Content Marketing

Strategy: Part 2
MADE BY MARY PREPARED BY
NOVEMBER 29, 2021
Ella Malone
Helena Huffman
TABLE OF CONTENTS

PRIMARY PLATFORMS 3

POSTING FREQUENCY 5

KEYWORDS 6

INSTAGRAM INFLUENCER 7

TWITTER INFLUENCER 8

TIKTOK INFLUENCER 9

CONTENT PYRAMID 10

CUSTOMER INSPIRATION 12

CONTENT MARKETING STRATEGY 2

Primary Platforms
THE THREE SOCIAL MEDIA PLATFORMS THAT MADE BY MARY WILL USE ARE
INSTAGRAM, TIKTOK, AND TWITTER. AN OVERVIEW OF THE PRIMARY
AUDIENCE ON EACH SOCIAL MEDIA PLATFORM AND THE CONNECTION TO
MADE BY MARY’S PRIMARY BUYER PERSONAS IS BELOW.

Instagram
THE PRIMARY USERS OF INSTAGRAM ARE 25-34 YEAR OLDS, WITH THE 18-
24 YEAR OLD CATEGORY FOLLOWING CLOSELY BEHIND. USE IN THE UNITED
STATES IS QUITE HIGH, WITH 37% OF ADULTS IN THE US ON INSTAGRAM.
60% OF 25-34 YEAR OLD USERS LOG ON TO INSTAGRAM MORE THAN ONCE
PER DAY. FASHION IS ONE OF THE TOP INTERESTS ON INSTAGRAM, WITH
42% OF USERS INTERESTED IN THE CATEGORY. (SEHL, 2021)

MADE BY MARY’S TWO BUYER PERSONAS ARE WITHIN THE TOP TWO AGE
GROUPS ON INSTAGRAM. SYDNEY’S DEMOGRAPHIC AS A YOUNG, SOCIALLY
CONNECTED MOM, IS OFTEN ON INSTAGRAM. 22 YEAR OLD COLLEGE
STUDENT BELLA IS ALSO IN A DEMOGRAPHIC THAT IS OFTEN ON
INSTAGRAM.

TikTok
TIKTOK IS A RELATIVELY NEW SOCIAL NETWORK THAT HAS RAPIDLY
GAINED POPULARITY. IT CURRENTLY HAS 130 MILLION ACTIVE USERS. 20-
29 YEAR OLDS ARE THE SECOND-LARGEST AGE GROUP ON TIKTOK, AND
60% OF USERS ARE FEMALE (WALLAROO, 2021).

CONTENT MARKETING STRATEGY 3

SYDNEY AND BELLA ARE BOTH WITHIN THE 20-29 YEAR OLD AGE
DEMOGRAPHIC. WITH HOME IMPROVEMENT, WORKOUT, AND PARENTING
TIPS VIDEOS VERY COMMON ON TIKTOK, SYDNEY WOULD LIKELY BE FOUND
ON TIKTOK. WITH THE INCREASING POPULARITY IN THE COLLEGE-AGE
DEMOGRAPHIC, TIKTOK IS ALSO AN EXCELLENT WAY TO CONNECT WITH
BELLA.

Twitter
42% OF US TWITTER USERS ARE BETWEEN THE AGES OF 18 AND 29, AND
43% OF US TWITTER USERS ARE FEMALE. ONE NOTABLE STATISTIC ABOUT
TWITTER IS THAT 99% OF ITS USERS ALSO HAVE AN ACCOUNT ON A
DIFFERENT SOCIAL MEDIA PLATFORM. (OMNICORE, 2021)

SYDNEY AND BELLA ARE AGAIN BOTH IN THE AGE DEMOGRAPHIC THAT
HAS A HIGH RATE OF TWITTER USE. SINCE ALMOST EVERY TWITTER USER
ALSO HAS AN ACCOUNT ON ANOTHER SOCIAL MEDIA, TWITTER COULD BE
AN IDEAL PLATFORM TO RETARGET CUSTOMERS ON, ADDING ANOTHER
TOUCH OR DIFFERENT CONTENT THAT CAN ENGAGE A BUYER PERSONA IN
A NEW WAY.

CONTENT MARKETING STRATEGY 4

Posting Frequency
General Analysis
QUALITY SHOULD NEVER BE SACRIFICED FOR QUANTITY WHEN IT COMES
TO POSTING FREQUENCY, BUT IF HIGH QUALITY CONTENT CAN BE CREATED
AT A RAPID PACE, IT IS IMPORTANT THAT THE VALUE OF THE CONTENT IS
MAXIMIZED BY POSTING AT APPROPRIATE TIMES.

ACCORDING TO ELIZABETH ARENS WRITING FOR SPROUT SOCIAL AND

KAROLINA MIKOLAJCZYK WRITING FOR HOOTSUITE, POSTS RELEASED AT
THE FOLLOWING TIMES HAVE THE HIGHEST LEVELS OF ENGAGEMENT.

INSTAGRAM: TUESDAY 11 A.M.–2 P.M., MONDAY THROUGH FRIDAY 11 A.M.

(ARENS, 2021)
TIKTOK: TUESDAY: 7 AM, THURSDAY: 10 AM, FRIDAY: 5 AM (MIKOLAJCZYK,
2021)
TWITTER: WEDNESDAY 9 A.M.– 3 P.M., TUESDAY AND THURSDAY 9–11 A.M.
(ARENS, 2021)

Made By Mary's Plan

MADE BY MARY WILL HAVE THE FOLLOWING LEVELS OF ENGAGEMENT ON
EACH PLATFORM:

INSTAGRAM: A MINIMUM OF THREE POSTS PER WEEK, IDEALLY ON MONDAY,

WEDNESDAY, AND FRIDAY AROUND 11AM.

TIKTOK: ONCE PER DAY ON THE FOLLOWING SCHEDULE.

MONDAY: 8AM, TUESDAY: 7AM, WEDNESDAY: 8AM, THURSDAY: 10AM,
FRIDAY: 5AM, SATURDAY: 8AM, SUNDAY: 8AM.

TWITTER: TWICE PER DAY AROUND 9AM AND 3PM.

5
Keywords
The following relevant keywords should be the subject of Made By Mary's
content. The following list of keywords has been curated with the Google
Keyword Planner. The words have been divided into categories based on the
number of searches each month. The selected keywords all stay under or
within the 10k-100k search category, becasue these keywords give Made By
Mary the best chance at competing for a top spot in Google for a search that
matters.

10k-100k 1k-10k 100-1k

custom name necklace personalized bracelets modern gold necklace
custom necklace custom name necklace
gold chain for women necklace with name on it
layered necklace custom made jewelry
name plate necklace custom gold necklace
name plate necklace personalized bracelets
personalized necklaces for women
custom bracelets personalized necklaces
letter necklace for women
mama necklace custom necklace for
initial necklace women
gold name plate necklace name necklace for
monogram necklaces women
hand stamped
birth flower necklace

CONTENT MARKETING STRATEGY 6

Instagram Influencer
Kristin Johns
Handle: @kristinjohns
Followers: 718 K
New mother, Lifestyle, and Fashion

Johns is a new mother that shares

family, faith, and fashion-inspired
content. She has a loyal following due
to her medium-sized audience. Not
only can Kristin promote Made By
Mary on her personal account, but
she can also do a jewelry
collaboration! Kristin started her own
home goods and clothing line called
“Kristin Made." Johns has not
developed jewelry, but her handmade
hair scarves and scrunchies have that
personal touch similar to Made By
Mary’s niche. Both brands and
women would benefit from a
collaboration.

7
Twitter Influencer
Stacie Haight Connerty

Handle: @StacieinAtlanta
Followers: 159 K
Mother, Lifestyle, and Beauty

Connerty is a Top 1% Influencer that shares beauty, lifestyle,

and recipe content for fellow mothers. Her most recent
content is holiday-related such as gift guides. By having a
sponsorship in her gift guides, her audience will gain
awareness of Made By Mary’s quality and personal jewelry.
She can also share Made By Mary’s helpful jewelry care
blogs/videos which will be useful for her mother-based
following.
8
TikTok Influencer
Savannah Rose LaBrant
Handle: @savv.labrant
Followers: 29.3 M
Mother of 3, Fashion, and Lifestyle

LaBrant’s content revolves around

being a stylish, young wife and
mother of 3! She is also not afraid to
share her Christian faith. Most of her
TikToks are trending dance
challenges with her and her eldest
daughter, Everleigh Rose. Everleigh
Rose is 8 years old and also has a
massive following of 4.9 million.
LaBrant and Everleigh have done
mother-daughter sponsorships for
Anthropologie clothing, so the
mother-daughter jewelry partnership
with Made By Mary is likely to be
successful.

9
Content Marketing
Pyramid
PRIMARY GOAL 1 : INCREASE BRAND AWARENESS BY 10% WITHIN 6 MONTHS

Primary
(C-Suite Report)

Revenue per Visitor

Revenue per Email Subscriber

Secondary
(Manager Report)

Email List Subscribers Lead Source %

Cost per Lead CPM
Cost per Visit CTR

User Indicators
(Analytics Team)
Page Views Referrers Shares/Likes
Visitors Top Content Bounce Rate
Keywords A/B Tests

CONTENT MARKETING STRATEGY 10

Content Marketing
Pyramid
PRIMARY GOAL 2 : INCREASE RETENTION RATE BY 25% WITHIN 6 MONTHS

Primary
(C-Suite Report)

Revenue per Returning

Visitor
Re-Purchasing %

Secondary
(Manager Report)

Email List Subscribers

Lead Quality
Incremental Lead
Cart Abandonment %
Cost per Visit

User Indicators
(Analytics Team)
Page Views Time Spent on Page Top Content
Visitors Conversions Bounce Rate
Re-Visit A/B Tests

CONTENT MARKETING STRATEGY 11

How customers will
be inspired
Made By Mary’s intentional jewelry creation and personal storytelling make
the brand more about people than a product. Whenever appropriate, Made
By Mary will take an extra step to connect with its following on a more
personal level.

For example, Veteran’s Day is a deeply relevant holiday for many of Made By
Mary’s following. Made By Mary can recognize and honor those who serve by
offering discounts and recognition through an ad like this.

CONTENT MARKETING STRATEGY 12