Content Marketing Plan for Casper
Course: MMI606 - Content Management, Development and Innovation - Fall 2023
This project was part of the MMI606 course on Content Management, Development, and Innovation, conducted during the Fall 2023 semester. The main objective was to develop a comprehensive content marketing plan for Casper, a brand renowned for its innovative sleep products, including mattresses and bedding accessories. The goal was to enhance Casper's brand visibility and authority in the sleep innovation and wellness market through strategic content initiatives.
This project not only contributed to my growth as a content strategist but also significantly propelled Casper toward its goal of becoming a leader in sleep innovation and wellness. The hands-on experience in managing and executing a full-scale content strategy provided me with invaluable insights into the dynamic field of content marketing.
My Role
SEO Content Audit & Recommendations: Conducted a thorough SEO audit identifying key areas for improvement such as meta descriptions, keyword integration, and backlink enhancement strategies aimed at improving Casper’s search engine ranking.
Content Pillars & Verticals Identification: Established content pillars focusing on Health and Wellness, Product Features, Innovation, and Lifestyle to guide the thematic direction of Casper's content strategy.
Content Calendar Creation: Developed a detailed content calendar to organize and schedule the release of diverse content types across multiple platforms, optimizing the content mix for peak audience engagement times.
Technologies & Tools Used
SEO and Analytics Tools: Google Analytics, SEMrush
Content Management Systems (CMS)
Social Media Platforms: Instagram, Facebook, TikTok
Collaboration Tools: Google Workspace, Microsoft Teams
Project Impact
The implementation of the proposed content marketing plan notably improved Casper's market presence by:
Increasing organic traffic through enhanced SEO practices.
Boosting customer engagement via interactive and strategically crafted content.
Strengthening brand loyalty and authority in the sleep product market.