As part of the Content strategy unit we were asked to choose an organisation to create a content strategy for.
The content aims to achieve the consider and discover stages of the customer journey by creating events for students to enjoy and allowing them to meet new people, learn about the history and explore new cultures, which link to the objectives and the content strategy as it allows students to learn about The Portico Library and what it can offer. The Portico Library will use its content to appeal to students via email, Facebook, Instagram, Twitter, TikTok and Youtube. The content will be graphics, GIFs, and short and long-form videos.
Social media posts were chosen as one of the platforms for The Portico Library and will be used to promote student events on Instagram and Facebook as graphic posts. In addition, it will be shared on LinkedIn and Twitter as Gifs. These GIFS and posts will be turned into short and long-form videos, which will be shared on TikTok and YouTube. As the Portico Library aims to increase brand awareness and engagement, adopting GIFS and videos into their social media strategy could increase brand awareness and engagement.
Email is another tactic The Portico Library will use to increase brand engagement and awareness. 'Email marketing can help increase brand awareness' (Sprout Social, 2022) and grow engagement. The email will be sent to universities so that they can send the email to their students, which will help reach many students within Greater Manchester. The second email will be shared on LinkedIn, Twitter, Facebook and Instagram platforms. The last email will be sent as a text to students as 'more than 50% of Generation Zers use their phones to check emails'. (Nutshel)
