Content that Converts: How to Turn Attention into Action

28 Agustus 2025 lalu dapet kesempatan buat bikin workshop di acaranya Indonesia Summit 2025 by IDN.

Topik workshop-nya adalah:

Content that Converts: How to Turn Attention into Action 💵 

Maksudnya adalah gimana caranya kita bisa “menjual” barang, jasa, ideas kita lewat content-content yang kita buat?

Knowing sekarang almost everyone jadi “content creators” and fighting for attention.

Nah buat workshop kemarin, I’ve created a simple framework buat bisa jadi bahan mikir and belajar kita untuk bisa lebih mantep bikin content yang bener-bener bisa bring impact ke business or organization kita.

Nama framework-nya: C R E A T E

1. [C] Clarify the Offer

2. [R] Research Audience

3. [E] Explore Challenges

4. [A] Act with Content

5. [T] Test Existing Content

6. [E] Expand Distribution

Nah in this content, I’ll share some guided questions buat kita bisa pake this framework buat improve our content and product marketing quality!

Buat kita-kita yang interested buat pakai the framework, kita bisa spend 5-10 min untuk baca + menjawab each of the questions. (30-60 min total).

[C] Clarify the Offer

Guided Question 👇️ 

What are the products, services, or ideas we are trying to sell to people? What are the unique selling points we are introducing for those who might have already tasted or experienced similar products or services?

Kenapa penting?

Pertanyaan ini penting buat make sure kita bener-bener paham produk, jasa, or ide apa yang kita jual and kenapa ini sesuatu yang orang bisa percaya untuk mereka exchange dengan waktu, tenaga, and uang mereka

Contohnya gimana?

• The Slow Leaders Academy: A school for first-time managers that actually makes sense. Full of first-principles concepts you can apply immediately!

• Hyperlite Mountain Gear: Most hiking gear is overbuilt with extras that add weight. We keep only what works. The result? You carry less, move faster, enjoy more

[R] Research Audience

Guided Question 👇️ 

Who are the people we want to target as our customers? And what data or metrics are we using to decide why they are our target customers?

Kenapa penting?

Having a clearer understanding on siapa customers kita akan buat proses untuk produksi dan distribusi content jadi lebih specific and menyesuaikan dengan behavior and also their content consumption preference.

Contohnya gimana?

• Glambot ID: Event Organizers, Creative Agencies, Direct Brands.

• BYD EV: Budget-conscious buyers who want reliable electric vehicles without the premium price tag.:

[E] Explore Challenges

Guided Question 👇️ 

What are the problems or challenges our target customers face that are directly or indirectly related to the products or services we offer? What can we do to be more sensitive and aware of their different problems?

Kenapa penting?

Suapa kita bisa lebih “pinter” menentukan content apa yang harus kita buat, yang bener-bener dibutuhin sama existing or new customers kita. Jadi setiap content yang kita buat bisa kasih clear business impact (short + long term).

Contohnya gimana?

• The Slow Leaders Academy: Buat para first-time managers biasanya kurang tau apa aja skills yang penting buat dipelajarin di awal-awal.

• RevoU: Buat para fresh-graduates yang mau ikutan, biasanya terkendala di budget karena masih harus dibayarin mama dan papa.

[A] Act with Content

Guided Question 👇️ 

What different types of content can we produce to help solve the problems our potential customers have and convince them to choose our products or services instead of others?

Kenapa penting?

Biar kita punya “senjata” yang bisa dipake sama team branding, team marketing, team sales, even founders buat bisa bantu customers lebih percaya diri buat bilang: “Ok I’ll use the product that you sell deh!”

Contohnya gimana?

• The Slow Leaders Academy: 10 Soft But Hard Skills for Leaders. Untuk menyelesaikan masalah firs-time managers yang ga yakin apa yang harus dipelajarin.

• RevoU: Cara Meyakinkan Mama Papa Bayarin RevoU. Untuk bantuin para fresh graduates yang mau minta uang ke papa mama ikutan RevoU.

[T] Test Existing Content

Guided Question 👇️ 

What content have we produced so far, and which content do we believe already addresses customers’ problems and challenges?

Kenapa penting?

Ini penting IF kita udah having on going content ideation and production process. Jadi kita bisa liat apakah semua content yang kita buat itu udah sesuai dengan target customers kita + solving specific problems yang mereka punya?

[E] Expand Distribution

Guided Question 👇️ 

What proactive content distribution strategies can we implement to increase the reach of our content to the right target audience, beyond just hitting the “publish” button on our social media or website?

Kenapa penting?

Karena sekarang semua orang udah jadi “content creator” so content become very cheap and yang mahal itu adalah “attention”. Jadi make sure kita harus secara proactive share our content to our target customers dengan cara yang bener.

Contohnya gimana?

• Digital PR: Cara iPrice Menjalankan Content Marketing di Masa Pandemi

• Content Collaboration: The Slow Leaders Academy x Data To Visual

• Guest Post: Strategi Memanfakan LinkedIn

Sebuah Kesimpulan

Kalau kita mau bring business impact dari content yang kita produksi, it’s very important to make sure kita paham bener:

1. Siapa target customers?

2. Apa masalah mereka?

3. How we can solve it with content?

Sekian semoga membantu!

Untuk yang currently jadi or dalam perjalanan menjadi people manager, ada berita baik! 🎉 

I just launched a new book judulnya “The Slow Leadership” 🍃 

Isinya lots of practical and insightful panduan jadi People Manager and Leader yang bener! 💪 

Sebagai bentuk apresiasi untuk para subscribers, please use the code “IAMASUBSCRIBER!” to enjoy a 60% discount!