CONTENT MARKETING IN PRACTICE:

STRATEGYEXECUTION& RESULTS

Jakarta Content Marketing Meetup

Organized by: Sponsored by:

S.E. ASIAS’ PREMIER CONTENT NETWORKA one-stop platform giving brands access to 1,000+ vetted creators in under 3 minutes

1. SELECT CONTENT & SEE COSTSUsing our platform, quickly select what type of content to create or sponsor based on your budget

2. FILL IN YOUR BRIEFUsing our easy to complete content brief, fill in details about your brand & campaign, minimizing confusion

and allowing your campaign to run smoothly.

3. EFFORTLESSLY MANAGE CONTENTOnce your project is approved, GetCRAFT’s content experts help connect you to your desired content

creators & manage the content creation plus revision of all work

4. ONE STOP PAYMENT PROCESSOnce your content has been created and passed GetCRAFT’s internal quality check, we’ll then proceed to

release payment to the creators on your behalf.

5. RECEIVE PERFORMANCE REPORTS Once your campaign is complete, you will receive detailed downloadable campaign performance reports,

allowing you to quickly optimize for future campaigns.

UP TO TODAY WE’VE RAN 1,500+ PROJECTS FOR 130+ BRANDS

CONTENTWHY DO

MARKETINGAND

SPONSOREDCONTENT?

1. THE RISE OF AD BLOCKER

Thirty-six percent of smartphone owners in the Asia-Pacific region now block ads on the mobile web, including nearly two-thirds of all smartphone owners

in India and Indonesia.

1. THE RISE OF AD BLOCKER

Consumers are eager to block marketing on phones, because they're irritating on small screens, and cause web pages to load more slowly.

Hence, brands need to find better way to communicate to their audience.

ZMOT2. ZERO MOMENT OF TRUTH

2. ZERO MOMENT OF TRUTH

The point in the buying cycle when the consumer researches a product online before taking any actions. This number of consumers researching a product online prior to purchase has been on the rise in recent years as the

internet and mobile continue to advance.

2. ZERO MOMENT OF TRUTH

“When consumers hear about a product today, their first reaction is ‘Let me search online for it.’ And so they go on a journey of discovery: about a

product, a service, an issue, an opportunity. Today you are not behind your competition. You are not behind the technology. You are behind

your consumer.”Rishad Tobaccowala, Chief Strategy & Innovation Officer at VivaKi

2. ZERO MOMENT OF TRUTH:NUMBER OF SOURCES USED WHEN MAKING PURCHASE DECISION

Consumers do look for content before they make purchase decisions

*Source: TNS Female Shoppers Study, Q4 2012, n = 8,000

3. CONTENT MARKETING IS HIGHLY COST EFFICIENT

Cost per View(IDR)

300450 500

600

800

1200

2000

0

500

1000

1500

2000

2500

Article Creation Video Creation YouTube Ads YouTube Infunecers

Sponsored Articles Facebook Ads Google Ads

Programmatic MediaSponsored ContentContent Marketing

3. CONTENT MARKETING IS HIGHLY COST EFFICIENT

“While content marketing costs 62% less than outbound marketing, it generates more than three times as many leads.”

Demand Metric

SRIBOGA FLOUR: ONLINE TV SHOW & COOKING CHANNELSriboga, a flour brand was looking to show young mum’s that cooking can be fun and need not be scary.

As such we helped them create an online celebrity TV cooking show & a series of cooking how-to videos.

Results:- 4,100,000 Video Views/Half a Year - CPV US$ 0.03 (incl. production)

4. CREATING BETTER CONTENT INCREASES BRAND RECALL & ENGAGEMENT

Higher quality communication leads to 3x more brand recall

78% of customers think companies who make custom content are more interested in having a relationship with them

Organic search leads have a 14.6% close rate vs. outbound

leads 1.7% close rate

Source: Key Difference Media, Hubspot

5. CONTENT HELP FUELS YOUR SEARCH EFFORT

Companies that blog 15+ times per month get 5x more traffic than those that don't blog.

Consistent content publishing on blogs give sites 434% more indexed pages than those who don’t, also 97% more indexed links.

6. CONTENT HELP FUELS YOUR SOCIAL MEDIA EFFORT

Interesting content is the top 3 reasons why people follow a brand on social media.

The content distributes in social media tends to generate higher shares, hence leading audience back the main content site.

For large sites 70% of their traffic is driven by social links, often skipping the homepage completely.

7. BETTER STORYTELLING

With large sponsored content campaigns often creating 50+ pieces of unique content, this makes it very easy to show potential customers all the different aspects of a brand vs. 2 to 3 messages.

Given that all this content is created by publishers with strong category authority, they also help select for you what they think are stories that will best resonate & appeal to your audience.

VS

2/3 Messages

50+ Messages

TOURISM AUSTRALIA:LARGE SPONSOREDARTICLE CAMPAIGNTourism Australia & Wego we’re looking to inspire & educate Indonesian’s why they should visit Australia for the Ramadan holidays.

We helped them run 75 bespoke sponsored articles in 25 online publications doing just that.

Results:- 705,000 Article Reads- 200,000+ Social Engagement & Clicks- CPV US$ 0.06 (incl. production)

Unilever, as part of their ‘1001 Inspirasi Ramadan’ campaign, wanted to share insightful and practical tips about how to stay healthy during this time.

Partnering with 16 YouTube/Instagram Influencers & Publishers we created & promoted 32 How-To Videos, Articles & Posts.

Results:- 480,000 Page Views- CPV US$ 0.03 (incl. production)

UNILEVER: LARGE SPONSORED INFLUENCER CAMPAIGN

8. BETTER POST CAMPAIGN ENGAGEMENT

E-Commerce companies who have run large sponsored content & content marketing campaigns have informed us they tend to see, the overall basket size and engagement of users being 2.5x higher than those via paid media.

Simply put as sponsored articles do a better job of educating users vs. banner ads it leads to higher quality site traffic.

2.5xBETTER

ENGAGEMENT

Matahari Mall, one of Indonesia’s largest E-Commerce sites was looking for a way to inspire & educate young Indonesian shoppers.

We helped connect them to 20+ managing editors from premier fashion, lifestyle & beauty sites to create 40+ articles/month for their portal.

Results:- 217,000 UVs/Month- CPV US$ 0.01 (incl. production)- CPC US$ 0.2

MATAHARI MALL:FASHION & LIFESTYLE CONTENT PORTAL

9. YOUR CONTENT HELPS OPTIMIZE YOUR PAID MEDIA

With publishers giving you the opportunity to insert paid media re-target tracking pixels into every article they create for you.

This means that often clients are seeing 10x better cost effectiveness in their paid marketing initiatives, as they now only show ads to consumers who have already expressed strong interest in that brand or category. PAID PERFORMANCE

10x BETTER

USING RE-TARGETING

10. WE HELP GURANTEE PERFORMANCE & QUALITY

By working with GetCRAFT we both give you access to high quality editors with travel writing experience, to ensure that only the very best articles are created.

From a publisher standpoint, we also work closely with them to guarantee they achieve their numbers (so far as asking them to create new articles if needs be), meaning you get guaranteed content quality & performance.

THANKYOU!