AbstractsBusiness Management & Administration

Content Marketing

by Duc Le

Institution: HAAGA-HELIA ammattikorkeakoulu
Year: 2013
Record ID: 1134325
Full text PDF: http://www.theseus.fi/handle/10024/62104


The purpose of this thesis was to introduce the new trend in today’s marketing world: content marketing. It has been employed by many companies and organizations in the world and has been proven success even when it is still a fairly new topic. Five carefully selected theories of content marketing proposed by experts in the field has been collected, compared and displayed as originally and scientifically as possible in this thesis. The chosen theories provide a diversified perspectives of content marketing from different experts. Thus, this gives a bigger picture of how marketers around the world are perceiving and experiencing with this new form of marketing. This research examines the use of content marketing in both consumer and corporate business sectors. Qualitative interviews were conducted with three different experts and representative of companies employing and going to execute their content marketing strategy. The findings of the research has proven the theories correct. The three interviewees’ firms operate in three distinguished business industries, yet found similar positive results when employing content marketing. It is safe to conclude that content marketing is a success proven strategy based on the research. It is advised that there should be more research to be done to investigate further in this new topic as this thesis can only provide a limited level of knowledge about content marketing and its application.