Citation:

Devita Wulandari. "Developing A Content Marketing Strategy to Enhance Lead Generation (Case Study: Jago Bahasa)" International Research Journal of Economics and Management Studies, Vol. 4, No. 2, pp. 224-236, 2025.

Abstract:

Jago Bahasa is an online English education company offering various programs, including Jago Speaking, English for Specific Purposes, TOEFL & IELTS Preparation, and specialized courses for children. Despite significant growth in social media reach and engagement across platforms like Instagram and TikTok, with reach increasing by 44% from Q2 to Q3 2024, monthly lead generation has been inconsistent. This final project aims to develop an effective content marketing strategy to enhance lead generation for Jago Bahasa. The research began by analyzing both external and internal environments. For external analysis, the research utilized Porter's Five Forces, PESTEL analysis, Competitor Analysis, and Customer Analysis through both qualitative and quantitative approaches. The study examined the company's capabilities through VRIO analysis, Porter's Value Chain, STP analysis, and Marketing Mix 7Ps for internal analysis. The research employed netnography to analyze customer behavior across social media platforms and surveyed 228 respondents to understand content preferences and engagement patterns. The results showed a significant gap between the awareness and consideration stages of the customer journey. Despite high social media reach, conversion to leads was low. Customer behavior analysis showed strong engagement with entertainment and educational content, although the lead generation was still below target. Based on the findings, the research proposes a content marketing strategy that focuses on refining the combination of content, increasing the conversion rate from engagement to leads, and improving the effectiveness of social media campaigns.

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Keywords:

Content Marketing Strategy, Lead Generation, Online Education, Social Media Marketing.