How to manage content in digital marketing

1. Coaching Clinic
How To Manage Content in
Digital Marketing

2. ANDI IRCHAM HIDAYAT
Lecturer at Sistem dan Teknolgi Informasi
Nobel Institute Makassar

3. ● Defenition of “Content Marketing”
● Some Example
● How “Content Marketing” Works
● Principles of Creating ‘Content’
● Activity
CONTENTS OF COACHING

4. What Do You Know About Content Marketing ?

5. Contentporary Content Marketing includes :
Games and Apps
Photograph
Videos
Blogs
E-Books
Infographics
White Papers and Report
News Letter and News Feed
Question and Answer Articles

6. Content Strategy:
Turning strangers into customers and promoters of your business

8. Principles of Creating Content:
1. Develop the customer
‘Persona’
2. Create the Engagement
Cycle
3. Develop the Brand Story
4. Develop the content
marketing channel plan

9. 1. Develop the Customer Persona
• Know the person you are selling to – more than their demographic
• Behaviours, individual needs, buying cycle
• Customer Motivations, Goals and Frustrations
• Why should this person care about your company?
• What Unique Value Proposition do you offer this person?

10. Contoh
template
persona

11. 2. Create the Engagement Cycle
Map the Customer’s Buying Process and Customer Journey:
Awareness - Information Search – Price - Purchase
Decision – Alternatives - Short List - Purchase Post-
Purchase Experience - Re-Purchase - Advocate

12. 3. What is the Brand Story?
• How does the customer perceive / experience your brand?
• What does your brand promise the customer?
• Why is your brand new, different, challenging?
• What is your brand’s history?
• What does your brand help the customer to achieve?

14. 4. Develop the
Content Marketing
Channel Plan
• Where will the customer view your
content ?
• What device will the consumer be
using?
• Why would people want this content
through this channel?
• What do we hope the consumer will do
with the content?
• What are the objectives of each
channel as they relate to the
engagement cycle?

15. o Go beyond conventional segmentation
to communicate directly and in a
relevant way with individuals.
o Be planned and designed to achieve
specific customer-focused objectives.
o Be integrated with the entire
communications / promotional mix.
o Be relevant, useful, findable, sharable,
creative and fun.
Summary: Content Marketing should:

16. Activity 1:
Create your
Customer
Persona
Using the Persona
Template, create a
Customer Persona for a
prospective
undergraduate student
considering doing a first
degree in Business and
Management.

17. CREDITS: This presentation template was
created by Slidesgo, including icons by Flaticon,
and infographics & images by Freepik.
THANKS!
Do you have any questions?
ircham@nobel.ac.id