Modul 5.

Content Marketing “Defining

Your Target and Persona”
EM – 608 Digital Marketing
Arum Silviani, AMd., S.E., M.S.M.
 Objectives :

“By defining your audience profile precisely it helps to

maximizing the content creation to be perfect match with the
market we wants”

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 How to Define “Persona Audience”

1 2 3
Demographic Interest & Key Touch
Behavior
1 Points
• Age
• Gender • Personalities • Media Touch
• Maritial Status • Hobbies Points
• Occupation • Tech Savviness • Channel
• Socio Economic • Life Goals Touchpoints

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Get to know your customers
• It’s a good time to know your current customer
base!

• 1. Who are they? What are they and their life like?
• 2. Their likes and dislikes
• 3. Their fears and hopes at this situation
Get to know your customers
1. Since most of us can’t have offline presence
anymore, utilize:
• Web survey (Google Forms, Surveymonkey)
• Written questionnaire on Whatsapp
• Give coupons for participation!

2. Desktop research
Segmentation
• • Demographics
• • Age
• • Sex
• • Family status
• • Income
• • Daily habit
• • Recent purchase cycle - sources of influence
Who am I?
Who am I?
Who am I?
WHY IS IT IMPORTANT TO UNDERSTAND OUR
TARGET AUDIENCE?

• The rise of more precise targeting on digital and

social media has allowed us to serve more
customizable content for different audience.
• This way, it’s more likely for the audience to
respond and develop a positive feeling towards the
brand. People want to see “that’s me” or “that’s
someone I can be”
BE PART OF THE CONVERSATION
THEY ARE IN
• Tap on topics that are currently talked
about / trending
• Utilize the major cycles in your
customer’s lives (Holidays? Major sport /
interest seasons?)
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 PDB (Positioning Differentiation Brand)

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Classification/Theme Content Marketing

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 Content Marketing Based on the Objectives

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 Content Marketing For Educate

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 Content Marketing For Educate

https://www.youtube.com/watch?v=k39RcNiyx8w

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 Content Marketing For Educate

1.Tutorial
2.Tips
3.Infografis

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 Content Marketing For Entertainment

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 Content Marketing For Entertainment

https://www.youtube.com/watch?v=27hvhru99Sc

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 Content Marketing For Entertainment

1.Video
2.Comic
3.Contest
4.Quiz

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 Content Marketing For Inspire

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 Content Marketing For Inspire

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 Content Marketing For Inspire

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 Content Marketing For Inspire

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 Content Marketing For Inspire

1.Review
2.Brand Ambasador
3.Endorser
4.Top List

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 Content Marketing For Convince

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 Content Marketing For Convince

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 Content Marketing For Convince

1.Brochure
2.Product Demo
3.Case Study

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 Group Discussion
1. Please Searching within in the internet Each of Type of Content

Marketing (20’)

2. Create 4 type of content. Educate, Inspire, Convince, Entertainment for

your brand, and post that content on your Instagram and facebook

account (feeds).

3. Present and Discuss it internally here in the class for (10’) each group.

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Undergraduate
Program of
Management UMN
2022