Month in content marketing: July

A new launch from Tesco, an ongoing campaign from BA and lots of debate about the future of printed magazines, apps and content marketing.

Here is a round up of the top stories

Tesco debuts Beauty at Tesco tablet magazine - Tesco has unveiled a new tablet magazine, Beauty at Tesco, which was created for the company by Cedar. The magazine which is available via iTunes and Google Play provides readers with enhanced features including ‘click to buy’ options. Readers will also be able to access step-by-step beauty video tutorials with industry experts including hair stylist Leo Bancroft, make-up artists Claire Ray and Liz Beckett and nail artist Sophie Harris Greenslade.

‘Beauty at Tesco is a fantastic way to showcase the variety of beauty brands that we have online and in store,’ says Heather Slade, beauty online marketing manager at Tesco.

The new tablet magazine will be published seasonally.

More here.

BA continues its #BestSummerEver campaign - BA has unveiled the latest extension in its #BestSummerEver campaign using four of the best vloggers in the UK to showcase a selection of amazing summer experiences. The content, which was edited by the agency Cedar, included vloggers relaxing on a beach in Ibiza and getting a taste of cultural Amsterdam.

BA is also offering one lucky Instagrammer the opportunity to win a dream summer holiday. By tagging @British_Airways and using the hash tag #BestSummerEver, entrants stand a chance to start their summer with a splash and win a pair of return flights to one of BA’s favourite sunshine destinations.

More here.

IPC joins the CMA - IPC Media has become the latest high profile company to join the list of CMA members. IPC, which is the UK’s leading consumer magazine publisher with a portfolio of more than 60 brands, recently launched IPC Content, which opened up the company’s publishing and editorial expertise to produce engaging and high quality content for clients to use exclusively on their own channels. The company has already worked with John Lewis, B&Q, eBay, L’Oréal Professionnel and River Island.

Matt Downs, Creative Media director, IPC, says: ‘Through IPC Content, we’re making our trusted brands and extensive creative talent available to clients who want their own channels to have this same high-calibre, trusted and engaging content. We’re delighted to be joining the CMA, and, as the first major consumer publisher on board, it shows our commitment to this increasingly important part of the marketing mix.’

More here

Content marketing not changing - There’s an interesting perspective on the future of content marketing here from Dan Davey, MD at Progressive Customer Publishing and Content Cloud. He argues that although the future of content marketing may be digital but the fundamentals are unchanged.

Davey adds; ‘It does not feel that long ago since we were working solely on print magazines in the cosy world of customer publishing. Suddenly, it is all about content marketing agencies shaping effective multi-platform content.’

He then concludes that creating good editorial boils down to five rules which include; finding the best talent, doing the job well, being clear in your commission and being controversial where appropriate.

More here

Zenith to focus on owned media - In his monthly headline column for the CMA - which has been reprinted in several other places - Dominic

Mills takes a look at  an idea from ZenithOptimedia which he thinks could shape the future of the company.

He reports that at Cannes, Sean Healy, ZenithOptimedia's global planning director outlined its new approach that puts owned media at the centre of its strategic approach.

Mills argues, ‘nobody would dispute that, in order to escape the race to the bottom that is endemic to all media agencies, they have to reinvent and redefine themselves. Hence Zenith's 'owned first' proposition.’

‘If I was to reduce it to a three-second pitch, it's this: in this conversational, real-time digital age, the best opportunities for meaningful consumer engagement, whether it's entertainment or utility, reside in owned media.’

He then clarifies what he means by suggesting that owned media can be anything from Red Bull's Air Race to Unilever's All Things Hair YouTube channel or a brand website. But a brand needs a strategic partner to make the most of owned media, and it is this space Zenith is making a play for.

More here 

CIM says content marketing highly effective - A new study by the Chartered Institute of Marketing (CIM) has highlighted how better data tools and distribution partnerships are quashing marketers’ doubts about the effectiveness of content.

While the majority (74 per cent) of the CIM’s 660 members surveyed say content marketing represents a fundamental shift in how companies and customers interact, 39 per cent reckon it is just marketing with a new label. Though most agree that it requires a change in thinking, 65 per cent don’t believe that marketers have fully adapted to it yet – and 52 per cent think most brands that claim to be doing content marketing are just rehashing old broadcast ideas for digital media.

More here.

PCP unveils Connect Cloud - Content marketing agency Progressive Customer Publishing has launched a new initiative Connect Cloud which seeks to connect publishers and brands with a network of specialist content creators.

The online service houses creative talent across 20 core vertical sectors and 115 sub sectors and is free to use for all content creators The company says that its state-of-the-art SaaS (software-as-a-service) platform will appeal to companies looking for informative and engaging material as part of a digital or print content-marketing strategy. It will allow them to create, collate, manage and analyse their campaigns.

Dan Davey, founder and managing director of Progressive Customer Publishing and Content Cloud, said: ‘Content Cloud marks the democratisation of content marketing. For the first time it opens the door to businesses and agencies of all type, shape and size and allows them to harness the power of optimised, analysed content marketing.’

More here

The magazine app - the difficult questions - The debate about magazine apps is once again in the spotlight with Paul Keers of White Light Media pointing out that rather than tablets being the salvation of magazine publishers, apps have not delivered the hoped-for success.

He argues that ‘the closed world of apps removes their content from search, and renders it effectively invisible to web users, and unshareable on social media. That’s bad enough for newsstand titles; for brands, the potential to reach new customers with their content, whether through a website or a passed-on print product, will often outweigh the value of the single-customer engagement of an app.’

He concludes by arguing; ‘so perhaps the two, ‘magazine’ and ‘app’, should never have been juxtaposed. Perhaps we simply swerved 180 degrees towards this new platform instinctively, like a herd of startled wildebeest. Perhaps now we should be thinking about the clear advantages of each – and reconsider putting the two concepts together just because we can.’

More here

Arthritis Care goes digital - Arthritis Care has unveiled a new website, e-newsletter and digital version of its magazine Inspire created by its partner content CPL. The new site,, provides a home for back issues of the title, showcases selected features, delivers regularly updated news for the magazine's target readership and offers an additional channel via which readers can benefit from advertising and promotional opportunities.

More here

Print not dead - In June Sean King of Seven looked at the supposed demise of print, a debate that has been fuelled by the demise of the  infamous lads’ mag, Nuts. King pointed out that while the perception is that print is struggling the reality is a lot more complex.

He argues ‘It's not that print is dead; it's just the traditional newsstand model that’s in decline. If you’re a publisher looking to make a profit from that combination of cover price and ad sales, then print is definitely a tough gig. But if you’re a brand rather than a publisher, print is a different story.’

‘Looking at it as a marketing investment rather than a profit centre

changes the dynamic. Like any other part of the brand comms mix – paid, owned or earned – if print creates a positive impact against specific KPIs, then it earns its place on the content plan.’

More here

Posted in CMA blog
11thJul 2014

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