A Strategic and Creative Content Marketer
Case Study: Digital Creative Institute (B2C)
Digital Marketing Intern for Social Media
Results
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Results
Challenge
Background
In 2020, content is king for businesses. Digital Creative Institute helps its students grow but they could use more content for themselves to grow as well. From March 6, 2019, to June 28, 2020 (4 months) there have been 5 blogs written on DCI’s website. DCI aims to inform recent grads what it is like to be in their program. Their goal is to grow their cohorts and students enrolled in their programs. However, they were lacking important content that would answer frequently asked questions like "What is DCI?"
My challenge was to create a strategic content library that included evergreen blogs, videos, and graphics that would help drive conversions.
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No recent creative content
Working part-time, I interned for DCI's Digital Marketing Strategist. We worked to complete two-week sprints that produced graphics, videos, and blogs. We used data to see how well blogs on DCI's website were performing for identifying best practices. In aggregate this drove an increase in page views, network referrals, and content creation.
Solution
Digital Creative Institute is the first Digital Marketing Apprenticeship in the United States. DCI is a place for recent college graduates to grow their skills in digital marketing, expand their network within the field, and receive coaching along the way. DCI is a real-world experience coupled with continued learning.
Step 1: Uncovering Insights Through Google Analytics
In 2019 DCI published 9 blogs for the year. It’s a few days past the halfway marker in 2020 and DCI is projected to have a 25% increase in published blogs for 2020. I have contributed to 33% of blog content in 2020 for DCI. From March 6, 2019, to June 28, 2020 (4 months) there have been 5 blogs written on DCI’s website. During this time I was able to drive 60.71% of Social Media Blog Landing Page Views (Mostly
from Facebook, Instagram, and LinkedIn).
UNCOVERING THE DATA
Capitalized on Google Analytics and the content created on the website.
CONTENT CREATION
Used Final Cut Pro, Trello, Canva, Canon t7 Rebel, tripods, and an Apple MacBook Pro.
Tools & Skills
Step 2: Creating the Content
To create the content, the Digital Marketing Strategist and I worked through multiple Sprints to complete each project. Each Sprint tackled tasks that the project depended on in order to complete. Within these Sprints a few tasks to name were, scheduling video interviews, editing video content, uploading content to Hubspot, and more. See below an example of what was completed.