After spending the last three weeks taking a deeper dive into content marketing through Praxis’ Content Marketing Module, here are my main takeaways and project summaries.

Week One: “What is Content Marketing?”

My first week, as any when learning a new skill, was spent gathering vocabulary and information.

We touched on what content marketing is (and is not), the creation of effective marketing, general career information, skills needed, and chose a business to center our month-long content creation around.

I work at a small business, and gained permission to use them as the focus of my projects.

We then did market research–answering a series of questions to dive deeper into our business of choice.

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After completing my first week I moved forward with a greater understanding of the mindset that content marketing requires.

Gaining this foundational knowledge allowed me to step into my second week: Marketing in the Wild.

Click the image below to read more through my Substack:

Week Two: “Landing Pages“

Week two of content marketing was spent learning about landing pages: What are they? What is their purpose? How do you use them effectively?

Armed with foundational knowledge, I created my first mock landing page with my business of choice. Made to collect Thanksgiving turkey preorders in an organized digital space, seen here: https://oliviacrowley.ck.page/4a982be72a

This week I also spent time independently learning about copywriting after observing how much content marketing and copywriting overlap. This helped me create a good hook and simple “blurb” to direct users to take action.

Click below to read more from my Substack:

Week Three: “Campaign Creation“

By far the most project heavy week of all, I created a 5-series welcome email campaign and 15 post Instagram campaign for my business of choice.

The business I am working for has not yet leaned into building an audience online.

I have witnessed firsthand how often customers come seeking advice or answers to specific questions. It has been interesting to watch interactions, and how this exchange of information drives appreciation and loyalty from customers.

In both of my campaigns I focused on driving physical traffic into the store through education and engagement.

Instagram: Examples

I enjoyed making all of my posts and had fun with my project. I focused on keeping my posts fresh, simple, and cohesive in a grid.

My thinking behind this was, simply, “Hey, here is some information that is relevant to you that you may not know. You’re welcome. I bet you feel super inspired to suddenly be healthier. By the way, we carry all of these things locally and X is 20% off until the end of the week”

In this instance, helping people help themselves benefits this business.

Email Welcome Campaign: Examples

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Email One/Five

Subject: Your Path to Better Health Starts Here!

Dear (Customer),

We are thrilled to extend a warm welcome to you as the newest member of the Greener Pastures Market community! We believe in the power of wholesome, nutrient-rich foods to fuel your body and elevate your well-being.

At Greener Pastures Market, we are committed to providing you with an exceptional selection of health products, sourced with care and crafted with your health in mind. From organic produce to plant-based alternatives, we’ve curated a range of options to support your journey towards a healthier, happier you.

Here are a few things you can look forward to as a part of our community:

1. Quality Assurance: Every product on our shelves has been carefully chosen to meet our rigorous standards for quality, freshness, and nutritional value.
2. Helpful Guidance: Our knowledgeable staff is here to offer personalized recommendations and answer any questions you may have about our products or your health and wellness goals.
3. Exclusive Offers: As a valued member of the Greener Pastures Market family, you’ll be the first to know about special promotions, discounts, and exciting events.
4. Nutrition Resources: Stay tuned for regular newsletters packed with tips, recipes, and articles to inspire and guide you on your health journey.

We can’t wait to be a part of your wellness journey. Visit us at (Address) to explore our carefully curated selection and experience firsthand the difference that real nourishing food can make.

Thank you,

Email Two/Five:

Subject: Unlock Five Solutions for a Healthier You with Greener Pastures Market

Dear (Customer),

At Greener Pastures Market, we’re dedicated to helping you overcome any hurdles on your journey to optimal health. We understand that every individual faces unique challenges, and we’re here to provide tailored solutions that make a real difference.

Here are some common concerns our customers have shared, along with personalized recommendations from our team:

1. Time-Crunched but Want to Eat Well?

Explore our range of convenient, ready-to-eat meals and snacks that are packed with nutrients, without compromising on taste.

2. Navigating Dietary Restrictions or Allergies?

Our knowledgeable staff can guide you towards allergen-friendly options and suggest delicious alternatives to accommodate your specific dietary needs.

3. Looking for Quick and Healthy Cooking Ideas?

Subscribe to our newsletter for weekly recipes and cooking tips that prioritize nutrition without sacrificing flavor or convenience.

4. Seeking Guidance on Supplements or Superfoods?

Stop by and speak with our staff for personalized recommendations.

5. Craving a Boost in Energy and Vitality?

Discover our selection of natural, nutrient-dense products designed to fuel your body and invigorate your day.

Remember, you’re not alone in your health journey. Our team is here to support you every step of the way. Feel free to visit us at (Address), or reach out via (Contact) with any questions or concerns.

Thank you,

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When creating these series of emails I followed the strategy laid out in ActiveCampaign’s blog:

1. The actual welcome email
2. The “what if you could solve your problem” email
3. The “It’s not your fault” email
4. Showing off the benefits you offer
5. The urgency email, aka time to sell

Further Video Summary:

Content Marketing, Next Steps

After learning about the basics of content marketing, creating a landing page, and taking on a larger campaign project, I look at this as the start of my content marketing education and I am excited to take what I have learned into my own personal projects and further content development for others.