Barnes & Noble Bookshop Research Marketing Outline

Imagine you’re a content marketer tasked with providing insights about how a local business can expand and/or pivot their current content efforts to reach a national audience.

Choose a local business from one of the categories below. It should have a website and social channels. When selecting the business, remember that it should have the ability to scale nationally. For example, it could have an existing or potential ecommerce store or a scalable service. Here are a few categories to choose from:

• Bookstore
• Herbal Remedy Shop
• Clothing Boutique

  Write:

  • A half-page executive summary that briefly summarizes:
    • The business model
    • What you are aiming to accomplish.
    • The current state of the business’s content.

  What needs to change and how will you make that happen.

Write:

• Goals and objectives of the content campaign

Write:

• Content gaps and opportunities
  • Identify two competitors (using tools like similarsites.com and the Google search operator “related:”—e.g., “related:zappos.com”).
    • Perform a content gap analysis using the Keyword & Content Gap Analysis Tool. Include a screenshot of the spreadsheet that the tool generates.
    • Insights & observations.
      Content ideation
      • Ideate content topics for your client using some or all of the tools we explored in Lesson 2 of this unit:
        • Google Autocomplete
        • Google Results
        • Google Trends (related searches)
        • YouTube
      • List at least two keyword phrases that you suggest your client incorporates, as well as two corresponding, SEO-friendly headlines and the medium and format you propose using. For example: