 1B WHAT YOU ARE REQUIRED TO DO This assessment has four tasks You must complete all tasks and questions STEP 1 COMPLETE THE REQUIRED LEARNING CONTENT Before attempting the assessment, ensure you complete the supplied learning content This content will help you develop the skills and knowledge you need to complete your assessment STEP 2 COMPLETE TASK A (KNOWLEDGE QUESTIONS) Task A is a series of short answer questions that will test your understanding and knowledge of content marketing STEP 3 COMPLETE TASKS B D (PRACTICAL QUESTIONS) Over Tasks B, C and D, you will plan and implement a content marketing strategy, then review its performance You may choose to base Tasks B, C and D on The provided case study, OR Your own workplace A NOTE ON USING YOUR OWN WORKPLACE If you are using your own workplace, you must make sure you have access to relevant documentation and resources This includes Performance results for at least 3 months of content marketing previously run by a brand The brand 's current or previous content marketing strategy At least two stakeholders who can provide feedback on content marketing Resources to create, publish and monitor content, as outlined in the content marketing strategy you develop, for a period of at least two weeks You may require access to various platforms, such as a brands website and social media accounts You may also need access to specialists who can assist with creating content, such as copywriters, social media managers, and video producers You may also choose to create and publish all content A budget for creating and publishing content You will also be required to provide evidence of your work and other documentation as your progress through Tasks B D If you wish to use your own workplace, you must discuss this with your trainer before starting Tasks B D Make sure you receive approval from your trainer to use your own workplace STEP 4 SUBMIT YOUR ASSESSMENT Once you have completed Tasks A D, check your assessment to ensure you have fully answered all questions Then submit your assessment by the due date provided 3 TASK B PRODUCE A CONTENT STRATEGY 3A INSTRUCTIONS In Task B, you will create a content strategy for a brand For Tasks B, C, and D, you may either Use the provided case study, OR Use your own workplace IF YOU ARE USING THE CASE STUDY If you are using the case study, make sure you read the Case Study Information document provided before starting the questions below YOUR ROLE IN THE CASE STUDY If you are using the case study, you are to presume the role of being a Content Strategist at a communications agency called Fire Communications One of your key clients is Tiny House Empires Tiny House Empires is a new brand The company builds and sells tiny houses Tiny houses are small, compact homes that can often be towed behind a car They have a size of approximately 22 square meters, whereas the average Australian home is approximately 185 square meters They are often affectionately called mini homes on wheels IF YOU ARE USING YOUR OWN WORKPLACE If you are using your own workplace, you must make sure you have access to relevant documentation and resources DOCUMENTATION AND RESOURCES If you choose to use your own workplace, you must have access to Performance results for at least 3 months of content marketing previously run by a brand The brand 's current or previous content marketing strategy At least two stakeholders who can provide feedback on content marketing Resources to create and publish content, as outlined in the content marketing strategy you develop, for a period of at least two weeks This must include a budget for at least two items relating to content marketing You may require access to various platforms, such as a brand 's website and social media accounts You may also need access to specialists who can assist with creating content, such as copywriters, social media managers, and video producers You will also be required to provide evidence of your work and relevant documentation as your progress through Tasks B D GAIN APPROVAL FOR USING YOUR OWN WORKPLACE If you wish to use your own workplace for the following questions, you must discuss this with your trainer Make sure you receive approval from your trainer to use your own workplace before starting Tasks B D 3B QUESTIONS Question B1 Identify if you will be using the case study or your own workplace for Tasks B D If you are using your own workplace, also Provide a brief description of the company (50 100 words) Identify the brand you will base your content strategy on Describe the content the brand has recently produced and any content strategies it currently uses Use examples to support your answer, such as in the form of documentation, screenshots, images, and links (100 250 words) A NOTE ON USING YOUR OWN WORKPLACE If you are using your own workplace, you must have access to relevant resources and documentation This includes Previous performance results for content marketing Previous content marketing strategies At least two stakeholders Resources to create and publish content Your answer Question B2 Create a 1 year digital content strategy for your selected brand To do so, first research the past performance of the brands content, its target audience, its competitors, and relevant content trends Then use the insights from your research to inform the direction of your content strategy This content strategy should make use of the brands website as well as other digital channels IF YOU ARE USING YOUR OWN WORKPLACE As part of your research, make sure you consult with managers, clients, and or other stakeholders Use this consultation to identify any changes or improvements that are required to the brands existing content strategy IF YOU ARE USING THE CASE STUDY Make sure your read and consider the feedback on Tiny House Empires content marketing outlined in the case study document (see section 2E CURRENT CONTENT APPROACH) Also, note your content strategy must plan to make use of gated content Ensure your content strategy includes the following information Introduction outline the purpose of the strategy including How content will contribute to achieving business and digital marketing goals The brands current content marketing performance and issues How it will address any required changes to the existing content strategy Current content marketing trends describe content trends that inspire or inform your strategy Make use of social listening and other tools to research these trends Competitor content analysis detail an analysis for at least two competitors Goals outline at least two goals for your content marketing strategy Key Performance Indicators (KPIs) detail at least two KPIs for your strategy Audience personas describe at least two audience personas Platforms and channels explain how a variety of different platforms and channels will be strategically used Content type and topics describe different content types and topics to be used across various platforms and channels CONTENT STRATEGY TEMPLATE You may use the content strategy template provided in the appendix to create your strategy Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above You may Write your content strategy directly into the space below, or Write your strategy in another document and attach it below (500 1,000 words) Your answer Question B3 Now youve created your content strategy, you need to share it with others and discuss plans for implementing it Set up a meeting with at least one stakeholder IF YOU ARE USING THE CASE STUDY You are to role play being the Content Strategist at Fire Communications You are to meet with the Marketing Manager at Tiny House Empires This position can be role played by your trainer, friend, family member or another student in your unit IF YOU ARE USING YOUR OWN WORKPLACE You must meet with someone who is in a good position to provide you with feedback For example, you may choose to meet with the Head of Content, a Marketing Director, or another marketing professional in your team Use the meeting to Provide a brief overview of your content strategy and seek feedback on it Discuss key actions needed to implement the content strategy, agreeing on Timelines Roles and responsibilities Discuss what strategies will be used to monitor the implementation of the content strategy After your meeting, record notes of what was discussed Also, explain how you will update your content strategy to reflect the feedback received (75 150 words) Your answer Question B4 You now need to create a content strategy action plan Ensure your plan considers feedback received in the previous question (Question B3) and outlines Actions Roles and responsibilities Timelines and content schedules Content Management Systems to be used Monitoring strategies ACTION PLAN TEMPLATE You may use the action plan template provided in the appendix to create your plan Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above You may Write your action plan directly into the space below, or Write your action plan in another document and attach it below (250 500 words) Your answer 4 TASK C DEVELOP AND PUBLISH CONTENT 4A INSTRUCTIONS Task C follows on from Task B In this task, you are to develop digital marketing content IF YOU ARE USING THE CASE STUDY The Tiny House Empires team is impressed by the gated content you have included in your content strategy You are to develop the written text for one piece of gated content, plus two additional forms of content that can be used to promote it You will then need to brief creative teams on creating visual designs to support this content You will also need to review your content for accuracy and legal compliance 4B QUESTIONS Question C1 You now need to prepare copy (text) for three pieces of content outlined in your strategy and action plan Ensure the copy you create Uses appropriate language, style, and tone for the target market Is aligned with the brand Is accurate, current, and relevant Write your copy below in the spaces provided IF YOU ARE USING THE CASE STUDY You are to develop the written text for one piece of gated content, plus two additional forms of content that can be used to promote it The gated content should be 400 800 words in length You may select a content form of your choice For example, you may envision the finished gated content piece to be an infographic or a report that is a downloadable PDF Similarly, the two additional pieces of content may be social media advertising or blog posts IF YOU ARE USING YOUR OWN WORKPLACE The content you create must be aligned with the content strategy you produced in Task B (200 1,400 words) Your answer Content piece 1 Brief description of the content piece Copy Content piece 2 Brief description of the content piece Copy Content piece 3 Brief description of the content piece Copy Question C2 Now you have prepared the written content, you need to brief others, such as designers, on what creative needs to be produced to support this content Develop a creative brief that outlines Background and objectives Target audience Key messages and supporting information Deliverables Timeframes CREATIVE BRIEF TEMPLATE You may use the creative brief template provided in the appendix to create your brief Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above You may Write your creative brief directly into the space below, or Write your creative brief in another document and attach it below (250 500 words) Your answer Question C3 Explain how the content you produced supports the brands goals and content strategy (100 200 words) Your answer Question C4 Explain two or more legal and regulatory requirements the brands digital content needs to comply with (100 200 words) Your answer Question C5 Explain how you will implement these three pieces of content on the appropriate channels Ensure you describe how you will do this according to a content schedule (100 200 words) Your answer 5 TASK D REVIEW CONTENT PERFORMANCE 5A INSTRUCTIONS Task D follows on from Task C In this task, you are to review and analyse a brands content marketing performance IF YOU ARE USING THE CASE STUDY Impressed by the content strategy and content you have produced for Tiny House Empires, your manager at Fire Communications has asked you to provide input into the content approach for T J Builders Specifically, they have asked you to review and analyse the performance of T Js content over the past 6 months Then present recommendations for improvements Before starting Task D, ensure you have read the case study IF YOU ARE USING YOUR OWN WORKPLACE You must review the performance of at least two pieces of content over a period of at least two weeks If you have developed and implemented content outlined in Task C, you may use this for Task D You must also have access to Business goals, marketing goals and KPIs that you can use to assess content performance Details of planned and actual expenses relating to creating content The brands content marketing strategy 5B QUESTIONS Question D1 Evaluate the performance of the brands content marketing Ensure you compare performance against Business and marketing goals Key Performance Indicators (KPIs) IF YOU ARE USING YOUR OWN WORKPLACE Describe what content you will be analysing in Task D Where possible, provide links to or copies of this content Also, provide screenshots or copies of the data and analytics you will use to analyse performance (100 200 words) Your answer Question D2 Review the cost of the content marketing Assess the actual costs against the budget allocated and identify any variances Outline what variances occurred and describe the reasons for these variances IF YOU ARE USING THE CASE STUDY You are to review the cost of T J Builders content marketing over the past 6 months Ensure you review the costs of the following items Written copy for blog articles 2 articles per month, each 700 900 words Design of images to support blog articles Design of creative to support the promotion of blog articles on social media and in email campaigns Video production filming and editing of videos, with 3 videos produced per quarter Promotion of blog posts, for example through Facebook advertising IF YOU ARE USING YOUR OWN WORKPLACE You must compare the planned and actual costs for at least two items Answer using the tables provided below, adding additional rows as needed (50 150 words) Your answer Item Planned budget Actual cost Variance Description of variance Question D3 Provide at least three recommendations for how the brands content marketing can be improved Then explain how you would adjust the brands content strategy to include these recommendations IF YOU ARE USING THE CASE STUDY Provide recommendations for how T J Builders content marketing can be improved over the next three months IF YOU ARE USING YOUR OWN WORKPLACE Provide recommendations for how the brands content marketing can be improved in a period no shorter than four weeks and no longer than six months (150 300 words) Your answer Question D4 Now you have analysed the brands content marketing and developed recommendations, you need to share your insights with others Set up a meeting with at least two stakeholders IF YOU ARE USING THE CASE STUDY You are to meet with A Marketing Manager at T J Builders A Content Producer at Fire Communications These positions can be role played by your trainer, friends, family members or other students in your unit IF YOU ARE USING YOUR OWN WORKPLACE You must meet with at least one stakeholder who is knowledgeable of content marketing For example, you may choose to meet with a Head of Content, Marketing Directors, or another marketing professionals in your team Use the meeting to Describe the brands content marketing performance, including any achievements that have been made Present your recommendations for improvement Seek feedback on your proposed changes to the brands content strategy YOUR MEETING WILL BE OBSERVED Your trainer will assess your meeting against the observation checklist provided in the marking guide document Your trainer will be looking for your ability to Explain content marketing performance and make recommendations for improvement Engage stakeholders and seek their feedback Use appropriate verbal and non verbal communication Lead the meeting You may arrange time for your trainer to observe your meeting in real time either virtually or in person Alternatively, you may record your meeting and provide a link to it For example, you may upload your recording to YouTube as an unlisted video or provide a link to a Google Drive folder If you are sharing a link, ensure you test your link to make sure it is working correctly After your meeting, record notes of what was discussed, including the feedback you received (75 150 words) Your answer 6 ASSESSMENT SUBMISSION 6A INSTRUCTIONS Once you have completed Tasks A D, you may submit your assessment Ensure you do this by the provided due date Before submitting, use the checklist below to make sure you have completed all questions and provided all relevant evidence 6B CHECKLIST STUDENT SELF CHECKLIST Instructions Place a tick in the Yes (Y) column for each component you have completed Have you Related assessment question(s) Y Answered all knowledge questions Task A, Questions A1 A8 Answered all practical questions Task B, Questions B1 B4 Task C, Questions C1 C5 Task D, Questions D1 D4 Attached your content strategy (if you created this as a separate document) Task B, Question B2 Attached your action plan (if you created this as a separate document) Task B, Question B4 Attached your creative brief (if you created this as a separate document) Task C, Question C2 Provided a working link to a recording of your meeting (if your trainer did not observe your meeting virtually or in person) Task D, Question D4 7 APPENDIX 7A CONTENT STRATEGY TEMPLATE Instructions Use the template to detail your content strategy Replace the parts highlighted in yellow with appropriate information for example, if you were creating a content strategy for Bunnings, you would replace name of brand with Bunnings Further instructions on information to be included in various sections are provided below CONTENT STRATEGY NAME OF BRAND DATE 1 Introduction Instructions Outline the purpose of the strategy, explaining how it will Contribute to achieving business and digital marketing goals Build upon content marketing performance to date Address any required changes to existing or former content strategies 2 Content marketing trends Instructions Describe at least two current content marketing trends, as informed by social listening and other research 3 Competitor content analysis Instructions Detail a competitor content analysis for at least two competitors 4 Goals Instructions Describe two or more goals for the content strategy 5 Key Performance Indicators (KPIs) Instructions Outline two or more Key Performance Indicators (KPIs) for the content strategy Ensure the KPIs are SMART Specific, Measurable, Achievable, Relevant and Timebound 6 Audience personas Instructions Outline at least two audience personas Ensure you describe their demographics, interests, and other characteristics 7 Platforms, channels, and topics Instructions Explain how a variety of different platforms and channels will be strategically used Also, identify different content types and topics to be used across various platforms and channels 7B CONTENT ACTION PLAN TEMPLATE Instructions Use the template to detail your content strategy Replace the parts highlighted in yellow with appropriate information for example, if you were creating a content strategy for Bunnings, you would replace name of the brand with Bunnings Further instructions on information to be included in various sections are provided below CONTENT STRATEGY ACTION PLAN NAME OF THE BRAND DATE 1 Actions Instructions Describe the actions needed to implement your content strategy 2 Roles and responsibilities Instructions In the table below, describe the roles and responsibilities required for implementing the content strategy You may add and or delete rows as needed Role Responsibilities 3 Content schedule Instructions Detail content schedules and their timeframes 4 Content Management Systems Instructions Describe any Content Management Systems that will be used 5 Monitoring strategies Instructions Describe two or more monitoring strategies that will be used to ensure content is produced on time and performs as required 7C CREATIVE BRIEF TEMPLATE Instructions Use the template to detail your content strategy Replace the parts highlighted in yellow with appropriate information for example, if you were creating a content strategy for Bunnings, you would replace name of the brand with Bunnings Further instructions on information to be included in various sections are provided below CREATIVE BRIEF NAME OF THE BRAND DATE 1 Background and objectives Instructions Describe the purpose of the content to be created and its objectives 2 Target audience Instructions Describe characteristics of the target audience for the content 3 Key messages Instructions Outline the key messages to be communicated 4 Supporting information Instructions Describe information that supports the key messages 5 Deliverables Instructions Detail the deliverables to be created 6 Timeframes Instructions Outline deadlines and other timeframes for creating the content

The Answer is in the image, click to view ...

Question: CONTENTS 1. INTRODUCTION.. 3 2. TASK A KNOWLEDGE QUESTIONS. 5 3. TASK B PRODUCE A CONTENT STRATEGY. 7 4. TASK C DEVELOP AND PUBLISH CONTENT.

CONTENTS 1. INTRODUCTION.. 3 2. TASK A KNOWLEDGE QUESTIONS. 5 3. TASK B PRODUCE A CONTENT STRATEGY. 7 4. TASK C DEVELOP AND PUBLISH CONTENT. 13 5. TASK D REVIEW CONTENT PERFORMANCE. 17 6. ASSESSMENT SUBMISSION.. 22 7. APPENDIX. 23 1. INTRODUCTION 1A. THE PURPOSE OF THIS ASSESSMENT This assessment will develop the skills and knowledge required to develop and implement a content strategy. COMPETENCIES BEING ASSESSED This assessment has been aligned against the unit of competency DGMCON001 Develop and implement a content strategy for digital publication. This unit requires you to:

Produce a content strategy
Develop digital marketing content
Publish content
Review strategy performance

1B. WHAT YOU ARE REQUIRED TO DO This assessment has four tasks. You must complete all tasks and questions. STEP 1. COMPLETE THE REQUIRED LEARNING CONTENT Before attempting the assessment, ensure you complete the supplied learning content. This content will help you develop the skills and knowledge you need to complete your assessment. STEP 2. COMPLETE TASK A (KNOWLEDGE QUESTIONS) Task A is a series of short answer questions that will test your understanding and knowledge of content marketing. STEP 3. COMPLETE TASKS B-D (PRACTICAL QUESTIONS) Over Tasks B, C and D, you will plan and implement a content marketing strategy, then review its performance. You may choose to base Tasks B, C and D on:

The provided case study, OR
Your own workplace


	A NOTE ON USING YOUR OWN WORKPLACE If you are using your own workplace, you must make sure you have access to relevant documentation and resources. This includes: Performance results for at least 3 months of content marketing previously run by a brand The brand\'s current or previous content marketing strategy At least two stakeholders who can provide feedback on content marketing Resources to create, publish and monitor content, as outlined in the content marketing strategy you develop, for a period of at least two weeks. You may require access to various platforms, such as a brands website and social media accounts. You may also need access to specialists who can assist with creating content, such as copywriters, social media managers, and video producers. You may also choose to create and publish all content. A budget for creating and publishing content You will also be required to provide evidence of your work and other documentation as your progress through Tasks B-D. If you wish to use your own workplace, you must discuss this with your trainer before starting Tasks B-D. Make sure you receive approval from your trainer to use your own workplace.

STEP 4. SUBMIT YOUR ASSESSMENT Once you have completed Tasks A-D, check your assessment to ensure you have fully answered all questions. Then submit your assessment by the due date provided. 3. TASK B PRODUCE A CONTENT STRATEGY 3A. INSTRUCTIONS In Task B, you will create a content strategy for a brand. For Tasks B, C, and D, you may either:

Use the provided case study, OR
Use your own workplace

IF YOU ARE USING THE CASE STUDY If you are using the case study, make sure you read the Case Study Information document provided before starting the questions below.


	YOUR ROLE IN THE CASE STUDY If you are using the case study, you are to presume the role of being a Content Strategist at a communications agency called Fire Communications. One of your key clients is Tiny House Empires. Tiny House Empires is a new brand. The company builds and sells tiny houses. Tiny houses are small, compact homes that can often be towed behind a car. They have a size of approximately 22 square meters, whereas the average Australian home is approximately 185 square meters. They are often affectionately called mini homes on wheels.

IF YOU ARE USING YOUR OWN WORKPLACE If you are using your own workplace, you must make sure you have access to relevant documentation and resources.


	DOCUMENTATION AND RESOURCES If you choose to use your own workplace, you must have access to: Performance results for at least 3 months of content marketing previously run by a brand The brand\'s current or previous content marketing strategy At least two stakeholders who can provide feedback on content marketing Resources to create and publish content, as outlined in the content marketing strategy you develop, for a period of at least two weeks. This must include a budget for at least two items relating to content marketing. You may require access to various platforms, such as a brand\'s website and social media accounts. You may also need access to specialists who can assist with creating content, such as copywriters, social media managers, and video producers.

You will also be required to provide evidence of your work and relevant documentation as your progress through Tasks B-D.


	GAIN APPROVAL FOR USING YOUR OWN WORKPLACE If you wish to use your own workplace for the following questions, you must discuss this with your trainer. Make sure you receive approval from your trainer to use your own workplace before starting Tasks B-D.

3B. QUESTIONS Question B1 Identify if you will be using the case study or your own workplace for Tasks B-D. If you are using your own workplace, also:

Provide a brief description of the company (50-100 words)
Identify the brand you will base your content strategy on
Describe the content the brand has recently produced and any content strategies it currently uses. Use examples to support your answer, such as in the form of documentation, screenshots, images, and links. (100- 250 words)


	A NOTE ON USING YOUR OWN WORKPLACE If you are using your own workplace, you must have access to relevant resources and documentation. This includes: Previous performance results for content marketing Previous content marketing strategies At least two stakeholders Resources to create and publish content

Your answer:

Question B2 Create a 1-year digital content strategy for your selected brand. To do so, first research the past performance of the brands content, its target audience, its competitors, and relevant content trends. Then use the insights from your research to inform the direction of your content strategy. This content strategy should make use of the brands website as well as other digital channels.


	IF YOU ARE USING YOUR OWN WORKPLACE As part of your research, make sure you consult with managers, clients, and/or other stakeholders. Use this consultation to identify any changes or improvements that are required to the brands existing content strategy. IF YOU ARE USING THE CASE STUDY Make sure your read and consider the feedback on Tiny House Empires content marketing outlined in the case study document (see section 2E. CURRENT CONTENT APPROACH) Also, note your content strategy must plan to make use of gated content.

Ensure your content strategy includes the following information:

Introduction outline the purpose of the strategy including:
- How content will contribute to achieving business and digital marketing goals
- The brands current content marketing performance and issues
- How it will address any required changes to the existing content strategy
Current content marketing trends describe content trends that inspire or inform your strategy. Make use of social listening and other tools to research these trends.
Competitor content analysis detail an analysis for at least two competitors
Goals - outline at least two goals for your content marketing strategy
Key Performance Indicators (KPIs) detail at least two KPIs for your strategy
Audience personas describe at least two audience personas
Platforms and channels - explain how a variety of different platforms and channels will be strategically used
Content type and topics - describe different content types and topics to be used across various platforms and channels


	CONTENT STRATEGY TEMPLATE You may use the content strategy template provided in the appendix to create your strategy. Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above. You may: Write your content strategy directly into the space below, or Write your strategy in another document and attach it below

(500-1,000 words) Your answer:

Question B3 Now youve created your content strategy, you need to share it with others and discuss plans for implementing it. Set up a meeting with at least one stakeholder.


	IF YOU ARE USING THE CASE STUDY You are to role play being the Content Strategist at Fire Communications. You are to meet with the Marketing Manager at Tiny House Empires. This position can be role played by your trainer, friend, family member or another student in your unit. IF YOU ARE USING YOUR OWN WORKPLACE You must meet with someone who is in a good position to provide you with feedback. For example, you may choose to meet with the Head of Content, a Marketing Director, or another marketing professional in your team.

Use the meeting to:

Provide a brief overview of your content strategy and seek feedback on it
Discuss key actions needed to implement the content strategy, agreeing on:
- Timelines
- Roles and responsibilities
Discuss what strategies will be used to monitor the implementation of the content strategy

After your meeting, record notes of what was discussed. Also, explain how you will update your content strategy to reflect the feedback received. (75-150 words) Your answer:

Question B4 You now need to create a content strategy action plan. Ensure your plan considers feedback received in the previous question (Question B3) and outlines:

Actions
Roles and responsibilities
Timelines and content schedules
Content Management Systems to be used
Monitoring strategies


	ACTION PLAN TEMPLATE You may use the action plan template provided in the appendix to create your plan. Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above. You may: Write your action plan directly into the space below, or Write your action plan in another document and attach it below

(250-500 words) Your answer:

4. TASK C DEVELOP AND PUBLISH CONTENT 4A. INSTRUCTIONS Task C follows on from Task B. In this task, you are to develop digital marketing content.


	IF YOU ARE USING THE CASE STUDY The Tiny House Empires team is impressed by the gated content you have included in your content strategy. You are to develop the written text for one piece of gated content, plus two additional forms of content that can be used to promote it. You will then need to brief creative teams on creating visual designs to support this content. You will also need to review your content for accuracy and legal compliance.

4B. QUESTIONS Question C1 You now need to prepare copy (text) for three pieces of content outlined in your strategy and action plan. Ensure the copy you create:

Uses appropriate language, style, and tone for the target market
Is aligned with the brand
Is accurate, current, and relevant

Write your copy below in the spaces provided.


	IF YOU ARE USING THE CASE STUDY You are to develop the written text for one piece of gated content, plus two additional forms of content that can be used to promote it. The gated content should be 400-800 words in length. You may select a content form of your choice. For example, you may envision the finished gated content piece to be an infographic or a report that is a downloadable PDF. Similarly, the two additional pieces of content may be social media advertising or blog posts. IF YOU ARE USING YOUR OWN WORKPLACE The content you create must be aligned with the content strategy you produced in Task B.

(200-1,400 words) Your answer:

Content piece 1
Brief description of the content piece:
Copy:

Content piece 2
Brief description of the content piece:
Copy:

Content piece 3
Brief description of the content piece:
Copy:

Question C2 Now you have prepared the written content, you need to brief others, such as designers, on what creative needs to be produced to support this content. Develop a creative brief that outlines:

Background and objectives
Target audience
Key messages and supporting information
Deliverables
Timeframes


	CREATIVE BRIEF TEMPLATE You may use the creative brief template provided in the appendix to create your brief. Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above. You may: Write your creative brief directly into the space below, or Write your creative brief in another document and attach it below

(250-500 words) Your answer:

Question C3 Explain how the content you produced supports the brands goals and content strategy. (100-200 words) Your answer:

Question C4 Explain two or more legal and regulatory requirements the brands digital content needs to comply with. (100-200 words) Your answer:

Question C5 Explain how you will implement these three pieces of content on the appropriate channels. Ensure you describe how you will do this according to a content schedule. (100-200 words) Your answer:

5. TASK D REVIEW CONTENT PERFORMANCE 5A. INSTRUCTIONS Task D follows on from Task C. In this task, you are to review and analyse a brands content marketing performance.


	IF YOU ARE USING THE CASE STUDY Impressed by the content strategy and content you have produced for Tiny House Empires, your manager at Fire Communications has asked you to provide input into the content approach for T & J Builders. Specifically, they have asked you to review and analyse the performance of T & Js content over the past 6 months. Then present recommendations for improvements. Before starting Task D, ensure you have read the case study. IF YOU ARE USING YOUR OWN WORKPLACE You must review the performance of at least two pieces of content over a period of at least two weeks. If you have developed and implemented content outlined in Task C, you may use this for Task D. You must also have access to: Business goals, marketing goals and KPIs that you can use to assess content performance Details of planned and actual expenses relating to creating content The brands content marketing strategy

5B. QUESTIONS Question D1 Evaluate the performance of the brands content marketing. Ensure you compare performance against:

Business and marketing goals
Key Performance Indicators (KPIs)


	IF YOU ARE USING YOUR OWN WORKPLACE Describe what content you will be analysing in Task D. Where possible, provide links to or copies of this content. Also, provide screenshots or copies of the data and analytics you will use to analyse performance.

(100-200 words) Your answer:

Question D2 Review the cost of the content marketing. Assess the actual costs against the budget allocated and identify any variances. Outline what variances occurred and describe the reasons for these variances.


	IF YOU ARE USING THE CASE STUDY You are to review the cost of T & J Builders content marketing over the past 6 months. Ensure you review the costs of the following items: Written copy for blog articles 2 articles per month, each 700-900 words Design of images to support blog articles Design of creative to support the promotion of blog articles on social media and in email campaigns Video production filming and editing of videos, with 3 videos produced per quarter Promotion of blog posts, for example through Facebook advertising IF YOU ARE USING YOUR OWN WORKPLACE You must compare the planned and actual costs for at least two items.

Answer using the tables provided below, adding additional rows as needed. (50-150 words) Your answer:

Item	Planned budget	Actual cost	Variance

Description of variance

Question D3 Provide at least three recommendations for how the brands content marketing can be improved. Then explain how you would adjust the brands content strategy to include these recommendations.


	IF YOU ARE USING THE CASE STUDY Provide recommendations for how T & J Builders content marketing can be improved over the next three months. IF YOU ARE USING YOUR OWN WORKPLACE Provide recommendations for how the brands content marketing can be improved in a period no shorter than four weeks and no longer than six months.

(150-300 words) Your answer:

Question D4 Now you have analysed the brands content marketing and developed recommendations, you need to share your insights with others. Set up a meeting with at least two stakeholders.


	IF YOU ARE USING THE CASE STUDY You are to meet with: A Marketing Manager at T & J Builders A Content Producer at Fire Communications These positions can be role played by your trainer, friends, family members or other students in your unit. IF YOU ARE USING YOUR OWN WORKPLACE You must meet with at least one stakeholder who is knowledgeable of content marketing. For example, you may choose to meet with a Head of Content, Marketing Directors, or another marketing professionals in your team.

Use the meeting to:

Describe the brands content marketing performance, including any achievements that have been made
Present your recommendations for improvement
Seek feedback on your proposed changes to the brands content strategy


	YOUR MEETING WILL BE OBSERVED Your trainer will assess your meeting against the observation checklist provided in the marking guide document. Your trainer will be looking for your ability to: Explain content marketing performance and make recommendations for improvement Engage stakeholders and seek their feedback Use appropriate verbal and non-verbal communication Lead the meeting You may arrange time for your trainer to observe your meeting in real-time either virtually or in person. Alternatively, you may record your meeting and provide a link to it. For example, you may upload your recording to YouTube as an unlisted video or provide a link to a Google Drive folder. If you are sharing a link, ensure you test your link to make sure it is working correctly.

After your meeting, record notes of what was discussed, including the feedback you received. (75-150 words) Your answer:

6. ASSESSMENT SUBMISSION 6A. INSTRUCTIONS Once you have completed Tasks A-D, you may submit your assessment. Ensure you do this by the provided due date. Before submitting, use the checklist below to make sure you have completed all questions and provided all relevant evidence. 6B. CHECKLIST

STUDENT SELF-CHECKLIST
Instructions: Place a tick ? in the Yes (Y) column for each component you have completed.
Have you	Related assessment question(s)	Y ?
Answered all knowledge questions?	Task A, Questions A1 A8	?
Answered all practical questions?	Task B, Questions B1 B4
Task C, Questions C1 C5
Task D, Questions D1 D4
Attached your content strategy (if you created this as a separate document)?	Task B, Question B2
Attached your action plan (if you created this as a separate document)?	Task B, Question B4
Attached your creative brief (if you created this as a separate document)?	Task C, Question C2
Provided a working link to a recording of your meeting (if your trainer did not observe your meeting virtually or in person)?	Task D, Question D4

7. APPENDIX 7A. CONTENT STRATEGY TEMPLATE Instructions: Use the template to detail your content strategy:

Replace the parts highlighted in yellow with appropriate information for example, if you were creating a content strategy for Bunnings, you would replace name of brand with Bunnings
Further instructions on information to be included in various sections are provided below

CONTENT STRATEGY: NAME OF BRAND DATE 1. Introduction Instructions: Outline the purpose of the strategy, explaining how it will:

Contribute to achieving business and digital marketing goals
Build upon content marketing performance to date
Address any required changes to existing or former content strategies

2. Content marketing trends Instructions: Describe at least two current content marketing trends, as informed by social listening and other research. 3. Competitor content analysis Instructions: Detail a competitor content analysis for at least two competitors. 4. Goals Instructions: Describe two or more goals for the content strategy. 5. Key Performance Indicators (KPIs) Instructions: Outline two or more Key Performance Indicators (KPIs) for the content strategy. Ensure the KPIs are SMART Specific, Measurable, Achievable, Relevant and Timebound. 6. Audience personas Instructions: Outline at least two audience personas. Ensure you describe their demographics, interests, and other characteristics. 7. Platforms, channels, and topics Instructions: Explain how a variety of different platforms and channels will be strategically used. Also, identify different content types and topics to be used across various platforms and channels.

7B. CONTENT ACTION PLAN TEMPLATE Instructions: Use the template to detail your content strategy:

Replace the parts highlighted in yellow with appropriate information for example, if you were creating a content strategy for Bunnings, you would replace name of the brand with Bunnings
Further instructions on information to be included in various sections are provided below

CONTENT STRATEGY ACTION PLAN: NAME OF THE BRAND DATE 1. Actions Instructions: Describe the actions needed to implement your content strategy. 2. Roles and responsibilities Instructions: In the table below, describe the roles and responsibilities required for implementing the content strategy. You may add and/or delete rows as needed.

Role	Responsibilities

3. Content schedule Instructions: Detail content schedules and their timeframes. 4. Content Management Systems Instructions: Describe any Content Management Systems that will be used. 5. Monitoring strategies Instructions: Describe two or more monitoring strategies that will be used to ensure content is produced on time and performs as required.

7C. CREATIVE BRIEF TEMPLATE Instructions: Use the template to detail your content strategy:

Replace the parts highlighted in yellow with appropriate information for example, if you were creating a content strategy for Bunnings, you would replace name of the brand with Bunnings
Further instructions on information to be included in various sections are provided below

CREATIVE BRIEF: NAME OF THE BRAND DATE 1. Background and objectives Instructions: Describe the purpose of the content to be created and its objectives. 2. Target audience Instructions: Describe characteristics of the target audience for the content. 3. Key messages Instructions: Outline the key messages to be communicated. 4. Supporting information Instructions: Describe information that supports the key messages. 5. Deliverables Instructions: Detail the deliverables to be created. 6. Timeframes Instructions: Outline deadlines and other timeframes for creating the content.

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