Identifying the Level and Effectiveness of Content Marketing : Case Company X

Abstract

The purpose of this study was to get knowledge of content marketing concepts, strategies, benefits and challenges. The research aimed to identify the level and effectiveness of content marketing in social media platforms in insurance company X. This research was conducted as a case study for insurance company X. The literature review was conducted from various sources and it intends to give the reader a presentation of marketing theories related to marketing communication and content marketing. Additionally, the role of social media in content marketing is carried out through the literature review. The qualitative research method was selected for gathering data and analyzing the research results. The qualitative research data consisted of four in-depth semi-structured interviews with marketing experts of insurance company X. Findings were analysed together with the literature review. The results of the literature review and interview with respondents revealed the importance of content marketing in the digital marketing world. By examining the content marketing in company X, their level of commitment, content marketing strategy, measurement and future trends, the author was able to identify the level and efficiency of content marketing in company X. Company X is using content marketing as part of their strategic marketing communication strategy, and its significance will grow in future.