CONTENT CREATION: CAVANAUGH PHOTOGRAPHY
Cavanaugh Photography was a client of my team
was assigned for our Content Marketing course. In this course, each group was assigned a client that we were to meet with to discuss our content strategy for the rest of the semester. We then worked the entire semester with the guidance of our professor, Tim Marshall, to create a massive amount of content for our client. We do not post
for these clients or have access to their metrics. Instead, we provided the client with a pillar page explaining our concept, the two primary personas, and linking all content.
content types
target audiences
molly the mom
Molly the Mom is looking for content that would help their child with their senior photos. The content I showcase in this project is for Molly the Mom
penny the principal
Penny is looking for content that will help her plan school
picture day and
figure out what she needs to know for school portraits.
01. articles
The article continues with more tips for senior photo makeup and finishes with a trifecta call to action.
The other article was a curated article using sources from other sites to provide content to the audience. Each article was written to target a certain persona the team outlined.
Each article is provided as a Google doc containing not only the article content but various digital marketing attributes as well. This includes:
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The stage of the buyer's journey
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Existing content that is similar to this topic
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A working headline, as well as an SEO modified headline
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TL;DR (To Long Didn't Read) which can be used as an article summary
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Slug & Meta Description
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Google SEO Mock Up
02. infographics
The next stage in our content recycling project was to summarize each section of our article for an infographic. We then designed our infographic in Canva, you can see my article #1 infographic to the right. All design choices were made using the brand guidelines and decisions we made as a group.
As a group, we decided that we will use graphics in our designs that look drawn to maintain a similar visual look to the infographics. We also decided that a pastel blue background with purple accents and blobs was the best look with the brand guidelines. All infographics have a similar look to them.
Each of us created 2 articles and created the same type of content for each article. I will continue to use the article #1 material so you may see the evolution of our content through the stages.
03. videos
These videos are not made for platforms such as YouTube or TikTok, but to be used on websites, blog posts, and other visual social media. This is because they are informative and created based on the recycled content from the article.
Our group chose to have each video header have a video behind the text and a static image next to the snippet of text. We did this to maintain a consistent look through all provided content.
04. social stories
The purpose of creating social stories was to develop another avenue using the original content. As you can see below, the stories were created using a very similar branding style as the infographic to once again maintain consistency across platforms.
05. landing pages
The landing page was made as a mockup to show the client how a blog post could look on their website. The styling was limited because of the way Adobe Express is set up.
06. content kit
A content kit was the final stage in our content recycling. This was done through Canva and provided the client with 8 different content png files with a similar look and header. The types of content included are listed below:
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Email Header
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Facebook Cover
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Instagram Post
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LinkedIn Post
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Pinterest Pin
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Twitter Post
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A Story Post
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Facebook Post
content organization
We created a pillar page in Adobe Express that links all the content we created as a team. There were 7 people in our group and each of us made content for 2 articles. This means in, we provided our client with 14 different content topics and 70 different variations of content.
Aside from the pillar page, we organized all our content into a Google drive folder as well that was split up by the different types of content listed above. This will make it easy for the client to not only visualize and understand the work we did on the pillar page, but have easy access to download and use the content.