Framtidens marknadsföring : En kvalitativ studie om hur B2B-företag definierar och tillämpar content marketing i digital marknadsföring

Sammanfattning: This study has been conducted with an aim to examine how employees working at B2B companies in Umeå understand, and describe the ever changing strategy of content marketing whilst at the same time analysing how said companies utilise the strategy on their own websites. Another aim of this study is to determine whether content marketing is used differently depending on the companies size and reach. The study was conducted by means of interviews and content analysis, using semiotics as a method. The result showed that despite each company understanding and using the term content marketing they differed slightly when describing its meaning, and implementation.