Identity Boutique Content Marketing Strategy Expand Current Content Efforts To Reach a National Audience
EXECUTIVE SUMMARY Identity Boutique is a Sacramento based B2C clothing, accessory, & knick knack boutique
Identity is looking to expand nationally by increasing online sales
Current content audit shows newsletter, Facebook, and Instagram presence
Content gap analysis found that identity was under performing in clothing trend searches
Extensive content marketing campaign aims to increase share of voice in the market Achieved through blogs, email, social media, videos, Q&A’s, and pinterest presence
GOALS & OBJECTIVES ●
Target Audiences: ○
●
Hard Goals: ○
●
Sale clothes, accessories, and knick knacks
Soft Goal: ○
●
Women age 18-35
Be known nation-wide as a hip, trend-setting boutique
Content Marketing Goals: ○ ○
Content marketing pieces will attract target audience to website or brick and mortar Content marketing will expand our brand, showcase Identity as a leader in affordable fashion, and keep Identity top of mind
CURRENT CONTENT AUDIT *Owned
Newsletters
Identity Boutique sends newsletters out to their email list to announce various sales and showcase new pieces. The newsletters do not currently live on their website.
CURRENT CONTENT AUDIT *Non-Owned
Social media pages: ● Facebook ● Instagram ○ Instagram Stories: Try-ons
Content Gaps: Analysis shopcuffs.com
ladybuggz.com
CPC
Average vol.
winter white pants
47
0
0.66
2900
stiff brim hat
27
0
0.39
320
vintage boyfriend jeans
53
0
0.63
260
eyelet top
52
0
0.00
90
ripped distressed boyfriend jeans
94
0
0.93
50
midi skirt
20
0
0.00
40
Keyword
Content Gaps - Insights, Observations & Opportunities Insights & Observations:
Opportunities:
Competitors (Cuffs and Lady Buggz) are performing better for searches in regards to current, seasonal trends and clothing items.
Owned & non-owned opportunities for new content:
● ● ● ● ●
Winter white pants - holiday outfits Eyelet top - holiday outfits Midi skirt - holiday, work, and special event outfits Stiff brim hat - Fall trend Boyfriend jeans - huge modern fashion trend
● ● ● ● ● ● ● ●
Blog Weekly email round-ups IG TVs for new collections IG Reels for quick outfit inspo Videos for site, social, and email Instagram Q&A Reviews & Testimonials Pinterest
Content Ideation Keywords
Boyfriend Jeans
Midi skirt
SEO-Friendly Headline
Medium/Format
The Best Women’s Boyfriend Jeans
List-format blog Try-on video used on blog and IGTV Email blast linking to blog Pinterest post
Midi Skirt OutďŹ ts
List-format blog Instagram post Facebook post Pinterest post
Organic Social Media Mockups Instagram
Organic Social Media Mockups Facebook
Thank you! Kristen Lopez KristenLopez@comcast.net
CREDITS 01
Presentation Template Slidesgo
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IMAGES
Identity Boutique pixabay