Background: Content marketing has become a more commonly used strategy when marketers want to convey a message to consumers. Problem discussion: The scientific definition of content marketing is vague and it varies in between users. This makes it difficult for the practitioners who use content marketing as a strategy, that what it is that they are actually creating is content marketing. Questions: How does marketers/practitioners perceive content marketing? How do marketers/practitioners use content marketing? Aim: The aim is to analyse and determine the marketers/practitioners perceived notion of content marketing is and how he or she uses it. Method: The study has a qualitative research point of view.When collecting the data for the study, semi-structured interviews where chosen as the method most fitting for the purpose of the study. The collected data was then analysed within the frames of the research questions. Conclusion: With the result of the study one can conclude that there is no universal view of content marketing within the group of practitioners that were interviewed. There are though many similarities of how they perceive content marketing. The practitioners all agreed that content marketing should be distributed through owned digital channels. The content itself should be in an editorial context, and should both create value and be captivating to reader. It should not be in immediate association to the product or the service that the company provide. Content marketing should not be perceived by the reader or user as advertising activities, once it is it has lost its value and should not be called content marketing. A need for a concrete definition does not seem to exist among marketing managers. Marketing managers considers content marketing to be free insofar that it is up to each marketer to determine how content marketing should be practised.

Denna rapport redovisar den process som utvecklingen av OTWs nya webbplats har inneburit. Jag har arbetet med att skapa en ny design av deras nuvarande webbplats där syftet har varit att skapa en webbplats där man presenterar sig själva på ett bra sätt och ställer mindre krav på redaktionellt innehåll samtidigt som man följer konventioner för branschen och målgruppen. I utvecklingen av webbplatsen anpassar jag mig efter rådande designprinciper och riktlinjer för användbarhet så att webbplatsen ska bli så lätt att använda som möjligt. Utvecklingen av prototypen har skett i mjukvaruprogrammet Axure RP. Resultatet av projektet är två interaktiva digitala prototyper i form av en mobil version samt en desktopversion. Projektet har även resulterat i wireframes och designskisser. / This report describes the process that the development of OTWs new website has entailed. I have been working with creating a redesign of their existing website. The goal has been to create a website which present themselves in a good way and requires less editorial content, while complying with the conventions of the industry and the audience. When developing the site I adapt the design to the prevailing design principles and guidelines for usability so that the site will be as easy to use as possible. The development of the prototype has been taking place in the software program Axure RP. The result of the project is two fully interactive digital prototypes, one for mobile use and one for regular desktop use. It has also resulted in wireframes and design sketches.