You are a Digital Marketing Specialist, working with the marketing department for a furniture store called Lina Coevos (LC) - wholesale and retail. LC carries only modern furniture, aimed at those who are starting a family and those who are buying their first property.

In terms of wholesale, they supply to smaller, family-owned retail furniture companies located in the Greater Toronto Area (or the closest local city).

Your services are needed to assist LC with implementing a modern content strategy and content marketing practices. They will need to ensure that budgets are met, metrics are correctly tracked, and that the right voice is captured for their target audience.

After several informational meetings, you learn a content calendar is needed to plan out the strategy for the month. You quickly understand that a combination of custom content, as well as content readily available online, would be needed to fill the calendar.

To date, you have the following information:

• The target audience puts a lot of focus on furnishing their family room, but not so much on their kitchen.
• All of the products are 100% re-seller friendly.
• Business-to-Business (B2B) Content is different from Business-to-Consumer (B2C) Content.

ASSIGNMENT STEPS

1. Identify LC's target customer demographics, as well as the appropriate channels/content.
2. Build and develop a content plan (audience, inbound vs. outbound, platforms, as well as the types of content, etc.).
3. Build and develop a content tree, outlining the core messages, key topics, and subtopics. You will be mapping this out on your content calendar.
4. Provide two (2) examples of good content and two (2) examples of bad content relevant to this industry. Provide a detailed explanation for your reasoning.
5. Develop a full and filled-out 30-day content calendar for tracking and reporting (hint:B2B and B2C content are different). You may use Hootsuite or another tool to plan your content.