Marketing Communication Strategy Using Content Marketing on Cera Production's Instagram Social Media Account to Increase Brand Engagement

Abstract

Cera Production Yogyakarta is a Yogyakarta-based business unit that produces souvenirs. A key factor in creating brand engagement with consumers and the company is the proper management of content marketing. This research aims to understand and reformulate the marketing communication strategy in the content marketing of the Instagram account @ceraproduction to enhance brand engagement based on gatekeeping theory. This research methodology employs a qualitative approach, incorporating observation methods on the Instagram content of @ceraproduction. The data collection techniques in this study include interviews, documentation, and observation. The research findings demonstrate that: 1) The Instagram account @ceraproduction utilizes audience segmentation by identifying targets through B2B (Business to Business) as the target audience for content marketing. 2) The use of call-to-action strategies in creating brand engagement entails interacting with the audience through Instagram features such as reels, posts, stories, polls, and quizzes. 3) @ceraproduction's content is identified based on consumer needs observations, thereby aligning and selecting the appropriate content marketing in Instagram meta ads. 4) The AISAS matrix (attention, interest, search, action, and search) is utilized to gather and identify the audience, thereby fostering robust brand engagement. The social media manager at @ceraproduction, with the Chief Executive Officer's approval, filters content issues in the gatekeeping process to assess its accuracy and alignment with the company's values.