Digital Content Strategy

Tentang Program

Tim konten sering sibuk memenuhi kalender tetapi tidak membangun memory, demand, atau conversion. Program memindahkan fokus dari jumlah posting ke peran konten pada journey dan business objective. Peserta menghasilkan content architecture, editorial backlog, serta workflow produksi yang realistis.

Business Challenges

• Kalender konten dipenuhi aktivitas rutin tetapi belum memiliki peran yang jelas terhadap buyer journey.
• Topik dan format lebih banyak mengikuti tren daripada audience problem serta brand point of view.
• Produksi konten lambat karena brief, approval, ownership, dan repurposing belum terstandar.
• Kinerja dinilai dari jumlah posting atau engagement tanpa melihat consumption quality dan assisted conversion.

Learning Outcomes

• Menyusun audience–message map yang menghubungkan kebutuhan audience, positioning, dan business objective.
• Membangun content pillar, topic cluster, recurring series, format, dan prioritas editorial.
• Merancang workflow brief, produksi, review, distribusi, channel adaptation, dan repurposing.
• Mengukur content performance melalui reach quality, consumption, engagement, conversion, dan efficiency.

Learning Modules

1. Audience & Content Direction — Peserta menggabungkan audience problem, search/social signal, brand point of view, dan commercial objective. Output: audience-message map.
2. Audience & Content Direction — Peserta menggabungkan audience problem, search/social signal, brand point of view, dan commercial objective. Output: audience-message map.
3. Content Architecture — Peserta merancang pillar, topic cluster, format, funnel role, recurring series, dan editorial priority. Output: 90-day content architecture.
4. Content Architecture — Peserta merancang pillar, topic cluster, format, funnel role, recurring series, dan editorial priority. Output: 90-day content architecture.
5. Production & Distribution Workflow — Peserta membuat brief, responsibility map, review rule, channel adaptation, dan repurposing tree. Output: SOP produksi dan distribution checklist.
6. Production & Distribution Workflow — Peserta membuat brief, responsibility map, review rule, channel adaptation, dan repurposing tree. Output: SOP produksi dan distribution checklist.
7. Content Measurement — Peserta membedakan reach, consumption, engagement quality, assisted conversion, dan content efficiency. Output: content scorecard dan review cadence.
8. Content Measurement — Peserta membedakan reach, consumption, engagement quality, assisted conversion, dan content efficiency. Output: content scorecard dan review cadence.

Target Participants

Marketing, Brand, Digital, Communication, Campaign, Commercial Team