Wajib Paham Content Marketing, Komunikasi Era Digital - ANALISIS #3

Summary

In this episode of 'Analisis,' Iwan Setiawan explains the strategic aspects of Content Marketing, focusing on three key steps. First, understanding the audience through detailed personas, including demographics, interests, and behavior. Second, defining the content theme to align with the brand's positioning, and lastly, choosing the right content format—whether entertaining, inspiring, convincing, or educational. Each format fits different distribution channels like social media or search engines. The episode offers valuable insights into how brands can create engaging and relevant content that resonates with their target audience.

Takeaways

• 🧑‍💼 Understand your audience: Define audience demographics, interests, behaviors, and key touchpoints to create relevant content.
• 📊 Use persona tools: Create personas to visualize audience demographics, behaviors, and media habits for better content alignment.
• 🎯 Align content with brand positioning: Ensure the content theme resonates with your audience while being aligned with your brand's positioning.
• 🔄 Content marketing focuses on what the audience wants: Unlike advertising, content marketing starts with what the audience wants to hear and integrates brand messaging subtly.
• 📈 Content themes: Brands can be positioned as a symbol, person, product, or organization in content marketing.
• 👤 Positioning through symbolism or personality: Content can portray brands as symbols or personify them through influencers or brand ambassadors.
• 💡 Educate and inspire: Content can be informative, entertaining, inspiring, convincing, or educational, each with different goals and formats.
• 🌍 Match content to platforms: Long-form content like educational or convincing content works well on search platforms, while short-form content fits better on social media.
• 🎥 Diverse content formats: Use video, reviews, top lists, endorsements, or case studies to engage different aspects of the audience's journey.
• 🚀 Tesla example: Tesla can be positioned as a symbol of innovation, personified by Elon Musk, a product with luxury and eco-friendly appeal, or as an organization driving sustainability.

Q & A

What is the first step in developing a content marketing strategy according to the script?

The first step is to understand the target audience, which involves creating a 'Persona' that describes the audience’s demographics, interests, behaviors, and key touchpoints.

What are the key elements of a 'Persona' in content marketing?

A Persona includes three key elements: demographics (age, gender, occupation, etc.), interests and behaviors (hobbies, personality traits), and key touchpoints (the media channels the audience uses to consume content).

How does content marketing differ from traditional advertising in terms of audience engagement?

Content marketing focuses on understanding what the audience wants to hear and creating content around that, whereas traditional advertising often emphasizes brand or product strengths, which may not always align with audience interests.

What are the four ways to communicate a brand in content marketing mentioned in the script?

The four ways are: 1) positioning the brand as a symbol, 2) as a person (using brand ambassadors or influencers), 3) as a product (focusing on the product’s features and benefits), and 4) as an organization (highlighting the brand’s values, culture, or social impact).

Can you give an example of how Tesla can be communicated using different brand positioning approaches?

Tesla can be positioned as a symbol (e.g., space travel or futuristic transport), as a person (with Elon Musk’s inventor persona), as a product (luxury, eco-friendly cars), or as an organization (promoting sustainability and innovation in transportation).

What is the second step in developing a content marketing strategy?

The second step is to determine the theme of the content, ensuring it is relevant to both the brand’s positioning and the interests of the target audience.

What is the role of format in content marketing, and what are the four main formats discussed in the script?

The format determines how the content is presented. The four main formats are: 1) entertaining (e.g., viral videos), 2) inspiring (e.g., product reviews, top lists), 3) convincing (e.g., product demos), and 4) educating (e.g., tutorials or infographics).

How do different content formats align with branding and selling goals?

Entertainment and education formats are more suited for branding, while inspiring and convincing formats are better for direct selling.

How does the format of content influence the choice of platform for distribution?

Longer, informative content like educational tutorials is better suited for search platforms like YouTube, while shorter, trend-based content, such as entertainment or inspirational content, is more suitable for social media platforms like Instagram or TikTok.

What are the three major steps in content marketing as outlined in the script?

The three major steps are: 1) understanding the target audience through the creation of a Persona, 2) determining the content theme based on the brand’s positioning, and 3) selecting the appropriate format (entertainment, inspiring, convincing, or educating) for the content.