Assignment: Barnes and 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:

1. Bookstore
2. Herbal Remedy Shop
3. Clothing Boutique

Write:

A half-page executive summary that briefly summarizes:

1. The business model
2. What you are aiming to accomplish.
3. 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 and the Google search operator "related:"-e.g., "related:zappos").

1. Perform a content gap analysis using the Keyword & Content Gap Analysis Tool. Include a screenshot of the spreadsheet that the tool generates.

2. Insights & observations.

Content ideation

1. Ideate content topics for your client using some or all of the tools we explored in Lesson 2 of this unit:

a. Google Autocomplete
b. Google Results
c. Google Trends (related searches)
d. YouTube

2. 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.