Discuss Building a Digital Marketing Resource for a New Industry

Description of Assignment: Now that you’re acquainted with the medicinal cannabis industry, we’re going to narrow the scope and create a digital resource for one of its niche industries, CBD. As you know already, CBD (Cannabidiol) is one of the 100+ cannabinoids present in cannabis but it has been classified as a food supplement and its sold in the UK and many other European countries. CBD is also legal in many territories in North America. When a new company emerges in this niche, they have the immediate need to create authoritative content to inform and influence their target buyer. You will create a digital resource for companies to be able to identify and then build their own trust, authority and expertise in this niche. Apply the theory and practice (tools) explored in class for this assignment and all the relevant material covered since the beginning of the course. Research Scope: online international the niche industry and adjacent industries Steps to Follow Use advanced marketing research tools to: Identify trustworthy authors and experts in the niche industry of CBD (Cannabidiol). Select 5 top experts/authors following the criteria and methodology learned and practised in class on E-A-T (expertise, authoritativeness and trust). Select a variety of author or expert types: journalists, scientists, entrepreneurs, academics, practitioners, historians, sociologists, “everyday experts” (life experience), activists, artists. Use the methodology for Assessing Expertise & Authoritativeness learned and practised in class. Gather accurate data on the following deliverables: List the most significant work published and where it is published. Referenced title (APA). Highlight the most significant contribution to the niche and include short abstracts of this particular work. What makes this author a subject matter expert? Comments and reviews of their work. List training, industry affiliations, achievements and any other factors that prove this author’s expertise. Professional references and recommendations by others. Check for accuracy by contrasting online profiles: LinkedIn, industry directories, publications (author pages). Personal evaluation: Determine whether the author/expert is proponent, detractor or a mix of these. Explain how this author/expert could contribute to an emerging business in the niche. Conduct primary research if needed. If you were to create a digital resource for companies to be able to identify experts and authors: How would you make it as interactive as possible? What type of content would you develop (topic clusters (Links to an external site.))? How would you monetise the platform? (include at least 2 ideas for monetisation) Use case studies to support your proposal. For example: research existing directories, agencies and other relevant online businesses and resources providing a similar service in this or other industries. Deliverables Structure your report like this: No executive summary needed. Top 5 CBD Experts Profile 1 (for example: Arno Hazekamp, scientist and independent consultant) Contact details. Most significant work published. Highlight the most significant contribution to the niche and include short abstracts of this particular work(s). Comments and reviews of their work. List training, industry affiliations, achievements and any other factors that prove this author’s expertise. What makes this author a subject matter expert? Professional references and recommendations by others. Personal evaluation. Profile 2 Same points as Profile 1 Profile 3 Same points as Profile 1 Profile 4 Same points as Profile 1 Profile 5 Same points as Profile 1 Digital Platform Interactivity (use case studies) Content Monetisation (use case studies) No conclusion needed. References needed. Make sure you include all sources used to build your expert profiles (part 1) and case study links for part 2.