Social Media Marketing: Blog & Content Strategy Evaluation Report

This report evaluates the blog and content marketing strategy of Ethical Trading Group, identifying the most and least successful blog posts and the reasons behind their performance. The analysis covers aspects like content quality, marketing efforts, and design attractiveness. Recommendations are provided to improve the blog and content marketing strategy, including documenting the strategy, setting regular team meetings, and defining specific business goals. The report also addresses legal and ethical requirements related to privacy, data collection, and intellectual property. The conclusion emphasizes the need for Ethical Trading Group to focus on realistic goals such as consumer retention, increased leads, and brand awareness enhancement to improve their content marketing strategies.

Running head: SOCIAL MEDIA AND MARKETING
Social Media and Marketing
Name of the Student
Name of the University
Author Note

1SOCIAL MEDIA AND MARKETING
Part A
Appendix 1
Send
From Digital Marketing Consultant
To The line manager
CC Insert name of HR Manager
Subject Handling marketing tasks
Respected sir,
This is to inform you that the project is going well and will be completed very soon. I have received your
letter about providing effective training to Chris about digital marketing and keep him busy by providing
certain amount of work. It would have been a great experience to train a new employee and assist him in
learning various strategies of digital marketing, but some issues have arisen and this letter is to inform you
about those issues.
Being completely new in this field, Chris merely have any knowledge of digital marketing and hence, in
order to provide training to him effectively, I need to provide a good amount of time to him .
Unfortunately, my own business along with three other clients of the company has kept me too busy to
provide training to Chris. Moreover, since I have already completed writing the content of the blog post
which you want Chris to write, it is getting difficult for me to find appropriate tasks for Christ that will
keep him busy.
It can be clearly understood that if I spend time with Chris to provide training to him, the blog and content
marketing of the company will surely get affected. This in turn will impose negative impact on the
business of Ethical Trading Group.
In order to solve the issue I am about to propose a plan which will need the involvement of three of us.
In order to manage the situation, I will request you to conduct a meeting between you, me and Christ. In
this meeting all the shortcomings of Christs knowledge can be discussed along with discussion about

2SOCIAL MEDIA AND MARKETING
implementing an efficient personnel for providing training to new trainees can be done.
I will be highly obliged if you grant my request for conducting a round table meating on 16/ 2/ 2018.
Regards Mr. X
Digital Marketing Consultant
Send
From Digital Marketing Consultant
To Insert name of line manager
CC Insert name of HR Manager
Subject Re. Handling marketing tasks
Part B
Executive summary
The purpose of the report is to determine the most successful and unsuccessful posts along with
providing the reason behind their success and failure. Along with that the report also contain
several methods of improving the blog and content marketing strategy of the company along
with the legal requirements for online marketing.
Appendix B
4. Which blog was most successful overall and why? Who was involved in developing the
blog?
The most successful blog is the external website marketing blog post. The name of the
blog is Health and sustainable diet. The chief reasons behind the success of the blog are
Attractive design

3SOCIAL MEDIA AND MARKETING
Considering the fact that above mentioned blog is all about health and sustainable diet,
the color of the page is kept green which reflects the nature of the blog. Secondly, keeping in
mind that blog readers always prefer blog posts that are simple yet attractive, the font and design
of the blog have been kept simple.
Content of the blog post
The content of the mentioned blog posts plays a major role in its success in the global
market. Considering the fact there are numerous posts about health and sustainable diet in the
internet, the chief motive of the Ethical Trading group blog writer is to write a brief yet
information packed content that will cover all the crucial points of maintaining a healthy and
sustainable diet. Hence this post contains all the crucial information that an individual must
know and follow for a good health. Another reason behind the success of the mentioned blog
post is that the content was unique from the competitor posts and not a single point of the post is
repetitive or irrelevant.
The blog was created by the blog developers and content writers of the Ethical Trading
Group, under the supervision of marketing manager of the company.
5. Which blog was least successful overall and why?
The blog post named ‘What is fair trade? ‘was least successful.
The chief reasons behind the lack of success of the above mentioned blog post are
Lack of content
One of the most crucial reasons behind the failure of ‘What is fair trade?’ is lack of
content. The content of the blog post is too short and hence is unable to attract readers. In spite of

4SOCIAL MEDIA AND MARKETING
the fact that prolonged content often results in reader attrition, ideally posts should be brief and
crisp. Besides that the information provided in the post are very basic and does not contains any
unique feature.
Lack of marketing
Another reason behind the failure of the above mentioned post is lack of marketing. The
proportion of importance of content versus marketing is 70:30 (Patino, Pitta and Quinones 2012).
Thus it can be clearly understood that it really important to develop marketing strategies in order
to gain success.
6. Ways in which the blog and content marketing strategy could be improved.
Some of the effective ways to improve blog and content marketing strategy are discussed below:
1. Documentation of the strategy
According to researchers, 53 percent of the most effective B2B content marketers rely on the
document strategy (Schlinke and Crain 2013). Writing down the strategy will help the marketer
to develop effective content marketing
2. Setting meetings with the team in a regular basis
Regular discussion with the team about the competitor’s strategy and improvement of the quality
of content will play a crucial role in improving blog and content marketing of Ethical Trading
Group.
3. Setting specific business goals for the content

5SOCIAL MEDIA AND MARKETING
It is very crucial for the marketing managers of Ethical Trading group to specifically determine
the specific goal of content marketing (Strauss 2016). While a majority of marketing managers
determine increased sales to be the goal, some of the realist goals content marketing are
consumer retention, increased leads and enhancement of brand awareness.
7. Any content constraints or legal/ethical requirements of the blog and content marketing
strategy.
Some of the legal requirements that must be followed by the above mentioned company to avoid
any legal issues associated with content marketing are:
 Privacy and data collection
According to the Privacy policy act, a company needs to disclose the tactics and kinds of
information collected for writing the content of the website, methods of sharing the information
and the process that will be followed by the consumers to review and change (Ashley and Tuten
2015).
 Intellectual property issues
In order to avoid the intellectual property related issues, the mentioned company needs to
that the proposed branding is not infringing on anyone else’s, the intellectual property is
registered and clearly set out the intellectual property usage expectations in the terms of
service of the papers.
8. Conclusion
From the above discussion it can be clearly understood that Ethical Trading Group needs to focus
more on the development of the blog posts in order to make them viral. In order to improve ther

6SOCIAL MEDIA AND MARKETING
contentment marking strategies, the mentioned organization should focus on realistic goals like
consumer retention, increased leads and enhancement of brand awareness.

7SOCIAL MEDIA AND MARKETING
Reference list
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Patino, A., Pitta, D.A. and Quinones, R., 2012. Social media's emerging importance in market
research. Journal of Consumer Marketing, 29(3), pp.233-237.
Schlinke, J. and Crain, S., 2013. Social media from an integrated marketing and compliance
perspective. Journal of Financial Service Professionals, 67(2).
Strauss, J., 2016. E-marketing. Routledge, pp. 45-67