CONTENT MARKETING

School of Business and Management (Bandung Institute of Technology)

Things to always be remembered about the content for marketing campaign :

1. Relevant
2. Attractive

Before drawing up a to-do list in marketing, here are the required things to have
1. Context → how the business condition and what to change. This can help us to
understand the clear goals to be achieved.
2. Content → the type of content we will make strongly connected to the context that
has been mentioned above. Different goals will be achieved with different types of
content.
3. Brand positioning → Do not forget to always be in line with the brand positioning we
already have. It is related to the Target customer, the place where we would like to
sell, what we provide to our customers, also what we have in our product in order to
ensure people buy it.
4. Creative ideas → Creativity is about connecting the dots of the ideas we have to meet
the goal of content marketing by making the content as attractive as possible.
5. Audience understanding → making content marketing means we do want to change
something in our company in order to get noticed, well-known, or fun to recommend
to others. So the top thing we need to have first is audience understanding. it is the
only way for us to make relatable content and the result will be the expected jobs to
be done by customers.
6. Insights → When it comes to insight in the marketing field, it means we have a deep
understanding of certain behavior from our customers. For example:
The fact that people love to post a photo in their Instagram account will mean nothing
if you don't have a capability to understand what the motives are.
So first we need to observe how they do it, in this case people usually post some
photos in their instagram account during lunch time or any special moments. Probably
the insight we have in the last is the “like” from their crush matters the most.
7. Business condition understanding → it is basically the same as knowing what the
problem we have in a company is before doing something. Preserve the current
condition or go beyond.
8. Images and copyrighting → It's actually not necessarily we have to make images
because sometimes marketing means we make short videos. The point is that we have
a brief message we would like to deliver so that the customers will understand the
marketing content well.

The checklist before making content strategy :

1. Understand brand position and audience
2. Content pilar and content mapping
 3. Emotion to show
4. Pick the right format

Content Pillar consists of :

1. Objective → Is it to build a credibility, demonstrating uniqueness of the product, or
make people buy the product? You name it. Be specific.
2. Message → Things to be delivered and pointed out to meet the objective.
3. Content talking-points → The list of points to be delivered in the content. It is
specification of the message point above.
4. Frequency. Example : Twice a week