The Journey to Self-Creation: Building a Content Marketing Campaign
This past month, I’ve been working on a module from Praxis dedicated to content marketing. This was meant to upgrade my expertise in social media marketing, so I can better perform my own account and the company’s social media I work on. Each week of the module was centered on a different topic. I’m going to focus each one and explaining what they were about. There was a lot that to learn.
Landing Pages
According to an article by Semrush:
“A landing page is a web page designed to persuade users to take a specific action. For example, signing up for a newsletter, purchasing a product, or registering for an event.
Users often arrive at landing pages via a pay-per-click advertising campaign. But they may also find your landing page through your homepage, social media posts, organic search results, and email campaigns.
Both landing pages and your homepage are often the first experiences visitors have with your website. But they serve different purposes.” (Dana, 2024)
The main point of a landing page is to attract people to your products. It was fascinating to learn, and even more to create. After researching, I took the lessons learned and created a landing page for my newsletter, seen below:
As you can see, the landing page is meant to explain what the newsletter is about, along with a CTA (call to action) below it to get people to subscribe!
Making A Landing Page
My journey making my own landing page was pretty lengthy. I (at first) started with a website called Kit, which is geared specifically towards landing page-making, and found the website to be incredibly confusing and hard to follow haha. Fortunately, I was able to create a landing page by taking one of Kit’s pre-made templates and modifying it to my desire.
Here’s the Kit landing page:
It took a minute to finally be complete. In the end, I was really satisfied with the result.
But my problems weren’t over.
Kit, being the confusing website it is, wasn’t able to transfer the landing page to my website. That ate up another thirty minutes before I realized I had to remake the landing page on Squarespace.
So I did. And to be honest, I’m really happy with the way it came out. It’s not entirely the same, but oh well.
There was another problem with the landing page as well I had to fix - which was having the CTA guide people towards my Substack - but after using ChatGPT I was able to figure out that problem with ease.
Email Marketing Campaign
The next part in the module was creating an email marketing campaign and a social media posting schedule.
Email Marketing
“Email marketing is the use of email to promote products or services, as well as incentivize customer loyalty. It is a form of marketing that can make the customers on your email list aware of new products, discounts, and other services. Email marketing is one of the most effective and popular marketing tools. Email marketing revenue is projected to grow 287 percent worldwide from 2024 to 2032.” (Mailchimp, 2024)
Email marketing is a tool that’s been repeatedly proven to be super efficient and necessary in attracting consumers to your brand, product, etc. It’s usually broken up into a six or five-email campaign that builds up to getting the consumer to purchase your product.
The structure of the campaign goes like this:
First Email: Introducing yourself and/or your product and/or thanking the client for joining.
Second Email: Addressing the problem the potential client is facing.
Third Email: Without insult, explaining to the potential client that your product is the only way to fix their dilemma.
Fourth Email: Explain the benefits of working with you or using your product.
Fifth Email: Pitching them to purchase your product.
Sixth Email: Final offer and chance for the potential client to purchase your product. A lot of CTAs in this email!
The goal is to send these emails everyday immediately after they subscribed. That way, you can catch the potential clients while they’re still interested in your product.
Making An Email Marketing Campaign
The hardest part for me was to nail the wording of the emails. I struggled to write out the dilemma without potentially insulting the client. Here’s the first draft of one of those emails:
Subject: Breaking Too Many Legs
You might have seen producers and directors that have struggled to put their dreams into reality simply because they couldn’t find a theatre that supported it. Honestly, you might be in that situation right now.
However, not all hope is lost.
As a matter of fact, you could possibly be at an advantage. And with some time (and a tour) around our venues, you very well might escape that fate most productions suffer from.
Your face while reading it:
It’s a bit rough around the edges, but the main idea is still there: pinpoint the problem (renting out a space) and transition that problem to the solution (renting our spaces). It can be a little difficult at first to figure out what to say, but keep at it and it’ll eventually come together!
Social Media Schedule
Unsurprisingly, each social media platform has a different type of audience, “culture” (for the lack of a better word), and way to schedule posts. The most important things to figure out which social media platforms best suits your business/product.
For me, I learned that Instagram reigns supreme. It’s not just the best social media app, but it’s also the most practical for photographers and the company I work for. TikTok is a close second.
Here’s a brief run-down of all the platforms and the amount of posts you should make on them weekly:
Twitter – Three to fifteen times per day
TikTok – Three times a day
Instagram – Once or twice per day
Instagram Stories – Eight to 16 Stories, twice per week
LinkedIn – Once a day
Pinterest – Three to ten times per day
Facebook – Thrice a week
Twitter –Mondays and Thursdays at 8am
Facebook – Tuesday, Wednesday and Friday between 9am to 1pm
LinkedIn – Tuesday and Wednesday at 9am
Instagram – Tuesday between 11am to 2pm is the most ideal time
Pinterest – Tuesday, Wednesday and Friday between 1-2pm
TikTok – Any day between 2 am to 12 pm is ideal
Fun fact: Most people nowadays go to social media pages of brands and companies to “foolproof” the validity of said business! So make sure your social media is high-quality and stands out. And, if you’re trying to grow, consistently post! Reels are the best form of engagement with online traffic (short videos are super addicting).
Verdict
So there you have it - the past month’s module summed up. Unfortunately, unlike other Praxians that participated in this module, I didn’t have the accessibility to work on what I learned during the module. Theatre Planners has been going back-and-forth due to hectic prepartion for the upcoming Hollywood Fringe Festival. However, I’ll keep you guys updated on progress as time goes on!
See you next time.