Content Marketing: Beginner's Guide to Conducting Content Marketing


There are 2 similarities from almost all entrepreneurs:

  1. Want to get lots of visitors & sales
  2. Don't want to have a big budget for marketing

It seems contradictory, huh?

In the world of traditional marketing, we are used to getting to know businesses that spend a lot of money on promotion and advertising that have the opportunity to grow rapidly.

Whereas if the budget is minimal, don't expect it.

That was a long time ago.

Now that we are entering the era of digital marketing, everything is different ... with this technique:

Content marketing.

In traditional marketing, we reach out to find customers. Whether it's by placing advertisements that are widely seen, door to door, and so on. This is certainly costly.

Conversely, with content marketing, they will find you.

Because you have content that is beneficial to them, the prospective customer will look for you with the aim of getting a solution to the problem. Then some of them become your customers.

That's why content marketing is so effective.

But wait ...

... although it is effective, in practice many also make mistakes in content marketing. So that the effort does not get results.

Usually this is because the content is made carelessly.

Content marketing is not just creating content.

Therefore, please read this guide series to learn how to do effective content marketing.

Content marketing: what and why?

Let's go back one step to understanding the meaning of content marketing, or translated into content marketing.

Please read the short article that discusses content marketing understanding:

In this article we discuss the meaning of content marketing and why content marketing - as part of digital marketing - is more effective than traditional marketing.

Click here to read .

Or if you don't want to read, here's the meaning in 1 sentence:

Content marketing is a marketing strategy where we plan, create, and distribute content that is able to attract the right audience, then encourage them to become customers.

There are 2 misconceptions about content marketing that often occur, especially in Indonesia.

... and this correction:

# 1 Content marketing is not (only) about promoting content

Because in Indonesian marketing or marketing is often associated with promotion, ordinary people like to think content marketing means promoting content.

No, content marketing is not just about promotion.

It also includes the process of planning, making and analyzing ...

... and not only that.

In marketing we know the term  funnel marketing or purchasing funnel . The stages passed by a prospective customer start from the introduction to the purchase.

Let's use stories to facilitate explanation.

Suppose there is someone named Budi.

When Budi will make a purchase, of course he does not immediately buy. Before that, there was a process that went through ... this was the process:


The story is like this:

Budi realized that he had a problem. Therefore, Budi needs more information about the problems he is experiencing, and what is the right solution.

From the process of digging up the information, Budi found you  as the best solution to the problem.

After that, then Budi is sure to make a purchase.

From this story, we go into the second misunderstanding ...

# 2 Marketing content does not mean content that contains marketing (or sales)

This is the most common mistake made by businesses that do content marketing.

This is ...

Remember the first one was done by Budi.

Budi looks for information about the problem, as well as the right solution.

Therefore, the content in content marketing should mostly contain information and guidelines that provide solutions to problems.

From there, Budi will know you.

After Budi knows you, then you can encourage Budi to make a purchase.

Make sense?

That is, in content marketing we will provide content for each stage in the marketing funnel.

Examples like this:

  1. Awareness : Provide content that resolves big problems from people who are your target market, without any element of sales at all. The goal is to attract their attention and improve your reputation in their eyes.
  2. Evaluation : Provide content about more in-depth issues and explain that your product / service is the main solution.
  3. Purchase : In this stage then you create content that can provoke sales.

Only a small portion contains sales.

Compare: there is a business that does not have a content marketing strategy. They only create content about their own products / services ...

... not the content sought by Budi.

As a result,

  • Budi will not find your business
  • Budi will not be interested in buying from you

Imagine you meet an unknown person, this person every day only offers products that they sell to you. Surely you will feel disturbed.

So content marketing can give you 3 results:

  1. Get new customer candidates
  2. Build trust
  3. Increase sales

That's why content marketing is a "champion" in digital marketing.

Just look at these statistics from Marketo :


Please proceed to each chapter to learn more about content marketing.

Content Marketing Guide

Basically, content marketing itself is not difficult to understand. But if we see the results, there is a big difference between those who understand the principle of content marketing and those who don't.

To understand the principles of content marketing and ways to create quality content, please read each of the following chapters in sequence.

part 1 :6 Stage of Developing a Content Marketing Strategy That Can Increase Visitors and Sales

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