Jakarta. Southeast Asian startup GetCRAFT hosted the Jakarta Content Marketing Meetup on Thursday (01/03), where it announced the relaunch of its marketplace, which provides access to its network of content creators across the region.
The startup expects its new website and smartphone application to help brands and agencies find the right content creators to meet their needs, while improving cost efficiency at the same time.
The meetup featured prominent industry figures, including Andrias Ekoyuono of collaborative media platform Kumparan, Raymond Siva of public relations and marketing consultancy Edelman, Ferly Novriadi of creative agency Bujukrayu and Galvin Marne of subscription-based video-on-demand service iflix, who shared their insights and talked about ways to create compelling stories.
"We believe branding is storytelling," Andrias, chief marketing officer of Kumparan, said during his presentation. "Marketing should not solely focus on the consumer, but the market, consumer and talent. We need to create stories that people will talk about."
Raymond of Edelman agreed, saying "no one reads newspapers anymore; videos and short stories are more popular."
"There is no way you can make your content go viral – it goes viral because it tells a good story and it resonates with people," he added.
GetCRAFT believes the advertising industry is on a decline in Indonesia, because brands are mainly focused on paid advertisements to get their message out, while not necessarily creating good, captivating stories consumers can relate to, as they still rely on in-house content marketing, which is both ineffective and expensive.
"If content marketing is the production and distribution of high-quality content, relatable and valuable to consumers, then the first requirement is for brands to ensure high-quality content – something that can only be done through expertise," Anthony Reza Prasetya, GetCRAFT co-founder and chief executive for Indonesia, said in a press release.
To close the gap between brands and creatives, GetCRAFT connects companies with more than 4,000 vetted creators and publishers for their marketing and advertising needs.
Besides content creators, such as writers, editors, photographers, videographers and designers, the GetCRAFT marketplace also provides access to media publishers and social influencers, allowing companies and agencies manage content creation and sponsored content, while measuring campaign performance, all in one place.