Digital Content Strategy for Brand Awareness and Business Development: A Case Study of Lost in Jogja Private Trip
DOI:
https://doi.org/10.46961/mediasi.v7i3.2181Keywords:
Content Marketing, Social Media Engagement, Experiential Tourism, Brand Trust, Cycling TourismAbstract
As social media becomes central to tourism marketing, small service providers must use digital content to communicate experiences and build recognition. This study examines the content strategy of Lost in Jogja, a cycling-based private tour business in Yogyakarta, through McPheat’s four content-marketing dimensions: Educates, Informs, Entertains, and Creates Trustworthiness. Using a descriptive qualitative design, the research drew on observations of social media content, in-depth interviews with the owner and a tour guide, and documentation supported by a literature review. The findings show that educational posts introduce alternative cycling routes and local experiences, while informational posts describe tour activities, routes, and services. Entertainment is conveyed through short videos, relatable themes, humor, and platform-specific trends. Trustworthiness is communicated through spontaneous documentation of actual tours and alignment between promotional messages and service delivery. Instagram primarily supports marketing communication and customer interaction, whereas TikTok offers opportunities to reach wider audiences. The study’s contribution is to demonstrate how these four communicative functions can be integrated into an experience-based tourism business through authentic local storytelling and platform adaptation. Practically, the findings highlight the importance of content relevance, credibility, and publication consistency. Because the study is based on a single qualitative case, it documents strategic practices rather than establishing causal effects on brand awareness or business performance.
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