This project-based thesis focuses on creating a content marketing strategy for the commissioning company, Bonusway Oy, in the Dutch market. The company is active in the affiliate marketing and e-commerce industries. The goal of the thesis is to provide Bonusway with suggestions to improve their content marketing strategy. The objective of the content marketing strategy is to acquire new users and consequently, increase sales. The thesis consists of a theoretical part and an empirical part to analyze the company’s current situation. The theoretical part discusses the topics of inbound marketing and content marketing and its relevant elements, such as Search Engine Optimization, user-generated content, social media marketing. The theoretical part includes research on tools like SOSTAC marketing planning model and Artificial Intelligence for text generation. The empirical part focuses on analyzing the commissioning company’s current content marketing strategy and its competitors, which the author of the thesis presents through a SWOT analysis. The analysis is followed by suggestions from the author on how Bonusway can improve their content marketing strategy. The research methods for the thesis consisted mostly of qualitative research methods. The author used desktop study and research through literature review for creating the theoretical framework. An interview with the Dutch country manager was conducted to gain information on the company’s current situation. The author combined this information with the theoretical framework to analyze the current situation and the competitors and define improvements for the content marketing strategy. The author’s research and analysis showed the importance of quality content, SEO, UGC and social media marketing in developing a content marketing strategy. It also showed that AI can be a helpful tool for content generation. It is beneficial for the commissioning company to implement the author’s recommendations if they want to improve their content marketing strategy to drive ...