Abstract
<p><em>This study aims to explore the implementation of content marketing strategies in increasing customer trust in a women's clothing store located in Sendangagung, Paciran, Lamongan called Labella Hijab using qualitative research methods. </em><em>The content marketing strategy implemented by Labella Hijab went well, in the type of content marketing, Labella Hijab launched three types of content, including: Q&amp;A, tutorials, and announcements. Labella Hijab customers meet all the characteristics of customer trust. Namely: maintaining relationships, accepting influence, being open in communication, reducing supervision, patience, providing defense, giving positive information, accepting risk, comfort, and also satisfaction. Labella Hijab has also succeeded in forming three types of Labella Hijab customer trust, including: object-benefit type, benefit-attribute, and benefit-object. Customer trust built by Labella Hijab through content marketing has increased positively.</em></p>
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