-359410110309ASSESSMENT MARKING GUIDE
-359410110309ASSESSMENT MARKING GUIDE
00ASSESSMENT MARKING GUIDE
-897709-90779100
-3435351500505DGMCON001 DEVELOP AND IMPLEMENT A CONTENT STRATEGY FOR DIGITAL PUBLICATION
00DGMCON001 DEVELOP AND IMPLEMENT A CONTENT STRATEGY FOR DIGITAL PUBLICATION
DGMCON001 MARKING GUIDE FOR TASKS A-D
STUDENT NAME: UNIT OF COMPETENCY: DGMCON001 DEVELOP AND IMPLEMENT A CONTENT STRATEGY FOR DIGITAL PUBLICATION
Assessment and marking criteria:The Trainer & Assessor is to place a tick in the appropriate column for each criteria for Satisfactory (S) or Not Satisfactory (NS) assessment
TASK A KNOWLEDGE QUESTIONS
DID THE STUDENT: S
NS
COMMENTS
A1: Explain at least two types of content intents? Then describe how you can use these when developing a content marketing strategy? A2: Describe at least two content curation tools and techniques? A3: Describe what brand storytelling is? Then explain how companies can use this as part of their content marketing strategy? A4: Describe at least three ways content can be personalised? Then explain why personalising content can be an effective marketing technique? TASK B PRODUCE A CONTENT STRATEGY
DID THE CANDIDATE: S
NS
COMMENTS
B1: Identify the company and brand that they will be using for Tasks B-D?
If they are using their own workplace, also:
Provide a brief description of the company?
Identify the brand you will base your content strategy on?
Describe the content the brand has recently produced and any content strategies it uses? Use examples to support your answer? B2: Create a 1-year digital content strategy for their selected brand, ensuring it:
Defines the purpose of the strategy, explaining how it will:
Contribute to achieving business and digital marketing goals?
Build upon Tiny House Empires digital marketing performance to date?
Address any required changes to the existing content strategy?
Describes current content marketing trends, as informed by social listening and other research?
Details a competitor content analysis for at least two competitors?
Provides content goals and key performance indicators (KPIs)?
Outlines two or more audience personas?
Explains how a variety of different platforms and channels will be strategically used?
Identifies different content types and topics to be used across various platforms and channels? B3: Set up a meeting with at least one stakeholder?
Use the meeting to:
Provide a brief overview of their content strategy and seek feedback on it?
Discuss key elements of action plan to implement the content strategy, including:
Timelines?
Roles and responsibilities?
Monitoring strategies?
After the meeting, record notes of what was discussed? B4: Create a content strategy action plan. Ensure the plan considers feedback received in the previous question (Question B3) and includes:
Actions?
Roles and responsibilities?
Timelines and content schedules?
Content Management Systems to be used?
Monitoring strategies? TASK C DEVELOP AND PUBLISH CONTENT
DID THE STUDENT: S
NS
COMMENTS
C1: Produce copy for at least three pieces of content, in line with the content strategy they produced?
Ensure the copy:
Uses appropriate language, style, and tone for the target market?
Is aligned with the brand?
Is accurate, current, and relevant? C2: Develop a creative brief that outlines:
Background and objectives?
Target audience?
Key messages and supporting information?
Deliverables?
Timeframes? C3: Explain how the copy produced in Question C1 supports business goals and content strategy? C4: Explain two or more legal and regulatory requirements their selected brands digital content needs to comply with? C5: Explain how they will implement the three pieces of content? Describe how they will do this following a content schedule? TASK D - REVIEW CONTENT PERFORMANCE
DID THE STUDENT: S
NS
COMMENTS
D1: Evaluate content performance, including in regard to:
Business and marketing goals?
Key Performance Indicators (KPIs)? D2: Review the cost of creating content? Assess the costs against the budget allocated and identify any variances? D3: Provide at least three recommendations for how the brands content marketing can be improved over the next three months? Then explain how they would adjust the brands content strategy to include these recommendations? D4: Set up a meeting with at least two stakeholders?
Use the meeting to:
Describe the brands content marketing performance, including any achievements that have been made?
Present their recommendations for improvement?
Seek feedback on their proposed changes to the brands content strategy?
After the meeting, record notes of what was discussed?
OBSERVATION CHECKLIST
Student Name: Unit of Competency: DGMCON001 DEVELOP AND IMPLEMENT A CONTENT STRATEGY FOR DIGITAL PUBLICATION
Related Assessment Question: TASK D, QUESTION D4
Assessment and marking criteria: The Trainer & Assessor is to place a tick in appropriate column for each criteria for Satisfactory (S) or Not Satisfactory (NS) assessment. They are to also comment against each observation criteria to give the Candidate a better understanding of their performance, and ensure they complete the overall feedback to the Candidate. The Assessor and Candidate MUST both sign off the acknowledgement at the end of this checklist.
Observation checklist did the student: S
NS
Comments
Explain content marketing performance and propose recommendations for improvement? Used active listening techniques to engage stakeholders and seek their feedback? Use appropriate verbal and non-verbal communication? Lead the meeting? Feedback to student:
Trainer & Assessor Acknowledgement:
Name: _____________________________ Signature: _____________________ Date:________________
Candidate Acknowledgement:
Name: _____________________________ Signature: _____________________ Date:________________
FEEDBACK
THE STUDENTS PERFORMANCE WAS: COMPETENT NOT COMPETENT
Feedback to student:
OVERALL RESULT
RESULT FOR UNIT OF COMPETENCY:DGMCON001 DEVELOP AND IMPLEMENT A CONTENT STRATEGY FOR DIGITAL PUBLICATION OUTCOME
COMPETENT NOT COMPETENT
Trainer & Assessor
___________________________________
Name
___________________________________
Signature
__________________________________
Date Candidate Acknowledgement
I have been provided with feedback on my performance for each Assessment Task. I agree with the outcomes of my Assessment for this Unit of Competency.
___________________________________
Signature
____________________________________
Date
-359410110309CASE STUDY INFORMATION
00CASE STUDY INFORMATION
-897709-90779100
-3417461500216DGMCON001 DEVELOP AND IMPLEMENT A CONTENT STRATEGY FOR DIGITAL PUBLICATION
00DGMCON001 DEVELOP AND IMPLEMENT A CONTENT STRATEGY FOR DIGITAL PUBLICATION
CONTENTS
TOC o "1-3" h z u 1. INTRODUCTION PAGEREF _Toc74236082 h 31A. USING THIS CASE STUDY PAGEREF _Toc74236083 h 31B. YOUR ROLE PAGEREF _Toc74236084 h 32. INFORMATION FOR TASKS B & C PAGEREF _Toc74236085 h 42A. INTRODUCTION PAGEREF _Toc74236086 h 42B. ABOUT TINY HOUSE EMPIRES PAGEREF _Toc74236087 h 42C. ABOUT TINY HOUSE EMPIRES TINY HOMES PAGEREF _Toc74236088 h 52D. TARGET AUDIENCE PAGEREF _Toc74236089 h 52E. CURRENT CONTENT APPROACH PAGEREF _Toc74236090 h 62F. BUSINESS AND MARKETING GOALS PAGEREF _Toc74236091 h 72G. COMPETITORS PAGEREF _Toc74236092 h 72H. MORE INFORMATION ABOUT THE TEAMS AT FIRE COMMUNICATIONS AND TINY HOUSE EMPIRES PAGEREF _Toc74236093 h 73. INFORMATION FOR TASK D PAGEREF _Toc74236094 h 93A. INTRODUCTION TO T & J BUILDERS PAGEREF _Toc74236095 h 93B. BUSINESS AND MARKETING GOALS PAGEREF _Toc74236096 h 93C. CONTENT MARKETING APPROACH PAGEREF _Toc74236097 h 93D. CONTENT MARKETING BUDGET PAGEREF _Toc74236098 h 123E. CONTENT MARKETING COSTS TO DATE PAGEREF _Toc74236099 h 13
1. INTRODUCTION1A. USING THIS CASE STUDYFor the purpose of completing your assessment for unit DGMCON001 Develop and implement a content strategy for digital publication, you may refer to the case study provided below on Fire Communications, Tiny House Empires and T & J Builders.
A NOTE ON THE BUSINESSES IN THIS CASE STUDYPlease note Fire Communications, Tiny House Empires and T & J Builders are fictional businesses developed for the purpose of this assessment.
1B. YOUR ROLEIf you are using this case study for your assessment, you are to presume the role of a Content Strategist at Fire Communications. You are responsible for directing and overseeing content strategies for your clients. One of your key clients is Tiny House Empires.
2. INFORMATION FOR TASKS B & C2A. INTRODUCTIONFor Tasks B and C of your assessment, you are to use the information below on Tiny House Empires.
2B. ABOUT TINY HOUSE EMPIRESTiny House Empires is a new brand that launched less than six months ago. The company builds and sells tiny houses. Tiny houses are small, compact homes that can often be towed behind a car. They have a size of approximately 22 square meters, whereas the average Australian home is approximately 185 square meters. Tiny Homes are often affectionately called mini homes on wheels.
INCLUDEPICTURE "https://www.kwsanantonio.com/media/uploads/canva-photo-editor_(21)2.png" * MERGEFORMATINET
Tiny House Empires is owned by a larger parent company called T & J Builders. This parent company is a long-time client of Fire Communications. Impressed by the agencys work for T & J Builders, the company has asked you to produce and implement a comprehensive content strategy for Tiny House Empires.
2C. ABOUT TINY HOUSE EMPIRES TINY HOMESThe tiny homes produced by Tiny House Empires are quality houses build using sustainable, locally sourced materials where possible.
The company offers three models of tiny homes that each offer a standard layout. These models are:
Comfort starting at $65,000
Deluxe starting at $75,000
Ultimate starting at $95,000
Each model can be customised to a degree, such as with loft windows and underfloor insulation, for an additional cost.
Tiny House Empires can also build customised, uniquely designed tiny homes for customers. The total cost of these tiny homes generally ranges between $105,000 - $145,000.
The deluxe and ultimate models of tiny homes are the most popular.
2D. TARGET AUDIENCETiny House Empires has three key types of customers:
Younger adults looking to save on housing costs these people are aged 23 35 years old and typically dont have children. Put off by the expensive housing markets in larger cities, they see tiny homes as a great way to save up money that would otherwise be spent on mortgages and expensive rents.
Early retirees these people are aged 35 60 and have retired from the traditional 9am 5pm working roles. They like the flexibility and freedom having a house on wheels provides. In particular, theyre drawn to tiny homes because they offer more house-like comforts than a motorhome or caravan. Early retires also like that they can not only use the tiny home while theyre travelling but can also use the tiny home as their main residence if they choose.
Homeowners looking for extra income these people are looking to gain extra by having one or more tiny homes on their property. For example, they might rent out tiny homes or list them on Airbnb.
2E. CURRENT CONTENT APPROACHLaunched less than 6 months ago, Tiny House Empires has largely grown through the promotion of tiny homes to existing T & J Builders customers as well as enquiries that happen organically through the brands website.
Tiny House Empires website is currently a simple one with pages outlining its products, the brands credibility, and details on how to contact the company. The Tiny House Empires website uses WordPress as its content management system.
The brand also has a Facebook page that is occasionally posted to. Tiny House Empires has not had someone focused on creating content or managing its social media and only recently hired a Marketing Manager.
You have met with Tiny House Empires new Marketing Manager to discuss their thoughts on how the brand could improve its content marketing. You took the following notes:
The new Marketing Manager is eager to expand the marketing the company does
They mentioned that the brands content strategy is limited as the business has been focused elsewhere. They told you the current content strategy refers to posting about Tiny House Empire products at least a few times a month on Facebook and keeping website content accurate and up-to-date but mentioned little beyond this.
The new Marketing Manager believes there is a great opportunity for Tiny Homes Empires to do more content marketing and are interested in what advice you can provide on this matter.
The Marketing Manager at Tiny House Empires is willing to expand the website with new content.
They would like to bring on a new staff member to focus on content, social media and SEO over the next few months.
The Marketing Manager mentioned to you that there are a number of happy customers who would be willing to do testimonials for the brand.
You also met with a Content Marketing Manager at Fire Communications to hear their thoughts on Tiny House Empires content marketing. You took the following notes from your meeting:
There are opportunities to use more videos, infographics, and other content formats
The websites content can be expanded to have content that speaks to the questions people have about tiny homes, rather than being heavily product-focused
Theres an opportunity to create more content that introduces people to the concept of tiny home living and makes them excited about its benefits
Tiny House Empires has an opportunity to use more platforms and channels, for example, it doesnt have a TikTok account. However, improving the website content should maybe be the first priority experimenting with new platforms could be ramped up in 6 months time or so.
The manager likes the suggestion of using more customer testimonials and stories
2F. BUSINESS AND MARKETING GOALSYou have spoken with the General Manager at Tiny House Empires about business goals for the company over the next 12 months. You took note that the following are important goals for the business:
Increase sales by 30%
Increase revenue by 35%
Develop, expand and refine business operations and marketing
Establish Tiny House Empires as a leading builder of sustainable, Australian-made tiny homes
You have also discussed Tiny Empires marketing goals with the brands Marketing Manager. They mentioned the following goals for the next twelve months:
Drive 60 sales of tiny homes
Generate 4,700 leads
Achieve a reach of over 354,000
2G. COMPETITORSYou have spoken with the Marketing Manager at Tiny House Empires about competitors. They have identified the companies below as being key competitors for Tiny House Empires:
Aussie Tiny Homes: https://aussietinyhouses.com.au/Hauslein: https://www.hauslein.com.au/
Designer Eco Tiny Homes: https://designerecotinyhomes.com.au/
Sowelo Tiny Houses: https://www.sowelotinyhouses.com.au/tiny-houses
2H. MORE INFORMATION ABOUT THE TEAMS AT FIRE COMMUNICATIONS AND TINY HOUSE EMPIRESYou have learnt about Tiny House Empires' employees and noted the following people may be relevant to a content marketing strategy:
The General Manager, who is supportive of Tiny House Empires expanding its marketing approach, including by doing more content marketing
The Marketing Manager, who is knowledgeable in product knowledge about the Tiny Houses sold by Tiny House Empires, the target market, and the companys points of difference. This person also manages Tiny House Empires email marketing and may help with providing access to owned marketing channels as needed.
You also have access to the following people through Fire Communication and its partner media agencies:
Content producers and copywriters
Graphic designers
Video producers
Social media specialists
Paid search specialists
Marketing automation specialists
Search Engine Optimisation specialists
3. INFORMATION FOR TASK D3A. INTRODUCTION TO T & J BUILDERST & J Builders helps people across Australia to build the new homes of their dreams. The company also provides building services that enable people to renovate and add extensions to their homes, such as granny flats.
T & J Builders has a credible, established reputation and is recognised by the Master Builders Association of Australia. Master builders operate to a strict code of conduct and perform work to the highest quality.
Your manager at Fire Communications has asked you to provide input into the content approach for T & J Builders. Specifically, they have asked you to review and analyse the performance of T & Js content over the past 6 months. Then present recommendations for improvements.
3B. BUSINESS AND MARKETING GOALSYou have noted that T & J Builders had the following business goals and marketing Key Performance Indicators (KPIs) over the past 6 months:
Grow interest in T & J Builders home extension products, particularly granny flats
Increase leads gathered from content marketing by 10%
Achieve at least 180,000 views of marketing content
Achieve at least 3,500 engagements with marketing content
3C. CONTENT MARKETING APPROACHOver the past 6 months, T & J Builders have implemented a content strategy whereby 2 blog posts are produced for the companys website each month. These blog posts are then promoted to T & J Builders entire database of leads and customers via a monthly newsletter.
The blog posts are also promoted on Facebook, although due to Social Media Managers coming and going at T & J Builders, this social media promotion has not always been done on schedule. Each blog post is amplified through advertising spend.
The blog posts cover three key categories of content:
Renovating existing homes
Building a new dream home
Building a granny flat
A Marketing Coordinator has pulled together data on the results of T & Js blog posts. This is summarised in the table below for you.
No. Content category Blog post content Website views Social media reach Engagements
1 Renovating existing homes How do you want to feel in your home? 310 4,829 92
2 Building a granny flat How Tom is using a granny flat to recession-proof his family 641 9,918 199
3 Building a granny flat The quality materials we use to build granny flats 252 3,421 45
4 Building a new dream home Why you should build new rather than buying old 364 4,729 87
5 Renovating existing homes 4 renovation mistakes Jane made, and how you can avoid them too 672 9,209 254
6 Building a new dream home How to budget for building a new home 301 4,522 84
7 Renovating existing homes DIY painting hacks 269 4,387 99
8 Building a granny flat 5 things to know about building a granny flat 349 4,484 90
9 Building a new dream home How 5 couples created the perfect house design for them 896 12,208 367
10 Renovating existing homes How Rachel and John made $100,000 by renovating their home 1,649 22,092 949
11 Building a new dream home You dont want to miss these 5 stunning home designs 710 10,403 312
12 Building a granny flat How you could earn an extra $10,000+ a year with a granny flat 2,314 25,246 1,091
The coordinator has also noted whether each blog post made use of a video and whether the blog post had advertising spend supporting its promotion. The results are summarised below for you.
No. Content category Blog post content Did the post make use of video?
1 Renovating existing homes How do you want to feel in your home? No
2 Building a granny flat How Tom is using a granny flat to recession-proof his family No
3 Building a granny flat The quality materials we use to build granny flats No
4 Building a new dream home Why you should build new rather than buying old No
5 Renovating existing homes 4 renovation mistakes Jane made, and how you can avoid them too No
6 Building a new dream home How to budget for building a new home No
7 Renovating existing homes DIY painting hacks No
8 Building a granny flat 5 things to know about building a granny flat No
9 Building a new dream home How 5 couples created the perfect house design for them No
10 Renovating existing homes How Rachel and John made $100,000 by renovating their home Yes
11 Building a new dream home You dont want to miss these 5 stunning home designs No
12 Building a granny flat How you could earn an extra $10,000+ a year with a granny flat Yes
You made the notes below on T & J Builders content approach over the past 6 months:
You noticed that when people sign up to receive T & J Builders emails, they receive one welcome email. After this people receive monthly newsletters featuring the blog articles.
Roughly the same amount of advertising was spent promoting each blog post on social media. The posts that achieved a greater reach and higher engagements did so because they had a lower cost per click and cost per engagement, as well as greater organic engagement
The total leads driven from content marketing was 7% higher than that from the previous 6 months. You feel that incentives given to leads to provide their email address could be better.
3D. CONTENT MARKETING BUDGETYou have noted that the planned content marketing budget for T & J Builders over the last 6 months is as follows.
Item Planned budget
Written copy for blog articles 2 articles per month, each 700-900 words $3,000
Design of images to support blog articles $500
Design of creative to support the promotion of blog articles on social media and in email campaigns $450
Video production filming and editing of videos, with 3 videos produced per quarter $2,400
Promotion of blog posts, for example through Facebook advertising $4,000
Impressed by the results achieved in the last two months, the Marketing Manager at T & J Builders has informed you that there is an extra $20,000 available for content marketing over the next 6 months. This additional budget is to support trialling new content marketing initiatives that can build upon or add to T & J Builders recent success. If these initiatives are successful, more marketing budget will be allocated to them in the future.
3E. CONTENT MARKETING COSTS TO DATEYou have been provided with the actual costs of content marketing for T & J Builders over the past 6 months. These costs are as below.
Item Actual costs
Written copy for blog articles 2 articles per month, each 700-900 words $2,800
Design of images to support blog articles $650
Design of creative to support the promotion of blog articles on social media and in email campaigns $450
Video production filming and editing of videos, with 3 videos produced per quarter $800
Promotion of blog posts, for example through Facebook advertising $4,000
After discussing the content approach over the past 6 months with various stakeholders, you have made the following notes about the actual costs that occurred:
Only two videos have been produced out of the 6 planned. This is because of delays caused by video producers being ill, issues with finding talent, other competing priorities and an initial lack of interest in video content from T & J Builders marketing team
Some articles were shorter on word count than anticipated. Articles are charged with consideration to the number of words they contain
The design of images to support the blog articles took an hour longer than expected, increasing the cost. This extra time was due to extra revisions being needed
-359410110309STUDENT ASSESSMENT GUIDE
00STUDENT ASSESSMENT GUIDE
-897709-90779100
-3417451500216DGMCON001 DEVELOP AND IMPLEMENT A CONTENT STRATEGY FOR DIGITAL PUBLICATION
00DGMCON001 DEVELOP AND IMPLEMENT A CONTENT STRATEGY FOR DIGITAL PUBLICATION
CONTENTS
TOC o "1-3" h z u 1. INTRODUCTION PAGEREF _Toc74226009 h 32. TASK A KNOWLEDGE QUESTIONS PAGEREF _Toc74226012 h 53. TASK B PRODUCE A CONTENT STRATEGY PAGEREF _Toc74226015 h 74. TASK C DEVELOP AND PUBLISH CONTENT PAGEREF _Toc74226018 h 135. TASK D REVIEW CONTENT PERFORMANCE PAGEREF _Toc74226021 h 176. ASSESSMENT SUBMISSION PAGEREF _Toc74226024 h 227. APPENDIX PAGEREF _Toc74226027 h 23
1. INTRODUCTION1A. THE PURPOSE OF THIS ASSESSMENTThis assessment will develop your skills and knowledge required to develop and implement a content strategy.
COMPETENCIES BEING ASSESSED
This assessment has been aligned against the unit of competency DGMCON001 Develop and implement a content strategy for digital publication. This unit requires you to:
Produce a content strategy
Develop digital marketing content
Publish content
Review strategy performance
1B. WHAT YOU ARE REQUIRED TO DOThis assessment has four tasks. You must complete all tasks and questions.
STEP 1. COMPLETE THE REQUIRED LEARNING CONTENT
Before attempting the assessment, ensure you complete the supplied learning content. This content will help you develop the skills and knowledge you need to complete your assessment.
STEP 2. COMPLETE TASK A (KNOWLEDGE QUESTIONS)
Task A is a series of short answer questions that will test your understanding and knowledge of content marketing.
STEP 3. COMPLETE TASKS B-D (PRACTICAL QUESTIONS)
Over Tasks B, C and D, you will plan and implement a content marketing strategy, then review its performance.
You may choose to base Tasks B, C and D on:
The provided case study, OR
Your own workplace
A NOTE ON USING YOUR OWN WORKPLACEIf you are using your own workplace, you must make sure you have access to relevant documentation and resources. This includes:
Performance results for at least 3 months of content marketing previously run by a brand
The brand's current or previous content marketing strategy
At least two stakeholders who can provide feedback on content marketing
Resources to create, publish and monitor content, as outlined in the content marketing strategy you develop, for a period of at least two weeks. You may require access to various platforms, such as a brands website and social media accounts. You may also need access to specialists who can assist with creating content, such as copywriters, social media managers, and video producers. You may also choose to create and publish all content.
A budget for creating and publishing content
You will also be required to provide evidence of your work and other documentation as your progress through Tasks B-D.
If you wish to use your own workplace, you must discuss this with your trainer before starting Tasks B-D. Make sure you receive approval from your trainer to use your own workplace.
STEP 4. SUBMIT YOUR ASSESSMENT
Once you have completed Tasks A-D, check your assessment to ensure you have fully answered all questions. Then submit your assessment by the due date provided.
2. TASK A KNOWLEDGE QUESTIONS2A. INSTRUCTIONSAnswer the questions below to demonstrate your knowledge of content strategies.
When answering the questions, make sure you:
Answer all parts of each question
Use your own words and give examples wherever possible
Keep in mind the quality of your answer is more important than how long it is
Enter your answers in this document
Acknowledge and cite any sources used
2B. QUESTIONSQuestion A1
Explain at least two types of content intents. Then describe how you can use these when developing a content marketing strategy.
(100-200 words)
Your answer:
Question A2
Describe at least two content curation tools and techniques.(100-200 words)
Your answer:
Question A3
Describe what brand storytelling is. Then explain how companies can use this as part of their content marketing strategy.
(100-200 words)
Your answer:
Question A4
Describe at least three ways content can be personalised. Then explain why personalising content can be an effective marketing technique.
(100-200 words)
Your answer:
3. TASK B PRODUCE A CONTENT STRATEGY3A. INSTRUCTIONSIn Task B, you will create a content strategy for a brand.
For Tasks B, C, and D, you may either:
Use the provided case study, OR
Use your own workplace
IF YOU ARE USING THE CASE STUDY
If you are using the case study, make sure you read the Case Study Information document provided before starting the questions below.
YOUR ROLE IN THE CASE STUDYIf you are using the case study, you are to presume the role of being a Content Strategist at a communications agency called Fire Communications. One of your key clients is Tiny House Empires.
Tiny House Empires is a new brand. The company builds and sells tiny houses. Tiny houses are small, compact homes that can often be towed behind a car. They have a size of approximately 22 square meters, whereas the average Australian home is approximately 185 square meters. They are often affectionately called mini homes on wheels.
IF YOU ARE USING YOUR OWN WORKPLACE
If you are using your own workplace, you must make sure you have access to relevant documentation and resources.
DOCUMENTATION AND RESOURCESIf you choose to use your own workplace, you must have access to:
Performance results for at least 3 months of content marketing previously run by a brand
The brand's current or previous content marketing strategy
At least two stakeholders who can provide feedback on content marketing
Resources to create and publish content, as outlined in the content marketing strategy you develop, for a period of at least two weeks. This must include a budget for at least two items relating to content marketing. You may require access to various platforms, such as a brand's website and social media accounts. You may also need access to specialists who can assist with creating content, such as copywriters, social media managers, and video producers.
You will also be required to provide evidence of your work and relevant documentation as your progress through Tasks B-D.
GAIN APPROVAL FOR USING YOUR OWN WORKPLACEIf you wish to use your own workplace for the following questions, you must discuss this with your trainer. Make sure you receive approval from your trainer to use your own workplace before starting Tasks B-D.
3B. QUESTIONSQuestion B1
Identify if you will be using the case study or your own workplace for Tasks B-D.
If you are using your own workplace, also:
Provide a brief description of the company (50-100 words)
Identify the brand you will base your content strategy on
Describe the content the brand has recently produced and any content strategies it currently uses. Use examples to support your answer, such as in the form of documentation, screenshots, images, and links. (100- 250 words)
A NOTE ON USING YOUR OWN WORKPLACEIf you are using your own workplace, you must have access to relevant resources and documentation. This includes:
Previous performance results for content marketing
Previous content marketing strategies
At least two stakeholders
Resources to create and publish content
Your answer:
Question B2
Create a 1-year digital content strategy for your selected brand.
To do so, first research the past performance of the brands content, its target audience, its competitors, and relevant content trends. Then use the insights from your research to inform the direction of your content strategy.
This content strategy should make use of the brands website as well as other digital channels.
IF YOU ARE USING YOUR OWN WORKPLACE
As part of your research, make sure you consult with managers, clients, and/or other stakeholders. Use this consultation to identify any changes or improvements that are required to the brands existing content strategy.
IF YOU ARE USING THE CASE STUDY
Make sure your read and consider the feedback on Tiny House Empires content marketing outlined in the case study document (see section 2E. CURRENT CONTENT APPROACH)
Also, note your content strategy must plan to make use of gated content.
Ensure your content strategy includes the following information:
Introduction outline the purpose of the strategy including:
How content will contribute to achieving business and digital marketing goals
The brands current content marketing performance and issues
How it will address any required changes to the existing content strategy
Current content marketing trends describe content trends that inspire or inform your strategy. Make use of social listening and other tools to research these trends.
Competitor content analysis detail an analysis for at least two competitors
Goals - outline at least two goals for your content marketing strategy
Key Performance Indicators (KPIs) detail at least two KPIs for your strategy
Audience personas describe at least two audience personas
Platforms and channels - explain how a variety of different platforms and channels will be strategically used
Content type and topics - describe different content types and topics to be used across various platforms and channels
CONTENT STRATEGY TEMPLATEYou may use the content strategy template provided in the appendix to create your strategy.
Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above.
You may:
Write your content strategy directly into the space below, or
Write your strategy in another document and attach it below
(500-1,000 words)
Your answer:
Question B3
Now youve created your content strategy, you need to share it with others and discuss plans for implementing it.
Set up a meeting with at least one stakeholder.
IF YOU ARE USING THE CASE STUDYYou are to role play being the Content Strategist at Fire Communications. You are to meet with the Marketing Manager at Tiny House Empires. This position can be role played by your trainer, friend, family member or another student in your unit.
IF YOU ARE USING YOUR OWN WORKPLACEYou must meet with someone who is in a good position to provide you with feedback. For example, you may choose to meet with the Head of Content, a Marketing Director, or another marketing professional in your team.
Use the meeting to:
Provide a brief overview of your content strategy and seek feedback on it
Discuss key actions needed to implement the content strategy, agreeing on:
Timelines
Roles and responsibilities
Discuss what strategies will be used to monitor the implementation of the content strategy
After your meeting, record notes of what was discussed. Also, explain how you will update your content strategy to reflect the feedback received.
(75-150 words)
Your answer:
Question B4
You now need to create a content strategy action plan. Ensure your plan considers feedback received in the previous question (Question B3) and outlines:
Actions
Roles and responsibilities
Timelines and content schedules
Content Management Systems to be used
Monitoring strategies
ACTION PLAN TEMPLATEYou may use the action plan template provided in the appendix to create your plan.
Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above.
You may:
Write your action plan directly into the space below, or
Write your action plan in another document and attach it below
(250-500 words)
Your answer:
4. TASK C DEVELOP AND PUBLISH CONTENT4A. INSTRUCTIONSTask C follows on from Task B. In this task, you are to develop digital marketing content.
IF YOU ARE USING THE CASE STUDYThe Tiny House Empires team is impressed by the gated content you have included in your content strategy. You are to develop the written text for one piece of gated content, plus two additional forms of content that can be used to promote it.
You will then need to brief creative teams on creating visual designs to support this content. You will also need to review your content for accuracy and legal compliance.
4B. QUESTIONSQuestion C1
You now need to prepare copy (text) for three pieces of content outlined in your strategy and action plan.
Ensure the copy you create:
Uses appropriate language, style, and tone for the target market
Is aligned with the brand
Is accurate, current, and relevant
Write your copy below in the spaces provided.
IF YOU ARE USING THE CASE STUDYYou are to develop the written text for one piece of gated content, plus two additional forms of content that can be used to promote it. The gated content should be 400-800 words in length.
You may select a content form of your choice. For example, you may envision the finished gated content piece to be an infographic or a report that is a downloadable PDF. Similarly, the two additional pieces of content may be social media advertising or blog posts.
IF YOU ARE USING YOUR OWN WORKPLACEThe content you create must be aligned with the content strategy you produced in Task B.
(200-1,400 words)
Your answer:
Content piece 1
Brief description of the content piece: Copy:
Content piece 2
Brief description of the content piece: Copy:
Content piece 3
Brief description of the content piece: Copy:
Question C2
Now you have prepared the written content, you need to brief others, such as designers, on what creative needs to be produced to support this content. Develop a creative brief that outlines:
Background and objectives
Target audience
Key messages and supporting information
Deliverables
Timeframes
CREATIVE BRIEF TEMPLATEYou may use the creative brief template provided in the appendix to create your brief.
Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above.
You may:
Write your creative brief directly into the space below, or
Write your creative brief in another document and attach it below
(250-500 words)
Your answer:
Question C3
Explain how the content you produced supports the brands goals and content strategy.
(100-200 words)
Your answer:
Question C4
Explain two or more legal and regulatory requirements the brands digital content needs to comply with.
(100-200 words)
Your answer:
Question C5
Explain how you will implement these three pieces of content on the appropriate channels. Ensure you describe how you will do this according to a content schedule.
(100-200 words)
Your answer:
5. TASK D REVIEW CONTENT PERFORMANCE5A. INSTRUCTIONSTask D follows on from Task C. In this task, you are to review and analyse a brands content marketing performance.
IF YOU ARE USING THE CASE STUDYImpressed by the content strategy and content you have produced for Tiny House Empires, your manager at Fire Communications has asked you to provide input into the content approach for T & J Builders.
Specifically, they have asked you to review and analyse the performance of T & Js content over the past 6 months. Then present recommendations for improvements.
Before starting Task D, ensure you have read the case study.
IF YOU ARE USING YOUR OWN WORKPLACEYou must review the performance of at least two pieces of content over a period of at least two weeks. If you have developed and implemented content outlined in Task C, you may use this for Task D.
You must also have access to:
Business goals, marketing goals and KPIs that you can use to assess content performance
Details of planned and actual expenses relating to creating content
The brands content marketing strategy
5B. QUESTIONSQuestion D1
Evaluate the performance of the brands content marketing. Ensure you compare performance against:
Business and marketing goals
Key Performance Indicators (KPIs)
IF YOU ARE USING YOUR OWN WORKPLACEDescribe what content you will be analysing in Task D. Where possible, provide links to or copies of this content. Also, provide screenshots or copies of the data and analytics you will use to analyse performance.
(100-200 words)
Your answer:
Question D2
Review the cost of the content marketing. Assess the actual costs against the budget allocated and identify any variances.
Outline what variances occurred and describe the reasons for these variances.
IF YOU ARE USING THE CASE STUDYYou are to review the cost of T & J Builders content marketing over the past 6 months. Ensure you review the costs of the following items:
Written copy for blog articles 2 articles per month, each 700-900 words
Design of images to support blog articles
Design of creative to support the promotion of blog articles on social media and in email campaigns
Video production filming and editing of videos, with 3 videos produced per quarter
Promotion of blog posts, for example through Facebook advertising
IF YOU ARE USING YOUR OWN WORKPLACEYou must compare the planned and actual costs for at least two items.
Answer using the tables provided below, adding additional rows as needed.
(50-150 words)
Your answer:
Item Planned budget Actual cost Variance
Description of variance
Question D3
Provide at least three recommendations for how the brands content marketing can be improved. Then explain how you would adjust the brands content strategy to include these recommendations.
IF YOU ARE USING THE CASE STUDYProvide recommendations for how T & J Builders content marketing can be improved over the next three months.
IF YOU ARE USING YOUR OWN WORKPLACEProvide recommendations for how the brands content marketing can be improved in a period no shorter than four weeks and no longer than six months.
(150-300 words)
Your answer:
Question D4
Now you have analysed the brands content marketing and developed recommendations, you need to share your insights with others.
Set up a meeting with at least two stakeholders.
IF YOU ARE USING THE CASE STUDYYou are to meet with:
A Marketing Manager at T & J Builders
A Content Producer at Fire Communications
These positions can be role played by your trainer, friends, family members or other students in your unit.
IF YOU ARE USING YOUR OWN WORKPLACEYou must meet with at least one stakeholder who is knowledgeable of content marketing. For example, you may choose to meet with a Head of Content, Marketing Directors, or another marketing professionals in your team.
Use the meeting to:
Describe the brands content marketing performance, including any achievements that have been made
Present your recommendations for improvement
Seek feedback on your proposed changes to the brands content strategy
YOUR MEETING WILL BE OBSERVEDYour trainer will assess your meeting against the observation checklist provided in the marking guide document. Your trainer will be looking for your ability to:
Explain content marketing performance and make recommendations for improvement
Engage stakeholders and seek their feedback
Use appropriate verbal and non-verbal communication
Lead the meeting
You may arrange time for your trainer to observe your meeting in real-time either virtually or in person.
Alternatively, you may record your meeting and provide a link to it. For example, you may upload your recording to YouTube as an unlisted video or provide a link to a Google Drive folder. If you are sharing a link, ensure you test your link to make sure it is working correctly.
After your meeting, record notes of what was discussed, including the feedback you received.
(75-150 words)
Your answer:
6. ASSESSMENT SUBMISSION6A. INSTRUCTIONSOnce you have completed Tasks A-D, you may submit your assessment. Ensure you do this by the provided due date.
Before submitting, use the checklist below to make sure you have completed all questions and provided all relevant evidence.
6B. CHECKLISTSTUDENT SELF-CHECKLIST
Instructions: Place a tick in the Yes (Y) column for each component you have completed.
Have you Related assessment question(s) Y
Answered all knowledge questions? Task A, Questions A1 A8 Answered all practical questions? Task B, Questions B1 B4 Task C, Questions C1 C5 Task D, Questions D1 D4 Attached your content strategy (if you created this as a separate document)? Task B, Question B2 Attached your action plan (if you created this as a separate document)? Task B, Question B4 Attached your creative brief (if you created this as a separate document)? Task C, Question C2 Provided a working link to a recording of your meeting (if your trainer did not observe your meeting virtually or in person)? Task D, Question D4 7. APPENDIX7A. CONTENT STRATEGY TEMPLATEInstructions: Use the template to detail your content strategy:
Replace the parts highlighted in yellow with appropriate information for example, if you were creating a content strategy for Bunnings, you would replace name of brand with Bunnings
Further instructions on information to be included in various sections are provided below
CONTENT STRATEGY:
NAME OF BRAND
DATE
1. Introduction
Instructions: Outline the purpose of the strategy, explaining how it will:
Contribute to achieving business and digital marketing goals
Build upon content marketing performance to date
Address any required changes to existing or former content strategies
2. Content marketing trends
Instructions: Describe at least two current content marketing trends, as informed by social listening and other research.
3. Competitor content analysis
Instructions: Detail a competitor content analysis for at least two competitors.
4. Goals
Instructions: Describe two or more goals for the content strategy.
5. Key Performance Indicators (KPIs)
Instructions: Outline two or more Key Performance Indicators (KPIs) for the content strategy. Ensure the KPIs are SMART Specific, Measurable, Achievable, Relevant and Timebound.
6. Audience personas
Instructions: Outline at least two audience personas. Ensure you describe their demographics, interests, and other characteristics.
7. Platforms, channels, and topics
Instructions: Explain how a variety of different platforms and channels will be strategically used. Also, identify different content types and topics to be used across various platforms and channels.
7B. CONTENT ACTION PLAN TEMPLATEInstructions: Use the template to detail your content strategy:
Replace the parts highlighted in yellow with appropriate information for example, if you were creating a content strategy for Bunnings, you would replace name of the brand with Bunnings
Further instructions on information to be included in various sections are provided below
CONTENT STRATEGY ACTION PLAN:
NAME OF THE BRAND
DATE
1. Actions
Instructions: Describe the actions needed to implement your content strategy.
2. Roles and responsibilities
Instructions: In the table below, describe the roles and responsibilities required for implementing the content strategy. You may add and/or delete rows as needed.
Role Responsibilities
3. Content schedule
Instructions: Detail content schedules and their timeframes.
4. Content Management Systems
Instructions: Describe any Content Management Systems that will be used.
5. Monitoring strategies
Instructions: Describe two or more monitoring strategies that will be used to ensure content is produced on time and performs as required.
7C. CREATIVE BRIEF TEMPLATEInstructions: Use the template to detail your content strategy:
Replace the parts highlighted in yellow with appropriate information for example, if you were creating a content strategy for Bunnings, you would replace name of the brand with Bunnings
Further instructions on information to be included in various sections are provided below
CREATIVE BRIEF:
NAME OF THE BRAND
DATE
1. Background and objectives
Instructions: Describe the purpose of the content to be created and its objectives.
2. Target audience
Instructions: Describe characteristics of the target audience for the content.
3. Key messages
Instructions: Outline the key messages to be communicated.
4. Supporting information
Instructions: Describe information that supports the key messages.
5. Deliverables
Instructions: Detail the deliverables to be created.
6. Timeframes
Instructions: Outline deadlines and other timeframes for creating the content.
