How to Use Content Marketing to Build Your Brand (Interview)

During Startup Weekend Jakarta 2019 on 6 April 2019, Greenhouse interviewed Anthony Reza Prasetya, Co-Founder and CEO of GetCraft Indonesia. Our Head of Corporate Development, Christopher Forrest, asked him questions about how content marketing can help brands.

Reza believes that one way for brands and companies to impact people’s lives is by telling meaningful stories. Read the full transcript of our interview below.


Christopher

So you’ve had a long career in agencies, advertising, and content in general. How these experiences motivated you and prepared you for building GetCraft?

Reza

I think, you know, being previously like an adman, like advertising and marketing. I do believe in the power of great stories and I think brands actually have the power to actually create interesting brand stories.

In my last agencies, we worked with a lot of brands and we helped them to craft very interesting stories. I think compared to the old days of advertising, where there were only limited channels where brands can actually express who they are, tell their stories, now the channels are getting more and more abundance.

I do believe in the power of great stories and I think brands actually have the power to actually create interesting brand stories.

The challenge of doing that, we try our best to help our brands to actually connect brands with the experts, the content creators, social media person, media as well. But the challenge is basically, it’s really hard to actually find and get access to these people and also to manage it.

I think based on that experience and the frustrations, we finally decided to set up GetCraft, a platform that helps marketers to discover expert content creators, expert strategists, like media, to help brands to plan their content, to create that content, and to distribute their content in a very easy way and at scale as well.

Christopher

When formulating the business model for GetCraft, which originated as a content marketplace, was it difficult to balance the differences between the supply on the content creator side versus the demand on the business side? And what were the initial challenges and building that out?

Reza

I think as marketers what you kind of need to do is basically sell, right? So first, we need to find the services that we have to sell. So, in this case, we first find and try to network with the supply side as well.

Initially, we tried to connect with a lot of people in the media, in the content productions, like space. And using our knowledge based on what actually brands need, we built a case for them and said,

“We know that there are a lot of brands actually need this type of solution, need a lot of content for marketing. And if we can basically help you to sell the services to brands, using these ways, how do you like to come on board?”

So for that, we need to understand what you are able to deliver, what are your prices and so on. We try to focus on a few key services that brands will need. After we have this, the first kind of services that we can supply to brands, then we go to brands and said,

“Hey, we kind of have this product to offer for you, we know that you kind of need these solutions. And through our platform, we can help you to basically connect with these creators that can deliver these services for you at this price.”

So that’s how we first built our initial case.

The initial challenges as you asked, from the get-go we know that it’s actually quite hard to find these people, it was our challenge when we were back at agencies as well, so we do like all salespeople do.

Basically we meet, like, who are these people, how to get in contact, we built a database, we set up meetings with them, we convert them to our platform and using different contacts that we have, like using LinkedIn as well.

So there’s a lot of hard work that we put in at the beginning. But once that first sale happened, meaning that we have built our case and we used this case that is to basically start selling that back to both our supply-side and our demand side.

Christopher

In terms of content marketing, in particular, Indonesia has a lot of potential as one of the largest social media markets in the world. What are some of the unique characteristics that you’ve detected in regards to how Indonesians create and consume content?

Reza

I think what’s really interesting in that area is, we recently see that there are a lot of trends happening around what we call “the prosumer.” A lot of young people right now, they’re consuming and producing content at the same time.

And I think what’s interesting is that we then see a growing volume of new content creators that previously didn’t exist. So these people mostly already in the industry, like the production houses, the creative communities. But then we have a new breed of people who are doing this initially may be based on hobbies.

But then, now slowly becoming like original content creators and start offering these services even to brands.

I think what’s interesting is that then, because they, social media personas start to getting a lot of following as well and what they say start influencing, I guess, the social media users. To a certain extent, they become kind of an influencer for the audience to start, you know, be aware of new products or services.

Or even they get to a point where their content influence people’s purchase decisions as well. Hence, brands kind of looking at it, okay that’s very interesting, there’s kind of like “new media” that is coming into place, not in a form of conventional media, but like social media that is created by the people giving information.

And I think what’s interesting we’re seeing is that in our platform a lot of like transactions that are happening actually, more than 50% is for social media, for social media marketing or influencer marketing.

Christopher

I guess, this growth in this area has actually fueled people to, in Indonesia and elsewhere to actually want to become content creators and the general approach seems to be to create something that’s viral —

Reza

Yes.

Christopher

— instead of things that are naturally of actual value to the audience. So in your opinion, how should businesses compete in this landscape, and what central principles should businesses consider when creating content?

Reza

I think we see that brands right now they start kind of behaving like media as well, right. Where they, similar to media, they’re creating content, they’re building their audience.

And I think what I simply see there are, first, brands need to understand what motivates people to actually go online and find content. Which basically, at the end of the day, goes down to three things; One, people, they look for entertainment, or they look for information and they look for their problems to solve, for example.

So based on these three things brands can start trying, you know, by understanding these things then it can help them to build a content angle. For example, because I know my audience need entertainment then I should make a content that entertains or I should inform them, or I should create an educational content like guides or how-to, the basics to help people’s lives.

The second thing is, this is kind of what we learned back in like our agency days, to build very interesting content. Brands need to find the intersection between what the consumer needs or what are their pain points, and what, as a brand based on their missions, what they want to deliver for their audience or for their customers.

And within that intersections, different agencies called in different ways, there are ‘big idea’ or ‘brand sweet spot’, this kind of stuff but basically these are the things and when brand managed to crack it they can build content that is valuable and relevant for their audience while still being true to their missions as a brand and they’re business objectives as well.

The third is answering these two interesting questions, “Why care?” and “Why share?”

When brands are creating content they need to ask to themselves, what are the content they’re creating, as a content creator themselves, like brands should ask

“Will they care about this content?” and “Will they share this content?”

If they find that the answer is no, they need to go back to the drawing board and start building better content.

Christopher

When people think content most of them will think online, when in fact there are many ways to deliver content. In general, what’s your approach to leveraging offline activities to build and engage audiences

Reza

I think people kind of stuck in that perception that content should be online. I will take an example of what we do at GetCraft. We really leverage ourselves and creating a lot of offline events, so that’s one of our champion content. So every month we’ll create like three to four events.

Starting in Jakarta, the city that we are based off and Manila, Singapore, KL. But slowly going outside the big cities. Like last week we held our first event in Surabaya, which had basically 200 people turned up to the events.

We think that this is actually a very good way to, one, to give knowledge and insights back to your communities, right. And actually good as well to have firsthand conversations with them because most of the time you will find insights from them that otherwise, you will hardly get in on online interactions.

What’s good is that in return, what that gives us is basically we get new leads, for people that potentially then joining our platforms becoming our creators or become our clients.

Secondly, it’s just good effort to build your brand because then more and more events you do, especially if you start engaging experts in the industry to speak at your events, you start building that credibility towards certain issues that you want to own, which in GetCraft’s case is marketing technology and creativity where we’re slowly getting better and better reputation in that area.

Christopher

Okay. Thank you very much, Reza and that’s all we had today. I really appreciate your time and thanks for coming down and sharing your insights.

Reza

Likewise. Thank you for having me.


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