Imagine you’re a content marketer tasked with providing insights about how a local business can expand and/or pivot their current content efforts to reach a national audience.
Choose a local business from one of the categories below. It should have a website and social channels. When selecting the business, remember that it should have the ability to scale nationally. For example, it could have an existing or potential ecommerce store or a scalable service. Here are a few categories to choose from:
Bookstore
Herbal Remedy Shop
Clothing Boutique
Write:
A half-page executive summary that briefly summarizes:
The business model
What you are aiming to accomplish.
The current state of the business’s content.
What needs to change and how will you make that happen.
Write:
Goals and objectives of the content campaign
Write:
Content gaps and opportunities
Identify two competitors (using tools like similarsites.com and the Google search operator “related:”—e.g., “related:zappos.com”).
Perform a content gap analysis using the Keyword & Content Gap Analysis Tool. Include a screenshot of the spreadsheet that the tool generates.
Insights & observations.
Content ideation
Ideate content topics for your client using some or all of the tools we explored in Lesson 2 of this unit:
Google Autocomplete
Google Results
Google Trends (related searches)
YouTube
List at least two keyword phrases that you suggest your client incorporates, as well as two corresponding, SEO-friendly headlines and the medium and format you propose using. For example:
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