The Analysis of Content Design for Digital Marketing Communications: ‘Thailand NK Corn’ Facebook Fanpage

Abstract

This research was an experimental study on the analysis of content design for digital marketing communications: ‘Thailand NK Corn’ Facebook Fanpage. The research objectives were as follows: 1) To develop mock-up content for a content marketing format that effectively stimulated the target audience's interest in viewing the content, 2) To study the presentation of content marketing through mock-ups, aiming to stimulate interest by presenting content format to reach a broader target group, and 3) To provide suggestions for developing content for the 'Thailand NK Corn' Facebook page.

Data was collected by creating mock-up content in a 12-month calendar format, amounting to 28 pieces of content. This was done to conduct in-depth interviews with farmers who specialize in feed corn cultivation. The data collection spanned from September 1, 2022, to July 31, 2023, totaling 11 months. To compare the effectiveness of the actual content creation, the researcher posted sample content that most farmers preferred from the mock-up content on the ‘Thailand NK Corn’ Facebook fan page. The data collection included the release of two video content pieces. The experimental results indicated that creating mock-up content for content marketing in the form of video clips that tell stories with key farmers as the central presenters, and using a presentation style that emphasizes farmer engagement. This approach can encourage the user group to become co-creators of content. Involving key farmers in content creation, such as including Q&A segments at the end of clips and collaborating with well-known local farmers can attract more viewers. It's evident that engagement through likes, comments, and shares on the page increased, and content can be created for advertising campaigns on the page in the future