Content Marketing Plan (Final)
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This document outlines a content marketing plan for a yoga studio called Reach Yoga. The plan aims to increase monthly students, build a following on social media through consistent posting, and encourage recurring payments through giveaways and events. Two buyer personas are identified as the target audience: "Namaste Nicole", a young professional looking for affordable classes, and "Fit Femi", a software engineer seeking yoga classes to complement weight training. The content plan details an editorial calendar, distribution through social media and email, and analytics to track goals.
Content Marketing Plan (Final)
- 1. 2021 Content Marketing Plan Presented by Name Job or division Title By: Savana Biren
- 2. Glossary Introduction Content Strategy Content Creation Content Creation Content Distribution Content Analysis Conclusion
- 3. Introduction - What is content marketing? “Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” - Content Marketing Institute Types of content include: blog posts, articles, videos, infographics, whitepapers, webinars, slideshows, images, website copy, product descriptions, ebooks, digital magazines, podcasts, research reports, case studies, and enewsletters.
- 4. Goals: 1. Increase the amount of monthly students 2. Post consistent content throughout the week 3. Build a following within the studio in order for clients to choose auto-pay and reoccurring monthly payments 4. Host monthly giveaways, competitions and events to spread awareness and build connectivity between staff and clients 5. Spread positive word of mouth *Content marketing is beneficial to my business goals because there are infinite online options for yoga, as well as many other studios in the surrounding area, and sharing content will build the foundation for customers to choose our studio.* *We will achieve this by publishing consistent content on Facebook, Instagram, Twitter and WordPress.* Content Marketing Goals:
- 5. Content Strategy Brand Storytelling Reach Yoga’s mission statement is: “Reach Yoga aims to inspire you to REACH your goals while finding your true potential both on and off the mat.” • Classes help to unlock your true potential by combining inspirational music, breath and movement in a heated environment. As your yoga practice progresses, you will be ready to advance in classes where the temperature and power-based movements increase. • Reach Yoga classes aim to focus on: Inspiration, Strength, Balance, Flexibility, Mobility, Alignment, Relaxation, and Rehabilitation. • The voice of the company is playful, empathetic and spiritual, focusing on making our customers become the best versions of themselves. We will incorporate this in our content by taking real-life pictures of what people can expect from the classes, live videos, introductions of staff members and informational blogs and tutorials.
- 6. Content Strategy – Competitors CorePower Yoga • 197,000 followers on Instagram • 180,000 likes on Facebook • 31,000 subscribers on YouTube with over 300 different online classes. Spirit Yoga Studios • 13,000 followers on Instagram • 3,000 likes on Facebook • 273 subscribers on YouTube Riffs Yoga Studios • 22,000 followers on Instagram • 16 likes on Facebook • 8 subscribers on Youtube
- 7. Reach Yoga Social Media Statistics Facebook Instagram • 2,400 likes on Facebook • 4,600 followers on Instagram Constantly creating and sharing new content that is meaningful to subscribers and creating a better online present will ultimately gain new customers and positive word of mouth. Reach Yoga lacks consistency in their content, so I will be creating a plan to execute consistency and more meaningful storytelling other than simply posting class schedules and quotes. Live videos of classes will show subscribers what they can expect. Short ads will be filmed and posted as well. We will be launching a YouTube channel and Twitter account as well.
- 8. Content Plan – Foundational Planning & Strategy Given that our age demographics range from 20-33, the content platforms we will be using are: • Facebook • With over 2 billion users ranging from ages 25-29, Facebook is one of the top platforms where our content will live. • Instagram • Instagram is another way our customers are able to connect and search for yoga studios. We will have ads and produce consistent content to increase new business. • YouTube • We will be launching a YouTube channel where instructors can introduce new yoga positions, themselves, and online classes catered to your needs. • Twitter • Tweeting updates of class schedules, upcoming reminders and positive affirmation are what our customers seek for in a yoga studio. • WordPress • Yogis like to feel connected to one another. Posting blog “How-To’s,” staff introductory and history lessons of yoga will allow our customers to feel part of our Reach Yoga family.
- 9. Buyer Persona #1 “Namaste Nicole” Background: • Works in sales with young professionals • Takes whatever job will support her lifestyle • Single, no kids Demographics: • Female • Ages 20-29 • $50,000 + commission • Lives in Pacific Beach, San Diego, CA Identifiers: • Upbeat, lively and young • Instagram, Facebook, Twitter, Texting Goals: • Trying to maintain a healthy lifestyle during the weeks and socializes during the weekends • Saving enough money to pay off her car and student loans, but also leaving enough to splurge on the weekends Challenges: • Money - between student loans, rent, and car payments • Time - between work and personal life, driving to a studio makes weekdays longer What We Can Do: • Offer a free 3-day pass and discounted first month unlimited classes • Offer unlimited access to our online classes with the purchase of discounted month fee
- 10. Buyer Persona #1 “Namaste Nicole” Real Quotes: • “It’s hard to find a reasonable cheap price for a membership, especially after the recent spikes of prices after COVID.” • “I work 9-5, sometimes longer, during the weeks. It’s hard to get myself motivated to go to a class after work.” Common Objectives: • “I’m worried I will spend a lot of money and never go to the class.” Marketing Message: • Flexible, Cost-efficient Yoga Membership Elevator Pitch: • “As a member of the Reach Yoga community, you will have the lowest price for your first month, with the option for $10 off if you choose auto-pay AND access to unlimited online classes for the days you choose to stay home.”
- 12. Buyer persona #2 “Fit Femi” Background: • Software Engineer • 2 years at the company, complacent with position • Single, no kids Demographics: • Male • 23-31 • $70,000 income • Bay Ho, San Diego, CA Identifiers: • Calm and dedicated to fitness journey and career • Email, Facebook, Instagram Goals: • Switch up workout programs • Gain more flexibility while still gaining muscle Challenges: • Doesn’t want 2 memberships • Doesn’t want to lose muscle mass if he is skipping the gym for yoga classes What We Can Do: • Provide a variety of different yoga classes tailored to specific fitness goals. • Emphasis on Yoga sculpt classes that start and end with restorative stretching and use weights. • Cheaper pay per visit drop-in if commitment through autopay for at least 2 months
- 13. Buyer persona #2 “Fit Femi” Real Quotes: • “I’m worried if I skip the gym I will lose muscle mass.” • “I don’t want to have two different memberships” Common Objectives: • Anyone can stretch at home or use weights at the gym. Marketing Message: • Sculpt, Stretch and Reset Elevator Pitch: • In between gym sessions your body needs to stretch and reset. Yoga sculpt allows you to let go and let your instructor work the muscles the gym can’t, followed by the stretch you never knew you needed.
- 15. Content Topics & Mapping – Keyword Research, Data, and Keyword Targets
- 16. Content Topics & Mapping – Keyword Research, Data, and Keyword Targets
- 17. Content Creation – Editorial Calendar Resources: Camera, yoga studio, Final Cut Pro, lighting
- 18. Content Distribution Distribution Channels • Increase the amount of monthly students • Channel – Social media and email • Build a following within the studio in order for clients to choose auto-pay and reoccurring monthly payments • Email • Host monthly giveaways, competitions and events to spread awareness and build connectivity between staff and clients • Social media and email • Spread positive word of mouth • Social media • We will use Hootsuite as a means to make sure consistent content is being produced and scheduled. Platforms • Buyer persona 1 (age 20-29) I will be using Facebook, Twitter and Instagram based on the research of demographics shown in the picture below • Buyer Persona 2 (ages 30-39) I will be using Facebook and Instagram • Buyer Persona 3 (ages 23-31) I will be using Facebook, Twitter and Instagram • These channels are where my targeted demographics spend the most time on social platforms. It allows them to engage with others within the yoga community, share references and positive word of mouth. Outreach / Link-building • The industry it specifically yoga but also “fitness” in general. The websites we will seek to build links to content are local fitness apparel and healthy food shops, preferably small businesses that can collaborate with our merchandise. • The Mad Beet - https://themadbeet.com/ • Freshii - https://www.freshii.com/ • Pangaea Outpost - https://www.pangaeaoutpost.com/ • Lotus and Luna - https://www.lotusandluna.com/ Content Promotion • We will be using paid media by displaying ads on social media channels which link to our sign-up sheet on our website.
- 19. Content Analysis – Recap Goals: 1. Increase the amount of monthly students • We will track this by using Google Analytics by monitoring traffic, engagement, and growth & retention. 2. Post consistent content throughout the week • We will post on all social media outlets once a day Monday - Friday. We will use Hootsuite to schedule and plan our posts to ensure consistency. 3. Build a following within the studio in order for clients to choose auto-pay and reoccurring monthly payments. • Continue to get to know each yoga student and encourage auto-pay enrollment. Maintaining a consistent content flow and engaging with customers online will increase the number of monthly students. 4. Host monthly giveaways, competitions and events to spread awareness and build connectivity between staff and clients • Our studio is built on connectivity. Hosting these events will allow each member to feel a part of the family as well as spreading awareness and gaining new customers. 5. Spread positive word of mouth • Team members of Reach Yoga will monitor reviews on the studio, engage with online social media followers to maintain positive word of mouth reviews.
- 20. Conclusion – Summary & Next Steps We’ve covered: • What content marketing is • Content Marketing goals • Brand Storytelling • Our competitors • 2 Buyer Personas • Content Topics and Mapping • Editorial Calendar • Content Distribution Next steps: We will continue to produce consistent, quality content throughout the remainder of time. As we continue to grow, we hope to open up more locations throughout San Diego and Orange County.
- 21. Thank you!