PENDAMPINGAN CONTENT MARKETING SEBAGAI STRATEGI PEMASARAN ONLINE PADA UMKM DI DESA NENIARI, KABUPATEN SERAM BAGIAN BARAT

Abstrak

 The development of digital technology encourages Micro, Small, and Medium Enterprises (MSMEs) to adapt to online-based marketing strategies to increase business competitiveness. However, most MSME actors in Neniari Village, West Seram Regency, still face limitations in utilizing digital media, especially in the implementation of content marketing. This community service activity aims to enhance the capacity of MSME actors through content marketing assistance as an online marketing strategy. The method of implementing the activity uses a participatory approach through the stages of problem identification, socialization, training, practice mentoring, as well as monitoring and evaluation. Activity evaluation is carried out using observation methods and social media engagement analysis. The results of the activity showed an increase in the quality of digital content, posting frequency, use of persuasive captions, as well as an increase in social media engagement in the form of the number of likes and comments. Practically-based assistance (learning by doing) has proven effective in improving the ability of MSME actors to utilize digital media as a means of product marketing. Thus, this activity has a positive impact on enhancing digital marketing capacity and has the potential to support the sustainability of MSME businesses in Neniari Village.