Content Marketing

Strategy
MADE BY MARY PREPARED BY
NOVEMBER 8, 2021
Ella Malone
Helena Huffman
TABLE OF CONTENTS

GOAL 3

BUYER PERSONAS 4

ENGAGEMENT CYCLE 6

EDITORIAL CALENDAR 6

CONTENT NICHE 7

CONTENT TYPES 9

CONTENT AUDIT 13

CONTENT PLAN 14

CONTENT MARKETING STRATEGY 2

Goal

INCREASE BRAND AWARENESS BY 10%

AND RETENTION RATE BY 25% WITHIN
THE FIRST 6 MONTHS OF MARKETING
STRATEGY IMPLEMENTATION.

SECONDARY GOALS

1: TO INCREASE THE NUMBER OF WEBSITE VISITORS BY 10% WITHIN 6

MONTHS OF THE IMPLEMENTATION OF THE MARKETING STRATEGY.

2: TO INCREASE THE RATE OF RETURNING CUSTOMERS BY 25% WITHIN 6

MONTHS OF THE IMPLEMENTATION OF THE MARKETING STRATEGY.

3
 Buyer Persona 1

Bella Keller
Age: 22 years old
Location: Fort Worth, Texas
Occupation: Senior, Texas
Christian University
Interest: Fashion, Jewelry, and
small boutiques

Checks mobile devices for Instagram, TokTok, and

Habits Twitter. Online shops and purchases on her laptop.
Scrolls Instagram and TikTok throughout the day and
between classes. Loves to view Instagram Stories for
quick information on flash sales.

Low disposable income; wants to be

Pain viewed as fashionable; and lacks
Points knowledge about jewelry material.

CONTENT MARKETING STRATEGY 4

 Buyer Persona 2

Sydney Hansen
Age: 27 years old
Location: Salt Lake City, Utah
Occupation: Stay-at-home mom
of one
Interest: Home improvement,
workouts, fashion

Sydney spends most of her time at home with her son,

Habits but likes to stay connected through Instagram, Pinterest,
and Facebook. She also enjoys browsing YouTube for
workout and home improvement videos. Sydney has
purchased jewelry from Made By Mary before, and
already follows Made By Mary on Instagram.

Low disposable income and wants to

Pain be seen as pretty.
Points

CONTENT MARKETING STRATEGY 5

 Engagement Cycle
CONTENT SEGMENTATION GRID WITH BUYING CYCLE
Sales Contacts Leads Qualified
Finalist
Buying Information RFI Purchase Alternative
Awareness
Cycle Search Vendor Decision Searches
Short List

Bella Keller:
Instagram Posts Videos Product and Search Engine
New Purchase
Tiktok Posts Blog Peer Reviews Results
Customer

Sydney
Email
Hansen:
Instagram Posts Blog Emails Search Engine Purchase
Existing
Tiktok Posts Podcast Results
Customer

Editorial Calendar
Mon Tue Wed Thu Fri Sat Sun
prepare reel for
BF meanings Post: sneak peek of link blog bio Story: infographic Story: Q & A of prepare reel for BF
Reel: Hand stamped
Story: sneak peek BF collection on Post: official release pt. 2 meanings
BF meaning reel BF collection by Mary
Story: BF photos
of BF collection in Post: BTS photo
story
laicoS

prepare tiktok for BF

pt.1 meanings Prepare BF BF pt.1 BF release Prepare BF Prepare BF pt.2
BTS tik tok BF BTS tik tok
sneak peek of BF
release tik tok meaning tiktok tik tok meaning tik tok
collection

tweet sneak peek tweet blog tweet release of

remind blog
tweet infographic tweet BF podcast
of BF collection post BF collection tweet

Birth Flower Birth Flower Birth Flower

liamE

Birth Flower
collection Collection Collection
pt.1 Blog post
preview Release Podcast

Birth Flower
Birth Flower Birth Flower Birth Flower Birth Flower
golB

pt. 1 post @

pt. 1 draft pt. 1 review 5am EST;

1am PST
pt. 2 draft pt. 2 review

"How M&M
doP

BF collection BF collection BF collection BF collection

Began"
questions draft record edit upload
questions draft
Content Niche
Stories behind a moment & information
about intentional jewelry design

MADE BY MARY STANDS OUT IN THE JEWELRY INDUSTRY BECAUSE OF THE

INTENTIONALLY CRAFTED JEWELRY THAT IS MADE TO REPRESENT AND
REMEMBER NOTABLE MOMENTS IN THE LIVES OF INDIVIDUALS.

The content niche ties together both strengths (intentional design & representation of
moments) by offering behind-the-scenes information about intentionally crafted
jewelry and by telling stories that jewelry pieces represent.

Currently, Made By Mary has published content that tells deep and personal stories.
For example, a blog post that was published in October titled "Pregnancy and Infant
Loss Awareness Month-- a conversation with Lara Wilson." Another post from April of
2020 tells the stories of many moments that jewelry represents. While stories have
been told through content published by Made By Mary, the stories are overshadowed
by how-to guides, gift guides, job postings, and other impersonal content.

While other jewelry companies either mass-produce jewelry, or place a lesser priority
on the intentions behind jewelry design, Made By Mary's content will be distinct
because the focus is on individuals and no one else has the same stories. Additionally,
the intentionality behind the design of each piece of jewelry is unique and will allow
Made By Mary to tell stories that no one else has to tell.

Made By Mary's new content niche will exemplify the company's why by
demonstrating how the company is staying personal and connected, rather than
morphing into a mass-produced, impersonal product. The jewelry is crafted with
quality because the individual value of the customers is recognized and their stories are
valued.

CONTENT MARKETING STRATEGY 7

Content Types
TikTok Video & Instagram Reel
BEHIND THE SCENES VIDEOS THAT SHOW THE JEWELRY DESIGN PROCESS
FROM INITIAL SKETCHES TO HAND-STAMPING TO THE FINISHED PIECE.

Podcast
20 MINUTE INTIMATE INTERVIEW-BASED STORYTELLING. MADE BY MARY
CUSTOMERS WILL BE INTERVIEWED ABOUT A NOTABLE MOMENT IN THEIR
LIVES, FOR EXAMPLE A CHILD'S BIRTH, A JOY-FILLED SEASON, A
MISCARRIAGE, A MOMENT OF TRIUMPH, A SEASON OF DIFFICULTY, ETC.

Video
2 MINUTE VIDEOS THAT SHOW A MORE DETAILED VIEW OF THE JEWELRY
MAKING PROCESS, FOCUSED ON THE INTENTIONALITY BEHIND THE DESIGN
AND THE ARTIST'S INSPIRATION, THEN TOUCHING ON THE PERSONAL
PRODUCTION PROCESS LIKE HAND-STAMPING AND HAND-PACKAGING.

CONTENT MARKETING STRATEGY 8

Blog
Behind the Birth Flowers - Part 1
You probably have heard about birthstones, a gemstone meant to represent your birth
month, but did you know that there are birth flowers too?

Each month of the year is represented by a flower, and each birth flower has a
meaning.

Our Birth Flower Collection was grown out of a desire to remember the moments that
make you who you are.

These birth flower pieces can be a celebration of more than just birthdays. Celebrate
and remember the months of triumph, joy, hardship, and growth. Each piece in the
Birth Flower Collection holds a hand-drawn rendering of a delicate birth flower with a
special meaning attached.

Do you know what your birth flower means? Continue reading to find out.

CONTENT MARKETING STRATEGY 9

January: Carnation

Carnations have been revered for centuries around the world and are traditionally used
for making flower crowns. This “flower of love” is the perfect flower to celebrate you,
and a delicate reminder to love yourself.

February: Violet

Violets are all about the love. They have heart shaped leaves, are used in poems, and
are a sign of true love and everlasting affection.

March: Cherry Blossom

Cherry blossoms are an emblem of seeing beauty in the moment. These delicate
flowers have a breathtaking and short lived bloom. They represent all the beautiful
moments that are fleeting and cherished.

April: Daisy

Daisies are the perfect representation of innocence and purity. They’re thought of as
the flower of fresh starts, making it the perfect emblem for anyone taking on a new
venture.

CONTENT MARKETING STRATEGY 10

May: Lily of the Valley

This plant is adorned with tiny delicate bells and has the sweetest smell. It’s name
means “return to happiness” and represents all the little things in life that bring us joy.

June: Rose

Roses are an amazing example of balance. Soft petals, rigid thorns - roses are an
emblem that a beautiful life comes with a balance. Challenging times help us
appreciate the sweet moments even more.

Made By Mary’s Birth Flower Collection offers a beautiful way to remember meaningful
moments in your or a loved one’s life.

Our next post will detail the flowers and meanings for the rest of the year. Would you
like to be notified when it is released?

Yes, email me!

CONTENT MARKETING STRATEGY 11

Infographic

CONTENT MARKETING STRATEGY 12

Content Audit
Summary: The content currently posted is interesting and visually appealing, but the
subjects/topics covered are disjointed.
To the right is a glimpse of the current Instagram
feed, which is the primary social network in use.
New posts are added daily, and comment
sections are closely monitored. There is a clear
and attractive visual theme and color scheme.
Posts include announcements, stories, product
advertisements, memes, and personal posts from
the founder.

The account has almost 500k followers, and gets

between 1k - 5k likes. This is on the lower to
normal rate of engagement for an account with
that many followers. Giveaway posts have high
levels of engagement.
Blog posts (example to the
left) range from job
postings, to personal
stories, to jewelry tips, to
gift guides. There is not a
clear purpose of the content
as a whole. Blog posts are
sporadic--sometimes
twice/week, sometimes
there are months between
blog posts.

The content is generally well-written and speaks to the intended audience. The website
is easy to find online by company name, but is outranked by other jewelry companies
through more general search terms.

CONTENT MARKETING STRATEGY 13

 Content Plan
CONTENT MISSION: THROUGH LONG-LASTING, HANDCRAFTED JEWELRY, MADE BY
MARY OFFERS YOUNG WOMEN AN AFFORDABLE OPPORTUNITY TO EXPRESS EACH
PERSON’S INDIVIDUAL STORY.

Bella Keller
Instagram
TikTok

Feed Story Reel

Infographic Video Goal: Increase Brand Awareness by 10%

5-point 60-second behind Tone: Friendly, personal, and confident
informational image the scenes Desired Action: Instagram follow
Editorial Plan: Social media posts 4/week

Sydney Hansen
Email
Pinterest Instagram Newsletters

Infographic Video Blog Podcast

5-point 2 minute behind- 600+ words 20 minute
informational image the-scenes Post once/month storytelling

Content Goal: Increase retention rate by 25%.

Tone: Personal, relational, confident.
Desired action: Make a new purchase.
Editorial Plan: Emails 1/week, social media
posts 2/week.

CONTENT MARKETING STRATEGY 14