Analysis of Content Marketing Implementation Strategies in Enhancing Customer Engagement: A Case Study of Tsabine Official

Abstract

Tsabine Official, a Micro, Small, and Medium Enterprise (MSME) in the fashion industry established in 2020, leverages Instagram to enhance customer engagement through content marketing, with the objective of increasing engagement rates. The low engagement rate on Tsabine Official's Instagram account presents a significant challenge, undermining the effectiveness of their content marketing efforts. The limited interaction between Tsabine Official and its followers adversely impacts the visibility of Tsabine Official’s posts among its audience. This research seeks to identify the strengths, weaknesses, opportunities, and threats faced by Tsabine Official, to understand effective content marketing strategies, and to examine the Instagram marketing strategies employed by the brand. The study reveals that the highest scores were recorded for strengths at 2.78, weaknesses at 0.7, opportunities at 2.02, and threats at 1.67, positioning Tsabine Official in Quadrant I, which suggests an aggressive strategy. The findings indicate that Tsabine Official excels in creating engaging POV (point of view) content targeted at teenage girls, supported by sufficient production equipment and facilities, as well as collaborations with influencers. However, Tsabine Official faces challenges such as low engagement rates that negatively affect account reach and sales, and a shortage of personnel that hampers optimal management of social media marketing. To improve the effectiveness of its content marketing on Instagram, Tsabine Official should focus on optimizing workshop content, regularly collaborating with brands or influencers, utilizing paid advertising, and increasing the number of personnel in the social media marketing team.