Under the title "Content marketing - Kommunikationspraxis mit inhärentem Interessenkonflikt?" (Content marketing - communication practise with inherent conflict of interest?), Sabine Einwiller, Neda Ninova-Solovykh, Wolfgang Weitzl and Jens Seiffert-Brockmann presented the results of two focus group discussions on content marketing with practitioners from agencies, companies and the media.