Type Books
Content Marketing Plan
Unit 3 Homework Assignment
By: Lina Di Genova
Business Model - B2C
Independently owned bookstore serving book lovers young & old since 2006. Sales are generated through their 3 brick & mortar bookstores as well as their online website.
Their product offerings are physical books, magazines, gift and stationery items.
What you are aiming to accomplish
Grow brand awareness, Drive traffic to our website, Increase online sales, Tackle all social media platforms.
The current state of the business’s content
What needs to change and how will you make that happen
Currently the website does not encourage repeat visits, by adding a blog filled with great content it will entice customers to keep coming back.
The website is lacking brand personality and in the competitive world you need to stand out.
Type Books has locations in 3 unique Toronto neighbourhoods, this is a great opportunity to add location pages with Staff bios, Staff picks and neighbourhood gems.
Creating a Youtube page to showcase their virtual book launches will increase brand awareness.
Having multiple Instagram pages is confusing to customers and more work to come up with new content and engagement. Streamlining the pages will create a consistent look.
Instagram (3 Pages Total) | Facebook (1 Page Total) | Website |
Type Books (Main Page) 18.7K followers Post 2-3x a week Very little engagement with their audience Type Books Junction 6,688 Followers Post 1x a week Very little engagement with their audience Type Books Forest Hill 1,454 Followers Post 2-4x a week Regularly engage with their audience | 4,541 Followers Have not posted since end of July 2021 No engagement with followers | Page is plain, no brand personality Easy to navigate Stationary and GIft Items is lost in the shop menu. It isn’t obvious that they sell more than just books No icons directing customers to their social media pages. Website layout needs work Store locations doesn’t need to take up so much space on the top of the webpage |
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Executive Summary
Goals and Objectives of the Content Campaign
Hard Goals
Build brand awareness and increase the likelihood that they will think of Type Books when purchasing.
Post on social media about Type Books’ products and events.
Soft Goals
Interact with our audience by asking questions, commenting on posts, or retweeting or re- sharing content.
Consistently creating high-quality content that speaks, attracts and retains our target audience.
Objectives
Increase web traffic by 10% each month by starting and promoting blog posts through our social media channels.
Grow our social media followers by 10,000 in the next 6 months by creating high-quality posts that targets our audience.
Convert 5% of our leads into customers with specialized email offers.
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Toronto Life Article - October 11, 2018
CBC Article - Nov 20, 2020
Content Audit Listing - Not Owned
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Globe and Mail Article - April 29, 2016
Blog TO Post - Jan 8, 2008
Content Audit Listing - Not Owned
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Instagram Pages
Facebook Page
Content Audit Listing - Not Owned
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Content Audit Listing - Owned
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Website
Subscribe to our newsletter widget
Customer Account Activation Email
Content Audit Listing - Owned
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Content Gap Analysis
The two competitors that I used to perform a content gap analysis were
Bookcity.ca
Anotherstory.ca
Full Content Gap Analysis can be found here
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Insights and Observations
Insights & observations
Based on my content gap analysis there are 10 keywords that we should focus on to improve our google ranking. These keywords are all book titles that potential customers are searching for and Type Books carries on their online website.
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Keywords | Current Google Ranking | Average Volume |
oh she glows accidentally wes anderson owl diaries the anthropocene reviewed between two kingdoms shadow king antkind convenience store woman fifty words for rain pretty butterflies | 80 95 53 94 94 80 65 95 82 59 | 9900 8100 8100 5400 5400 4400 4400 3600 3600 3600 |
Optimizing on these keywords will help with SEO and drive qualified traffic to our website and increase online sales.
Owned Content
Start a blog
Upcoming Events Section
Meet the Team
Staff Picks
Contact Us Form
Virtual Book Clubs
Email campaign after a customer purchased to submit their review of the book and write a google review
Adding a section in the product landing page with customer reviews of the book as well as staff reviews
Non-Owned Content
Influencer Campaigns
Respond to google reviews
Respond to Facebook and Instagram comments
User-generated content
Author takeover posts
Create Youtube page filled with book reviews, past virtual events, meet the team, staff picks, promote other businesses in the neighbourhood, Q&As
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Opportunities for new content.
Content Ideation
Google Autocomplete
Youtube Results
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Content ideation
Google Trends
Keyword Phrase | SEO-Friendly Headline | Medium/Format |
Books to read in 2021 | Books to read before 2021 is over | A list-format blog post |
Louise Penny - Canadian Author | Louise Penny New Book | Google shopping ads |
Based on Google Autocomplete, Google Trends and Youtube, I recommend the following:
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Bonus - Post Mockups
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