FIELDWORK BREWING
Content Marketing Analysis
Varun Gunnala
Unit 7 Homework
UCB DM
TABLE OF CONTENTS
Content Gap Analysis
ABOUT US
CONTENT PLAN
MARKET ANALYSIS
SOCIAL POSTS
Conclusión
01
02
03
04
05
06
Executive Summary, Campaign Goals and Objectives.
Content Audit.
Content gaps and opportunities.
Content Ideations.
ABOUT US
Fieldwork is a craft brewery founded in Berkeley, CA with a focus on exceptional, honest beer making.
Opened in 2015, Fieldwork brews are served in Berkeley, Monterey, Napa, Sacramento, San Mateo, San Ramon, and Corte Madera Taprooms, and at the finest craft beer-focused establishments in northern California.
YOUR LOGO
1
Content State
A total of about 2,612 tweets, content is heavily worded around local specials and updates on brewery. Product releases and events are disclosed as well. .
A total of 2,186 posts with a following of about 63.2k. Posts mainly contain content around new beverage choices and fan images. .
Consistent posts daily about local specials and events.
New releases and local store mentioned.
.
Content Improvement
Brand Awareness
EventBrite
Customer Loyalty
Brand Outreach
Social Media Strategy
Content Outreach
Running various Instagram and Twitter video and ad campaigns we will able to gain a bigger following.
We will start implementing the services of EventBrite to create more of a demand on product release events.
Create content to increase brand advocacy through incentives and special giveaways.
Fieldwork would like to gain brand outreach on a national level while also increasing popularity locally.
By implementing a mixture or Owned, Earned and paid campaigns we will be able to hit a bigger audience.
Creating content for paid promotion and using organic content user generated we will able to reach a wider audience base.
Goals and Objectives
Content Goals
Marketing Objectives
Objectives
INTEREST
Consideration
PURCHASE
AWARENESS
New product landing page information is emailed.
Website visit exposes customer to reviews, brewery specials and Ecommerce store.
Reengaged through video ads and email reminders will result in online purchases or an event signup.
Targeted Video or Ad post.
Content Audit
MOST USED SOCIAL MEDIA
2
URL | Title | Action | Details | Page Type |
http://eepurl.com/_le3X | Subscribe to our monthly newsletter | Keep As-is | Include details of favorite products and interests. | Website Newsletter |
https://fieldworkbrewing.com/our-beer/ | Our Beer | Improve | Decrease the amount of images on the page and add more content around menu. | Product/Service |
https://fieldworkbrewing.com/news/ | News/Events | Improve | Include more content on this page to highlight current and past changes of the brewery. | Topical landing page |
https://shop.fieldworkbrewing.com/ | Shop | Keep As-is | Products are detailed with clear price points and details. | Product/Service |
https://www.instagram.com/p/B-5j3UBpjlt/ | Happy Easter | Keep As-is | Instagram post highlights easter products and seasoned theme. | Product/Service |
18 beers on the menu today for Crowler Curbside Pickup or Home Delivery! | Improve | Highlight more options on content post to showcase all 18 types of beers. | Product/Service |
COMPETITOR GAP ANALYSIS
Drake’s Brewing Co
Fort Point Beer Co
Keywords such as Hazy IPA, ales, and Beer finder all have high CPC rates and volume rates.
Keywords such as sonder, nitro, beer works and beer jobs all have high CPC rates and volume rates.
3
Insights and Observations
Insights
Observations
Through keyword planner and insight tools we can determine that the highest performing keywords are ales, local breweries and beer facts.
The biggest opportunities according to the analysis are the keywords “new left hand ipa, brewing company, brews and hazy ipa.
Content is heavily trending in the age demographic of 25-40.
T
S
W
O
Opportunities
Owned Content
Earned Content
Social Content
Paid Content
Creation of owned content around keywords to increase website traffic and brand recognition. Creating buzz around events and beer releases.
Celebrating customers with rewards and incentives to advocate for the brand. New promotions based off customer recommendations.
Promotion of instagram and youtube ads on specific keywords like “Ales” or “Hazy IPA”
Teaming up with beeradvocate.com and EventBrite to produce promoted content on Instagram.
4
Content Keywords
Best Breweries
Warehouse Breweries
Beer for Sale
Citra beer california
Fieldwork Brewing Menu
STRATEGY
Content Ideation
SEO Friend Headline
SEO Friend Headline
Medium/Format
Medium/Format
Keyword Phrase
Keyword Phrase
Berkeley’s Finest Fresh IPA.
The Best Brewery in Town with Vibrant and Lively Atmosphere.
Instagram Ad-1200 x 628 pixels, and have an aspect ratio of 1.9:1.cement. 30MB JPG.
Longform-Display
Youtube Ad Max file Size: 300x250
Hazy IPA Breweries.
Brewery with Patio.
THANKS
Does anyone have any questions?