Content Marketing Plan for EmberRose Salon

Project Overview

This project focused on building a structured, results-driven content marketing plan for EmberRose Salon. The goal was to increase visibility and client engagement by creating a consistent system for publishing, repurposing, and tracking digital content across platforms. The plan positioned the brand as both approachable and expert, while supporting long-term audience growth.

Goal

The primary goal was to double website traffic within six months by developing an intentional content strategy. This included creating cohesive brand messaging, optimizing social captions for engagement, and using blog content as the foundation for a scalable social media plan.

The Research

I began by analyzing EmberRose’s existing digital presence—reviewing engagement trends, post frequency, and content types that performed best. From there, I built a framework using the S.M.A.R.T. goal model, focusing on measurable outcomes tied to brand growth.

The Strategy

The strategy we created revolved around three main ideas:

1. Turn every blog post into 3–6 platform-specific posts.

2. Align content with each stage of the customer journey—awareness, consideration, conversion, and loyalty.

3. Maintain consistent tone, visuals, and posting frequency across all channels.

Execution

The final plan included a content calendar, caption templates, and visual reference examples for every post type. I created platform-specific guidelines to ensure each caption and graphic spoke directly to its audience, whether on Instagram, Facebook, or the salon blog.

Outcome & Reflection

The completed plan provided EmberRose with a sustainable marketing framework that their team could easily manage in-house. It allowed for consistent posting, reduced content fatigue, and gave structure to future campaigns.

More importantly, it aligned all messaging and visuals under one cohesive voice, helping the salon connect with its audience in a more personal and strategic way.