Content marketing strategy on Instagram to increase brand awareness at Hotel X during the Covid-19 pandemic

The purpose of this research is to formulate the right content marketing strategy on Instagram to increase brand awareness at Hotel X during the COVID-19 pandemic. The method used in this study is a qualitative descriptive method that focuses on Instagram with interviews and documentation as the data collection techniques. The data analysis technique was data collection, data reduction, data presentation, and drawing conclusions and the validity was tested using triangulation method. The results of this study are Hotel X has implemented 7 steps of content marketing, namely: setting goals, mapping target markets, initiating and planning content, creating content, distributing content, strengthening content, and evaluating content marketing. The right content marketing strategy on Instagram to increase Hotel X brand awareness during the COVID-19 pandemic is the seven steps of content marketing that have been implemented by Hotel X and need to add the eighth step of content marketing, which is content marketing improvement. Hotel X needs to add the content marketing improvement by attending training related to content marketing that expected to maximize the implementation of content marketing strategies on Instagram to increase brand awareness during the COVID19 pandemic.