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Content Strategy

Glossier

For a school project, my team chose the case study of Glossier to work with, which was a case study wherein Glossier was launching a new product in a new country. We decided to choose Milky Jelly Cleanser to be launched in Canada. Our group had to prepare a report outlining how our content marketing strategy fell within the content lifecycle, stage by stage (Strategize & Ideate -> Plan -> Design & Create -> Publish & Distribute -> Evaluate & Maintain).

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#Important components of the report included:

  • Business and Marketing goals

  • Metrics and KPIs on how to measure content effectiveness

  • User Persona

  • Content Map

  • Workflows

  • Content Calendar

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Elysium

Elysium is a new company in the Influencer Tourism industry. As a group assignment, my classmates and I needed to evaluate the market and develop a content strategy that would help achieve the client’s business goals. Moreover, everyone needed to present to the client the findings as well as outline recommendations that could be leveraged in order for Elysium to reach their identified goals.

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#Our work included:

  • User Persona & Customer Journey Map

  • Content Audit and Analysis

  • Metrics and KPIs on how to measure content effectivenes

  • Strategy and Approach

  • Content Recommendations and Examples

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Amintro

Amintro offers a free online community and resource for people over 50 to connect with others and enjoy their lives. Charlene Nadalin-the founder-shared with us her values and goals that she wanted to achieve. Based on her brief, I wrote a report about my audit findings and recommendations for her current content.

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#Important Elements of the report:​

  • User Persona

  • Content Audit and Analysis

  • Strategic Ideas

  • Recommendations

  • Future considerations

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Concrete

For my school project, I analyzed and evaluated the content on their website based on their business goals. Moreover, by comparing their competitors, I made some recommendations for their current content.

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#Audit elements included:

  • Content Quality

  • Content Effectiveness

  • Usability

  • Accessibility

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