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Tent Marketing a Study to Clarify the Key Dimensions of Con- Tent Marketing

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Tent Marketing a Study to Clarify the Key Dimensions of Con- Tent Marketing Bachelor Thesis, 15 credits, for a Bachelor of Science in Business Administration: International Business and Marketing Spring 2017 The Confusion of Content Marketing A study to clarify the key dimensions of con- tent marketing Amanda Claesson and AlBin Jonsson School of health and society Claesson & Jonsson Author Amanda Claesson and Albin Jonsson Title The confusion of Content Marketing, A study to clarify the key dimensions of content marketing Supervisor Lisa Källström Co-examiner Marina Jogmark Examiner Sven-Olof Collin Abstract Content marketing is a popular marketing strategy, which has increased significantly during the last years. The term content marketing is new but companies have been working with parts of the strategy for decades. The new digital era changed the communication from a one-way to a two-way communica- tion. Customers now have a demand for relevant content that is valuable for them. The purpose of this dissertation is to develop an understanding of this marketing strategy, and clarify the key dimensions that distinguish content marketing from other marketing strategies. This thesis rests on a realistic philosophy with an abductive approach. Based on previous research different definitions of the marketing strategy are used to develop a model of the key dimensions of content marketing. A qualitative data collection with semi-structured interviews is performed on seven participants in order to explore what is seen as important aspects, and to gather new insight about the unclear marketing strategy. The findings indicate a differentiation between companies, but there is a consensus of the most im- portant aspects. Findings of how the strategy is done results in a new model, and a new definition of the marketing strategy. Suggestions for further research include examining how companies measure con- tent marketing. The results contribute with a clarification and further description of what content marketing is, and the most important aspects to consider when working with the strategy. The results of this study are useful as a guideline for people starting to work with content marketing, with the aim to understand the market- ing strategy. Keywords Content marketing, marketing strategies, digital marketing, online marketing, branded content Acknowledgements This bachelor thesis concludes our three years of studies at Kristianstad University. First, we would like to thank our supervisor, Lisa Källström, for her exceptional knowledge, and encouragement in our confusion around this difficult and complex subject. Without her help we would not have managed to write this dissertation. Also, we would like to thank Annika Fjelkner for her engagement, and supervision of lin- guistics and format. We would like to give our thankfulness to all of the participants in our study for an- swering our questions during the interviews. Without them this study would not have been possible. Finally, we would like to thank each other for great teamwork, and support during this difficult but fun, and educative time of studies. Kristianstad, 2017-05-26 _________________________ _________________________ Amanda Claesson Albin Jonsson Claesson & Jonsson TaBle of Contents 1. Introduction .................................................................................................................... 6 1.1 Background ........................................................................................................................... 6 1.2 Problematization ................................................................................................................ 8 1.3 Research question ............................................................................................................ 10 1.4 Purpose ................................................................................................................................ 10 1.5 Limitations .......................................................................................................................... 10 1.6 Outline .................................................................................................................................. 11 2. Research method ....................................................................................................... 12 2.1 Introduction ....................................................................................................................... 12 2.2 Research philosophy ....................................................................................................... 13 2.3 Research approach ........................................................................................................... 13 2.4 Choice of theory ................................................................................................................. 14 2.5 Choice of methodology .................................................................................................... 14 2.6 Critique of the sources .................................................................................................... 15 2.7 Summary .............................................................................................................................. 15 3. Literature review ....................................................................................................... 16 3.1 The history of content marketing ............................................................................... 16 3.2 Definitions of content marketing ................................................................................ 18 3.3 Digital marketing and content marketing ................................................................ 20 3.4 Dimensions of content marketing ............................................................................... 21 3.4.1 Strategy .......................................................................................................................................... 22 3.4.1.1 Target a specific audience ............................................................................................................. 22 3.4.1.2 Reflect company values and brand image .............................................................................. 23 3.4.1.3 Customer needs ................................................................................................................................. 23 3.4.2 Activity ............................................................................................................................................ 24 3.4.2.1 Two-way communication .............................................................................................................. 24 3.4.2.2 Delivering consistent content ...................................................................................................... 25 3.4.2.3 Storytelling ........................................................................................................................................... 27 3.4.2.4 Informative content without the perspective of sales ...................................................... 27 3.4.2.5 Entertaining your audience .......................................................................................................... 28 3.4.3 Results ............................................................................................................................................ 28 3.4.3.1 Value ....................................................................................................................................................... 28 3.4.3.2 Trust ........................................................................................................................................................ 28 3.4.3.3 Profitable customer action ............................................................................................................ 29 3.4.4 Model of the key dimensions of content marketing .................................................... 29 4. Empirical method ...................................................................................................... 31 4.1 Research design and strategy ....................................................................................... 31 4.2 Time horizon ...................................................................................................................... 32 4.3 Data collection ................................................................................................................... 32 4.4 Selection of participants ................................................................................................. 33 4.5 Interviews ........................................................................................................................... 34 4.5.1 Semi-structured interviews ................................................................................................... 34 4.5.2 Interview guide ........................................................................................................................... 35 4.5.3 Transcriptions ............................................................................................................................. 36 4.5.4 Data analysis ................................................................................................................................ 36 4.6 Trustworthiness ...............................................................................................................
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