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.MSc in Innovation and Industrial Managemen