What fuels you? This question has been in the back of my mind for the past four weeks. It is amazing how you can take the question in so many different ways. Literally -- What are you feeding yourself to get you through the day. Or a bit more abstractly -- What is it that motivates you and keeps you going through life.

As I worked on my final assignment for this class, I had this question going through my mind all the time. Listen to my answer in our podcast and let me know what you think!

Check out how three of my classmates and I used the idea of fuel in our Content Marketing Assignment...

Over the past four weeks, I have been working on a content marketing project with three of my classmates: Daniel J Beals (https://danieljbeals.com/), Katie Radway (https://catherineradway.wordpress.com/) and Greer Mullin (http://www.greermullin.com/). The client was Parfait, a frozen yogurt bar in downtown Kingston. The client has been looking at growing his online presence and following, and we helped develop content to assist with this.

Our Objectives:

To create four pieces of informative and valuable content for Parfait's target audience to increase the awareness of and engagement with the brand online.
To create a positive relationship with Parfait's brand.
To establish the brand as a unique & essential part of the downtown community.

Our content was directed at a specific target market. Meet Lucy Grant, our target persona who fits into the demographic, psychographic and geographic profile of our audience.

Most of Parfait's customers are still in the awareness and consideration stages of the buyer's cycle, although some are in the loyalty phase. The content created was directed at the former, to introduce them to the Parfait brand and encourage them to choose Parfait over the competitors. The tone of the content was to be informative and engaging.

All the content that we developed for Parfait was based on our positioning strategy statement: Parfait offers a simple dessert alternative that fuels young, ambitious, health-conscious professionals.

With this statement as our guideline we developed these 4 pieces of content:

1. The Video

https://vimeo.com/194867505

Parfait at home is designed to be a mini vlog series where experts provide information about different health foods and products. The above video gives a taste of how this video series could run.

2. The Podcast

https://soundcloud.com/katie-radway/fresh-fuel-2016-12-08-1200-pm

The Fresh Fuel Podcast was developed to inform listeners about motivation. The hosts always hit the streets to ask questions of locals and develop their podcast from the answers that are provided. The podcast informs listeners on ways to stay motivated in fuelled while navigating a busy schedule.

3. The Infographic

A seasonal infographic is an educational way to inform current and future customers about the nutritional value of different foods. This infographic shows the nutritional value of a Parfait inspired meal while showcasing the 'yum factor.'

4. The Newsletter

The monthly newsletter is a way for Parfait to stay in touch with its customer base. The newsletter is a piece of content that ties to other things that are going on in the Parfait network. The newsletter curates content from the community and includes its own Question and Answer section. The Question and Answer section provides value to the readers because it allows them to ask questions of experts that help impact their lives in a positive way.

Creating content for Parfait was a great deal of fun, and our group worked really well together to complete this project. At times it was hard to make sure the work we were creating was strictly content; sometimes we had elements that were too promotional, and it was always a challenge to take the promotional away. We maintained a similar theme throughout all the content and really focused on fuelling a healthy body. Our goals were to educate the target audience that Parfait is a dessert option that is healthy and will still quench that sweet craving, and to inspire them to stay motivated through the busy and difficult times in their lives.

As Shannon Cloud says: It's all about making meaningful lifestyle changes that lead to life-long healthy habits!

Let me know what fuels you and why!