Content Marketing for Small/Medium Online Re-tailers: Case Lamnia

The aim of the study was to acquire a deeper knowledge of content marketing, its relevance to small and medium online retailing businesses, and to examine the implementation of content marketing strategy by the case company. The research is done in parallel with the case company’s marketing development activities, thus it also determines the effectiveness of different content marketing tactics that were used. The data for the theoretical part of this thesis was collected from secondary data resources, including literature, articles and the Internet, as the topic is relatively new. The primary data was gathered from the case company’s analytic tools for the empirical part of the research. The results of the study demonstrate the importance of content marketing for an online reseller, as a strategy to influence online consumer behavior, in-crease brand visibility and its market share in the digital era. By observing cur-rent online shopping trends and the opportunities that content marketing might create for online retailers, the author draws suggestions for the companies on how to start exercising content marketing strategy. Using the research on the case company’s content marketing activities, the effective content marketing tactics for the web stores are revealed. Finally clear guidelines for the case company are given on how to improve the email marketing and social media marketing in order to generate more leads and sales