Naomi Nyuli, the founder and head of Little Lamb Lavender, has been able to acquire some funding to further her business. Her first thought is to develop an Internet marketing plan. To do some "customer intelligence" she decided to talk to her friend, Eugenie Toulouse. Eugenie lives in Guelph and was a yoga practitioner with Naomi when she was out East. During their previous talks Naomi had discussed her new business which had piqued Eugenie's interest in lavender. She recently started buying lavender products from a large local farm called Lavender Enterprises. The company has recently focused its marketing to attract women, specifically new mothers. Eugenie is 34 and a new mother of a rambunctious 5 month-old. Anyone with a newborn knows how important it is to get some time to relax and recharge and Eugenie has been using lavender products to help her relax. However, she finds buying these products slightly frustrating. There are so many products, and she is looking for help to optimize her time and get the right product. Her talk with Naomi also made her realize that a reason she wanted to use lavender was the community. When starting out, Naomi had found a community on website called r/lavenderlovers. Naomi had mentioned to Eugenie that the group had helped her through the tough first years of the business. Eugenie wanted that community as well but found r/lavenderlovers focused mainly on growers rather than consumers. However, it was not a total waste, the forum provided a steady stream of beautiful lavender fields photos taken by growers. She is hoping to visit local farms when she has the chance. Based on their talk, Naomi thinks that an app about people's moods would be good marketing content for her company. Her idea is to create an app that tracks self-reported mood and correlates it with the products used. It would even suggest different lavender products and times to buy new products. The mood data would look similar to the figure below. from: r/dataisbeautiful - Decided to analyze my daily mood tracking of one year [OC] : dataisbeautiful (reddit.com) Along with the app, Naomi is looking for a revamp of the website. Right now, things are going well but she wants get more out of the technology. For instance, she is looking to add more content to the page other than the blog Page 2 of 2 and stories that are currently available. Her goals are to get more people buying products but to also ensure that her previous customers are loyal to her company rather than the arge brands. She can now hire someone to create more content for the site but what type of content would they create? She also must start using the site as a data collection tool. She has never been a "data person" but she knows she has to look at the "metrics" to answer her questions about the business. Specifically, she is wondering whether she can increase sales without increasing her advertising. She also wants to know whether her current discussions on Facebook, in the farmer's market, and other places has brought people to her site. Lastly, she wants to know whether people are just interested in her site as a curiosity or if they are interested as buyers.

Using CODAR points, identify the type of content that would help Naomi achieve her marketing goals. Explain your answer..