Content

Taking our message to the people

Over the past month we have seen national media taking keen interest in the discipline of content marketing. ‘Take your message to the people’ was the headline given to the full page of coverage The Guardian newspaper (700,000 readership) gave to content marketing following their roundtable debate which was hosted by ADOBE and featured Mediacom, HSBC, Virgin Atlantic, moneysupermarket.com and content specialist agencies Seven and Axonn and PR agency Bite.

Just a few weeks later and the CMA provided editorial and research for this weekend’s Sunday Telegraph (1.4m readership) which will  focus on ‘The future of content’ in the Business Technology supplement and this editorial will then also be featured in CityAM (400,000 readership). Aside from the hard numbers, it’s the quality of the audience which is key and we are over the moon that we are no longer reliant on trade press media to reach hundreds of thousands of c-suite executives.

Last month we focussed on pushing the message that content is channel neutral with multiple touch points and I was hassling all of our members to provide case studies to help communicate this to wider industry. The CMA’s website now has a new case study section and thanks to everyone who has supplied content, imagery, video and most importantly measurement! I draw particular attention to case studies such as Audi, which won the grand prix award at last year’s awards, Google, Autotrader, John Lewis, British Airways, IKEA, Jobsite and B2B award winner Economia. We love content and case studies so please keep sending through!

The CMA’s membership continues to grow and we are excited to welcome iProspect who have joined up under the media planning alliance umbrella. As one of the leading global digital performance agencies, we are thrilled to welcome them to the CMA. We look forward to working with them to drive understanding and dialogue between CMA member agencies that are world-class at creating content marketing, and media planning agencies such as iProspect, who can offer real specialism in sector, technology and data.

The final stage of the TNS state-of-the-nation content marketing research study has been presented and we are now more informed than ever before about how fast this industry is growing, what the challenges facing content marketing are andalso key future trends for content marketing such as auditory content. This report is exclusive to CMA members so if you are keen to hear what brands such as JP Morgan, The Prince’s Trust, Waitrose, Three and others are thinking then please join the CMA!

“We have just invested in an internal Content Marketing team at Three and the first thing they told us was that a CM strategy, going beyond SEO or PR, was required!"
Richard Bettinson, Three

I'm very much looking forward to presenting at the inaugural White Light Media Summit in Edinburgh today. This will be an afternoon of thought-provoking presentations on key topics such as The Future of Digital Publishing, The Power of Storytelling, The psychology of media for business, outstanding examples of content marketing and the modern magazine. They have a guest lecture from Craig Mathieson, the first Scot to ski to both the South Pole and the North Pole and Blair Bowman, the young genius behind World Whisky Day will also be telling his story. Fortunately for anyone who will be hanging around for drinks afterwards I don’t drink whisky (and yes that is how you spell it in Scotland)… but I am looking forward to downing one of White Light’s home brewed Hot Rum Cow beers! 

Posted in CMA blog
28thMay 2014


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