Assignment 3: Content Portfolio

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Assignment 3: Content Portfolio

1. SEO 1 - Perfume real

Search Engine Optimisation (SEO) is important for the brand to increase its awareness; the objective is to expand brand visibility in organic search (Erdmann et al. 2022). Luh et al. (2016) state that most search engine users only click the first-page result and abandon the results listed beyond the third page. Therefore, achieving a high ranking in results is essential to drive traffic to the website. To optimise the post for SEO, Oetting (2023) claims that including keywords in the title, URL, and H1 increase page ranking. Look at the screenshot (SEO), the blog post title, URL and H1 include the keyword ‘Chemist Warehouse Perfume’.

Keyword research could help the brand target the relevant keyword and provide valuable insight for their target audience on search engines (Leist 2022). She also mentioned that conducting effective keyword research could guide the content focused on relevant topics and if the content is in line with the keyword research, it will get a better rank on the search engine result page. To understand user intent, Answer The Public has been used to identify related queries for the keyword. The image (Answer The Public) shows that audiences are queries about the authenticity of perfume due to the lower price offered by Chemist Warehouse. This blog content answers the queries of ‘perfume real’.

Olivia is a beauty enthusiast who discovers Chemist Warehouse through social media and considers purchasing perfume. The blog post satisfies her functional need by providing resourceful and helpful information. It may guide the consumer forward from the consideration stage to the purchase stage.

The blog post meets the colour palette of branding guidelines. The heading uses the distinctive brand logo colour, which is blue, red, and yellow to display the characteristic of Chemist Warehouse. It uses the first POV to convey brand values and build social connections with audiences (Sansome 2023). It also uses a casual and matter-of-fact tone to build a friendly and credible image (Moran 2016).

The objective of this content is to demonstrate expertise and lead the consumer to the purchase stage of the consumer journey. The two key metrics for blogs is backlinks and Dwell Time. Dwell Time refers to the length of time that consumers spent on the site before clicking back to the result pages (Carmicheal 2021). Backlinks refer to another webpage mention and link to the brand’s webpage (Oetting 2023). Blog posts with high-quality backlinks and high dwell time will rank higher in SERP.

2. SEO 2 - Vitamin C benefit

The process of optimising content is called On-page SEO which ensures search engines can define the topic and keywords and rank it to SERP (Oetting 2023). Two factors influence search engine ranking on the webpage, keyword optimisation and non-keyword related. Keyword optimisation refers to the keywords included in the title, URL, H1 tag, first 100 words, meta-title, meta-description tag, and ALT tag (Oetting 2023). Meta-description is similar to a preview text which provides more information about the content below the title and URL (Handley 2022). Alternative text (ALT) is text browsers display instead of an image, getting a higher rank by containing the keyword. Look at the image (SEO2), all the above elements include the keyword which leads to a higher rank. External and internal links, content length and multimedia are the non-keyword related factors. This blog post links to multiple external web pages which are relevant to the content and help search engines determine its topic and positioning as a valuable resource.

The consumer seeks a solution to address their problems in the awareness stage (Stabe 2022). Michael is a potential customer who is interested in a healthy lifestyle. He always searching for health information. To reach the audience, the content needs to be health related. As the largest pharmacy in Australia, Chemist Warehouse displays its expertise to create a vitamin C blog post that addresses the functional motive. The blog post might attract Michael’s attention to discover the brand.

The blog post is in line with the branding guidelines by displaying green as the main colour in the Self-care content. Cherry (2022) states that green colour usually associated with nature and health. Most of the content use third POV to build authority. To improve readability, it uses bullet points and breaks up text into section headings. It includes CTA to induce the desired action of the consumer at the end of the blog post.

The objective of this blog is to reach new consumers by displaying expertise. Organic traffic and Click-through rate are two key metrics to measure. Organic traffic refers to the number of people who found the web pages from SERP without paying for ad placement (Konidis 2023). If the number is low, it relates to ineffective SEO or a low volume of keyword searches. It will point out which part has to improve. Click-through rate refers to the percentage of users who saw the result in SERP and clicked through to the webpage (Konidis 2023). If CTR is low, it means that the content is not relevant to the user.

Email using Mail Chimp

Adhered to SPAM Act 2003

Australian Communications and Media Authority (2019) states that the sender cannot force the receiver to provide extra personal information. To comply SPAM Act 2003, the message should identify the sender, and contact details, and be easy to unsubscribe. Look at the image, both emails accurately provide the business name, mailing address and ABN to comply with SPAM Act 2003. In addition, they clearly include the ‘unsubscribe’ button at the end of the footer. Both consent type is inferred, for example, if the recipients sign up to get the coupon code, we infer that they have consent to receive marketing messages.

Email 1

Open rates refer to the percentage of emails opened by the audience (Okugbe 2023). To increase open rates, clearly show who is sending the email so that recipients are more likely to engage with the content (Sansome 2023). The screenshot shows the sender’s name, and actual email address that audiences could easily reply to. The effective subject line is between 6 to 10 words to ensure it can be displayed on most devices; it should reflect the content clearly and concisely to attract audiences' attention (Terkel 2023). Email 1 subject line is in line with the theory. The preview text provides a brief description of the content that can gain the audience's attention and leads to a higher open rate (Campaign Monitor n.d.). The preview text of email 1 shows more information on how to get the coupon and the time period. In addition, email 1 content includes Call-to-action (CTA), a Sign-up button, to increase the click-through rate.

The strategy decision is based on journey facilitation. The content needs to guide customers forward along their purchasing path to achieve journey facilitation, the content aligning with the consumer’s needs in different stages of the consumer journey (Terho 2022). At the pre-purchase stage, the content needs to increase consumers engagements. The audience person is Emily, email 1 offers a 20$ coupon to target the functional motive. Due to her personality, this email encourages her to sign up the Chemist Warehouse website.

The email type is planned email which is organised in advance. Look at the body of the email, it displays the audience’s name which is in line with the email personalisation. Personalisation refers to the email content being tailored to a specific audience member and 71% of the audience prefer to receive personalisation emails (Rumberger 2022). In addition, email 1 is consistent with visual branding guidelines. For example, it uses first and second POVs to convey brand values and enhance consumer involvement. The content presents its distinctive brand logo colour, which is red, blue, and yellow, to create enthusiasm. It breaks up the text into section heading to improve readability.

The objective of this email is to encourage the audience signup on the Chemist Warehouse website. Hence, the key metrics to measure the effectiveness of the email for the consideration stage are click-through rate and new subscribers. The click-through rate refers to the percentage of recipients who clicked the link in the email (MacDonald 2022).

Email 2

Look at the screenshot, the subject line includes the consumer’s name to increase the email open rate. Sahni et al. (2018) indicate that adding the name in the subject line increases email open rate, and sales and reduces unsubscribes. It also includes the actual email address, and sender name and is in line with the word limit (discussed in paragraph 1 of Email 1). Emojis have been used to show emotion to create a friendly image that builds an emotional bond with recipients (Okugbe 2023). Preview text is in line with the theory to increase open rate (Email 1 first paragraph). Email 2 only includes one CTA increased click-through rate compared to multiple CTA (MacDonald 2022).

Email 2 is a triggered email sent to one receiver at a time when the condition is met. For instance, the audience will get the coupon code if they sign up on the website during the time period. The type of Email 2 is confirmation. Goic et al. (2021) claim that the confirmation email is to welcome a customer for a particular action performed on the website. Email 2 is a graphic-based email consistent with the Chemist Warehouse colour palette to induce consumers’ hedonic needs. According to De Vries et al. (2012), the receiver is well-engaged with high interactivity and vividness for email with images. Vividness refers to the richness of content that stimulates the different senses by including images or video; Interactivity refers to the two-way communication ability between the brand and consumers (De Vries et al. 2012).

The objective of this email is to increase the audience’s desire to purchase on the Chemist Warehouse website. Click-through rate and conversion rate are the two key metrics measuring the effectiveness of the email for the purchase stage. Conversion rate refers to the percentage of recipients who take the sender-wanted action (Le 2021). For example, the percentage of receivers purchasing on the Chemist Warehouse website.

Social media post-Facebook 

Facebook Justification

Devereux et al. (2020) state that creating a brand community on Facebook could facilitate consumer engagement. They also mentioned that Facebook is the most successful platform for brands to have in-depth engagement with their audiences. Chemist Warehouse Facebook has the most followers on its active platform, 232 thousand followers. Posting promotional content on Facebook could effectively reach more audiences.

Applying the B.E.S.T. principle, Behavioural: There is a CTA included in the caption for consumers to sign in on the website to take part in the campaign. Essential: it provides the coupon to appeal to consumers’ hedonic needs. Strategic: the objective of this post is to increase new subscribers to the website; the content may stimulate new consumers to purchase. Target: the content targets the consumer in the consideration stage. It encourages the audiences to register on the website and to progress to the purchase stage by offering 20$ off.

The image is in line with the branding guideline and meet the consumers’ hedonic need. To stop consumers from scrolling, the content uses the H-I-C framework to attract the audience’s attention (Sansome 2023). Look at the caption, ‘�� Hurry…’ is a hook to capture the audience’s attention. The next part is an insight to show the relevant information to the audience. Third, ‘Ready…’ and ‘ Tag…’ is CTA that incentives audiences to engage with the post. Additionally, the content includes hashtags to increase its exposure. O’Brien (2022) claims that hashtags help the audience find the content they may be interested in and attract new audiences.

Based on the objective, the two key metrics of this post are reach and engagement rate. Reach refers to the number of users who saw the content. The engagement rate refers to the percentage of audiences interacting with the content, such as likes, comment and shares (Peters et al. 2013). They mentioned that ‘like’ has less value than comments.  Shahbaznezhad et al. (2021) states that hedonic content posted on Facebook will receives more comments. Hence, this content will be measured as underperforming if it only has a few comments, such as fewer people tagging their friends.

Social media post-Instagram

Instagram Justification

Instagram is an effective media platform for brands to establish loyalty and strong connections with consumers; it relies on visual content and over four million businesses advertise on it monthly (Ibrahim & Aljarah 2023). Ibrahim & Aljarah (2023) indicates that promoting active engagement by encouraging audiences to leave comments and share post would increase brand loyalty, trust and relationships that positively influence purchase intentions. The caption actively calls the audience to comment on the content. Based on Michael's age, Instagram would be an effective platform to deliver the brand's message. Over 60 per cent of Instagram audiences were aged between 18-34 (Statista 2023).

The image uses memes to meet the consumers' hedonic motives. Dolan (2016) states that entertaining content attempts to appeal to consumers’ emotion which increase their engagement behaviour in the form of likes, comments and shares. The title of the image uses casual and a little irreverence to enhance the humour attributes of memes. Casual tone refers to whether the writing is formal; irreverent tone means that the writer takes an irreverent approach to the subject (Moran 2016). The caption uses emotive language to retain the audience's attention. Berger, Moe & Schweidel (2023) claim that an exciting, anxious, and hopeful tone holds the readers' attention. In addition, the caption aligns with the H-I-C framework to avoid scroll (discussed in paragraph 3 Facebook post).

This Instagram content will be published on Wednesday at 12 p.m. According to the research (Keutelian 2023), Monday, Tuesday, Wednesday and Friday from 9 a.m. to 1 p.m. is the best time to post on Instagram.

The objective of this content is to meet consumers' needs for hedonic content and increase engagement. The two key metrics for measuring performing content are the number of shares and user-generated content (UGC). UGC is original content created by the audiences and published on social networks or other channels; it includes many forms, such as images, text, video and reviews (Kaplan & Haenlein 2010). UGC is a desired outcome of brand advocacy and creates authenticity; it influences 79% of consumers’ purchasing decisions (DeGruttola 2021).