Co-Creating Value through Content Marketing; A multiple case study

Sammanfattning: The digital revolution has significantly changed the business environments, forcing companies to adapt the processes in the entire organization in order to stay competitive. As a result, researchers have emphasized the potential of co-creating value with customers. Furthermore, content marketing has emerged as a concept where marketing is adapted to the interests of the customers. In this thesis, the concept of value co-creation and content marketing is studied together in order to investigate how they can reinforce each other to create value for all parties. A multiple case study approach has been adopted, where eight semi-structured interviews has been conducted with content marketing professionals. The results indicate that content marketing is a way for firms to adapt to the customer, and hence co-create value with them. The findings also show that content marketing practices have the potential to be improved through integrating value co-creation frameworks even further in the development process.