📄 Description:
As part of my application for the Content Writer role at Kaapi Machines, I decided to take a non-traditional approach: pitch a full-fledged, funnel-based content strategy tailored to their unique audience: cafe owners, baristas, and specialty coffee entrepreneurs.

I researched the evolving coffee landscape in India, identifying a major content gap in machine education, technology guidance, and emotional brand connection. I crafted a multi-part series covering all stages of the marketing funnel—TOFU, MOFU, and BOFU—along with content formats and themes suited to each stage.

Target Problem:
“How do I choose the right coffee machine for my needs?” A crucial question among first-time brewers and growing cafes.

Proposed Campaign:
A week-long Coffee Celebration Series that acts as both a content burst and brand positioning tool.

Content Types Included:
Blog posts, checklists, quizzes, feature stories, Reels, video testimonials, tutorials, and how-tos

Sample Content Ideas:

“Choosing Your First Coffee Machine: The 5 Things Most Cafes Overlook”

“Interactive Quiz: Find Your Perfect Machine in 5 Clicks”

“Latte Lessons: What Baristas Think of Our Machines”

“Troubleshooting Volumetric Issues in Under 5 Minutes”

🎯 Outcome:
Showcases my ability to go beyond copy and build campaigns that speak to the audience’s needs, values, and pain points, positioning the brand as both expert and enabler.

🛠 Tools Used:
Google Docs, Grammarly, Audience Research, Funnel Frameworks