Content Strategy

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Overview

The Digital Marketing Center, DMC, at Baldwin Wallace University, allows students to gain additional experience and skillsets in digital marketing whilst working for clients.

For our client, the Tea Lab, my role included developing a content strategy. This content strategy is designed to provide essential information for the Tea Lab to increase their media presence. And it includes content themes, post ideas/styles, organic social, paid social, etc.

The Tea Lab is a smaller business located in Cleveland, Ohio. Their goal is to reach audiences nationwide as well as internationally through e-commerce to boost awareness of their existing location. As well as open more locations, and to gain more recognition on socials.

My Process

Content Strategy

The Tea Lab is a small business that takes pride in its diverse collection of teas. They offer popular and widely recognized tea blends such as green, black, matcha, and many more varieties.

The content strategy, developed through critical thinking, aims to help The Tea Lab achieve its goals and effectively promote its esteemed brand and extensive range of tea products.

Steps Included:

Events:

Leveraging the provided events the Tea Lab wanted to highlight, the strategy focused on additional events like National Tea Day and International Tea Day to promote their teas.

Theme Days:

The theme day strategy involved creating engaging content types (stories, carousels, reels/videos) based on events and user preferences.

Teas to Promote:

The teas were selected directly from the Tea Lab's website, drawing inspiration from their existing promotions, tea variety, and occasionally with the assistance of Claude AI.

Organic Social:

This encompassed weekly organic content ideas based on the theme days and the Tea Lab's regular posting.

Paid Social:

This included weekly promotional ads and campaigns the team proposed to run, aligned with the Tea Lab's offers.

Tools I Used

  • Tea Website

    The Tea Lab Website

    The Tea Lab website was used to brainstorm events to highlight, theme days, and to determine which teas to promote.

  • Spreadsheets

    Google Sheets

    Google Sheets is where I was able to organize content ideas for each week of every month, and easily share with our client.

  • Claude AI

    This AI tool was sometimes used to for content ideas for certain events or theme days.

Example of Spreadsheet

A working Google Spreadsheet is accessible to our client to view and receive content ideas for their socials each month.

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Content Creation