Content Marketing's Role in Company Branding and Business in Zimbabwe - A Case of Truworths

The main purpose of this study was to get a deeper knowledge of the role of content marketing in building company branding and business. Further, the aim was to find out how content marketing performance can be measured and how content marketing actions can affect sales. Because the thesis is conducted in co-operation with Truworths, one of the objectives was to create content marketing strategy and give clear quide-lines to the case company based to the earlier theory and the inquiry. The theoretical part provides the necessary academic research information from the empirical discussion that follows. In the empirical part of the thesis, the case company and its content marketing actions and used platforms at the moment are presented. Suggestions for the content marketing guidelines and actions are presented. The research methods are both quantitative and qualitative. The data for this study were gathered partly through a questionnaire and partly through interviews and observation. The results of the study revealed the importance of content marketing. With content marketing, companies can increase their brand awareness, engagement and loyalty by sharing valuable and interesting content. Based on the findings, clear guidelines were given to the case company on how to utilize different techniques and content in the most effective way in order to build brand awareness, brand engagement and loyalty, to acquire new customers and increase sales.