ALDI Stores Content Marketing Strategy Assignment Solution - SMM

This assignment solution provides a detailed analysis of ALDI's content marketing strategy. It begins with an overview of ALDI, including its products, target customers, sales channels, and geographical locations. The solution delves into marketing opportunities, conducts a content audit, and performs an SEO audit to understand how search engine optimization can guide the blog and content marketing strategy. It also addresses content constraints and explores relevant blog and content marketing trends. The assignment includes a brainstorming session for content topics, outlines the blog and content marketing strategy, and considers legal requirements and ethical constraints. Overall, the solution provides a comprehensive understanding of how ALDI can leverage content marketing to achieve its business objectives.

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10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING
SMMBCM501A PLAN, IMPLEMENT AND MANAGE
BLOG AND CONTENT MARKETING
Project template
Unit 1 Assessment Task 1

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ASSESSMENT TASK 1 CONTENT MARKETING STRATEGY &
IMPLEMENTATION
CONTENTS
 STAGE 1. Research & Business Overview
o 1.1 Business Overview
o 1.2 Marketing Opportunities
o 1.3 Content Audit
o 1.4 SEO Audit
o 1.5 Content Constraints
o 1.6 Blog & Content Marketing Trends
 STAGE 2. Content Marketing Strategy
o 2.1 Brainstorm Content Topics
o 2.2 Blog & Content Marketing Strategy
o 2.3 Legal & Ethical Requirements

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1.1 BUSINESS OVERVIEW
Provide an overview of your chosen organisation by answering the questions below:
1. What is the name of the organisation?
The name of the organisation is ALDI Stores.
2. What products and/or services does the organisation offer?
Aldi is a retail store that offers a range of products from groceries, to furniture, bed sheets and even cosmetics.
3. Who are the organisation’s target customers?
The target customers of the organization include people belonging in the age group of 18-60, having an average annual income, and primarily
residing in the western countries.
4. What are the main sales channels? Online, wholesale, retail, telesales, etc.
The main sales channels of Aldi include wholesale and retail.
5. Where is the organisation located? What geographies does the organisation operate in?
Aldi is primarily based in Germany, with 10,000 outlets distributed across 28 countries that include Germany, Australia, China, Belgium, Portugal and
more.

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1.2 MARKETING OPPORTUNITIES
Digital & Social Media Marketing
Objectives SWOT Analysis Blog & Content Marketing
Opportunities
Qualitative marketing objective(s):
• To enhance customer relations.
• To position itself as the best and
most reliable retail store in the
world.
• To make its green initiatives
prominent.
Quantitative marketing
objective(s):
• To have a 10% sales growth
every year.
• To increase market share by 5%
Strengths:
One of the most trusted retail chains in the
world.
Has over 10,000 outlets in the world.
Weaknesses:
Does not provide manufacturing coupons.
Does not have a prominent online marketing
strategy.
Opportunities:
The booming social media.
A growing population in the west.
Threats:
Growing popularity and market share of
IKEA and Walmart.
• To engage target customers
and improve customer
relations.
• To build on the existing brand
image.
• To reach out to the masses
effectively through the ever
growing internet.

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1.3 CONTENT AUDIT
Organisation Name:
Blog URL Content title / topic Content
format(s)
Engagement
score
(1=low, 5=high)
Quality
score
(1=low, 5=high)
https://
www.aldi.com.au/en/
about-aldi/good-different/
Aldi. Good Different. Document file
format 2 4
https://
corporate.aldi.com.au/
en/corporate-
responsibility/
The principles behind how we
do business.
Document file
format 3 4
https://
corporate.aldi.com.au/
en/corporate-
responsibility/supply-
chain/
Investing in long term relations Document file
format 1 3

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1.4 SEO AUDIT
Website URL:
Top Organic
Keywords Search
Volume Position
Aldi 24,10,00,000 1
Top retail stores 1,02,00,00,000 4
Australia Retail
stores 32,60,00,000 8
Question:
How does an SEO audit assist and guide your blog and
content marketing strategy?
• An SEO audit helps in identifying the priority at which the
content lies amongst a range of search results and what
key words could get it higher in the table.
• It also helps in highlighting the content and making it
prominent by making the content the first result from a
search.

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1.5 CONTENT CONSTRAINTS
Constraint category Content constraints for your organisation
When to avoid posting content
Posting content should be avoided when there has
already been a high amount of content posting in
the last few days or weeks. Not more than 3
contents should be posted in a single day.
Content to avoid posting Content related to boasting of the brand should
be avoided on a regular basis.
Where to avoid posting content Content should not be posted on other host
websites.
Who to avoid targeting People below 18 and over 60 should be avoided
from being the target audience.

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1.6 BLOG & CONTENT MARKETING TRENDS
Global Trend #1 Global Trend #2
Description Original and personal relevant content Content marketing through micro
influencers.
Reason for trend
78% customers say that personally
relevant content increases their
purchase intent.
Micro influencers not only add
credibility, but also persuades the
followers of the influencer in terms of
purchase intent.
Positive and/or
negative impacts
On the positive side, this form of
content marketing increases credibility
and purchase intent. However, such
contents are tough to get through to
the customers.
This kind of content marketing is
highly persuasive and credible.
However, this is an expensive form of
content marketing.
Application to your
strategy
Aldi should rather be posting content
about how they facilitate shopping,
eliminating shopping difficulties
commonly faced by customers.
Aldi should possibly consider celebrity
endorsement for its most potential
contents

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2.1 BRAINSTORM CONTENT TOPICS
Buyer stage Marketing objectives Content format Content topics
Content strategy
selected
(format + topic)
Awareness Make your audience
aware of your brand
Motion graphics
encoding • Who is Aldi? Using motion graphics
to inform customers
about Aldi.
Consideration Position brand as an
expert in its industry
Documented file
format • Why we are trusted.
Using documented file
format to convey why
Aldi is one of the most
trusted retails in the
world.
Decision Convert into sales
leads and/or paying
customers
Document file format • Shop for the best at
the lowest price
Using document file
format to convey
where customers can
find the best quality
products at the lowest
possible prices, which
is Aldi.

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2.2 BLOG AND CONTENT STRATEGY
Buyer stage Content strategy
(format + topic)
Target
keywords
Campaign
dates / Always-
on?
Frequency
Social media
network(s) &
other digital
channels
Awareness Using motion graphics to
inform customers about
Aldi.
Aldi, top retail
stores, online
shopping Always on. One content
every month
Facebook,
InstaGram, Twitter,
Yahoo, Email.
Consideration
Using documented file
format to convey why Aldi
is one of the most trusted
retails in the world.
Aldi, Top retail
stores, most
trusted retail
stores, online
shopping.
January 1- June 31,
2019
One content
every week.
Facebook,
InstaGram, Twitter,
Yahoo, Email.
Decision
Using document file
format to convey where
customers can find the
best quality products at
the lowest possible
prices, which is Aldi.
Aldi, shopping,
shopping life
hacks.
Always on One content
every week.
Facebook,
InstaGram, Twitter,
Yahoo, Email.

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2.3 LEGAL REQUIREMENTS & ETHICAL CONSTRAINTS
Legal requirements Ethical constraints
Content marketing
• Originality in content
• Originality in images
• Indemnification
• Avoiding defamatory statements
• Avoiding conflict of interests
• Disclosure
• Avoiding plagiarism
Paid social media
advertising
• Ownership of intellectual property.
• Marketing activities concerns.
• Respect for privacy.
• Respect for privacy.
• Avoiding explicit language.