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November 22, 2025
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Abstract

This study aims to analyze and implement a content marketing strategy to increase customer engagement at Kawamala, a small and medium-sized enterprise (SME) producing handmade crochet bags. Prior to the implementation, Kawamala lacked structured marketing strategies, resulting in low interaction. By planning a strategic content marketing program—utilizing Instagram features such as Feed, Reels, and Stories—this study adopted four content pillars: Awareness, Engagement, Education, and Promotion, targeted at women aged 18–30. After implementation, engagement metrics significantly improved: content interactions increased from 14 to 558, accounts reached from 24 to 903, and profile visits from 24 to 393. These results confirm that structured content marketing is effective in increasing engagement and brand awareness. The findings also highlight the importance of understanding consumer behavior to craft relevant and interactive content for MSMEs.

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Content Marketing Customer Engagement Digital Strategy Instagram MSMEs

Article Details

How to Cite
Ali, C., Agus Syam, & Valentino Aris. (2025). Analysis of Content Marketing Strategy Implementation to Increase Customer Engagement. Journal Applied of Economics, Mathematics, Computer Science, and Data Science in Business, 1(1), 1–9. Retrieved from https://onmind.bisdig.feb.unm.ac.id/index.php/ecommerce/article/view/504
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