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  • Rani Tria Anggiani

The Content Marketing Bubble

Ok First of all, i have to came up with the definition of content marketing before we can discuss it further.

Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.Content marketing is also defined as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.[1]The type of content businesses share is closely related to what they sell.


To simplify, content marketing is a type of marketing where the published material are made specifically to aim a very segmented target audience. Oh and when i said very segmented, i mean the most potential customer from the whole population of target market. Now , if we talk about content marketing as in general, the medium that had been used by popular brands also come in various ways, now days the popular ones are website/digital activation, PR activities, Viral story/videos, Blogs and Influencers.

Blog and influencers partnership are probably the most popular approach that marketers use as their one of Go-to-market strategy.A Good Blogger and influencers hold voices of hundreds or maybe thousands of their loyal followers that willing to buy whatever they buy, so brands will allocate some of their marketing budget for them. But what Blogger and Influencers probably don't know, is that everyone wants to be a blogger and celebgram and being one is easy as long they have a lot of time to create the most appealing social media posts . In 1-2 years from now, there will be flooding of celebgrams on Instagram, travel Bloggers, Beauty Bloggers and so on, and there will be no significant difference between one and another.

Is not that I'm being pessimistic about Influencer's content marketing, but if you are happened to be an Influencer or planning to build your own content marketing assets in the future, you have to define your target audience very clearly, and please be wise with your content . Before you do that, you have to define yourself , what positioning you want to achieve as a blogger, and remember, Positioning is a statement of who you are, not a verb or occupation. You shouldn't define yourself as "Travel Blogger" but "A Free spirited traveller who always find something new in the world" , it's just an example though, but see the difference? you will also attract a group of unique followers and create your own community, and you'll be surprise that this unique people turns out to be..well..quite a lot.

The positioning will affect the tone of your social media and blog posts, and this way, brands who share the same value with you, will want to work with you and you will be pleased to take the job.

What I'm saying is, if you're planning to be a Blogger and Influencers, the opportunity is still wide open, there's still a lot of segments that you can take to brand yourself, find your passion and publish it on your chosen platform, don't worry about the monetization, because it will follow through. After all, we still want our social media posts inspire a lot of people and give positive value rather than just an Ads placement medium right?

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