Project template

Diploma of Social Media Marketing

SMMBCM501A Plan, Implement and Manage Blog and

Content Marketing

Assessment 1
 Assessment Task 1 CONTENTS:

CONTENT MARKETING
STAGE 1. Research & Business Overview
1.1 Business Overview
1.2 Marketing Opportunities

STRATEGY &
1.3 Content Audit
1.4 SEO Audit
1.5 Content Constraints

IMPLEMENTATION 1.6 Blog & Content Marketing Trends

STAGE 2. Content Marketing Strategy

2.1 Brainstorm Content Topics
2.2 Blog & Content Marketing Strategy
TALK & PLAY MUSIC 2.3 Legal & Ethical Requirements

VINICIUS TAVEIRA COTA

01/APRIL/2019

2
1.1 BUSINESS OVERVIEW
Provide an overview of your chosen organisation by answering the questions below:

1. What is the name of the organisation?

Talk & Play Music is a media TV Producer which works online using the main Mainstream network as
Facebook, Instagram and YouTube.

2. What products and/or services does the organisation offer?

Entertainment and and information.

3. Who are the organisation’s target customers?

- Companies interested in buying our media ad spaces as our stories, posts or lives (Sponsors)
- Online audience i.e. those who are interested in music.

4. What are the main sales channels? Online, wholesale, retail, telesales, etc.
Our sales channels are Online.

5. Where is the organisation located? What geographies does the organisation operate in?
Talk & Play Music works online and its video production studio is located in Sydney.

© SOCIAL MEDIA COLLEGE

1.2 MARKETING OPPORTUNITIES
Digital & Social Media
Marketing Objectives
Qualitative marketing
objective(s):
- Brand awareness – a
customer’s familiarity with
the organization’s
products/services
Quantitative marketing
objective(s):
- Convert 10% of sales leads
into 1,000 subscribers at an
average price of $1,000 per
year
SWOT Analysis
Strengths:
• Business model strength
Weaknesses:
• Limited capital, resources
Opportunities:
• New Sales Channels
Threats:
• Political influences
© SOCIAL MEDIA COLLEGE
Blog & Content Marketing
Opportunities
• Improved brand awareness:
Content marketing is a great
way for an organization to
increase visibility of its brand
and/or products, particularly if
the content solves problems
faced by the organization’s
target audience
• Increased social media
followers: If content is shared
repeatedly on social media,
then more people will
consume the content
1.3 CONTENT AUDIT
Organisation Name:

Engagement Quality
Content score score
Blog URL Content title / topic
format(s) (1=low, (1=low,
5=high) 5=high)
https://www.youtube.c
The Three Unseen
om/watch?time_contin
ue=11&v=NeikF24UzUA Laws of SEO Video 4 4

https://www.youtube.c
The Power of No –
om/watch?v=uLgUg5QZ
19o The Best Sales Tactic Video 3 5

How Books Can

https://www.youtube.c
Make You More
om/watch?v=MNyZqibq
qmQ Money Even If You Video 3 5
Don't Read Them
© SOCIAL MEDIA COLLEGE
1.4 SEO AUDIT
SEO (Search Engine Optimisation) is how well
Website URL: https://mtv.com your website uses targeted keywords within
the copy and the links on the site to give
authenticity and credibility to the site and, in
Top Organic Search turn, show that the site has value to Google in
Position terms of these keywords so it will rank it higher
Keywords Volume
when these keywords are searched(e.g. ‘live
online music’ maybe a keyword stream you’d
want people to organically use to search your
mtv 368,000 1->1 business, there could be many others, but
these keywords then need to appear within
your site’s content, within links and pages, so
when Google scans your site for keywords it
sees these are used multiple times and rank
Teen mom 246,000 1->1 you higher so you are able to be seen in the
search results more easily, obviously you’d aim
to be on page one for the keywords you are
targeting within your site. So by doing an SEO
audit of your business (or a competitor’s
music 1,830,000 5->6 business) you can see where keywords are
ranking and base or improve your SEO and the
keywords you use around this and the content
you create.
© SOCIAL MEDIA COLLEGE
1.5 CONTENT CONSTRAINTS
Constraint category
When to avoid posting content
Content to avoid posting
Where to avoid posting content
Who to avoid targeting
© SOCIAL MEDIA COLLEGE
Content constraints for your organisation
Example: if a natural disaster occurs and
individuals are posting condolences on social
media, a humorous Facebook post from your
organisation would not be appropriate and would
disrupt the mood of the audience. This is likely to
cause damage to your brand.
Ensure that the content you create does not have
the potential to offend people. People may share
it on social media to criticise the brand.
Consider the placement of the content and
whether it is appropriate. For example, it would
be inappropriate for a car rental service to post
content along a news story involving a road
accident.
Anyone that can be offended with the content.
1.6 BLOG & CONTENT MARKETING TRENDS

Global Trend #1 Global Trend #2

Description Authenticity Content personalization

Consumers evaluate authenticity

when deciding whether to trust a
Personalization enhances customer
Reason for trend brand with their business, but also
relationships.
that 91% of them are willing to
reward a brand for authenticity.
The undertone of honesty and
Increasing content relevance,
authenticity can attract the types of
providing the information you need,
Positive and/or clients with whom you’ll actually want
creating public trust, less possibility of
negative impacts to work and can make you content
wrong content, attracting a new
marketing initiatives far more
audience.
successful.
Communicate openly and honestly Develop and deliver personalized
with customers, establish, share and content is to reach out to your
Application to your stick with your values, have a relevant customers, and engage them in a
strategy
and engaging story to tell. discussion regarding their recent
© SOCIAL MEDIA COLLEGE
experiences with your brand.
2.1 BRAINSTORM CONTENT TOPICS
Content strategy
Marketing selected
Buyer stage Content format Content topics
objectives
(format + topic)

Make your Reasons why Blog articles on

• Blog articles
Awareness audience aware of people become famous artists
your brand famous career trajectory

Video on how to
Position brand as How to record a record and
Consideration an expert in its • Videos high quality music produce a
industry album professional music
album

Customers
Video on how
testimonials
Convert into sales customers set up
showing how to
Decision leads and/or • Videos their low cost
set up a low cost
paying customers music home
music home
studio
studio
© SOCIAL MEDIA COLLEGE
2.2 BLOG AND CONTENT STRATEGY
Content Social media
Campaign
strategy Target network(s) &
Buyer stage dates / Frequency
(format + keywords other digital
Always-on?
topic) channels

Blog articles on
famous artists ‘How to Blogger,
Start: 10/April
Awareness career become a Once a week Facebook,
End: 25/May
trajectory famous artist’ Website

Video on how
to record and ‘How to record YouTube,
produce a and produce a Facebook,
Consideration Always-on Twice a month
professional professional Instagram,
music album music album’ Website

Video on how
customers set ‘How to set up
YouTube,
up their low a low cost Start: 05/May
Decision Once a week Facebook,
cost music music home End: 06/June
Website
home studio studio’
© SOCIAL MEDIA COLLEGE
2.3 LEGAL REQUIREMENTS & ETHICAL CONSTRAINTS

Legal requirements Ethical constraints

• Copyright provides creators with • Avoid content which may be

an incentive to create new works, perceived as Sexist, Racist, Ageist,
Content marketing
and serves as a legal framework Homophobic, Crude or Offensive
for the control of their creations to minority groups

• When utilizing paid social media

• Prevent the marketing materials
networks for organic marketing or
Paid social media or communications offending
paid advertising formats, it is
advertising people
important to abide by each
network’s policies

© SOCIAL MEDIA COLLEGE