Yukka Harlanda, CEO of Bro.do. Brodo an e-commerce startup from Bandung who produce and simultaneously sell brand footwear for men. Then there is also the way Mayega, an Integrated Marketing Group Content & Connections Manager (Head of IMC) Coca-Cola Indonesia. and the last is Denny Santoso, Founder of DuniaFitnes, is a serial entrepreneur extremely utilize internet marketing, email marketing in particular, in building his business.
Since the topic of discussion of this issue on content marketing, it helps us to understand the definition of content marketing itself as defined by the Content Marketing Institute, namely:
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to Attract and acquire a Clearly-defined audience - with the objective of driving profitable customer action.
Do you already understand about content marketing in brief from the above definition? Please refer 3 Content Marketing Strategies For Business which became the topic of conversation at the meeting in Jakarta Content Marketing Meet Up ago.
1. Select the content in accordance with its channel types.
For this first strategy, ever done by the founder Brodo in marketing their products. Brodo who stood in 2010 when its founder was a student in Civil Engineering ITB, start their business careers by using fuel as a marketing sales channel. They have 8 Blackberry to build relationships with customers. Each BB has 2000 contacts, they have a total of 16,000 loyal subscribers. The founders began to run his business seriously in 2012, and became an e-commerce in 2013.
As a startup that starts from 0, they are very selective in using financial budget they earn, not least in marketing activities. This is the reason they use content marketing for free (very cheap at all), but it also Brodo use the services of a content provider with a semi-barter cooperation, in which the content provider to get a discount and the rest was paid by Brodo shoes.
Shoe is a commodity product of Brodo. For that they do not half-hearted prepare their content by providing useful content and make the shoes look more cool Brodo.
Brodo also utilize social media channels to distribute their content. each has a different focus and purpose as well:
- Facebook: to hard selling, featuring the latest collections Brodo
- Instagram: to inspire fashion and lifestyle in the form of photos
- Twitter: to perform daily conversations with customers
- Tumblr: to appreciate photos of customers. By uploading on Tumblr each with a certain hashtag, the picture automatically goes into Tumblr Brodo.
- G +: informative content, such as infographics
- YouTube: give the brand story and experience. Their videos here are very professional, because they are inspired by Nike's videos
- Newsletter: This is the most powerful in generating sales. Brodo its design every newsletter that 'super ultra high quality', sent only 3-4 times a month, so that the recipient does not feel disturbed. Yukka said, now there are 40 thousand email subscribers, 3% of which generate sales!
Yukka Harlanda, CEO of Bro.do closes his discussion sessions with emphasis on the purpose of content marketing are:
A friend made a brand wallet, but he did not pay attention to the content marketing. Finally his brand disbanded last year. Invest in content marketing is something that is long term, the results can not be seen tomorrow.
2. Want to our content looks Hype, observe trends that became the talk of the community and create content as quickly as possible.
A second strategy of 3 Content Marketing Strategies For Business is to look at the phenomenon or trend that became the talk of the community. You remember when LINE create themed ad continued the story of the film AADC to create ad footage AADC in 2014 lasted 10 minutes. Many participating Brand advertising carries the same theme as that of Coca-Cola in the memes they create.
Coca Cola Indonesia has a social media monitoring team was named team of Customer Interaction Care monitor conversations in community / social media. Not just fun-call like AADC 2014, social events or natural disasters are also being addressed by Coca Cola Indonesia.
Every time finding interesting conversations to participate responded in the form of content (such as the 2014 AADC), they do not need the approval process to superiors or to Coca Cola HQ in America there. Coca Cola's social media team does not need to be afraid of, because they've trained very hard for 6 months to understand the brand guidelines, tonality (diction), do's and don'ts, and so on.
Although Coca-Cola is a major international brand, in their social media as a small local brand!
3. Build an email list building, very influential for marketing
The strategy of the last 3 Content Marketing Strategies For Business that can be utilized for your business is to build an email list building. Denny Santoso told his story to be an entrepreneur who started from selling fitness supplements that he did since 1999. Since that time the fitness supplement is not a basic need and the price is relatively expensive, certainly not all people want to buy. For that he uses this marketing content through its story will be important it is to supplement the product of its target market.
Earlier in the year 2008, as an expertise in the field of fitness and health, Denny create a blog associated with such expertise. From some of his blog readers are readers of the Issuer requesting the expertise he wrote in the book as he explained in his blog. Of bloggers become an author, he builds personal branding as someone who is an expert in the field of health, which of course have an effect to the sale of health supplements.
In 2011, Twitter began bustling, Denny started focusing try Twitter withDennySantoso account. In four months, his Twitter followers increased from 30K into 100K (506K now). How to? First he made a partnership with another Twitter account that many followers, namely the promotion of mutual aid. A Twitter account to promote Denny, and vice versa. Both he pays his buzzer yangfollower much more, for example @ radityadika. Increased followers faster again.
Distributed content in social media is directing followers to open a blog and various landing page of hers, among others PanduanDiet.com and DuniaFitnes.com. At each site, the Denny 'catch' the visitors who come to leave your name and email address.
Thus 3 Content Marketing Strategies For Business what I can tell, hopefully 3 content marketing strategy that can jump-start an online business you run. Good luck to you!
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