CONTENT MARKETING & MEDIA EDITING

MKT2004 CONTENT MARKETING & MEDIA EDITING

Individual Assessment (Weighting 100%) (3,000 words +/- 10%)
Deadline: Academic Week 24. Friday 3rd April 2020
Submission: Electronic submission on Turnitin Unihub
Learning Objectives: (3,000 words +/-10%)
Submission: Report to be uploaded via Turnitin on Unihub MKT2004
Learning Objectives: Students will be required to respond to real-life project brief that cover research, analysis, design and creation of the elements of a content marketing plan to attract and retain customers. As part of their portfolio, students must create different types of content (audiovisual, imagery) using media editing software.

The Task:
Individually, you are required to develop a Content Marketing portfolio for a chosen brand. The portfolio will include a Content Marketing Strategy and Content Creation.

Your Content Marketing Strategy must include the following SIX components:

1. Brand Brief
2. Content Marketing Objectives
3. Content Audit
4. Customer Insights & Personas
5. Style Guide & Keywords
6. Implementation: Content Creation

IMPORTANT ASSESSMENT GUIDELINES:
Please ensure your portfolio includes the components indicated below.

1. Brand Brief:
Brand briefs are one-page-long descriptions of the brand to ensure consistency in Content Creation. Your brand brief can be comprised from both secondary research and primary research (in the form of brand observations and customer interviews).
Please include the following components to this section:
a. Brand Values
b. Brand Story
c. Brand Personality

2. Content Marketing Objectives:
In this section, you must specify the main objectives for your brand’s content marketing strategy.
Here is an example of a technology company’s (Tech Digital) content marketing objectives:
“We want to increase brand awareness and engagement on Social Media and drive traffic to our website through positioning ourselves as the experts in Digital Technology. We want to earn the trust of our existing customers through showcasing our knowledge and expertise in the field of technology, software and eCommerce. We want to reflect as a young, fresh and contemporary company, that think outside the box”.

3. Content Audit:
Conduct a Content Audit for your chosen brand as covered in Week 14 Lecture & seminar. You are required to use the same Table included in the Seminar Activity (see unihub week 14). Please include the following content for your brand’s audit:
a. 2 pages from your brand’s website (any of your choice)
b. 10 Social Media posts of your chosen brand (any social media platform of your choice).
4. Customer Insights & Personas
Your customer Insights should be based on Secondary Research, website analytics and primary research (interviews and/or focus groups). This section must be fully referenced.

Following the gathered research on customer insights, you must develop your brand’s Personas. Personas are fictional characters, based on customer data, who represent various segments of your target audience(s). They help Content Marketers understand whom you are producing content for. You should create 3 Personas forming your Primary, Secondary and Tertiary Target Market. You must segment your Personas according to a Key Variable which you feel is sufficient to augment the Content Marketing Strategy for.

5. Style Guide & Keywords
Style guides are documents that outline the rules and guidelines for the creation of branded content. Style guides should include both for written and visual content. Writing style guidelines should include rules for grammar, usage, style, tone and voice.
Design style guidelines are the visual counterpart to the written style guide. They include rules around photos, images, videos, fonts, colour schemes, text-image relationships.

Keywords are based on Search Engine Optimization (SEO) research. A Keyword list is a list of words and phrases most critical to your business, products and services when it comes to being found online.
Recommended Keyword Tool: Google AdWords Keyword Tool.
Focus on ‘long tail’ keywords.
Your list should consider which Hashtags to use for Social Platforms posts.

6. Implementation: Content Creation
You are required to create Marketing Content for your brand. Please choose TWO from the following options:

1. 3 Social Media Posts
2. Web blog post
3. 30 second video

For each content created, you must provide full justification on how it meets Parts 1-5 of your Content Marketing Strategy.

7. Bibliography
You are expected to include a bibliography using the Harvard system of referencing (please see in this handbook for guidelines on the Harvard referencing system). You are required to in-text reference your work.

Other important Information:

Support and Feedback sessions for Assessment
Coursework Briefing
Assessment briefing will take place in seminars during academic week 15.
Feedback Opportunities
Your module leader will provide you with Formal Feedback prior to assessment submission. The Formal Feedback will be integrated into the seminars on academic weeks 22 & 23. To ensure you make the most of your feedback session, please ensure you commence your work in good time so sufficient progress is made.

Feedback on Final Grade
You mark and associated feedback will be provided within 15 working days, in line with the University’s Assessment Policy.

MKT2004 Content Marketing & Media Editing
Marking Criteria and Feedback Sheet

Seminar date/time………………

Student Name Student Number

Criteria for Assessment:

Brand Brief
Marks: 10
Content Marketing Objectives
Marks: 10
Content Audit Marks: 10
Customer Insights & Personas Marks: 20
Style Guide & Keywords Marks: 10
Content Creation Marks: 30
Referencing, Bibliography, Structure & Professional Presentation of Portfolio Marks: 10

Additional Comments:

Seminar Tutor – Additional Comments:

Seminar Tutor signature: Date: / /2020

Internal Moderator – Overall Comments:

Internal Moderator signature: Date: / /2020

Total Mark for the Presentation: /100