Content marketing is a relatively new term used in marketing which represents a concept that is the answer to the challenges in today’s technology-oriented market. This term is actually an umbrella term for marketing activities that focus on creating informative or entertaining content compliant to the customers’ wants and needs, no matter in which phase of the purchase cycle they are, a strategy based on ‘pull’ marketing principles. Content marketing activities are one of the most effective marketing activities of today, which is why they are becoming more and more popular within marketing departments and agencies. The biggest reason for this is the fact that traditional marketing activities are proving more and more to be ineffective in the age of the technology boom and lower-by-the-day attention spans to marketing stimuli. In order for content marketing activities to be successful, it is necessary to develop a strategy crafted while keeping in mind the bigger picture and reaching for long-term success. Every single piece of content has to have purpose, and whether the purpose is to educate, inform or entertain, the most important thing is that content publishing is a continuous activity for the brand. The core model, which is explored in detail later in this thesis, can be used for direction on how to create the best content marketing strategy. Furthermore, this thesis will discuss the similarities and differences in creating a content marketing strategy and the content marketing techniques and tools used in B2B and B2C business strategies. To sum up, this thesis is based on exploring the role of content marketing activities in building and creating a brand, which can be done by distributing quality content that complies with a properly developed strategy. This will enable the brand to establish itself as an authority in its area of expertise, improve legitimacy and promote consumers’ trust in the brand. This, along with other brand management activities will help in creating a personalized brand identity and accelerate brand loyalty generation in consumers.