Digital Marketing Strategy: The Effectiveness of Content Marketing in Building Brand Trust for MSMEs in Gorontalo

This study aims to explore content marketing that is used effectively by MSMEs in order to build brand trust in Gorontalo. Understanding the relationship between content strategy and consumer perception, provides practical and theoretical contributions related to digital marketing strategies. This study uses a descriptive qualitative method approach with in-depth interviews with MSME actors with samples taken from MSMEs that have the best performance in utilizing digital marketing. Participatory observation was carried out by visiting several MSME actors to measure the impact of content marketing strategies on consumer trust. The results of the study show that content marketing has an important role in building MSME brand trust in Gorontalo. The presentation of relevant, informative, and authentic content allows MSMEs to attract consumers' attention and build long-term relationships with consumers. The effectiveness of content marketing can be seen from the ability to create added value through consumer education, streaming content and conveying brand stories that arouse emotions. Research shows that the use of digital platforms such as social media and e-commerce that are consistent with brand identity, increases engagement by up to 35% and consumer trust by up to 25%.