The blog posts will fit into 3 themes that are targeted towards increasing awareness within target market. The 3 categories that the blog post will fit into are:
Easy meals, this category will include recipe ideas that are simple and cheap to make.
Baked treats/ special occasions, this category will include posts that provide simple easy baking recipes that will develop student’s confidence within the kitchen.
Food reviews. This category will include food reviews of relatively cheap places within student towns, to provide recommendations of menu options.
These are displayed within the content calendar below. A content calendar is designed to help bloggers plan and organise the content that is going to be posted, typically a content calendar contains the date, the content topic, type of content, platform and whom it is going to be completed by (Tuten & Solomon, 2015). As Eat with Enya is ran by only one person, the completed by section has been omitted and a more detailed account of what needs doing before the scheduled upload date is added. This content calendar is a guide on what posts are happening when and the corresponding Instagram content that will go along with each post. A 3-day gap between posts was decided as this was a perfect balance between keeping active and not harassing customers. This is inline with the industry average as ‘the most common posting frequency for brands on Instagram is 11–20 times per month, with almost one-third of companies measured falling into that bucket’ (Kolowich, 2019).
Due to the current situation with Covid-19, the food review section could not go ahead as planned so the 3rd theme was changed to a guest spot featuring my girlfriend where she shared some of her favourite recipes. This is the updated content calendar is below.
The social media platform that will be used is Instagram to drive traffic to the blog. Instagram was chosen as the demographic that uses Instagram, match the target market of the campaign, 18 to 24-year olds (Trant, 2020). It is also important to note that 52% of users are female that aids well to the all-gender approach that is slightly leaning towards the female market (Trant, 2020). Instagram functionality also lends well to the food-based nature of the blog. As people are known to eat with their eyes, the way the final products look will increase customer engagement and the chance of customers recreating the recipes.
Instagram will be mainly used to promote blog posts at the time of posting, and captions will include a call to action for customers to click through to read the blog post and learn how to make it. Instagram’s story feature will be utilised to post sneak peeks of upcoming posts as images and videos will be shared of making the food featured in upcoming blog posts.
The language used within the blog post and Instagram content is informal and easy reading as this links to the target market of students, as they will feel more comfortable learning the new skill from a familiar voice. The blog posts will also not include a long story before the recipe, as personally as a student, I also skip past that section on competitor blogs and get straight to the actual recipe.
This gallery will show some blog posts and social media content that fits the style stated above and follows the content calendar. Click each image to view the content in full.