B2B content marketing – How to design and co-create a podcast series

The thesis studies content marketing and more specifically audio content marketing in the form of podcasts. The main focus is in the content design phase of content creation, even though elements of content distribution and production are covered to provide a more complex view of the marketing ecosystem. The aim was to create design practices and tools and apply them into real-life cases, which ended up being three cases with a variety of angles to the design process introduced through them. All the cases are featured and analyzed within the thesis and accompanied by theory. The theory applied in this thesis covers aspects of design, communication, facilitating workshops, and marketing. Behavioral sciences, as well as journalistic values, are on the outer rim of the main focus, to remind the reader that people have habits and values and both matters affect the perception that one gets from marketing actions. From this thesis, an understanding of communications consulting, content marketing, and designing content can be perceived and also a basic understanding of the production of audio content. The work proceeds from the key terms and pillars of service design into the cases and strategic aspects and distribution