DEVELOPING A CONTENT MARKETING STRATEGY TO ENHANCE LEAD GENERATION (CASE STUDY: JAGO BAHASA) FINAL PROJECT In partial fulfilment of the requirements For the master’s degree from Institut Teknologi Bandung By Devita Wulandari Student ID: 29323012 (Master of Business Administration Program) INSTITUT TEKNOLOGI BANDUNG March 2025 ii ABSTRACT DEVELOPING A CONTENT MARKETING STRATEGY TO ENHANCE LEAD GENERATION (CASE STUDY: JAGO BAHASA) By Devita Wulandari Student ID: 29323012 (Master of Business Administration Program) 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 achieving 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. The goal of this final project is 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. For internal analysis, the study examined the company's capabilities through VRIO analysis, Porter's Value Chain, STP analysis, and Marketing Mix 7Ps. 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. Keywords: Content Marketing Strategy, Lead Generation, Online Education, Social Media Marketing iii ABSTRAK MENGEMBANGKAN STRATEGI CONTENT MARKETING UNTUK MENINGKATKAN PEROLEHAN LEAD (STUDI KASUS: JAGO BAHASA) Oleh Devita Wulandari Student ID: 29323012 (Master of Business Administration Program) Jago Bahasa adalah perusahaan pendidikan bahasa Inggris daring yang menawarkan berbagai program, termasuk Jago Speaking, English for Specific Purposes, Persiapan TOEFL & IELTS, serta kursus khusus untuk anak-anak. Meskipun telah mencapai pertumbuhan signifikan dalam jangkauan dan interaksi media sosial di platform seperti Instagram dan TikTok, dengan peningkatan jangkauan sebesar 44% dari Q2 ke Q3 2024, perolehan lead bulanan masih belum konsisten. Tujuan dari proyek akhir ini adalah mengembangkan strategi content marketing yang efektif untuk meningkatkan perolehan lead bagi Jago Bahasa. Penelitian dimulai dengan menganalisis lingkungan eksternal dan internal. Untuk analisis eksternal, penelitian menggunakan Porter's Five Forces, analisis PESTEL, Analisis Kompetitor, dan Analisis Pelanggan melalui pendekatan kualitatif dan kuantitatif. Untuk analisis internal, studi ini meneliti kapabilitas perusahaan melalui analisis VRIO, Porter's Value Chain, analisis STP, dan Marketing Mix 7P. Penelitian menggunakan netnografi untuk menganalisis perilaku pelanggan di platform media sosial dan melakukan survei terhadap 228 responden untuk memahami preferensi konten dan pola interaksi. Hasil penelitian menunjukkan adanya kesenjangan yang signifikan antara tahap awareness dan consideration dalam perjalanan pelanggan. Meski memiliki jangkauan media sosial yang tinggi, konversi ke lead masih rendah.