Content marketing has become one of the essential and effective tools in digital marketing strategies.
Therefore, understanding the audience is crucial to creating quality, relevant content that meets their needs and enhances engagement, ultimately converting the audience into loyal customers.
Content marketing strategies aim to increase brand awareness and build audience trust through informative and valuable content.
Masageng Widagdhaprasana, a lecturer from the Department of Communication Studies, UGM Faculty of Social and Political Sciences (Fisipol UGM), explained that the effectiveness of content marketing can be achieved by getting to know and understanding the target audience.
This allows for the creation of quality content that aligns with customer needs.
Understanding the audience includes creating a buyer persona, understanding audience segmentation, and mapping the customer journey.
“It is also necessary to conduct keyword research based on the audience, consider feedback and responses, and conduct data analysis,” he said during UMKM CLASS SERIES #10, which discussed “Strategies for Boosting MSME Sales Online Using Search Engine Optimization (SEO)” on Wednesday (Oct. 2) in Meeting Room 1, UGM Directorate of Community Service.
Delving into the topic of MSME Content Marketing to Increase Conversion, Widagdhaprasana outlined various types of content in marketing strategies, such as blog posts that provide in-depth information and improve SEO, videos that increase engagement and provide visualized information, and infographics that present data in an easily digestible format.
“Podcasts can also be used to build relationships through dialogue,” he explained.
Meanwhile, Muhammad Oriza Nurfajri from the Department of Computer Science and Electronics, UGM Faculty of Mathematics and Natural Sciences (FMIPA UGM), who discussed Increasing MSME Visibility Using Search Engine Optimization (SEO), also supported that statement.
He explained that, when used optimally, SEO can help increase the visibility of MSME websites on search engines like Google.
This is because valuable content marketing can attract more visitors to the website, increase conversion opportunities, and build brand credibility.
“In digital marketing, SEO not only improves search engine rankings but also helps build credibility, enhance the quality of website traffic, and support business growth,” he stated.
Dr. Djarot Heru Santoso, Secretary of the UGM Directorate of Community Service, emphasized that MSME actors can use current information technology and its various tools to positively impact brand credibility and increase the number of loyal customers.
Author: Agung Nugroho
Photo: UGM Directorate of Community Service