Month in Content Marketing: January

Vue Magazine launches an interactive tablet version, the CIMA unveils an app and is Pinterest now rivalling Twitter in popularity?

Vue debuts an interactive tablet edition of its magazine  - Vue Magazine, which has over the past year become the UK’s number one dedicated film title by circulation, launched a free app-based tablet version in December. The app is optimised to make the most of the digital format and includes interactive interviews, features and embedded video, audio and games. It works on both iOS and Android, has been created by content marketing agency Publicis Blueprint and is available on a monthly basis, with weekly updates.

Michael Kalli, Head of Corporate Sales & Advertising at Vue commented: ‘With 95% of readers rating the print edition good or very good, we know there’s a real appetite for the editorial and the app format gives us the opportunity to bring even deeper and more regular content to readers. Online is a key channel for Vue and we’re keen to make the process from discovering an exciting new film to booking tickets to see it easier.’ More here.

Seven and Burda Creative go pan-European - Two of Europe’s leading content marketing agencies unveiled a strategic alliance in December which is part of an ongoing initiative to build a global network of content marketing specialists.   

The new partnership, which has been agreed between Seven in the UK and Burda Creative in Germany, will see the two agencies working together to benefit shared clients, as well as pooling highly complementary knowledge and expertise when pitching together for pan-European and global clients.

With both agencies strong in retail and fashion, Seven also has extensive expertise in food, financial services and B2B, while Burda Creative (part of the €2bn Burda publishing empire) excels in automotive, pharma and technology.  The two agencies have combined billings of €50m. More here.

The CIMA adds an app version of its student focussed, Financial Management magazine - The growth of multi platform magazines continued unabated in December with the Chartered Institute of Management Accountants’ (CIMA) monthly member and student magazine, Financial Management, becoming available to download as a free app. Like many other app based magazines the content created for the printed version has been supplemented by additional interactive features.

The Financial Management (FM) app, which has been created by content marketing agency Seven, features exclusive app-only news, features, interviews, video content and study material. This will deliver everything students and members need to continue their CIMA studies and further their development. It is available from the Apple App Store, Google play and Amazon.

It is targeted at the world’s largest professional body of management accountants which boasts more than 203,000 members and students in 173 countries. More here.

Think agency scoops top awards - December was an excellent month for leading UK content marketing agency Think. It celebrated winning the Independent Publishing Company of the Year at the PPA Independent Publisher Awards 2013. This is the third time Think has won this prestigious accolade, having won it in 2011 and 2009.

The Judges said: ‘Think consistently exceeds expectations. This company continually produces work to a high quality, understands its clients’ needs and always over-delivers. A wonderful standard to set across print and digital, and a worthy winner.’ The company also scooped Best Customer magazine for Escape, published on behalf of First Great Western. More here.

EE campaign and app recognised - Another content marketing agency that celebrated awards wins in December was Publicis Blueprint whose work for EE was recognised at the Effective Mobile Marketing Awards. The agency won  ‘Best Campaign for a Mobile Operator' as well as gaining a highly commended in the ‘Best Tablet App' category for the content marketing agency's work for EE on the Orange Exchange magazine app.

Commenting on the winning entry, the Effective Mobile Marketing Awards judges said: ‘Publicis Blueprint produces this beautiful bi-monthly magazine for iPads and larger Android tablets.’

The app, which is aimed at the operator's small business customers, is designed to keep them informed about EE and Orange products and services in a rich, interactive and engaging manner. More here.

Sales via mobile devices booming - There is more evidence that Britons are not just consuming more of their content on mobile they are also using their small screen devices to make more purchases too. Figures from eMarketer, which were issued in December, highlighted how UK retail sales of goods and services via mobile devices are expected to more than double this year to £8.17 billion ($TK), accounting for 18% of total UK retail ecommerce sales

Interestingly eMarketer also suggests that tablet commerce will triple this year to reach £4.74 billion ($7.52 billion) and take 10.4% of total UK retail ecommerce sales.

eMarketer also predicts that the tablet will become central to British life in the coming years with 20 million people - more than one in three consumers in the UK - using one. This year, tablets will account for a larger-than-expected share of total UK mcommerce sales, according to the newly revised forecast. eMarketer expects that tablet’s share will reach 58.0% in 2013, up from our previous prediction of 54.0%. More here

Marketers need more content - Further evidence that more and more brands are developing and executing content marketing strategies was offered in December by Trapit. It published the results of a survey which concluded marketers are now spending roughly 28% of their time on content marketing. The survey also indicated that they think it important enough to be spending nearly half of their time on content marketing efforts, which underlines once again the important  role agencies can play in helping companies attain their content marketing goals. More here.

Facebook promotes ‘quality content’ - December also saw renewed discussions about the effectiveness of Facebook for brands. While some articles pointed to the rise of Facebook’s rivals Mashable highlighted a tweak that the company has undertaken which promotes ‘high quality content.’

The updated algorithm means that users can expect more news and story links to appear in News Feeds, especially on mobile, the company said on its blog in December.

Facebook promised to do a better job of ‘distinguishing between a high quality article on a website versus a meme photo hosted somewhere other than Facebook when people click on those stories on mobile.

‘This means that high quality articles you or others read may show up a bit more prominently in your News Feed, and meme photos may show up a bit less prominently.’

The move has been heralded by some marketers as a positive one for brands who use Facebook to distribute their content marketing posts. More here.

Pinterest more popular than Twitter in the US - The social network Pinterest's popularity is continuing to soar with December's figures highlighting massive growth especially among women. A survey by Pew Research found that the social bookmarking service is now used by more than one-fifth (21%) of American adults, up from 15% a year earlier. This puts Pinterest slightly ahead of Twitter and Instagram, though all three are well behind Facebook. The UK figure for PInterest usage is reputed to be over four million. More here.

Posted in CMA news
13thJan 2014

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