How to prepare a good junior content project for gateway is a guideline created for both apprentices in digital marketing and content production, the aim is to encourage you to prepare project reports that reflects your skills, knowledge, behaviours and above your professionalism in project management. The junior content project below is full of details to support with the creation of a solid project. By now you should realise that just posting anything on social media is not a valid and fruitful strategy, for your organisation must sell yes! But if you just want to on social media you have to have a plan and ensure that you have something to give, and interact with an audience.
How to prepare a good junior content project for gateway
Always start your project with:
- Brief introduction about yourself and your roles within your organisation
- Or a clear introduction to your organisation, CSR, values, aims, goals 2020, teams and your roles within your team
- Or an introduction to the project you are presenting (with a project brief)
Step 1 should be about the Content Audit
Audit your content, actually you should be able to provide your team with a full content analysis with clear informative data on what’s working and what needs updates, changes or riddance. This content audit should also include some metrics which you will then use to set your KPIs
Step 2 Should be about researching Content and Visual trends (trend Analysis)
You should be able to advise your team on what is in trends and what is no more actual. This should give you a clear indication of where you are with your existing content.
When looking at content trends use good sources, but also look at design, animation and video editing trends if you intention is to distribute visuals, animations, interactive and video content.
Your trend analysis should also include some section dedicated to technology and tools, so have a look at new digital marketing tools, and multimedia content development software.
Apart from trend analysis it is very important for you to understand that you are not the only business doing what you do. You should be able to start keyword research based on your products, services, trade, sector and existing content this should help you analysis content and create targeted content.
A Few Keywords search tools you could use to investigate:
Step 3 Competition Audit
You should be able to look at least at 2 competitors and compare how they rank on social media and Google, this should help you. Understanding your competition is helping with your positioning.
What you should do:
- Research and evaluate their content looking at what type of content they share
- Make a competitive content comparative study
- Make you evaluate all their content types (videos, white papers, journals)
- When considering the content they share, you should also analysis their website use the Nibbler Website Analysis Tool
Step 4 Content Project should include a section about audience
Your target audience is also very important your will need to have clear picture of who your audience is (literary), what they want, what they like, what is their specific need.
Cluster target audience into useful segments, you need to approach different consumer groups with different content based on priorities and needs.
Remember to create personas with psychographic, demographics, behavioral, attitudes to your brand, products and services and your competitors.
For B2B segmentation ensure you catagorise your segmentation by;
- Business size
- Decision makers (Title)
Step 5 Discuss your company’s Content Strategy
Your content strategy should help set some vision (make the customer’s journey more enjoyable, informative) and set specific goals such as lead generation, brand awareness, customer retention etc… Benchmark and KPIs are necessary in your strategy, remember your goals must be:
- Social Media
- Print Media
- Broadcast Media
You need to be specific about the content your are going to create and the goal of each content. Along with the goals you should be able to explain when, where, who, why:
- Newsletters (be specific on the goals of newsletters, timing, tools)
- Landing page what specific goal the landing page will have
- White papers be specific about the content and the problem this content is solving, or the information that is share and its value to your audience
- Interactive content be specific on what solutions interactive app (online or offline) will solve
- Blogs – With blogs you will have to make the strategic decision of keeping it on your main website or create a sub-domain and purchasing a domain name specifically for this blog
- Infographics, visuals and photography