<![CDATA[The growth of social media has encouraged businesses, including micro, small, and medium enterprises (MSMEs), to utilize digital platforms as Marketing tools to build Brand awareness. Instagram has become one of the most widely used platforms due to its visual and interactive features that support attractive and rapid information delivery. This study aims to analyze the content Marketing strategy implemented by Blyss Laundry through Instagram in building Brand awareness and to identify the characteristics of Blyss Laundry’s Instagram content based on the stages of Brand awareness. This study employed a qualitative method with a descriptive approach. Data were collected through interviews, observation of Blyss Laundry’s Instagram account, and documentation, then analyzed using the stages of content Marketing within the Marketing 4.0 concept, including goal setting, Audience mapping, content ideation and planning, content production, content distribution, content amplification, evaluation, and improvement. The findings reveal that Blyss Laundry utilizes Instagram as its primary digital Marketing medium through educational, entertaining, promotional, service information, and visually consistent content. Content distribution is carried out through feeds, reels, and stories to expand Audience reach and enhance customer interaction. The findings also indicate that Blyss Laundry’s content characteristics contribute to building Brand awareness through the stages of Unaware of Brand, Brand Recognition, Brand Recall, and indications toward Top of Mind. This study implies that consistent and relevant content Marketing strategies can help MSMEs strengthen Brand awareness on social media. ]]>
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