Content Creation
“Ideas are cheap…
It’s the execution that’s all-important.”
GEORGE R.R. MARTIN
Content marketing has the potential to build strong relationships with a target audience and boost conversions. A strategy built on relevant content, keyword/hashtag research, well developed buyer personas, and appropriate formats is optimal for connecting to a specific market.
Blog Post
Graphics by Marisa Mott
This story was created as part of a job application - an audition of sorts. Each candidate was given a list of required keywords (Digital Marketing, Maple Syrup, Cycling Enthusiast, Spanish, Private Jet, and LED lights) and asked to submit a 200 word story. My process for creating the piece started by researching each keyword and jotting down implied or direct associations, playing with the list of connections, and sifting through possible concepts. Marketing segments were not provided in the brief, so it was important to chose a concept that was relevant to a broad psychographic. Numbered list headlines tend to capture the attention of readers, so the title formed the story structure. After the job opening was filled (not by me), I recycled the story onto Cowboy Kimono’s blog and placed the graphic + link on Social Media.
Infographic
Infographic by Marisa Mott
Long-tail keywords, key phrases that are more specific than commonly searched keywords, usually have a higher conversion value. Tapping into this SEO tactic was easy once I entered Cowboy Kimono’s main keywords into Answer the Public, a free online tool. The tool generated long-tail keyword suggestions and common questions asked about my seed keywords (painted denim).
Most people using the search terms painted denim, asked the question, “How to wash painted denim?” As a way to increase the ranking of Cowboy Kimono in relevant searches and generate leads, I wrote and created an infographic answering the question.
Lead Magnet
7 Easy Steps - Inventiveness Workout
Transform a mundane task into something artfully creative.
Lead magnets entice website visitors with free content in exchange for contact information (most often a first name and an email address) Opt-in freebies offer a piece of digital, downloadable content, such as a free PDF checklist, report, eBook, white paper, video, etc.
An ideal “bribe offer” for Cowboy Kimono is a guide that solves a specific problem with a specific solution for a specific segment. Focusing on the specific problem of creative blocks, I revised a series of exercises that encourages and revives creativity. The specific solution was built into an easily consumable guide based on 7 simple steps.