Content

Month In Content Marketing: August

July saw a new magazine debut from Virgin Holidays, a revamp of an iconic catalogue, brands flocking to Snapchat and lots of fascinating opinion and debate on the CMA blog.

Here is a roundup of the top stories:

Virgin Holiday delivers digital travel magazine

In July Virgin Holidays unveiled Unleashed, an interactive digital magazine for iOS and Android smart devices.

Created in collaboration with content agency Future Plus, Unleashed delivers a diverse and surprising selection of recommendations and ideas to inspire readers to go on their next adventure. The launch issue includes a digital journey to the Zulu tribes of Kwazulu Natal and a stories on dining in Dubai and zip lining in Jamaica.

The quarterly magazine also features expert photography tips, personal recommendations from the Virgin Holidays’ team, a round up of the best travel apps and a deep dive into the Caribbean culture of Grenada.

London Magazine makes the news

In what is becoming a regular phenomenon, a branded content magazine has created a media storm by publishing an interview with a high profile celebrity.

In the August issue of The London Magazine, produced by Cedar for Central London Estate Agents, Harry Potter actor Daniel Radcliffe made comments about his relationship with American actress Erin Darke which were picked up by national newspapers and magazines, including the Evening Standard, The Telegraph and Glamour.

Radcliffe broke his own rule in the interview of not talking about romantic relationships, saying, ‘We’re very happy but we’re not engaged. And we’re not flying to Paris to choose a ring either.’

Radcliffe's revelations follow an interview with Benedict Cumbernatch for BA’s Highlife which saw copies of the magazine being sold for high prices on eBay after several papers name checked the story. More here.

Argos revamps its iconic catalogue

July saw the launch of the latest edition of the Argos catalogue with a new design that has been created for the brand by CMA member Axon.

The publishing company says that challenge was to use the printed page to drive online sales while not forgetting the population’s love of this printed institution.


Argos Catalogue 1973 - Courtesy of Axon

Axon worked closely with the company’s in-house team, to challenge everything from the use of augmented reality and optimum levels of copy to the level of page furniture.

Axon claims that the new catalogue, which has been printed 18 million times, is a book that works hard as an integral part of the multi-channel shopping experience in presenting a stylish edit of products and clearly communicating the company’s full (and previously misunderstood) online offering at the same time.

Axon is now helping Argos deliver significant change across other areas of its business. More here.

Maritime UK wins award 

A pamphlet designed by CMA members CPL for Maritime UK won ‘Publication of the Year’ at this year's Trade Association Forum (TAF) Best Practice Awards.

The ‘Open for Maritime Business’ pamphlet was designed to promote the UK as a place to do maritime business, and was launched in September 2013 as part of the first London International Shipping week. Jointly published with the British Government, the pamphlet is now being used by British Embassies around the world to promote the UK's ports and shipping facilities.

Maritime UK’s Jonathan Roberts, who project managed the pamphlet produced by CPL said: ‘This was a true collaboration between industry and government, and to receive recognition for our work is a great honour.  We know that the UK is an excellent place to do maritime business, and this work has been a great example of what we can achieve when industry and government are united.’ More here.

Snapchat attracting brands

Of all the recent social media platform launches the one that has been most misunderstood is Snapchat. Initially written off as a novelty largely because of the high percentage of inappropriate images, it has now matured and attracted a large, young, engaged audience.

In July the CMA blog looked at why so many brands like Intel, Taco Bell and others have begun to experiment with the service, citing its huge growth and the direct way it encourages its users to consume content as being key reasons for its appeal to brands. More here.

Google and quality content

Also in July on the CMA blog, Dan Davey of Progressive Customer Publishing and Content Cloud, took a look at how recent changes to Google’s search algorithm had prioritisedqualitycontent.

Davey highlighted the recent tweak, named Panda and explained how it aims to reward sites that have original, engaging content.

He added that ‘There is no shortcut a company can take in promoting itself in the organic search results.’ More here.

Also this month:

London Wine Fair unveiled its new branding, created for them by White Light Media, Seven’s Robin Bonn looked at whether brands really could create cost-effective, always-on content and the CMA’s Dominic Mills looked at what lessons content creators could learn from the victors of the Cannes Lions advertising festival.

Posted in CMA blog
18thAug 2014


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