Analisis Content Marketing Matrix dalam Membangun Brand Image @perpusjkt di Media Sosial Instagram
DOI:
https://doi.org/10.29313/jrjmd.v4i1.3659Keywords:
Instagram, Perpustakaan, Konten marketingAbstract
Abstrak. Perpustakaan perlu mengubah citra (image) agar mampu menarik minat masyarakat untuk mau berkunjung. Perpustakaan Jakarta melakukan upaya komunikasi pemasaran untuk mengubah image melalui content marketing di media sosial Instagram. Perpustakaan ini telah berhasil mengubah image perpustakaan yang kuno menjadi perpustakaan yang modern dan masa kini dengan memanfaatkan platform digital, yakni media sosial. Melalui akun media sosial Instagram @perpusjkt mendapatkan banyak respon positif dari pengikutnya (followers). Artikel ini bertujuan untuk menganalisis upaya komunikasi pemasaran Perpustakaan Jakarta melalui content marketing untuk membangun Brand image. Artikel ini menggunakan konsep content marketing matrix (educate, entertain, inspire, convince) yang ditampilkan pada media sosial Instagram Perpustakaan Jakarta (@perpusjkt dan menggunakan analisis isi kuantitatif. Temuan penelitian menunjukkan bahwa dimensi convince dalam content marketing matrix yang berupa unggahan bersifat mengajak mampu mengubah image perpustakaan yang sebelumnya kaku dan membosankan menjadi terbuka, hidup, dan modern. Selain itu, melalui artikel ini juga akan diperoleh informasi bahwa Perpustakaan Jakarta memanfaatkan media sosial Instagram serta beragam fitur yang ada sebagai media informasi dan komuniasi sebagai upaya agar tetap relevan dan menghadirkan citra literasi yang positif bagi penggunanya.
Abstract. The world of libraries is evolving rapidly, and the Jakarta Public Library is no exception. In order to attract a new generation of visitors, the library has taken to social media to rebrand itself as a modern, contemporary institution. Through a strategic content marketing campaign on Instagram, the library has transformed its image from that of a stuffy, outdated space to a vibrant hub of learning and discovery. This article delves into the library's marketing communications efforts and analyzes the success of their content marketing strategy. By using the content marketing matrix (educate, entertain, inspire, convince), the library was able to create a dynamic and engaging social media presence that resonated with its target audience. Through quantitative content analysis, the research findings reveal that the convincing dimension of the content marketing matrix, in the form of inviting uploads, played a crucial role in changing the library's image. By utilizing social media and various features of Instagram, the library was able to communicate with its users and remain relevant in a rapidly changing world. In conclusion, this article not only sheds light on the Jakarta Public Library's successful rebranding efforts but also serves as a guide for other libraries looking to stay current and engage with their audience in a meaningful way.
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