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Paid search = 55%Organic search = 20.5%Direct = 18.5%Social = 1.5%Other = 4.5%Home page = 20%“Current Promotions” = 7%Buy a voucher = 5%Spa at home = 4%Hemingways = 3.5%Revitalise = 3%Kempinski = 3%Jacaranda = 2%
Book regular spa packages and massages services on SpaDreaming Offering exclusive deals, better than going direct to vendorsMaking it easier to find and book various types of spas and massage servicesPublishing content that attracts people who enjoy spas and massages
KPIs: Overall site traffic, conversionsForecasting: MoM goal: Milestone goal:
KPIs: Forecasting: MoM goal: Milestone goal:
KPIs: Reporting: MoM goal: Milestone goal:
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SpaDreaming Content Strategy
TLDR
At SpaDreaming, we make it easier to find good-value spa packages and massage services in Kenya.
Quick Recap
SpaDreaming started in … and is roughly … years old at the time of writing (May 2023).
The website currently gets ~2,500 visits per month and has a conversion rate of ~1.76%.
Traffic currently comes from a mix of:
The top pages on the website (by traffic) are:
The most popular times on the website (based on traffic) are Valentines week, Mothers Day, and Christmas.
A blog (hosted on a sub-domain) was briefly started in…, with … blog posts published over…. However, the blog hasn’t been updated since …
Mission
Get residents in Kenya to:
By:
Because
There's currently no easy way to compare spas in Kenya and their various services side-by-side. Booking a package still requires you to call individual spas or spa hotels and find out their menu, prices, availability, etc.
Plus, the quality of content in Kenya covering lifestyle, luxury, dating, and well-being-related topics is incredibly poor. Websites are badly designed, badly written, and out of date.
Our Vision
To make SpaDreaming the go-to resource for people in Kenya seeking spa packages, including getaways, city breaks, couple packages, and much more. And to become an authority in the highend lifestyle and luxury travel niches in Kenya.
The goal is to become the first name people think of when they’re planning a spa day or buying a spa package for someone else.
Target Audience(s)
Primary: High-income earning, wealthy Kenyan women aged between 25–45.
Secondary: High-income earning, wealthy Kenyan men aged between 25–45.
Kenyan women
80%
Buying for:
themselves
their friends (as a group)
as a couple
as a gift
Kenyan men
20%
Buying for:
Their partner (female)
As a couple
As a gift
There are no rows in this table
Business Goals
Business Goals
Content Goals
Details / Timeframe
Reduce dependence on/share of paid advertising
Increase the share of traffic and conversions from organic search.
E.G. increase organic traffic to 70% of all traffic
Increase revenue
Increase overall conversions on the website and blog (volume and % rate)
E.G. 10% revenue increase MoM
Reduce advertising costs
Reduce reliance on paid ads by increasing blog content and improving on-page SEO
E.G. 20% reduction in ad spend YoY
Add inbound marketing channels (blog + email)
Boost organic traffic and conversions
E.G. Publish 1 blog post and email per week
Increase retention
Increase number of repeat visitors to the website
Publish blogs and introduce special offers
Build audience/brand awareness
Increase awareness of SpaDreaming in Kenya
Create a referral program and affiliate marketing campaigns; publish partner content
Expand to new markets (Aus, SA)
Make GTM easier
Create or buy website in our niche; publish content; conduct sales and outreach
There are no rows in this table
How will the content grow the business?
…
Content Channels and Publishing Frequency
Format (ranked by priority)
Publishing location
Frequency
Blog
Website
Weekly
On-page (hotel/spa pages)
Website
Nil
Email
Email provider
Weekly
There are no rows in this table
Blog
Articles, etc.
On-Page
Home page, product pages, hotel/spa pages
Email
Published weekly
Topics We’ll Cover
Romance
Date Ideas in Nairobi
Valentine's Day in Nairobi
Couples Goals for Kenyans
Romantic Restaurants in Nairobi
Wellness
Luxury Swimming Pools in Nairobi
Self-care in Kenya
Types of Massage
The Benefits of Chocolate
Beauty
The Best Kenyan Skin Care Products
The Ultimate Skin Care Routine
Waxing Salons in Nairobi
The Benefits of Face Scrubs
Travel
Weekend Getaways from Nairobi
Places to Visit in Naivasha
The Best Restaurants in Watamu
The Best Hotels in Watamu
Social
TBC
Gifts
Gifts for Men in Kenya
Birthday Gift Ideas in Nairobi
Baby Shower Gifts for Kenyan Moms-to-be
The Best Gift Vouchers in Kenya
Spas & Hotels
Villa Rosa Kempinski
Enashipai
Spas in Nairobi
Home Massage
The Best Massage Oils in Kenya
Where to Buy Wax Strips in Kenya
Massage Guns: Where to Buy in Kenya
There are no rows in this table
Promotional Channels
Socials
Affiliates/Referrals
Tools Used
SEO
CMS
Graphic Design
Project Management
Competitors
Examples We Like
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