Designing a Content Strategy
Two yoga teachers launching a new Yoga Alliance-accredited teacher training program wanted to launch a website. They had written content and outlined a structure for a one-page website. After reviewing their content I recommended creating a content marketing strategy. They were skeptical at first, but when I delivered the first draft of a content strategy, they begin thinking differently about how they wanted to talk about their program and roll it out. They also took a step back to clarify their goals and were interested in learning more about SEO. We also started discussions around content types and creating a content calendar for social media (still in progress as of this posting).
Deliverables
Content Strategy Draft (PDF)
Includes initial exploration of unique value propopsition, competitor information, ideal customer avatar, and brand voice and tone.
Website Content Draft (PDF)
Includes draft content for one-page website optmized for search engines. The content also more clearly highlights key aspects of the program and teacher creditials, and makes content more "scnannable" and reducing the amount of text from previous drafts.
Includes initial exploration of unique value propopsition, competitor information, ideal customer avatar, and brand voice and tone.
Website Content Draft (PDF)
Includes draft content for one-page website optmized for search engines. The content also more clearly highlights key aspects of the program and teacher creditials, and makes content more "scnannable" and reducing the amount of text from previous drafts.