Week in content marketing: 17th June

Why the B2B sector is ideal for content marketing, are brands intimidated by the thought of creating content and Google's attitude to branded posts. Plus Facebook introduces hashtags, why PR companies will offer content and much more.

August website wins yet another award -, the website August Media operates for London estate agent Kinleigh Folkard & Hayward, has won a Prime Location award. The site took the gong for the best Estate Agent Blog, the second time it has scooped an award at the event. Last time it won the award for Best Newcomer. More here.

Cedar scoops big contract with BNP Paribas Securities Services - There's a big win for Cedar this week which has announced that it has been appointed to support BNP Paribas Securities Services thought leadership program. This means that the content marketing agency will be working with the bank to create and develop both online and printed content. The work is set to begin with consultation on and analysis of the bank's portfolio including its twice-yearly magazine, Quintessence. There will also be digital work for Cedar too including the creation of tablet form magazine and the creation of a digital content hub. More here.

The second issue of Pets At Home from My VIP lands - The second issue of My VIP's publication Pets At Home has been launched this week. Created by John Brown for the brand the magazine boasts 84 pages of pet-themed content including news, advice and profiles of celebrities and their pets. This month's star is Ben Fogle who talks about his love of dogs and new national campaign 'The Big Scoop. It is free to Pets At Home VIP club members (of which there are very impressive 975,000) and £1 to everyone else. More here.

Outbrain teams up with AOL to deliver very successful campaign - CMA partner Outbrain has been toasting the success of a collaboration that it has just undertaken with MyDaily, the online publication owned by AOL which is aimed young women. Outbrain was deployed to drive traffic to Fashion Priest - a content rich, highly targeted campaign, that boasted unique and original video and blog pieces, Twitter and Instagram content. The content was amplified across Outbrain's network on a PPC basis, with Outbrain recommending the content to users who were most likely to be interested in it. Outbrain surfaced the campaign over 116 million impressions and drove almost 200,000 clicks. More here.

Potential in B2B content marketing - There has been a huge amount written about business to consumer content marketing recently, but the business to business sector is still ripe for development by editorial companies. Dan Fielder of Sticky Content offers a few tips to companies in this area, suggesting that they find their content niche, develop an editorial calendar and maybe employ an agency. More here.

Five key new online platforms - So which of the hundreds of new online platforms that have been launched in the last year should you be keeping an eye on? The CMA has a round-up of five hot contenders including Pheed, a social network that includes a paywall so users pay to subscribe to updates from individuals or companies, and Posthaven, which may one day rival Wordpress as a key blogging system. More here.

Now Facebook adopts hashtags - Hashtags, which help people to search for topics quickly and easily, have been a core feature of Twitter for a while now. So it isn't a huge surprise that they have now arrived on Facebook too. More here.

Why the world needs editors - Paul Keers of White Light Media has written a passionate restatement of the importance of the role of an editor. He suggests that brands may have a skewed view of editors which is formed by media portrayals of the role in films like The Devil Wears Prada. In reality though, Keers stresses the hands on role that both online and print editors have today. More here.

Important recent market research - Also on the CMA site is our round up of the most important market research that was published in May. There is a mixture of stories, some of which are expected - smartphone penetration in the world is 33% and will be 50% by 2017 - and some more surprising like the news that email marketing is surging in the UK. Perhaps the most interesting snippet is the news that more than half of Britons have bought digital magazines in the last year as the move away from print has intensified. More here.

Brands intimidated by content marketing - There's an interesting perspective from Yahoo's head of video Erin McPherson in Marketing Week about why some brands are intimidated by content marketing, especially in video. Speaking at the Cannes Lions conference she says ‘I'm finding we're working with brands and brands are playing a major role in this migration of original content online, and underwriting the innovation, but there is still a lot of risk aversion in this community.' More here.

Why does Google seem to hate sponsored posts? - There's a fascinating article by Brandon Carter, Marketing Manager of CMA partner Outbrain, which looks at how the search engine Google perceives sponsored posts or advertorials. He cites some recent guidelines from the company which instructs webmasters to properly label advertorials and hints that heavy penalties will be undertaken if its rules are not adhered to. Carter makes an interesting observation though by suggesting that some brands produce sponsored content that isn't solely sales focused but is created to educate and inform the reader and that Google ought to treat this differently. He concludes by arguing that Google shouldn't take such a narrow view of branded content, especially given the amount of branded editorial that is now being created. More here

Video creation Vs product placement - Julia Hutchison is Head of Content, Group FMG, but as many of you are probably aware before that she had a long stint as COO of the CMA. In a story on the CMA site she takes a look at the large amount of product placement in The Great Gatsby film. She makes the point that while product placement can be effective, too much of it, like in the Sex And The City Two film which promoted no fewer than 67 brands, can compromise both the brand and the content. More here

Are there any online platforms that are just too controversial for brands to engage with? Ronan Shields at Marketing Week attempts to answer this question by looking at how companies might work with the new-ish Snapchat platform. As Shields explains Snapchat, the app lets users share pictures with their friends by taking a picture on their phones which then self-deletes after a specified amount of time - up to 10 seconds. He then goes onto explain that it has accrued a large following who are sharing intimate images of themselves with others. So is this safe territory for brands? While making a few suggestions Shields does conclude there are many questions brands must ask of themselves before entering the risky realms of Snapchat. More here.

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18thJun 2013

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