Perancangan Strategi Content Marketing pada Instagram @Owlies.id untuk Meningkatkan Digital Branding
DOI:
https://doi.org/10.30640/jmcbus.v4i3.6934Keywords:
Content Marketing, Content Strategy, Digital Branding, Instagram, Social MediaAbstract
This study aims to design a content marketing strategy to enhance the digital branding of Owlies.id’s Instagram. The method used is applied research, with data collected through interviews, literature review, and documentation. The project was conducted over four months, based on Kotler’s eight-stage content marketing framework. The process began with goal setting and audience mapping through buyer persona development. In the content ideation and planning stage, content was developed into three main pillars: education, entertainment, and promotion. The content was then produced and consistently published on Instagram three times a week, supported by content amplification through Instagram Ads. Evaluation was conducted using KPIs such as likes, comments, and shares. The results show an increase in engagement and digital branding. Therefore, a structured and consistent content marketing strategy is considered effective in strengthening Owlies.id’s digital branding.
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Copyright (c) 2026 Nikki Ariela Stefania Sutrisno, Sam’un Jaja Raharja, Tetty Herawaty
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