Content Marketing: Recommendations for Successful Implementation

To date, research into the content marketing implementation process has been patchy at best. Most academic works and best-practice studies focus on relevance and implementation. This is surprising given that the introduction of content marketing, as a complex change management process, presents a significant obstacle for organisations. This Master's thesis therefore examines the process of implementing content marketing and provides specific recommendations for action. The result of this thesis is a 15-point checklist for C-level executives, which serves as a basis for decision-making. All recommendations are based on a synthesis of the existing literature and expert opinions. As part of this thesis, written interviews were conducted with ten content marketing experts from German-speaking countries.