Implementation of the Content Marketing Process to Build Customer Engagement Through Instagram Social Media at Raja Pisang Keju Arjuna Pusat MSME

Abstract

The role of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia is highly impactful on the economy. In 2023, MSMEs experienced significant growth, indicating increased competition within the sector. To remain competitive, utilizing social media as a marketing tool is crucial. Social media nowadays is not only being used for entertainment but has also become a key platform for business promotion. One commonly adopted strategy is content marketing. An example of an MSME applying this strategy on Instagram is Raja Pisang Keju Arjuna Pusat. This study aims to analyze the implementation of content marketing by Raja Pisang Keju Arjuna Pusat in building customer engagement. The research applied a qualitative method with a case study approach. Data were collected through in-depth interviews on 12 informants consisting of  the management of  Raja Pisang Keju Arjuna Pusat MSME and  its customers, observation, and document analysis. The findings reveal that the content marketing process is conducted through ten stages: Identifying the Goal or Objective, Defining the Audience, Understanding How the Audience Buys, Choosing Your Content Niche, Developing Your Content Marketing Mission Statement, Building an Editorial Calendar, Creating and Distributing the Content, Promoting the Content, Measuring Content Performance, and Optimizing Content. This strategy effectively fosters customer engagement, which includes affective, cognitive, and behavioral dimensions. Affective engagement stems from consumer enthusiasm and satisfaction, cognitive engagement from an interest in the content and its information, while behavioral engagement is reflected in actions such as sharing and supporting the content.