SlideShare a Scribd company logo
2024
Content Strategy
for Viapulsa
Amal Agung Cahyadi - linkedin.com/in/akhmadamal
amal@agungcahyadi.com
Next
Three
Assessment
Test
1. Content Strategy
2. Content Planning
3. Copywriting
Next
Previous
1. Content
Strategy
Target audience
Types & themes
Distribution & scheduling
Measurable objective
Platform optimization
Production workflow
Team roles
Tools
Performance evaluation
Next
Previous
Target Audience
Primary: Millenials
Ages 25-40, office workers, newly married, new parents.
Behaviors: Frequent use of multiple mobile devices,
reliance on e-wallets and banking.
Preferences: Convenience, fast and reliable services,
secure transactions.
Relevance: This group often faces the challenge of
managing multiple mobile numbers and ensuring
uninterrupted connectivity
Secondary: Gen Z
Gen Z (ages 12-24), high school and college students.
Behaviors: Heavy reliance on data and Wi-Fi, frequent use
of social media and e-wallets.
Preferences: Quick and easy solutions, tech-savvy, value-
driven.
Relevance: This group needs a convenient way to utilize
their unused mobile credit.
Next
Previous
Content Type & Themes
TikTok
Single issue, dual
perspectives (Millennials vs.
Gen Z).
Chat-focused content with
smartphone screen POV.
Instagram
Relationship/love issue.
Workplace issue.
Next
Previous
Youtube
Instagram: Use default
elements, viral sounds, and
optimized captions.
TikTok: Simple editing, silly
visuals.
YouTube: Web series, Shorts
similar to TikTok.
Content Type & Themes
TikTok
Types: short videos,
testimonials, KOLs, tutorial,
LIVE sessions.
Themes: user daily cheesy
issue on relationship and
workplace.
Styles: fast pace, trendy
format, bite-size content.
Instagram
Types: Stories, Reels,
Carousel, LIVE sessions,
KOLs, tutorial, testimonial
Themes: user daily cheesy
issue on relationship &
workplace.
Styles: visually appealing,
storytelling focused content,
trigger conversation.
Next
Previous
Youtube
Types: Long-form content
on tutorial, testimonial,
behind the scene.
Themes: Behind the scene,
company profile, web series
content.
Styles: storytelling focused
content, comprehensive-
detailed.
Distibution & Scheduling
Scheduling
Daily posts at consistent times.
Align with special event/day.
Maintain visual consistency.
Next
Previous
Platforms
TikTok: 1 video a day. Simple editing,
silly visuals.
Instagram: 1 stories, 1 reels, 1 post per
day. Use default elements, viral
sounds, and optimized captions.
YouTube: 1 storytelling video per
week. Web series, Shorts similar to
TikTok.
Measureable Objectives
Next
Previous
1st layer metrics
Views.
Likes & Comments
(engagement).
2nd layer metrics
Profile visits (lead
generation thru bio clicks).
App download thru bio
clicks.
Platform Optimization
Instagram
Consistent hashtags,
target categories.
Optimize relevant
tags.
Create informative
caption.
Next
Previous
KOL
Choose relevant KOL
with the brand image
and purpose.
Collaborate, engage
through comments.
TikTok
Stitch/recreate viral
posts.
Engage in TikTok
ongoing challenge.
Utilise trending
sounds.
Youtube
Optimize title and
desciption for SEO.
Provide closed
caption.
Create visually
consistent and
appealing
thumbnail.
Production Workflow
Production
production and
publication.
Pitching
Finalize briefs.
Refinement
Convert ideas into
briefs for review.
Checkpoint
Define goals, collect
ideas. Review last
iteration.
Team Roles
Content
Writer/Creator
Generate and
produce content.
Next
Previous
KOL/Partnership
Specialist
Manage
collaborations and
external partners.
Social Media
Specialist
Handle publication
and engagement.
Graphic/Video
Editor
Visualise the
concept.
Tools
Google Sheets
Overview content
calendar.
Next
Previous
Google Docs/Slides
Brainstorm &
pitching ideas.
Trello
Manage content
production.
Performance Evaluation
Content
Performance
Boost high-view
content.
Reply to comments
within 15 minutes
during office hours
Next
Previous
Team Management
Daily check-ins:
Track tasks and
progress.
Weekly checkpoints:
Reports and updates
First-Aid for
Underperformed Content
Change the cover image.
Rephrase caption.
Add comments to trigger
conversation.
Share content internally.
2. Content
Planning
Next
Previous
Weekly themes
Content types
Post schedule
Content workflow
Weekly Theme
Week 4
Interactive reminder
Utilise interative
content with
reward
(giveaway) to
remind user the
app feature &
benefit.
Week 3
User testimony
Highlight existing
user satisfaction.
Promote the app
with KOL.
Week 2
Behind the scene
Answer frequent
questions.
Show the team
behind the app.
Week 1
Show the WHY
Show user pain
points and how
Viapulsa app
solve it.
Content Type
TikTok
Surf the trends and
viral content.
User challenge.
Quick how-to.
Gen-Z focused
content.
Next
Previous
Instagram
Behind the scene.
User testimonial.
Quick how-to.
Giveaway.
Milenial focus
content.
Youtube
How-to & FAQ.
Behind the scenes.
Talkshow/podcast with
communities and
influencer.
Post Schedule
TikTok
At least one video a
day.
At lunch time, 12 pm,
or before bedtime, 9
pm.
Next
Previous
Instagram
At least one video,
one story, one image
a day.
At lunch time or
before bedtime.
Youtube
At least 1 video per week.
The same day, the same
hour before working hour.
Content Workflow
Production
production and
publication.
PIC: Social media
specialist,
content writer,
visual editor.
Pitching
Finalize briefs.
PIC: Content
lead/strategist.
Refinement
Convert ideas
into briefs for
review.
PIC: Content
writer, visual
editor.
Checkpoint
Define goals,
collect ideas.
PIC: Content
lead/strategist.
3. Copywriting
Write a 250-500 word landing page for the company
website. The landing page should introduce the new
mobile app in PlayStore (Viapulsa) and highlight how it
solves common issues faced by potential users. Focus on
creating engaging, informative content that includes a
clear call-to-action encouraging readers to download the
app.
Next
Previous
Things to consider in
creating a landing page
User experience on the page.
Clarity of the message.
Searchability.
Things to have in a
landing page
Headline - explain the app in short sentence.
Why should user download the app.
Practical benefit of the app.
Social proof.
Call to Action.
The Headline
Convert Pulsa Jadi
Saldo Dalam 5 Menit.
Next
Previous
Good headline:
Explain the product/service.
Concise and short within one breath.
Understood by the audience.
The Term Searchability:
“Convert Pulsa”
Next
Previous
Reasoning:
The term “convert pulsa” became popular at
the end of 2017, and the trend continues.
Meanwhile, “tukar pulsa” usage has
downward since then.
The Term Searchability:
“Pulsa Jadi Saldo”
Next
Previous
Reasoning:
The rise of e-money or e-wallets might be
why the term “saldo” in “pulsa jadi saldo” is
becoming popular.
The term “pulsa jadi uang” is significantly
downtrend, aligned with the trend of the
term “tukar pulsa”.
The Why
Next
Previous
Download Dulu, Convert Kemudian
Ngapain sih punya pulsa tapi gak dipake?
Mending convert jadi saldo atau duit. Masukin ke
e-wallet atau transfer ke rekening bank.
Download Viapulsa dulu, convert pulsa kemudian.
Reasoning:
Direct action sentence as sub-headline.
Highlight the term “convert”, which explains
the key feature of Viapulsa.
Trigger user to question their overlooked
problem while propose Viapulsa as solution.
The Benefit
Next
Previous
Convert pulsa gak sampe 5 menit.
Convert pulsa kapan aja 24 jam.
Convert pulsa dari Android atau iPhone.
Convert pulsa tarif terbaik.
Reasoning:
Repeating the key feature of Viapulsa.
Simple yet practical benefit.
The Social Proof
Next
Previous
2 juta orang pakai Viapulsa.
10 tahun Viapulsa berdiri.
Reasoning:
Created FOMO (fear of missing out) by
showing the number of users.
Highlight time as an absolute proof of
credibility for the business.
The Call to Action
Next
Previous
Coba Convert Pulsa di
Aplikasi Viapulsa
Reasoning:
Friendly invitation to try out instead of an
instruction to download.
Inspire user of ‘what to do’ with the app.
Next
Previous
Convert Pulsa Jadi Saldo
Dalam 5 Menit.
Download Dulu, Convert Kemudian
Ngapain sih punya pulsa tapi gak dipake? Mending
convert jadi saldo atau duit. Masukin ke e-wallet
atau transfer ke rekening bank. Download
Viapulsa dulu, convert pulsa kemudian.
Untung Pake Viapulsa
Convert pulsa gak sampe 5 menit.
Convert pulsa kapan aja 24 jam.
Convert pulsa dari Android atau iPhone.
Convert pulsa tarif terbaik.
Viapulsa Terpercaya
2 juta orang pakai Viapulsa.
10 tahun Viapulsa berdiri.
[Coba Convert Pulsa di Aplikasi Viapulsa]
Thank you
Amal Agung Cahyadi - linkedin.com/in/akhmadamal

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Ormax Media - Streaming Originals Mid-Year Report.pdf
 

Viapulsa - Content Strategist Assignment

  • 1. 2024 Content Strategy for Viapulsa Amal Agung Cahyadi - linkedin.com/in/akhmadamal amal@agungcahyadi.com Next
  • 2. Three Assessment Test 1. Content Strategy 2. Content Planning 3. Copywriting Next Previous
  • 3. 1. Content Strategy Target audience Types & themes Distribution & scheduling Measurable objective Platform optimization Production workflow Team roles Tools Performance evaluation Next Previous
  • 4. Target Audience Primary: Millenials Ages 25-40, office workers, newly married, new parents. Behaviors: Frequent use of multiple mobile devices, reliance on e-wallets and banking. Preferences: Convenience, fast and reliable services, secure transactions. Relevance: This group often faces the challenge of managing multiple mobile numbers and ensuring uninterrupted connectivity Secondary: Gen Z Gen Z (ages 12-24), high school and college students. Behaviors: Heavy reliance on data and Wi-Fi, frequent use of social media and e-wallets. Preferences: Quick and easy solutions, tech-savvy, value- driven. Relevance: This group needs a convenient way to utilize their unused mobile credit. Next Previous
  • 5. Content Type & Themes TikTok Single issue, dual perspectives (Millennials vs. Gen Z). Chat-focused content with smartphone screen POV. Instagram Relationship/love issue. Workplace issue. Next Previous Youtube Instagram: Use default elements, viral sounds, and optimized captions. TikTok: Simple editing, silly visuals. YouTube: Web series, Shorts similar to TikTok.
  • 6. Content Type & Themes TikTok Types: short videos, testimonials, KOLs, tutorial, LIVE sessions. Themes: user daily cheesy issue on relationship and workplace. Styles: fast pace, trendy format, bite-size content. Instagram Types: Stories, Reels, Carousel, LIVE sessions, KOLs, tutorial, testimonial Themes: user daily cheesy issue on relationship & workplace. Styles: visually appealing, storytelling focused content, trigger conversation. Next Previous Youtube Types: Long-form content on tutorial, testimonial, behind the scene. Themes: Behind the scene, company profile, web series content. Styles: storytelling focused content, comprehensive- detailed.
  • 7. Distibution & Scheduling Scheduling Daily posts at consistent times. Align with special event/day. Maintain visual consistency. Next Previous Platforms TikTok: 1 video a day. Simple editing, silly visuals. Instagram: 1 stories, 1 reels, 1 post per day. Use default elements, viral sounds, and optimized captions. YouTube: 1 storytelling video per week. Web series, Shorts similar to TikTok.
  • 8. Measureable Objectives Next Previous 1st layer metrics Views. Likes & Comments (engagement). 2nd layer metrics Profile visits (lead generation thru bio clicks). App download thru bio clicks.
  • 9. Platform Optimization Instagram Consistent hashtags, target categories. Optimize relevant tags. Create informative caption. Next Previous KOL Choose relevant KOL with the brand image and purpose. Collaborate, engage through comments. TikTok Stitch/recreate viral posts. Engage in TikTok ongoing challenge. Utilise trending sounds. Youtube Optimize title and desciption for SEO. Provide closed caption. Create visually consistent and appealing thumbnail.
  • 10. Production Workflow Production production and publication. Pitching Finalize briefs. Refinement Convert ideas into briefs for review. Checkpoint Define goals, collect ideas. Review last iteration.
  • 11. Team Roles Content Writer/Creator Generate and produce content. Next Previous KOL/Partnership Specialist Manage collaborations and external partners. Social Media Specialist Handle publication and engagement. Graphic/Video Editor Visualise the concept.
  • 12. Tools Google Sheets Overview content calendar. Next Previous Google Docs/Slides Brainstorm & pitching ideas. Trello Manage content production.
  • 13. Performance Evaluation Content Performance Boost high-view content. Reply to comments within 15 minutes during office hours Next Previous Team Management Daily check-ins: Track tasks and progress. Weekly checkpoints: Reports and updates First-Aid for Underperformed Content Change the cover image. Rephrase caption. Add comments to trigger conversation. Share content internally.
  • 14. 2. Content Planning Next Previous Weekly themes Content types Post schedule Content workflow
  • 15. Weekly Theme Week 4 Interactive reminder Utilise interative content with reward (giveaway) to remind user the app feature & benefit. Week 3 User testimony Highlight existing user satisfaction. Promote the app with KOL. Week 2 Behind the scene Answer frequent questions. Show the team behind the app. Week 1 Show the WHY Show user pain points and how Viapulsa app solve it.
  • 16. Content Type TikTok Surf the trends and viral content. User challenge. Quick how-to. Gen-Z focused content. Next Previous Instagram Behind the scene. User testimonial. Quick how-to. Giveaway. Milenial focus content. Youtube How-to & FAQ. Behind the scenes. Talkshow/podcast with communities and influencer.
  • 17. Post Schedule TikTok At least one video a day. At lunch time, 12 pm, or before bedtime, 9 pm. Next Previous Instagram At least one video, one story, one image a day. At lunch time or before bedtime. Youtube At least 1 video per week. The same day, the same hour before working hour.
  • 18. Content Workflow Production production and publication. PIC: Social media specialist, content writer, visual editor. Pitching Finalize briefs. PIC: Content lead/strategist. Refinement Convert ideas into briefs for review. PIC: Content writer, visual editor. Checkpoint Define goals, collect ideas. PIC: Content lead/strategist.
  • 19. 3. Copywriting Write a 250-500 word landing page for the company website. The landing page should introduce the new mobile app in PlayStore (Viapulsa) and highlight how it solves common issues faced by potential users. Focus on creating engaging, informative content that includes a clear call-to-action encouraging readers to download the app. Next Previous
  • 20. Things to consider in creating a landing page User experience on the page. Clarity of the message. Searchability.
  • 21. Things to have in a landing page Headline - explain the app in short sentence. Why should user download the app. Practical benefit of the app. Social proof. Call to Action.
  • 22. The Headline Convert Pulsa Jadi Saldo Dalam 5 Menit. Next Previous Good headline: Explain the product/service. Concise and short within one breath. Understood by the audience.
  • 23. The Term Searchability: “Convert Pulsa” Next Previous Reasoning: The term “convert pulsa” became popular at the end of 2017, and the trend continues. Meanwhile, “tukar pulsa” usage has downward since then.
  • 24. The Term Searchability: “Pulsa Jadi Saldo” Next Previous Reasoning: The rise of e-money or e-wallets might be why the term “saldo” in “pulsa jadi saldo” is becoming popular. The term “pulsa jadi uang” is significantly downtrend, aligned with the trend of the term “tukar pulsa”.
  • 25. The Why Next Previous Download Dulu, Convert Kemudian Ngapain sih punya pulsa tapi gak dipake? Mending convert jadi saldo atau duit. Masukin ke e-wallet atau transfer ke rekening bank. Download Viapulsa dulu, convert pulsa kemudian. Reasoning: Direct action sentence as sub-headline. Highlight the term “convert”, which explains the key feature of Viapulsa. Trigger user to question their overlooked problem while propose Viapulsa as solution.
  • 26. The Benefit Next Previous Convert pulsa gak sampe 5 menit. Convert pulsa kapan aja 24 jam. Convert pulsa dari Android atau iPhone. Convert pulsa tarif terbaik. Reasoning: Repeating the key feature of Viapulsa. Simple yet practical benefit.
  • 27. The Social Proof Next Previous 2 juta orang pakai Viapulsa. 10 tahun Viapulsa berdiri. Reasoning: Created FOMO (fear of missing out) by showing the number of users. Highlight time as an absolute proof of credibility for the business.
  • 28. The Call to Action Next Previous Coba Convert Pulsa di Aplikasi Viapulsa Reasoning: Friendly invitation to try out instead of an instruction to download. Inspire user of ‘what to do’ with the app.
  • 29. Next Previous Convert Pulsa Jadi Saldo Dalam 5 Menit. Download Dulu, Convert Kemudian Ngapain sih punya pulsa tapi gak dipake? Mending convert jadi saldo atau duit. Masukin ke e-wallet atau transfer ke rekening bank. Download Viapulsa dulu, convert pulsa kemudian. Untung Pake Viapulsa Convert pulsa gak sampe 5 menit. Convert pulsa kapan aja 24 jam. Convert pulsa dari Android atau iPhone. Convert pulsa tarif terbaik. Viapulsa Terpercaya 2 juta orang pakai Viapulsa. 10 tahun Viapulsa berdiri. [Coba Convert Pulsa di Aplikasi Viapulsa]
  • 30. Thank you Amal Agung Cahyadi - linkedin.com/in/akhmadamal