This study aims to investigate and design a content marketing strategy to enhance user awareness of the referral feature in the Flip application. In addressing the lack of knowledge and utilization of the referral feature, the focus of this research is to understand how digital content marketing can strengthen customer awareness. The analysis explores the barriers to the adoption of this feature, including insufficient emphasis, inadequate information, and uncertainty about its benefits. Through a content marketing-focused approach, the proposed strategy includes optimizing the website and application to clearly illustrate the referral feature, leveraging email marketing campaigns to provide user guides, and utilizing social media and educational content to explain the concrete benefits of using the referral feature. Additionally, the approach includes data analysis to measure and evaluate the effectiveness of the implemented content strategy. It is expected that by applying a targeted and measurable content marketing strategy, the Flip application can overcome awareness challenges, increase user participation, and achieve significant growth in the adoption of the referral feature. This research contributes to a deeper understanding of the critical role content marketing plays in raising awareness and user engagement with key features in applications.
