Content

Content marketing is a strategy, not a channel

Posted by: Clare Hill, MD, CMA

Over the past month, the CMA’s message to the wider marketing industry has been that content is a strategy and not a channel. Marketers are so used to working in a channel-focused world, with clean lines of distinction and clean measurement, that marketing by channel offers an easy way for a marketer to explain the overall marketing mix.  Read more »

Posted in CMA blog
9thApr 2014

CMA Research: For those using content marketing 20p in every marketing £1 goes on content

State of the Nation research by TNS and CMA

TNS research from the CMA amongst leading marketers shows the growing importance of content. Those who use it spend more on content than any other media; and 51% plan to spend more this year. Read more »

9thApr 2014

Will Guardian Labs change content marketing?

Posted by: Paul Keers, White Light Media

The Guardian has just announced the launch of Guardian Labs, “the Guardian's own branded content agency, that specialises in telling brand stories.” Read more »

Posted in CMA blog
9thApr 2014

Month in Content Marketing: March: April

March was a marquee month for the industry, with award nominations for Vue (Publicis Blueprint) and Sainsbury’s (Seven), Unilever’s million-pound content marketing spend and a new launch from British Airways. The CMA created news too, unveiling a new Chairman and MD Clare Hill leading a key debate on the future of content marketing. Read more »

Posted in CMA news
9thApr 2014

More brands becoming paid-for publishers

We all know about Porter magazine, Net-a-Porter’s move into paid-for print publishing, but now it’s been followed by another retailer doing the same thing. And it’s one you wouldn’t expect: Sports Direct, whose new title, Forever Sports, hit the streets last month. CMA consultant editor Dominic Mills looks at what’s going on. Read more »

Posted in CMA blog
9thApr 2014

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