{"id":9423,"date":"2023-02-24T01:33:25","date_gmt":"2023-02-23T18:33:25","guid":{"rendered":"https:\/\/mediabuffet.co\/?p=9423"},"modified":"2023-04-12T16:14:19","modified_gmt":"2023-04-12T09:14:19","slug":"digital-pr-content-marketing","status":"publish","type":"post","link":"https:\/\/mediabuffet.co\/id\/education\/digital-pr-content-marketing\/","title":{"rendered":"Bagaimana Digital PR Bisa Memaksimalkan Content Marketing Strategy"},"content":{"rendered":"<p><em>Content Marketing dan Digital Public Relations sama-sama istilah baru. Bagaimana keduanya bisa bersinergi sehingga memaksimalkan brand awareness dan strategi pemasaran bagi brand?<\/em><\/p>\n\n\n\n<p>Setelah 70 tahun, IKEA akhirnya memutuskan untuk menghentikan publikasi <a href=\"https:\/\/ikeamuseum.com\/en\/digital\/ikea-catalogues-through-the-ages\/\">buku katalog<\/a> produk, yang menjadi ciri khas brand tersebut, pada tahun 2021. Brand asal Swedia ini pertama kali menerbitkan buku katalog berjumlah 16 halaman pada tahun 1950.&nbsp; Ingvar Kamprad, pendiri Ikea yang menuliskan sendiri narasi produk dalam katalog tersebut dan dicetak sebanyak lebih dari 200 ribu salinan.<\/p>\n\n\n\n<p>Pada tahun 2016, IKEA mencetak 200 juta eksemplar buku katalog dan menjadi tahun dengan angka cetak tertinggi sepanjang masa. Adapun di tahun terakhirnya, IKEA hanya mencetak 40 juta copy. Manajemen IKEA menyebutkan keputusan diambil karena disrupsi digital sehingga katalog pun berubah format dalam bentuk digital.<\/p>\n\n\n\n<p>IKEA telah lama identik dengan buku katalog. Pemandangan konsumen berjalan-jalan sambil menenteng buku katalog di store IKEA adalah hal yang biasa. Di Indonesia, buku katalog tersebut dijual pada kisaran harga Rp20.000 &#8211; Rp100.000 per eksemplar. Layaknya majalah favorit, setiap edisinya selalu ditunggu oleh pelanggannya. Bahkan tak sedikit yang kehabisan stok sehingga harus membeli dari pihak ketiga.<\/p>\n\n\n\n<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Daftar Isi:<\/p><ul class=\"toc_list\"><li><a href=\"#Apa_yang_membuat_buku_katalog_IKEA_ini_begitu_ditunggu_penggemarnya\"><span class=\"toc_number toc_depth_1\">1<\/span> Apa yang membuat buku katalog IKEA ini begitu ditunggu penggemarnya?<\/a><\/li><li><a href=\"#Content_Marketing_dan_Digital_PR\"><span class=\"toc_number toc_depth_1\">2<\/span> Content Marketing dan Digital PR<\/a><\/li><\/ul><\/div>\n<h2 class=\"wp-block-heading\"><span id=\"Apa_yang_membuat_buku_katalog_IKEA_ini_begitu_ditunggu_penggemarnya\">Apa yang membuat buku katalog IKEA ini begitu ditunggu penggemarnya?<\/span><\/h2>\n\n\n\n<p>Christine Scoma Whitehawk, Communications Manager IKEA Amerika, dalam wawancara dengan <a href=\"https:\/\/contently.com\/2014\/11\/07\/how-ikea-became-kings-of-content-marketing\/\">Contently<\/a> pernah berujar bahwa daya tarik pada buku katalog tersebut ada pada content marketing strategy yang mereka bangun. Menurut Whitehawk, konten yang tersaji di dalam katalog merupakan gabungan dari strategi marketing dan PR.<\/p>\n\n\n\n<p>\u201cKami mempelajari bagaimana orang-orang menjalani hidup di rumah mereka sendiri,\u201d kata Whitehawk. \u201cJadi kami mulai membangun konten dari sisi pelanggan, mencari tahu apa yang penting menurut mereka, kemudian bagaimana IKEA bisa membantu membuat mereka nyaman menjalani hidup di rumah mereka setiap harinya.\u201d<\/p>\n\n\n\n<p>Dalam strateginya, IKEA tidak hanya mendapatkan informasi tentang pelanggan dari survey atau report. Sebagai bagian dari riset, IKEA mengirim langsung desainer ahli mereka untuk mendatangi rumah-rumah pelanggan, mendengarkan feedback dari pelanggan tersebut dan mewujudkannya dalam sebuah produk. Strategi ini ternyata mampu menciptakan IKEA evangelist, penggemar fanatik.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-content-marketing-dan-digital-pr\"><span id=\"Content_Marketing_dan_Digital_PR\"><strong>Content Marketing dan Digital PR<\/strong><\/span><\/h2>\n\n\n\n<p>IKEA melakukan strategi PR dalam menyusun content marketing mereka kemudian didistribusikan lewat kekuatan <em>story telling<\/em>. Berenika Teter dari Semrush,&nbsp; menuturkan jika di era digital yang segala sesuatunya terhubung dengan internet ini, menciptakan high-quality content untuk bisa ditemukan di antara ribuan konten online merupakan sebuah tantangan. Namun dengan digital PR tantangan itu sangat mungkin dilewati.<\/p>\n\n\n\n<p>Menurut Public Relation Society of America, PR adalah tentang brand activity dalam menciptakan pengaruh, <em>engagement<\/em>, dan membangun hubungan dengan stakeholder penting mereka melalui berbagai macam platform. Dalam konteks digital PR, yang digunakan adalah platform digital.<\/p>\n\n\n\n<p>Sementara Content Marketing Institute mendefinisikan content marketing sebagai aktivitas brand yang fokus pada menciptakan dan mendistribusikan valuable content yang relevan dan konsisten untuk menarik dan mempertahankan stakeholder mereka.&nbsp;<\/p>\n\n\n\n<p>Persamaan kedua aktivitas ini adalah membangun relasi dan mempertahankan engagement dari stakeholder. Karenanya, mensinergikan <a href=\"https:\/\/mediabuffet.co\/id\/education\/apa-key-performance-indicator-dari-digital-pr\/\">strategi PR <\/a>dan content marketing bisa mengoptimalkan tujuan yang ingin dicapai. Digital PR dan content marketing sama-sama istilah baru yang muncul seiring dengan pesatnya perkembangan dunia digital.&nbsp;<\/p>\n\n\n\n<p>Bagaimana aplikasinya? Digital PR merupakan proses memahami <em>audience behaviour<\/em> saat mereka beraktivitas di dunia digital. Misalnya, dengan mengetahui apa yang sedang banyak dibicarakan orang lewat trending topic di media sosial atau mengetahui trend lewat Google trends, kemudian cari yang paling relevan dengan kampanye brand yang sedang dijalankan.<\/p>\n\n\n\n<p>Hasil pemahaman tersebut kemudian dituangkan sebagai data untuk mendukung content marketing yang sedang dibangun. Hasilnya, konten yang diciptakan bisa menjawab apa yang sedang stakeholder butuhkan. Persis apa yang dilakukan IKEA.<\/p>\n\n\n\n<p class=\"has-text-align-right\">Wiko Rahardjo<\/p>","protected":false},"excerpt":{"rendered":"<p>Content Marketing dan Digital PR sama-sama istilah baru. Bagaimana keduanya bisa bersinergi sehingga memaksimalkan brand awareness?<\/p>","protected":false},"author":5,"featured_media":9630,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[117],"tags":[337,119,120,335,267,253,122],"class_list":["post-9423","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education","tag-content-marketing","tag-digital-marketing","tag-digital-pr","tag-pr","tag-pr-agency","tag-pr-agency-jakarta","tag-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.5 (Yoast SEO v20.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Bagaimana Digital PR Bisa Memaksimalkan Content Marketing Strategy - Media Buffet: Beyond Public Relations Agency<\/title>\n<meta name=\"description\" content=\"Content Marketing dan Digital PR sama-sama istilah baru. 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