CSCM1000 Group Assignment Content Marketing Plan Group 3 Section 3[1]

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THAT DURHAM REALTOR By Group 3 Amajuoritse Dudu - 220842571 Anupriya Bammi - 220485975 Shivani Shivani - 219259795 Preksha Patel - 220778411 Ritik Saini - 220850145 Sheril Baby - 220800439 MODULE TITLE: Planning and Analysis for Content Marketing MODULE CODE : CSCM 1000

1. Executive Summary: Content Marketing Strategy for That Canadian Realtor in Durham. Introduction: Within Durham and the places around it, Durham Realtor is seen as a major force due to their long-standing presence in the Canadian real estate market. The brand provides a purpose-driven approach and a strong online presence to a wide range of people looking for real estate possibilities in Canada's ever-changing market. The old- fashioned ways of marketing that have worked well for us might not be enough to get our target audience's attention and trust. It's clear that we need a strong, long-term content marketing plan if we want to not only keep our current market place but also become leaders in innovation and customer satisfaction. Problem: That Durham Realtor needs to improve their online profile and level of engagement, especially on Instagram, to reach more people online and stay ahead of the competition in the real estate market, which is always changing. The company is already active on several social media sites, but it needs a more unified and targeted content marketing plan to not only get more people to interact with it, but also make sure it fits with its overall business goals.The Durham Realtor focuses on improving brand awareness, demonstrating expertise in the local real estate market, and building meaningful connections with the target audience. Solution, Evaluation, and Suggestions: Using an all-encompassing content marketing plan based on the SMART framework is suggested as an answer. With strategic content marketing efforts, the SMART content marketing goal for Instagram is to boost online interaction by 20% in the next three months. This goal is clear, measurable, attainable, relevant, and has a deadline, which makes sure that the method is focused and measurable. Key Features:

● A strategic approach to content: tailoring content to show off property ads, visual stories, client testimonials, and highlights from the local community. ● Consistent Brand Messaging: Making sure that all material is consistent with the brand to make it easier to remember and recognize. ● Engaging with a specific audience: learning about the tastes of the Canadian audience so that you can make material that fits their interests and goals. Advice on the content: ● Blog Article Series: Every month, there are articles that give you strategic information about Durham's real estate market trends and plans. affordable and effective, making That Durham Realtor look like an expert in the field. ( https://www.durhamregion.com/opinion/columnists/durham-chair-marked- national-housing-day-by-reaffirming-the-region-of-durham-s-commitment-to/ article_b79f59cf-6709-5c6c-955d-811fc1a8f950.html ) ● Instagram IGTV Reel Series: Each two weeks, interesting clips show off different Durham homes, with a focus on features that are good for growing families. uses Instagram's visual appeal to get more people to see their company. ( https://www.instagram.com/lisalevyrealestate/ ) ● Educational Email Series: Every two weeks, you'll get emails with useful information about market research, investment patterns, and advice from experts. Improves lead handling and connects you with possible clients. ( https://homelessnesslearninghub.ca/library/resources/introduction-to-housing- models-housing-navigation-and-engagement/ ) ● Interactive Website Feature: An interesting Home Buying Quiz is updated every three months, which encourages website visitors to connect with it and increases lead generation. ( https://www.rockethomes.com/blog/home-buying/home- buying-quiz ) ● "Meet the Team" video series: once a month videos that show off team members, giving the business a human side, and making a personal connection with the audience. ● Facebook Live meetings: Every three months, there are live meetings that look at family-friendly neighborhoods in Ajax and encourage real-time community

involvement.( https://beckertalksmoney.com/2022/02/15/how-we-bought-a- country-house-for-65k-on-facebook-marketplace/ ) ● LinkedIn Articles: Every two months, That Durham Realtor posts articles on LinkedIn that show how to move up in a risk management job, establishing themselves as an expert in the field. ( https://www.linkedin.com/in/davidvoserisk/?originalSubdomain=be ) ● Instagram slideshow Posts: Once a month, a home buying checklist is shown in a slideshow, giving social media users short, useful content. ● A podcast series called "Real Estate Success Stories" will share the stories of happy families who have found their dream homes every two weeks. This will help the business reach more people. ( https://open.spotify.com/show/1IVNjWxfrTV7ld6xM3ySwf ● Instagram's interactive polls are ongoing, short-lived polls that collect information about what Instagram users want so that future posts can be more relevant to them. Costs and Resources: The suggested content marketing plan includes blog posts, IGTV reels, email series, website features, videos, live sessions, articles, carousels, podcasts, polls, and more. It is estimated that this plan will cost around $2,300 per month to carry out. Freelance writers, designers, videographers, a social media manager, a web developer, and a podcast producer are all tools that are needed. What Makes This Plan Work: This content marketing plan is designed to help the brand reach its goals of getting more people to interact with it online, becoming more visible, and making connections with possible customers. The chosen content formats take advantage of what each platform does best, making sure that the method is complete and interesting. That Durham Realtor will be able to improve its position, get more people involved in the community, and keep the Canadian real estate market growing if this plan is put into action. Finally, using this content marketing approach is important for keeping That Durham Realtor's market presence high and improving it. The plan not only solves the problem that was discovered, but it also does so in a way that is consistent with the brand's overall business goals and can be measured.

2. CONTENT MARKETING SMART GOAL That Durham Realtor can employ strategic and targeted content marketing, focusing on Instagram, to enhance online engagement and align with business goals. The table below illustrates a SMART content marketing goal, breaking down each element with specific metrics, achievability, relevance, and a time-bound approach. Table 1: SMART content marketing goal for That Durham Realtor SMART Element Specific Measurable Achievable Relevant Time-Bound Goal Statement Increase online engagement on Instagram by 20% within the next three months through strategic content marketing efforts. Enhance brand recognition, showcase specialized knowledge in local real estate, and establish valuable relationships through the implementation of a focused content marketing strategy throughout the Metrics : Track Instagram engagement metrics such as likes, comments, and shares. Produce at least two blog pieces each month that demonstrate competence in the local real estate field, aiming to achieve a Achievable : The goal is realistic given the current engagement baseline and the potential for increased interaction through targeted content and Ads. Create regular content, like blog posts, social media updates, and video content that shows off what makes Relevant : Aligns with the brand's objective of enhancing visibility and connecting with potential clients on popular social media platforms. These may include: Instagram, Facebook, TikTok, LinkedIn, etc. Matching the brand's focus on local knowledge and personalized service, Responding to comments, messages, and questions Time-Bound : To be achieved within the next three months. At the end of the time frame,(3 months) a full review to see how it affected company awareness, showing expertise, and connecting with the audience as a whole.

upcoming six months. 20% rise in the average duration of time visitors spend on the blog pages. The Durham Realtor special. creates a two- way communication channel with the public that helps build relationships. The table above outlines a SMART content marketing goal for That Durham Realtor, focusing on Instagram, and the subsequent explanation details how each element, from specificity to time-bound measures, contributes to a strategic and achievable approach aligning with the brand's business goals. i. Specific: The goal is specific and clearly outlines the desired outcome. This focuses or emphasizes on increased online engagement on Instagram through specific content marketing efforts. The Durham Realtor focuses on improving brand awareness, demonstrating expertise in the local real estate market, through building meaningful connections with the target audience. ii. Measurable: Identifies specific metrics (likes, comments, blogs and shares) to quantitatively measure the success of the goal. iii. Achievable: The goal is realistic and achievable considering the brand's current social media presence and the potential for improvement through strategic marketing content. iv. Relevant: This is tied directly to the brand’s goal of improving its social and digital presence, specifically on Instagram, which is a key platform for their target audience. v. Time-Bound: The goal has a defined timeline of three months. This timeline provides a clear timeframe for evaluation and achievement. In summary, the SMART goal aims to increase engagement on That Durham Realtor's Instagram by 20% in the next three months. This is specific as it targets a particular platform and type of interaction. The goal is measurable through quantifiable metrics such as likes, comments, and shares. It is achievable, given the brand's current social media standing and potential for improvement. Relevant, as it directly ties to the business goal of enhancing the brand's online presence. Time-bound with a three-

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