Content Marketing Practices in Finland

Abstract

The purpose of this study is to draw attention to increasingly important business phenomenon of content marketing. This paper defines content marketing, identifies its key elements and phases, and explores content marketing practices. The theorethical part is based on Pam Didner's 4P model that describes the stages of content marketing cycle: plan, produce, promote and perfect. The empirical part of the study is based on semi-structured interviews of seasoned content marketing professionals that work at content marketing companies in Finland. This research provides a holistic view to the content marketing practices and the industry, it offers valuable insights to understanding what is content marketing, why content marketing is important for companies, and how content marketing is practiced. As the first study to explore content marketing from practitioner's point of view, it provides an agenda for further research.