Pitchfork

Pitchfork is an influential online music publication known for its reviews and coverage of independent and alternative music. Founded in 1995, it shapes music tastes and hosts the annual Pitchfork Music Festival. After researching Pitchfork through SEO audits, market research, and competitive analysis, we realized there is a whole market Pitchfork has not yet tapped into. To help expand into this market, my team came up with a new content pillar for Pitchfork to boost Pitchfork’s user engagement and reach by attracting a new audience. Our pillar, Pitchfork Offline, is a dedicated space targeted to indie and alternative music fans and listeners. For Pitchfork Offline, our research consisted of a SWOT analysis for the company, developing content marketing objectives for the new pillar, researching our target market, industries, and brands we compete with, developing personas, and finally creating our market strategy. We did a content audit and analysis on the brand's current content strategy including email, website, blogs, and, social media, and, from there, developed our own. We used a Fake Door Test to test our hypothesis and researched analytics software to test our website, email marketing, and social media for when our pillar is launched.