STRATEGI CONTENT MARKETING PADA MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS DI ERA NEW NORMAL (Studi Deskriptif Kualitatif pada Akun Instagram @kanakomputer)

Lintang Kusuma, NIM.: 17107030141 (2022) STRATEGI CONTENT MARKETING PADA MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS DI ERA NEW NORMAL (Studi Deskriptif Kualitatif pada Akun Instagram @kanakomputer). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The new normal era has various policies that are a challenge for brands. Especially Kana Computer which sells tertiary products. Implementing a Content Marketing strategy is the right thing, because it is one of the marketing strategies that can be applied on social media where the number of users is increasing rapidly. This study discusses the content marketing strategy on the @kanakomputer Instagram account in increasing brand awareness during the new normal era. The subjects of this study were the general manager and content creator of Kana Komputer who was selected purposively. This study uses a qualitative descriptive method with data collection techniques using interviews, observation, and documentation. The results showed that Kana Komputer carried out every step in the eight stages of content marketing such as 1) goal setting, to make friends with the audience, 2) audience mapping, namely gamers, young people, and students, 3) Content ideation and planning by listening for the benefit of the audience, search for references, be the fastest, and use formats based on needs, 4) Content creation using internal teams, 5) Content amplification using original content, collaborating with brands and influencers, 6) Content Evaluation related to content and accounts, 7) Content Improvement related to content, format, packaging, etc. The team also treats the audience by adjusting the level of brand awareness. Kana Komputer tries to increase brand awareness on Instagram by expanding exposure and getting audience engagement.

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