KONTEN MARKETING DALAM INDUSTRI KREATIF DI ERA DIGITAL
Kata Kunci:
Konten Marketing, Komunikasi Digital, Industri KreatifAbstrak
Maraknya industri kreatif di Indonesia menjadikan konten komunikasi digital menjadi senjata utama dalam memasarkan sebuah produk atau jasa. Tantangan dalam mengelola konten marketing dan digital marketing menjadi perhatian khusus karena keberhasilan untuk memikat target pasar dalam memutuskan pembelian dan menanamkan brand awareness menjadi sangat penting. Tulisan ini didesain dari tinjauan pustaka atau literature review dari berbagai literatur yang dibaca, ditelaah dan dianalisis seperti buku, jurnal, website, berita dan hasil tulisan penelitian- penelitian tentang konten komunikasi digital dalam industri kreatif. Kaitannya dalam membangun konten di era digital dalam industri kreatif, konten harus mempunyai karakteristik seperti mendidik, menghibur, bersifat persuasif dan memiliki konten cerita menarik seperti halnya story telling serta konten harus bersifat bisa dibagikan melalui berbagai platform dan dibagikan secara luas untuk melebarkan pasar sehingga engagement dan top of mind tercipta.
The rise of the creative industry in Indonesia has made digital communication content the main weapon in marketing a product or service. The challenges in managing content marketing and digital marketing are of particular concern because success in attracting the target market in making purchasing decisions and instilling brand awareness is very important. This paper is designed from a literature review or literature review of various literature that has been read, reviewed and analyzed such as books, journals, websites, news and the results of written research on digital communication content in the creative industries. In relation to building content in the digital era in the creative industry, content must have characteristics such as educating, entertaining, persuasive and having interesting story content as well as story telling and content must be shareable through various platforms and shared widely to widen the market so that engagement and top of mind created.
