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Los Rios Rock School Content Marketing Strategy.pdf

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Los Rios Rock School Content Marketing Strategy.pdf

  1. 1. Los Rios Rock School Content Marketing Strategy By Alexa Kent
  2. 2. What is Content Marketing? Textbook definition: “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 ● Articles ● Videos ● Images ● Slideshows ● Podcasts ● Blog posts ● Infographics ● Case Studies ● Ebooks
  3. 3. Why Content Marketing? 1. Helps our audience understand who we are 2. Improves our online social presence 3. Helps build trust with our audience 4. We can help answer people’s questions with our content 5. It can generate more leads
  4. 4. About Our Purpose We are Los Rios Rock School. We are a music school that has created a culture through music, expression and choice. Long lasting friendships, memorable gigs and good times are created here. Established 2011 San Juan Capistrano, CA. We prioritize to teach music that the students love. We have top notch gear and equipment to make learning your instrument a better experience. We will triple your confidence and teach you how to rock out on stage.
  5. 5. Brand Storytelling Our mission ● From new musicians to aspiring pros, Los Rios Rock School provides expert instruction in guitar, drums, piano and all rock instruments, as well as vocals, songwriting, theory, sight reading, engineering and recording. ● Combining weekly private lessons and group rehearsals, our goal is to prepare students to confidently take the stage in front of a live audience. ● As a premier music training center, our teachers are professional musicians who are dedicated to creating supportive yet challenging settings that will help students develop a lifelong appreciation of musical performance.” From our student “I think that LRRS is a great place to learn music and probably the best place to ever get lost in the sound. Being part of a band is like being part of the team and never lose the race.” - Nina B.
  6. 6. Content Marketing Goals 1. Education: Educate our clients and audience the benefits of learning music. Explain how exciting, fun, and memorable it is to learn how to perform in a band 2. Loyalty: Our students and families trust our facility and continue to keep signing up for many years. 3. Customer Engagement: Allow our audience to connect with the content we create. Whether it is funny, educational, informative, memorable, or talented.
  7. 7. Achieving The Goals Using Content Marketing Content marketing ideas to help achieve our goals Education Loyalty Customer Engagement ● Short guitar, drum, piano, and bass tutorials ● How to restring a guitar ● Showing what it is like to be a student here ● Giveaway contest (free lesson, merch, etc.) ● Videos of the students saying what they love about los rios ● Student shout outs ● Student accomplishments ● Make a relatable short video ● Using CTA’s in the text and caption ● Creating engaging content related to music education
  8. 8. Our Competitors Instagram Followers 1. Laguna Music Studio 2. Tim's OC Music 3. School Of Rock Rancho Santa Margarita 4. Roo's Studios 5. Irvine School of Music 1. 51 2. N/A 3. 672 4. 660 5. 635 Using Content Marketing on our platforms will give our school a unique standout. We want to showcase what our school has to offer delivering the right content at the right time!
  9. 9. Los Rios Rock School Social Media Stats Instagram: 4k Tik Tok: 105 Youtube: 1640 Facebook: 3.4k
  10. 10. Instagram Engagement/Stats Source: Social Blade Source: Instagram Insights
  11. 11. Audience The highest % of our followers on Instagram are ages 35-54 in the South Orange County area. 41.9% women 58% men, almost a 40/60 gender split. It means that it is most likely parents of our students/families following us on our page. We must showcase our school and focus on educational and entertaining content The parents are the ones that pay for students lessons, so we have to wheel them in the best way as possible Buyer Persona’s 1.) Drummer Josh (his dad is the one interested in purchasing ) 2.) Guitar girl Sally (her mom is the one interested in purchasing lessons)
  12. 12. Content Ideas 1. Educational Videos (short and long form) 2. Higher quality pictures and videos of students playing and performing 3. Adding in humor (memes, funny short video trends) 4. Showcasing our facility and talent (what makes our school stand out) 5. Monthly blog posts via wordpress Our best performing video was an instagram reel trend of our last concert using the Veggie Tales theme song. Second best was our students performing “Home Sweet Home.” This means we mainly have to focus on talent and obviously adding some fun with it in our videos
  13. 13. Keyword Topics ● Music school ● Music lessons ● Guitar lessons ● Orange County music lessons ● Music Education ● Rock band program ● Rock band camp ● Piano lessons ● Bass lessons ● Voice lessons
  14. 14. Content Mapping with Buyer Persona 1
  15. 15. Content Mapping with Buyer Persona 2
  16. 16. Editorial Calendar Example Date Topic Format Buyer Stage Keyword Targets 1/3/2023 Practicing Video post Consideration Music students 1/6/2023 Drum workshop Carousel post Consideration Drum lessons 1/9/2023 Funny reel Video Awareness Music is fun 1/12/2023 Guess the guitarist Video Awareness Guitar lessons 1/13/2023 Students playing metal Video Consideration Metal music, rock band class 1/15/2023 Concert promo Carousel post Awareness Live music 1/18/2023 Concert compilation Video Awareness Live music, OC music lessons 1/22/2023 Concert Photos Photos Decision Vocal lessons 1/28/2023 Cover song Video Awareness Rock band class
  17. 17. Roles Name Role Resources needed Alexa Social media manager Final cut pro, canva, splice, lighting equipment, Iphone Tyler Marketing manager and owner Wordpress, Analytics, Visual content The owner of the school and I run the marketing. I mainly run the social media pages and he runs the website and email marketing campaigns.
  18. 18. Distribution Channels Social Media Platforms: Instagram, Facebook, Tik Tok, Youtube ● To connect, educate and engage with our audience Blog: Wordpress ● To bring loyalty and to keep our clients posted with our upcoming events, and other informative information. Email: Newsletter ● To keep our customers updated and notified about our programs
  19. 19. Social Media Platforms These Social Media channels are the best for delivering our content to current customers and people that may have heard about us. The Instagram and Facebook accounts are linked so when we post on Instagram it shares to the Facebook Page. Instagram and Facebook are the best focuses as of now. We will be uploading longer videos to youtube and share it on our Facebook page. Tik Tok caters to a younger audience globally, so it will be a secondary focus. Instagram and Facebook caters to an audience closer to the area our school is located.
  20. 20. Outreach/Link-building ● We plan on making the tik-tok and instagram reels organic for the most part ● Unless if we are trying to promote our program with a new campaign, we will use facebook ads ● For google ads, we are using CPC ● Example: see us popping up on Youtube ads ● We plan on making a brand partnership with another major musician brand ● Hopefully get major Social Media shoutouts by big creators/companies/brands ● Use the right hashtags and tag mentions to get us on the algorithm explore page ● Consistently engaging with our audience ● Generating CTA’s in our captions and videos with text
  21. 21. Content Analysis Goal Strategy KPI Education Posting educational music content to our social media platforms. The number of views and likes increasing. More followers coming to see educational content Loyalty Content to show how much we love seeing our students improve. Giveaway contests, proud school moments Positive comments, checking to see which post in this topic had the most likes from the time it was posted. Customer Engagement Creating relatable content that ties into musicians lives. Keeping consistent with good CTA’s Increased likes, comments, saves, shares and follows.
  22. 22. Measuring Performances KPI (Key Performance Indicator) Tools we will be using to measure are: Instagram Insights, Instrack, and Google Analytics. I will know what works by comparing insights on the posts that got more engagement. The posts with topics that get more likes are what I want to base it around. Also want to branch it out to our other topics. We have to be creative and original. Have at least one video go viral to generate more followers. Using the analytic tools helps keep a track on patterns and trends of what is/isn’t working.
  23. 23. Summary ● We will achieve our business goals by using content marketing. ● Delivering the right content at the right time to the right people ● Understood our competitors ● Created a social media and blog strategy ● An outline of an editorial calendar ● Plan content accordingly to our topics to deliver to our audience ● Analyze key performance indicators on seeing how many leads are generated and followers are gained

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