Kejsarens nya kläder?: En kvalitativ fallstudie om innehållsmarknadsföring
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The Emperor’s New Clothes? : A qualitative case study about content marketing (English)
Title: The Emperor’s New Clothes? - A qualitative case study about content marketing
The digital media landscape has created a shift in how information is produced, consumed and shared. This has led to difficulties for companies, in reaching their costumers through traditional marketing teqniques. To operate in the digital environment marketing has shifted towards a more content based marketing. Which has led to the use of content marketing, a marketing technique that focuses on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience. To understand the use of content marketing the purpose of the study has been to examine content marketing, in which areas it operates and how it used as a means of strategic communication.
The method applied for the research was based on a hermeneutic methodology and has an abductive approach. Furthermore the empirical material consists of qualitative interviews with four people from four different content bureaus: Annica Thorberg from Marketing House, Dennis Guldstrand from Doidea, Mikael Asp-Tjällden from Digital Dominance and Oscar Johansson from Glory Days. The theoretical framework applied consists of convergence culture, the marketing mix and relationsship marketing.
The result of the study indicates that content marketing seems to be a marketing strategy striving towards a more journalistic approach, though operating on the terms of the marketing industri. Through a more content based strategy the goal is to create visibility. Furthermore the study showed that SEO is used as a way of creating visibility more than anything else. Through search engines the bureaus are able to distribute content without affecting the costumers with intrusive commercial messages.
Keywords: Content marketing, relationship marketing, the marketing mix, the convergence culture
Place, publisher, year, edition, pages
2015. , 37 p.
Content marketing, relationship marketing, the marketing mix, the convergence culture
Innehållsmarknadsföring, relationsmarknadsföring, marknadsföringsmixen, konvergenskultur
Media and Communications
IdentifiersURN: urn:nbn:se:umu:diva-101765OAI: oai:DiVA.org:umu-101765DiVA: diva2:802044
Programme in Media and Communication Studies: Strategic Communication
Egan Sjölander, Annika