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www.laurea.fiwww.laurea.fi
Content marketing
Learning project

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www.laurea.fiwww.laurea.fi
What is the learning project about?
You will analyse the online presence of a selected
case company. On basis of your analysis you will
elaborate a development proposal of a content
strategy for this company (classification of
themes and topics, channels and profiles to be
used)
Content strategy is the planning and development
of how the company intends to attract and
engage with the chosen audience via content.
1.10.2015Author 2

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www.laurea.fiwww.laurea.fi
Three Steps
1. Background work
2. Analysis: online presence, context, target
group needs
3. Proposal for online channels and content
Outputs of each step will be elaborated in just
one document
- You can use a platform of your own choice (e.g.
Google docs)
- More detailed instructions for each steps are to
be found in the Tasks page
1.10.2015Author 3

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www.laurea.fiwww.laurea.fi
Step 1: Background work
Identification and presentation of the company to be
analysed
Criteria for selecting the company :
The company must be using web pages + 3 more social
media channels (e.g. Facebook, Instageram, Twitter,
etc.)
The company does not have to be located in Finland.
Output/ Step 1:
- Presentation of the company and its’ market sceneto
be analysed
- Analysis of sectorial trends
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www.laurea.fiwww.laurea.fi
Step 2: Analysis: online presence,
context and target group needs
2.1 Analysis of the online presence of the case company
- Channels, content, discussions, themes
- How does the company serve its’ clients in social media
- Where and in what context is the company or its’
products being commented?
- Around what topics is the company seen online?
Any other information of the company in the net (pages
it appears or is linked to)
1.10.2015Author 5

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www.laurea.fiwww.laurea.fi
2.2 Analysis of the context and competitors
Gathering and analysis of the content
Who are online in this context
In what platforms is the content being consumed
Is the content facilitating interaction?
What other platforms do the visitors of the company’s
platform visit?
Compare the online visibility of the case company
with other companies /competitors in the same field
- Differences in the content, channels used, target
groups
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2.3 Target group analysis
What is the perceived target group of the company?
Who should the company target on basis of your
analysis, have they missed a potential target group?
What kind of information is the target group looking
for? Where do they spend time online? How do they
access the web?
2.3 Output /Step 2:
The report so far +
Analysis of online presence
Analysis of context and competitors
Target group analysis

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3.1 Online content
Are there specific topics where the company could
excel? (Figure out what isnt’t there and then figure out how to get it there)
What if the present content was gone – would anyone
miss it?
Entertaining/informative/educative content or all three?
What would the company want them to do?
What would be the key words?
What content does the company already have?
Step 3:Proposal for content strategy

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3.2: Online channels
- Choose the online channels and define their roles
Which channels? New channesl? Giving up channels that
do not function well?
What kind of interaction should the company look for in
the each platform?
Profiles of different platforms, target groups, editorial
calendar
Step 3:Proposal for content strategy:

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Hub and Spoke Model
Owned
content
(website
or blog
Google+
YouTube
Pinterest
Facebook
Linkedin
twitter
(Pulizzi, Epic content
marketing)
The hub becomes
the center of the
content marketing
universe and the
spokes are places
to syndicate your
content

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TARGET
GROUP
Experts
Youn
consumers
OBJECTIVE
Successful
recruitment
Increasing
visibility
CHANNEL
LinkedIn
Facebook
THEME
Interesting
and dynamic
working
environment
Career
possibilities in
the future
FREQUENCY
OF UPDATES
Once a week
Once a day
(Vapa Media, 2012)
Editorial calendar for establishing what content to create, when, in what format
and which content channel

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3.1: Measurable objectives and indicators
What kind of functional and measurable objectives could
the company set?
What are the key performance indicators (KPIs) the
company may want to achieve through the proposed
content strategy?
Step 3: Proposal for content strategy:

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The report so far + proposal for the content
strategy:
Topics
Channels
Objectives
Editorial calendar
Key performance indicators
Conclusions
2.3 Output /Step 3:

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Measurable objectives, example
(Hakola, Hiila, 2012)
Content bringing
visitors to our web
page
Content attracts target
group x to our web pages –
sales in this target group
+10%
Content strenghening
our profile &visibility
Content will raise our
profile & amount of
contacts +25%
Content spreading our
message
Content spreading info on
our new product group >
sales +20%

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Introduction
Content
marketing
Building
organization
al webpages
Web page
analytics, SEO
and SEM
Task : webanalytics of a case company
Task : SEO and SEM for a case company
Chapters
-Identification & presentation of the company
to be analysed
- Analysis of sectorial trends
Web page analysis and development
- User profiles
- Page architecture
- Proposal for content
Proposal for content strategy
Target group needs analysis
Project
of the company
of competitors
What is being
discussed
online?
Conclusions, recommendations
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How to become a
digital marketing
professional?
Task :Personal plan for professional development