– en studie om content marketing som strategiskt
arbetssätt bland svenska marknadsavdelningar
This study aims to examine the use of content marketing from an organizational perspective. By studying the practical use and strategic thinking around the concept,this thesis aims to provide a deeper understanding of how organizations in Sweden
work with content marketing as a part of their strategic communication. Is there a difference between B2B (business-to-business) and B2C (business-to-consumer) companies? The specific research questions asked are:
1. How do companies perceive content marketing?
2. How do companies work with content marketing as part of their strategic
3. How do companies follow up their work with content marketing?
In order to answer the research questions properly, this study utilizes the theoretical framework consisting of theories from strategic communication and inbound marketing. In addition, academic research has not yet been done to the extent
necessary to understand content marketing and its definition. Instead, the field has been largely designed by practicing marketers (Du Plessis, 2015; Holliman & Rowley, 2014; Barregren & Teborg, 2013). Therefore, the combination of content marketing and strategic communication theory adds a new approach to the research field.
The method used consists of in-depth semi structured interviews with seven informants from six companies. The informants all have a leading position within
marketing and responsibility over the company’s content marketing plan. In order to assess if there is a difference between B2B (business-to-business) and B2C (businessto-consumer) companies, the interviews consists of three informants from each group.
The result of the study shows that companies perceive the concept of content marketing very differently, which is visible in their priorities, working methods and resources. Based on the informants’ responses, it is clear that there are different opinions about the concept of content marketing and its meaning. Furthermore, the study also shows that despite a common sense that a content marketing strategy is important to have, few have a clear set strategy for their work. Although all informants measure the impact of their content marketing efforts, it may be discussed whether the correct measure is used and if the work is followed up according to the theory’s guidelines. Although many different CPIs are mentioned as business metrics, there are few who specify a greater final goal for their content marketing efforts,
based on their general business goals.