Enhancing Creative Value Through Digital Marketing Strategies: Applying Content Marketing for the Sustainability of Handmade Tonkla Achiap Community Enterprise in Pho Chon Kai, Bang Rachan, Sing Buri Province

Abstract

This Research use a mixed-method approach with three main objectives: 1) to study the current situation and digital marketing approaches for community enterprise products in Sing Buri Province; 2) to enhance entrepreneurs’ capacity to effectively conduct business in digital markets through the use of Content Marketing and digital marketing tools; and 3) to propose sustainable marketing strategies for community enterprises. The target group was entrepreneurs from the Handmade Tonkla Achiap Community Enterprise in Pho Chon Kai, Bang Rachan District, Sing Buri Province, selected via quota sampling. Key outputs include a suitable Content Marketing model and an innovative process for sustainable digital marketing. The findings revealed that entrepreneurs in Sing Buri Province attach high importance to entering digital markets, with an overall mean score of 4.2 out of 5 and a standard deviation of approximately 0.5. This reflects the urgent need to develop digital marketing knowledge, build trust, and foster customer loyalty in the digital era. This research, therefore, serves as a crucial mechanism to support community entrepreneurs in effectively and sustainably participating in digital markets, thereby strengthening their competitiveness and contributing to the long-term economic development of both the community and the province.