@phdthesis{digilib33349,
           month = {July},
           title = {PENGGUNAAN KOMUNIKASI BERGAYA BAHASA PERCAKAPAN DALAM
MEMBANGUN BRAND AWARENESS DI TAHAPAN CONTENT MARKETING
(STUDI DESKRIPTIF KUALITATIF PADA MEDIA DARING MOJOK.CO)},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM. 11730027 ABDILLAH DANARDANA},
            year = {2018},
            note = {Drs. Siantari Rihartono, M.Si},
        keywords = {content marketing, marketing communications, brand awareness.},
             url = {https://digilib.uin-suka.ac.id/id/eprint/33349/},
        abstract = {The evolution of information and communication technology moves very fast
and helped change marketing communications practices. A brand needs to follow the
changes that occur to gain the attention of their customers. One of the marketing
communication practices that can be used by a brand to get their consumers' attention
is by using content marketing.
This research discusses the use of friendspeak style communication in content
marketing phases to build brand awareness on Mojok.co. The purpose of this research
is to determine the use of friendspeak style communication in content marketing
phases conducted by Mojok.co to build brand awareness.
This research used a descriptive qualitative method. Primary data comes from
interviews, while secondary data comes from documentation and online data tracking.
Subjects in this research are Mojok.co visual team that runs content marketing.
Researchers use data triangulation techniques to test the validity of research data.
The results of this research explained that there are a few phases of the content
marketing process by Mojok.co; determine objective, target mapping, content ideation,
content creation, content distribution, content amplification, content marketing
evaluation, dan content marketing improvement. The content marketing with
friendspeak style communication started to build brand awareness at the stages of
content distribution. Then, brand awareness becomes stronger on the stage of content
amplification.}
}