Syftet med detta examensarbete är att undersöka huruvida företagsbloggar kan fungera som en kommunikations- och marknadsföringskanal och undersöka effekterna av en företagsblogg, de positiva, men även om det finns några negativa. Denna undersökning kan vara till användning för företag som planerar att starta en företagsblogg genom att ge riktlinjer baserat på trovärdiga källor på hur en företagsblogg kan fungera som ett företags skyltfönster ut mot kunderna.En kvalitativ metod har legat till grund för detta arbete i form av semistrukturerade intervjuer med tre mediaföretag som driver framgångsrika företagsbloggar. Med framgångsrik menar författarna att bloggarna driver mycket trafik och är validerade av någon form av utomstående aktör som ger priser och nomineringar. I detta fall Resumés lista till Årets Byrå 2018 (resumé.se, 2018) eller Expertvalets lista på Sveriges 30 bästa företagsbloggar 2017 (expertvalet.se, 2018).För att komplettera studien har observation av de involverade företagens tre mest trafikeradeblogginlägg även utförts för att kunna ge en inblick av vad som gör bloggarna lönsamma. För att hitta likheter och skillnader mellan företagens intervjusvar och observationerna av bloggartiklarna genomfördes en komparativ analys. Eftersom observationerna har präglats av författarnas tolkningar har hermeneutiken som metod även använts. Studiens teoretiska ramverk innefattar Inbound marketing, Content marketing, SEO - Search Engine Optimization och företagsbloggen som ett CRMverktyg.Studiens slutsatser visar på att företagsbloggen är ett effektivt SEO-verktyg och att det även är ett slagkraftigt verktyg som kan generera kunder och föra dessa närmare ett köp. För att en företagsblogg ska bli lönsam krävs en tydlig och genomarbetad strategi. / The purpose of this study is to investigate whether corporate blogs can act as a communication and marketing channel and investigate the impact of a corporate blog, both the positive and the negative. This study can be used for companies planning to start a business blog by providing guidelines based on credible sources of how a company blog can serve as a corporate storefront to customers.A qualitative method has been the basis for this work in form of semi-structured interviews with three media companies that run successful corporate blogs. With success, the authors mean that the blogs attract a lot of traffic and are validated by any kind of third-party player who gives awards and nominations. In this case Resumés list of Årets Byrå 2018 (resumé.se, 2018) and Expertvalets list on Sveriges 30 bästa företagsbloggar 2017 (expertvalet.se, 2018).To complete the study, an observation of the three companies' most visited blog posts has also been conducted to provide an insight into what makes the blogs profitable. In order to find similarities and differences between the corporates answers from the interview and the observations of blog articles, a comparative analysis was conducted. Since the observations have been characterized by the authors' interpretations, hermeneutics methodology was used as well. The theoretical framework of the study includes Inbound Marketing, Content Marketing, SEO - Search Engine Optimization and theCompany Blog as a CRM tool.The study's conclusions indicate that the corporate blog is an effective SEO tool and that it is also a powerful tool that can generate customers and bring them closer to a purchase. In order for a company blog to be profitable, a clear and thorough strategy is required.

Podcaster är en alltmer populär verksamhet och har visat sig spela en betydande roll i sociopolitiska diskussioner. Studien syftar därför till att få en förståelse för vad som engagerar lyssnare av aktivistiska podcaster samt hur engagemanget i relation till sådana podcaster kan uttryckas. Genom att intervjua 16 lyssnare av aktivistiska podcaster i fokusgrupper kunde studien identifiera följande viktiga egenskaper för en podcasts innehåll: 1) Kopplad till lyssnarnas intressen & värderingar, 2) Pålitlig & genuin, 3) Lärorik, 4) Underhållande och 5) Aktuell. Studien identifierade också ett antal bakomliggande faktorer för dessa, exempelvis förstås att programledarnas personligheter och samspel spelar en viktig roll. Dessutom finner studien att en podcasts multimediala närvaro spelar en central roll för att engagera lyssnare. Slutligen förstås att lyssnares engagemang uttrycks i form av känslomässiga band och beteenden i relation till podcasten och dess programledare, något som kan leda till flertalet fördelaktiga företagsekonomiska effekter.

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Swedish alcohol companies that produce beverages with more than 15 percent alcohol by volume have limited opportunities to design their marketing in accordance with Swedish law. This makes marketing for Swedish alcohol companies more difficult, which means that an effective marketing plan adapted to each company is required. The marketing strategy is crucial for all alcohol companies and their position in the market. The purpose of this study was to investigate what market communication looks like for Swedish companies that produce beverages with more than 15 percent alcohol by volume. The theories on which the study was based are customer value-driven marketing strategy, marketing mix, brand awareness and content marketing. This study is based on a qualitative study in the form of three interviews with different alcohol companies, which offer drinks with more than 15 percent alcohol by volume. The authors chose to do a qualitative study to get in-depth data to compare theory with. The respondents gave profound descriptions of their work in marketing and showed that all collected theory had been applied within the companies to varying degrees. The abductive approach was the method used in conjunction with an exploratory type of research due to a large gap in the subject. The theoretical contribution has resulted in a greater understanding of how Swedish companies, which produce beverages with more than 15 percent alcohol by volume, have the opportunity to market themselves and their products.

This thesis presents an alternate career path for technical communicators in the area of content marketing and expands on the ethical and goal-related issues associated with a career change to a marketing-focused role. Many of the skills necessary for technical communication are transferable to marketing communication roles; however, a successful career change requires that technical communicators understand how the ethical values and goals of marketing professionals can differ from those of technical communicators. Through a detailed literature review and autoethnographic study, this thesis discusses the performance goals of marketing professionals to determine how these clash with those of technical communicators. This study also discusses the ethical values of technical communicators and marketing professionals, and how these values are shaped by their unique job functions. The overall goal is to determine how this affects the technical communicator working with content marketing. After combining the data available in the literature and the data gathered from the autoethnographic study, this study suggests that due to the differing job functions and training received by technical communicators and marketing professionals, ethically charged situations and ethically questionable practices are likely to be viewed under different perspectives by each professional. This can lead to vastly different perspectives on a particular situation and result in the two groups having vastly different ideas in regard to how ethical-decision making should proceed.

Att ha en tydlig marknadsföringsstrategi har blivit allt viktigare i takt med att företag börjatkonkurrera både regionalt och nationellt. Tillsammans med den växande digitala världen hardet blivit allt viktigare att skapa och behålla relationer till sina kunder för att i längden skapakundlojalitet. Denna studie har därför undersökt om och hur företag kan använda sig av enviss typ av marknadsföring på internet, Digital Content Marketing, samt om det kan användassom ett verktyg för att främja relationsmarknadsföring. För att undersöka frågan har enfallstudie gjorts över två företag inom livsmedelsbranschen med hjälp av semistruktureradeintervjuer. Datan från dessa intervjuer har sedan använts för att kartlägga företagensmarknadsföring och vilka aktiviteter som tillhör Digital Content Marketing ochrelationsmarknadsföring. Resultatet visar hur båda företagen har använt sig av framför alltsociala medier och mejl i ett försök att skapa personliga och kontinuerliga interaktioner medkunderna för att i längden skapa en relation. Två viktiga kännetecken för båda företagen varatt kunna urskilja sina kundgrupper och anpassa sin marknadsföring därefter, samt att alltidkunna leva upp till kundernas förväntningar och skapa en pålitlighet till företaget. Slutligenkommer studien fram till en del slutsatser, däribland att DCM är en marknadsföringsmetodsom kan användas som ett verktyg inom relationsmarknadsföring, att pålitlighet, värde ochunikhet var de viktigaste av Pažėraitė och Repovienė::s (2016) element och att de steg somföretag väljer att implementera från Kotler et al. (2017) skiljer sig beroende på företagetsstorlek.

Live nu! is an essay in media and communication studies covering 15hp. The authors have, by interviewing five Swedish companies, looked at how Periscope as a livestreaming medium is viewed and used for marketing purposes, as well as how it has changed the media climate of today. This by analysing the interwievs in a theoretical context based on theories conserning user generated content and the concept of Webb 2.0 as well as theories on marketing and the creation of value for costumers. Henry Jenkins theory about convergence culture was also applied. Discourse analysis is the method used in the qualitative work that make the foundation of this essay. The material was analysed and categorised using tools such as nodal points, chains of equivalence and articulations. Theories on marketing, user generated content and Webb 2.0 were then used to make a deeper analysis of the content. The results of the study shows Periscope viewed by Swedish companies as a tool to create content on costumers terms. A type of content built on trustworthiness, transparency and, if used in the right way, interactivity. Periscope is seen as a way to achieve a more personal dialog with the target group and to strengthen the brand whilst giving costumers value outside of consumable products.

Yes / As complex data becomes the norm, greater understanding of machine learning (ML) applications is needed for content marketers. Unstructured data, scattered across platforms in multiple forms, impedes performance and user experience. Automated classification offers a solution to this. We compare three state-of-the-art ML techniques for multilabel classification - Random Forest, K-Nearest Neighbor, and Neural Network - to automatically tag and classify online news articles. Neural Network performs the best, yielding an F1 Score of 70% and provides satisfactory cross-platform applicability on the same organisation's YouTube content. The developed model can automatically label 99.6% of the unlabelled website and 96.1% of the unlabelled YouTube content. Thus, we contribute to marketing literature via comparative evaluation of ML models for multilabel content classification, and cross-channel validation for a different type of content. Results suggest that organisations may optimise ML to auto-tag content across various platforms, opening avenues for aggregated analyses of content performance.

Yes / Although various critical elements, such as media publicity, word of mouth, legislation, and environmental factors, are not under the control of a company, they play a significant role in influencing its brand image. Uncertainty over how different social networking sites can support brands is one of the crucial reasons for the delayed acceptance of social media (SM) in business-to-business (B2B) transactions. SM possesses immense potential in relation to gathering customer data and assisting B2B marketers. Therefore, this study reviewed SM usage in the B2B context, based on 294 selected articles. The methodology included bibliometric analysis to identify the impact of SM usage in the B2B domain and content analysis to perform a thematic assessment. Our analysis found that many B2B firms cannot leverage SM’s potential to its fullest compared to business-to-customer (B2C) firms. However, SM can help B2B marketers build their brand presence and trust globally, ultimately helping them find potential customers and build relationships with global supply chain providers.

Our modern society is based on a culture of consumption, where individuals are in an on- going search for self-realization through consumption. But in a society with buzz a of commercials and information, a society where media users are getting more critical towards commercialized messages it’s harder for companies to be heard. To be heard, companies need to create messages that their customers choose to listen to. Content marketing is a marketing strategy that aims to do just that. The purpose with this study is to get a deeper understanding of content marketing as a phenomenon within a consumption society by studying IKEAs series Vad gafflar ni om?. The study has a starting point in Bauman’s theories about consumption life, Giddens theories about the reflexive self, Jenkins theories about convergence culture and Faircloughs critical discourse analysis. The critical discourse analysis was made through Faircloughs three-dimensional conception of discourse, which is a model consisting a linguistic analysis of the text, the discourse practise and the social practice. To get a deeper insight in the reception of the text, qualitative interviews with text consumers where also made. The result of the analysis showed that different types of identities and norms where presented by IKEA in the series, which all could be achieved through consumption. The text consumer is most likely influenced by the ideology consumerism, which can be why they agree with how IKEA present different identities. IKEA presents a narrow image of the typical swede, where that are presumed to be middle class and own their own house. A distinct promotion discourse could not be identified, although a consumption discourse was identified throughout the series. The text consumers felt that the content was mostly entertaining and educating, which could be the result of the non-exiting promotional discourse but also the use of an entertaining-genre. The text consumers were also positively disposed by the content that can be, in comparison to Grusells study, because they choose to see it by themselves.