Month in Content Marketing: June

Gap uses content marketing to go back to the 60s, BA unveils innovative campaign, content marketing agencies grab PPA Awards nominations and a look at how wearables and the Internet of Things will influence the future of content

Here is a roundup of the top stories

Gap use content marketing to go back to 1960s
One of the most high profile fashion brands unveiled an exciting new social media-based content marketing proposition in May. Gap has worked with August Media to develop #1969denim a global denim-brand awareness and education platform.

The Facebook-centred campaign is designed to illustrate the brand story of GAP’s iconic denim range through street-style photography using real people.

The Facebook app is accompanied by a strategic, traffic-driving media plan to stimulate user generated content.

Each season the campaign will be translated into 16 languages for customers in 37 countries. #1969denim is accessible through GAP’s Facebook page. More here.

BA’s #BestSummerEver
British Airways unveiled a new content marketing driven initiative in May. It is inviting travellers to share their best summer shots on Instagram, giving them the chance to win return flights to complete their holiday.

The competition, which has been created in conjunction with content marketing agency Cedar, also features video footage from four vloggers who explore short haul destinations from Ibiza to Amsterdam.

The results of the competition and the vlogging is being published across social, print and digital platforms. Entrants simply need to post  @British_Airways and using the hash tag #BestSummerEver, entrants stand a chance to make it a truly amazing summer. More here.

Interview magazine launches
The first edition of Interview, a new magazine for the global railway consultants Interfleet, has been launched.

The magazine which was created by Cambridge based content marketing specialist CPL will be issued twice a year and has been created to give a sense of what it means to work with and for Interfleet. It is aimed at external audiences as well as Interfleet’s 750 employees working in offices across the world.

The first issue includes a profile on the Interfleet Transport Advisory Team, a regional feature on the industry-specific challenges faced by the group’s North American team and an interview with Interfleet’s managing director, Richard George, who reflects on his first year in the role. More here.

Inpharmacy wins award
May was a great month for the team behind Inpharmacy magazine which scooped the award for Best Magazine, Professional Association or Royal College, at this year’s MemCom awards.

Published by Redactive Inpharmacy is the official magazine of the National Pharmacy Association (NPA) and is delivered to 8,000 pharmacies six times a year. The MemCom awards, which were held in London on 30 April, recognise excellence in the communications of membership organisations. More here.

Magazine launch leads to content marketing wins
The London Wine Fair, Primark and Associated British Foods (ABF) have all recently embarked on content marketing campaigns which have been created for them by Edinburgh-based agency White Light Media.

The agency has become widely known for its independent publication, Hot Rum Cow, which it bills as a drinks magazine for enthusiastic amateurs. The company believes that this flagship title has helped them win contracts with the high profile brands.

White Light Media has also recently successfully completed a redesign of Standard Life Group’s flagship internal communications magazine, Standard, following a successful re-pitch late last year. The magazine has been transformed and is now fully compatible with all media devices, making it more accessible for staff. More here.

Content marketing companies scoop nominations at PPA awards
CMA member agencies have performed very well at the PPA Wards with August Media, Cedar, John Brown Media, Progressive Customer Publishing, Publicis Blueprint, Seven and Think all nominated for at least one award.

In the 'Customer Magazine of the Year', in which CMA members took up 7 of the 11 shortlisted titles

You can read about nominations in other categories here.

Pets at Home mag now in two million homes
One of the most high profile content marketing magazines reached a significant landmark in May. Pets at Home celebrated adding its two millionth member to its VIP (Very Important Pets) club, the customer loyalty scheme it launched just 16 months ago. And one of the key benefits of the club is its magazine, My VIP, which is produced by John Brown.  It is now the 14th highest-circulating magazine title in the UK. More here.

The CMA leads the debate
May was a very busy month for the CMA team. MD Clare Hill was part of the roundtable debate on content marketing which was covered by The Guardian newspaper. The event was hosted by ADOBE and featured Mediacom, HSBC, Virgin Atlantic, and content specialist agencies Seven and Axonn and PR agency Bite.

The CMA also provided editorial and research for the Sunday Telegraph in a feature that looked at ‘The future of content’ in the Business Technology supplement. More here.

Opinion pieces
One of the most interesting articles on content marketing to be published in May came from Dominic Mills. In a piece for Wallblog Mills looked at how content fits into the internet of things.

There have also been some lively debates at the CMA website this month. Among the topics covered are - is the home page dead? How you should update your mobile strategy this year and the growth of, and the opportunities afforded by personalised content.

Posted in CMA blog
18thJun 2014

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