Content Marketing Strategy Creation

Content Marketing Strategy Creation

According to Taplin (2014), the fitness apparel industry is one of the industries with intense competition from major brands such as Nike. The content in our content marketing strategy will be created to increase awareness of our products among new and existing customers. The content will be created by formulating blog posts and adding images that depict the different fitness apparel. The blog post will include information about the various apparel in our product catalog, how they are different from other sellers’ offerings, and the value proposition the apparel provides to customers. The main value proposition points that will be discussed in the blog post will be glam, comfort, confidence, appeal, and affordability. The blog post will also provide information on the apparel prices and any offers available for new and existing customers. In creating the blog post, there are various factors that will be considered. The first factor is the marketing goals, which are communicating the attributes of our products to potential customers, comparing our products with other similar products in the market, and communicating our product’s value proposition to customers. The second factor is our mission statement. The statement will consider the target audience, which is middle-class men and women looking for fitness apparel.

One of the key performance indicators for our blog posts is to hit a 50% increase in our revenue within two months. We will achieve this by ensuring that the content covered in the posts provides as much relevant information as possible. We will also use images to display various fitness apparel in our catalog. The images will include images of some of our employees wearing the fitness apparel and customers who willingly send images of themselves wearing our apparel. Customers will be encouraged to send photos of themselves wearing our fitness apparel by being given rewards such as discounts and coupons. The second key performance indicator will be an increase in the number of new email subscribers. We will also monitor the number of links sent to email since we already have an option for clicking to send a link on email to recommend our special offers to a friend. We will also create blog posts by collecting demographic data to have a better understanding of our customers. The demographic data will include gender, age, income, and education. The age bracket that we intend to target is middle-class men and women aged between 25 to 40 years. The education level will include college graduates with a basic understanding of fitness. The income level that will be considered is middle-class individuals.

The content in the blog posts and the images posted to display our products will be managed by regularly refreshing our site to ensure that the relevant images are clear and appear at the top of the page where customers see them first to catch their attention so that they read the content in the blog. The images and content in the blog posts will also be updated every two weeks to include recent pictures and add information based on the changes in business strategy and offers. For instance, information about the 10% discount for every product purchased before the 1^st of August will be removed when the date passes. Updates will also include information on price changes and the introduction of new products.

References

Taplin, I. M. (2014). Global commodity chains and fast fashion: How the apparel industry continues to re-invent itself. Competition & Change, 18(3), 246-264. https://doi.org/10.1179/

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Content Marketing Strategy Creation

The purpose of this assignment is to identify and analyze a content strategy.

Content Marketing Strategy Creation

Reference Chapter 2 of the “Welcome to the Beginner’s Guide to Content Marketing” topic material, including the “Content Strategy Template” that appears within the chapter, to complete this assignment.

Create a content strategy for the Lopes Active Apparel Co. referenced in previous topic assignments. In 500-750 words, explain how and why the content will be created, managed, archived or updated. Include descriptions of the types of content included in the strategy (i.e., landing pages, blog posts, videos, images).