The Department of Trade and Industry (DTI) Quezon successfully conducted the Integrated Digitalization and Innovation for MSMEs: Creative Content Marketing on 4 November 2021. Alesandra Marie L. Lanot, the Artist and Designer of Life After Breakfast PH and the Creative Consultant for the DTI Go Lokal special collections, Design Center of the Philippines (DCP), and Philippine Center for Entrepreneurship (PCE)-GoNegosyo, was the resource speaker. The webinar was moderated by Carl Kenneth A. Balauag, Negosyo Center Agdangan Business Counselor, and drew 222 Zoom registrants and 86 Facebook Live stream participants, with over 600 views on Facebook recording.
Honeylee O. Eclavea delivered the welcoming remarks. The resource speaker was introduced after that by Jaryz Eden J. Lloce. Lanot went into great detail on the definition of “creative content marketing.” To learn more about the participants’ backgrounds in creative content marketing, she asked them what business/product/service they would like to focus on in this session. Moving forward to the lecture proper, Lanot discussed the basic communication model, quoting Marshall McLuhan, a communication theory philosopher, who declared “the medium is the message,” and summarizing the content description as a mix of math and magic. Audience segmentation, content distribution, and content promotion are all part of the content strategy aspect; content ideation, content design, and creative collaboration are all part of the content creation element. She also mentioned that the best content is developed when the creative and technical teams collaborate.
The second part of her discussion is about content creation, with Albert Mehrabian, a psychologist, claiming that more than 90% of all communication is non-verbal. She also offered the following five tips to help define the content mix: 1) Disseminate your strong brand, expertise, and offer, 2) Establish your online presence 3) Serve your audience and connect with them, 4) Give a gift, and 5) Be consistent.
Lanot’s lecture was followed by an open forum. One of the important questions raised was the use of paid advertisements as a form of marketing for a new business. Lanot emphasized that promotion should begin with friends and relatives, as this is the most durable and straightforward method to expand our networks.
Date of Release: 16 November 2021