CREATIVE

9102 IIU KNIHTEKRAM

CONTENT IN
MARKETING
A Creative Workshop by Astri Soeparyono
 TOPIC OUTLINE
Introduction
lleps s'teLWhat is creativity?
Creative Content

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Creative (Content in) Marketing
Content Marketing in Brief
How to think Creatively
!tuo ti
Creativity in a Team
Execution
Gojek Creative Labs
Creative Exercise
 Introduc
tion
KOMPAS GRAMEDIA GROUP
OF MAGAZINE
Editor in Chief for Cewekbanget.id
Managing Editor at Kawanku
Magazine (Kawankumagz.com)
A Creative Workshop | Astri Soeparyono
Introduc
tion
BUKALAPAK
Content Marketing Manager. In
charge of BukaReview blog,
BukaPaket YouTube program, and
Bukalapak social media.

A Creative Workshop | Astri Soeparyono

Introduc A Creative Workshop | Astri Soeparyono

tion
GOJEK
Under Marketing, part of Creative
Labs team. In charge of homepage
content within Gojek apps.
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so, what is
being creative
really about?
EASY TO SAY BUT HARD TO DO.
 A Creative Workshop | Astri Soeparyono

ANSWER THIS RIDDLE

 A Creative Workshop | Astri Soeparyono

ANSWER THIS RIDDLE

 A Creative Workshop | Astri Soeparyono

ANSWER THIS RIDDLE

 CREATIVITY IS
THE VARIABLE OF
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!SIHT YPOC
SUCCESS
- GARY VAYNERCHUK
CREATIVITY
Creativity is not a talent - it’s a way

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of operating. Creativity is not an
ability that you either have or do
not have. It is absolutely unrelated
to IQ.
CREA
LET'S TALK ABOUT

TIVE
CONT
WHAT IS CONTENT
EXACTLY
and how to add creativity to the

ENT
mix?

A Creative Workshop | Astri Soeparyono

noyrapeoS irtsA | pohskroW evitaerC A
WHAT IS CONTENT?
"Content is the presentation of
information for a purpose to an CONTENT TYPES
audience through a channel in a
form." there are many types of contents;
 LET'S GET INTO DETAILS

Creative CREATIVE CONTENT IN MARKETING

CONTENT MARKETING

(Content in)
Marketing
A Creative Workshop | Astri Soeparyono
 tnetnoC
evitaerC
PROMOS
Using creative content to create promos
and campaign
ADVERTORIAL
Mass media commercial
MARKETING ASSETS
Flyer or other Out Of Home (OOH)
Why
creative ATTENTION
We create pieces of content to earn

content?
attention for our audience, clients, or
company.
MARKET
You start shaping the market.
SELLS
You sell more.

A Creative Workshop | Astri Soeparyono

 INTRODUCE PRODUCT OR
NETNOC
NITEKRAM
USECASE
Content marketing can help raise user's
awareness of some of our products and
usecases.
ENGAGEMENT
Engaging content can create user
engagement to the brand.
LEADS TO TRANSACTIONS
Longer in-app time spent and engaging
content increase chances to turn user
into transaction.
 WE ARE CREATIVE BEINGS!
knihT ot woH 3.REFFERENCES
1.TAKE A NOTE
ylevitaerC PROACTIVELY read, 5.CREATE FRAME
watch, hear, broaden WORK
Write down all of your your views and
ideas. knowledge to add it to What is your goal? Does
your refferences. your ideas make sense?
Is this the best way to
2.BRAINSTORMIN do it?
G BUDDIES 4.FOLLOW THE
LEADERS OF THE 6.CHANGE YOUR
Talk about your craziest MEDIUM SURROUNDING
ideas without edit.
Listen to insight and Learn about each
collaborate. medium and who are Location help freshen
thriving on it. the mind.
 CREATI
VARIETY
POSITIVE VITY IN
A TEAM
A team of different
people with a different COMMUNICATION
refferences and skill set.
Communicate with
THINKER AND purpose, collaborate
with compassion.
DOER
A team of highly creative EMBRACE
people might never get FAILURE
the work done. Fear of failure can limit
your creativity. You'll
never learn if you never
try, right?
A Creative Workshop | Astri Soeparyono
 EXECUTE
"People can steal our ideas,
THE
EXECUTIO
but they can't steal our
executions."

Shift creative ideas into a

solid plan with clear steps.
N
Measure and learn from it.

APPLIED CREATIVITY IS INNOVATION!

 WE WORK IN TEAMS

sbaL evitaerC
CREATIVE
Brand and marketing
campaign and promo IN-APP CONTENT
ideation. Content on Gojek homepage
apps, inbox, and
DIGITAL notifications.

kejoG
Social media & blog
OFFLINE MARKETING
VIDEO PRODUCTION Offline activation production.
Brand and marketing videos
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40

30

20

10

0
Item 1 Item 2 Item 3 Item 4 Item 5

#PASTIADAJALAN

A Creative Workshop | Astri Soeparyono

 A Creative Workshop | Astri Soeparyono

When you tell

stories others
cant resist,
others tell
stories about
YOU.
 !YRT
UOY WON
YOU ARE A
CERDIKIAWAN
Give me one creative
cerdikiawan moment.

EXERCISE 1
 !YRT
UOY WON
GOJEK HAVE JUST
RELEASE GOGAMES
Give me one creative content
idea to introduce this feature.

EXERCISE 2
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FACEBOOK
Astri Soeparyono
SOCIAL MEDIA
@astrisoeparyono
EMAIL
astri.soeparyono@go-jek.com

THANK YOU! ;)
PS: PLEASE SCROLL DOWN GOJEK APP HOMEPAGE