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Module 2 Challenge: Think Big!

Background

In this unit, you have learned about the importance of content strategy in digital marketing. Content plays a vital role in cultivating relationships with customers and achieving success in today’s competitive marketplace. As businesses aim to scale nationally and globally, it is crucial to focus on an expanded content plan. In this challenge, you will analyze a local business’s content and provide insights on how it can expand its efforts to reach a national audience.

Objectives:

The objectives of this challenge are to:

• • Conduct a comprehensive audit of a local business’s content marketing and identify gaps.
  • Identify relevant content opportunities that align with campaign objectives.
  • Utilize the tools and methods learned in this unit to analyze the client’s content and competitors’ content.
  • Generate content ideas using the tools and methods covered in this module.

Instructions:

Imagine yourself as a content marketer responsible for providing insights on how a local business can expand its content efforts to target a national audience. Choose a local business from the provided categories that has a website and social channels and has the potential to scale nationally. Alternatively, you can use your own business with permission from your instructor, as long as it matches the parameters outlined.

Create a Google slide deck to present your findings to the company. The presentation should include the following elements:

1. 1. Half-page executive summary:

• • • • Briefly summarize the business model and objectives.
      • Describe what you aim to accomplish with the content campaign.
      • Assess the current state of the business’s content.
      • Outline the necessary changes and how you plan to implement them.

1. 2. Goals and objectives of the content campaign:

• • • • Reference Lesson 2.1 slides to define clear, measurable, and realistic goals and objectives.

1. 3. Content audit:

• • • • List the local client’s current content, including owned content (blogs, tutorials, white papers, newsletters) and non-owned content (social channels).
      • Include screenshot examples to illustrate the content.

1. 4. Content gaps and opportunities:

• • • • Identify two competitors using tools like similarsites.com and the Google search operator “related:”.
      • Perform a content gap analysis using the Keyword & Content Gap Analysis Tool.
      • Include a screenshot of the generated spreadsheet.
      • Provide insights and observations.
      • Identify opportunities for new content, both owned and non-owned.

1. 5. Content ideation:

• • • • Reference Lesson 2.2 slides to ideate content topics for the client.
      • Use tools such as Google Autocomplete, Google Results, Google Trends (related searches), and YouTube.
      • List at least two keyword phrases with corresponding SEO-friendly headlines.
      • Propose the medium and format for each content idea.

Required Deliverables:

Create a Google slide presentation that includes:

• • A concise executive summary.
  • Clear and measurable content goals and objectives aligned with the business’s overall objectives.
  • A content audit listing the company’s owned and non-owned content platforms, with screenshot examples.
  • A content gap analysis identifying opportunities for new content.
  • Thoroughly explained insights and observations about the company’s current content and gaps.
  • Two new content ideas with keywords and search-optimized headlines that support campaign objectives.

Bonus:

If desired, create organic social media copy and post mockups for each channel the business uses.

• • Pay attention to format and character limits.
  • Use the content ideation tools or generate new ideas.
  • Include appropriate images if applicable.

Submit the completed Google slide presentation and any additional bonus materials.