Digital marketing offers many solutions to access and interact with the target market. Also, digital marketing gives the ability to monitor and measure the effectiveness of activities that the company implements in the business market and offers control of the budget. With the development of technology, the number of platforms and ways of interacting with the target group is increasing, so if a company wants to survive in the market, it must listen and monitor changes in the market and invest in new technology. Quality content that is not necessarily related to sales, but offers added value to the client stands out as one of the factors of successful business operations and achieving a good relationship with customers. The same content is often not appropriate for all communication channels, that is why the content and communication need to be adapted depending on the platform used by the company. The thesis analyzes content management in the context of digital marketing in the B2B market. The goal is to learn how to successfully manage content given the opportunities offered by digital marketing, and in collaboration with traditional forms of marketing. For this purpose, a survey was conducted on a deliberate sample of 7 marketing experts in the information technology industry using the in-depth interview method. The thematic analysis of the obtained research results formed nine topics. Research has shown that companies use content marketing to gather potential clients, but also to retain current clients with non-direct sales. Companies create SEO optimized content taking into account which target group they address, which is also the main criteria when choosing a content distribution channel. Companies measure the effectiveness of the activities carried out with available tools based on which, if necessary, they change the access and channels of content distribution. The main obstacles to content marketing are the congestion of the market, the problem of standing out in the mass of companies that carry out content marketing activities, and the internal lack of understanding of the benefits of content marketing. However, good and timely communication within the company has proven to be excellent guidelines for the successful implementation of content marketing.