Depok-Media Production Study Program, Vocational Education Program, Universitas Indonesia (UI) held a guest lecture entitled “Content Marketing: How to Plan, Execute, and Analyze Your Efforts” in a hybrid way on Thursday May 15, 2022 . This guest lecture presented Narawastu Indrapradna, Co-Founder of Doki Digital Agency as a speaker and was guided by Gerha Jayamala, MM., a practitioner lecturer in the Media Production Study Program and CEO of PT. Bos Bayi Besar.
(Photo: (L-R): Rangga Wiwesa, Gerha Jayamala, Narawastu Indrapradna)
In his presentation, Nara–Narawastu’s nickname–explained the work process between an agency when handling clients for marketing its brand. “The marketing process carried out by an agency includes brief, plan, execute, and report + analyze,” explained Nara. In this process, both the agency and the client have their respective roles to collaborate to produce good marketing. Beginning with a process brief, the client will explain the necessary marketing requirements for its brand.
“Agencies need to get as much information as possible from clients so that they can be used as references when the marketing process is carried out. If possible, we can also ask what expectations our clients have of us. It will make it easier for agencies to find out client needs efficiently and effectively,” said Nara added.
Next, in the plan process, the agency needs to make an editorial plan that will be given to the client regarding the marketing plan that will be carried out in handling their brand. After the editorial plan is agreed upon, the next process is execute. Agencies can use various tools to automate content execution. Nara said, “When uploading content, make sure we have to do repeated checks to avoid mistakes, both in the content, visuals, captions, and others. It is better that the content is also checked and approved by the client in order to minimize errors before uploading.”
Lastly, after the content is executed, the agency will carry out the report + analyze process. These reports and analysis can also be provided through tools that provide analysis results from each marketing platform used by the agency. “In addition to providing reports and analysis, agencies also need to provide insight and general recommendations to clients so that they can be used as references for their next marketing strategy,” Nara explained.
(Photo: Documentation session with students who attended offline in the guest lecture)
In addition, Nara also reminded that the most important thing in the marketing process is communication between the agency and the client. “Good communication between the agency and the client will make it easier and produce appropriate and good marketing content, and increase the value of the client’s brand,” explained Nara closing his presentation.
