Content Strategy Approach for Company's Blog

Spearheading content creation for a small media company

522561.png

My Role

Writer

2956623.png

Process

 

Empathize User research 

Competitive analysis 

 

2963833.png

Tools

Google suite dropbox

4147093.png

Duration

3 months

Strategy

Brain storm phase 

Brand voice development

 

Development

Persona building

 

Launch

Publishing content weekly

Verifying

Examining analylitics

The Challenge

​​

Building a blog from scratch was the biggest challenge with this project. Overcoming that involved a lot of market research and developing an understanding of the audience's needs and goals. 

The Goals

​​

The primary goal of this challenge was to craft content that would educate, inform and, when possible, entertain.  In order to do this well I needed do research to understand the blogging expectations and the audience. 

The secondary goal was to improve the organic traffic for the site

The Outcomes

​​

Two defined content categories that are tailored for the diverse audience needs. 

The Audience

​​

Every client that used BAMMFilm's services has a similar goal of turning an idea into some form of media. What made them different was their purpose with the media. 

Fundraising

Allura Standing.png

Needs: Media that tells a story about why they deserve financial support

Real Estate

Group 18.png

Needs: Media that tells a story about the house and surrounding areas

Wedding 

Allura Avatar.png

Needs: Media that tells the story of one of their most important life events and something to look back on

Commercial/Promo

Allura Standing-1.png

Needs: Media that tells a story about a product that will improve the customer's life in a specific way

Competitive Analysis

My first step in understanding the scope of this endeavor was researching. I focused the majority of my investigation with  bay area media companies to get an understanding of expectations that would be involved, for me as the content creator and for future readers

Screen Shot 2021-09-29 at 6.44.54 PM (2).png

Bayside Entertainment

Screen Shot 2021-09-29 at 6.44.17 PM (2).png

StudioB

Screen Shot 2021-09-29 at 6.54.46 PM (2).png

Corduroymedia

Screen Shot 2021-09-29 at 6.45.40 PM (2).png

Buzzmasters

Each company provided good insight into the scope and expectations before me. Buzzmasters was the one that stood out, with higher quality content that answered questions most in line with our customer base, both future and present. 

After going through an initial brainstorming phase of "no bad ideas" that, not surprisingly, had a plethora of terrible ideas. 

After weeding out the ideas that didn't meet the criteria of helping the user, I broke the content strategy into two categories. 

  1. As mentioned before, content that was inspired by the common questions from clients. These pieces were called BammFilmSchool Example here. 

  2. The intent behind the other type of content was for the long term SEO game plan and to have some good content for social media sharing, especially for Linkedin. These piece were labeled Industry Insights. Example Here.

Brand Voice Breakdown

Tone

  • Disarming

  • Supportive

  • A little snarky

Frame 106.png

Character

  • Friendly 

  • Lighthearted

  • Authoritative 

Language

  • Honest 

  • Charming 

Purpose

  • Educational

  • Informative 

Conclusion

In addition to generating blog content, blurbs and data from these articles were reused in social media campaigns and the company newsletter. 

The blog is ultimately a stop-gap for the business, the more effective organic marketing tool being a Vlog or at the very least short video content distributed on the appropriate platforms. A review of budgeting showed that that wasn't in the cards, so the blog will be test run of content to help determine what will be the best for video form content. 

Also, at this time, the blog doesn't have any impact to measure since the SEO goals have a minimum timeline of 6 months.