Introducing Content Marketing for B2B : Case Study: Subcontracting

Abstract

Thesis was commissioned by Tampere Trade Fairs ltd. Purpose of thesis was to analyze the potential influence and value of content marketing in the marketing communication of Subcontracting Trade Fair.

First part of the thesis covers background information about the industry where Tampere Trade Fairs operates in. Subcontracting Trade Fair as an event will be introduced.

After an introduction, thesis focuses on content marketing strategies and the differences it delivers over traditional advertising. Theoretical framework about history of content marketing in reflection to traditional advertising will be presented.

Theory presented allocation of resources to offline and online channels with a short look about the concept of earned and paid media sources.

Benchmarking study of was conducted in order to analyze improvement potential of a key communication point. Study aimed to discover if there truly is convertible value in consumer engaging content through a website analysis.

Findings indicate that consumer engagement is an excellent addition to any communication strategy.