Content marketing i praktiken : En kvalitativ studie av medieproduktion i digitala ekosystem.

Sammanfattning

Digitalization has changed the conditions for marketing and increased the need for relevant, value-creating communication across digital platforms. This study examines how media agencies plan, produce, adapt and evaluate content marketing in a rapidly changing cross-media context. Based on qualitative semi-structured interviews with professionals working with social media and content production at Swedish media agencies, the study identifies four central themes: influence, positioning, optimization and adaptability. The findings show how content marketing is not a static or linear method, but rather a dynamic process shaped by the interaction between platforms, target audiences, clients and media agencies. Successful content marketing therefore requires both strategic understanding and continuous adaptation to changing platform logics, audience behaviors and brand goals.