BNP Paribas, Pets At Home and The Open University roll out content marketing initiatives

June saw a big win for Cedar, an innovative approach (and an award too) for August and lots of new content from John Brown. White Light Media released the 3rd issue of the excellent Hot Rum Cow magazine, and the CMA kept tabs on how content marketing agencies might use Instagram video and Pinterest.

Wins and launches
Cedar celebrated a big win in June by becoming part of the BNP Paribas Securities Services thought leadership programme. This means that the company will be working in partnership with the bank to create and develop its print and digital content. Specifically the company has advanced plans for a thought-leadership ‘content hub' that will be rolled out over the coming months. More here.

In an innovative move August has created the new edition of the Open University's Open Minds, the alumni magazine for The Open University, as both a printed version and an interactive iBook download. Not many content marketing companies have published on Apple's iBook platform (its version of epublishing software), yet courtesy of a recent revamp it now incorporates a whole raft of interactive facilities.

The latest issue of Open Minds highlights research being undertaken by The Open University, and includes features on the modernisation of classical music and groundbreaking research into social work. More here.

John Brown and printing company Sappi have teamed up to ask the question - What is the future for print? The topic is covered in depth in the latest issue of Sappi's What's Next publication, which sports the tagline ‘What's Next: A conversation about the future in print' The magazine focuses on print's key attributes and explores how magazines like Wired, GQ and Marie Claire are successfully adapting to the changing demands of their readers all over the world. More here.

Also this month John Brown unveiled the second issue of My VIP's publication Pets At Home. The magazine boasts 84 pages of pet-themed content including news, advice and profiles of celebrities and their pets. The magazine is free to Pets At Home VIP club members (of which there are 975,000!) and £1 to everyone else. More here.

In June the CMA looked at five indie magazines which are inspiring content marketing companies. One publication that we especially like, Hot Rum Cow, was back for its third edition in June in both print and tablet formats. Published by Edinburgh based CMA member White Light Media, the latest issue has a look at global whisky producers - it isn't just Scotland - as well as featuring poetry from Liz Lochhead and an interview with Hollywood actor Brian Cox. More here.

CMA member Awards
There are a couple of notable award wins for CMA members this month. August Media is celebrating after its Completely London blog won the award for Best Estate Agent Blog in the Prime Location awards. Meanwhile Axxon Media featured in the Econsultancy list of UK's leading digital agencies. Managing director Alan Boyce said, ‘When choosing a content marketing partner, organisations will naturally look to credible reports from authoritative sources like Econsultancy to see who can be relied on.'

Finally Progressive Customer Publishing's  Art Director Ewan Buck won Designer of the Year (Business Media) at the PPA Awards for his work on the magazine economia. Buck was praised by the judges for creating a "beautiful, fun and playful product" in economia, which is published on behalf of the Institute of Chartered Accountants in England and Wales (ICAEW). More here, here and here.

Content marketing insight
Have you created video content for your brand or company? One of the best ‘how to features' in June can be found on Wallblog where American based marketer Luke Clum explains how brands can harness video to maximise their social media presence. He lists a series of points to bear in mind before creating video content for brands - namely telling a story, creating value and knowing the audience. He then cites several examples of brands who have created effective video content.  More here.

One of the hot topics in June was the success of content driven ads, which has largely been inspired by interesting experiments on BuzzFeed. The Huffington Post has a feature which focuses on one key sector - mobile. It uses a series of examples to show how brands are using video or content driven advertising on sites like BuzzFeed to get their message to consumers.  More here.

Tech and platform news
The month's big tech story was the announcement of Instagram's video option - a rival to the app Vine which was launched a few months back by Twitter. Given that Instagram is owned by Facebook many critics are already very excited by the potential of the format as a platform to deliver ads on the social network. It is well worth reading Lara O'Reilly's predictions as to its potential. More here.

Hashtags, which help people to search for topics quickly and easily, have been a core feature of Twitter for years. So it isn't a huge surprise that they have now arrived on Facebook too. The social network rolled them out a while ago, but suspended their use. They are back for good now and there is clear potential for brands to use them tactically in the future. More here.

Mulling over whether to create a tablet version of your magazine? Then it is worth taking a peek at GlobalWebIndex's report which suggests tablet usage in Q1 2013 was up 282% year-on-year. It adds that the top five activities undertaken by tablet owners were checking the weather (67%), watching video clips (65%), using webmail (64%), checking information on music, leisure or entertainment (63%) and using social networks (60%). More here.

Have you used Pinterest for content marketing? It is clear that some media companies have found the social network hugely successful at driving traffic. But should you be using the service for your brand or company? In June the CMA posed a few questions that you need to answer before you take the plunge. More here.

Finally the CMA blog has the lowdown on five emerging online platforms which are worth keeping an eye on including Branch, an innovative blogging network from the team that worked on creating Twitter, and Pheed a social network that you pay to join. More here.

Posted in
22ndJul 2013

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