Content

Week in content marketing: 18 May 2012

This week sees Wardour turn bookish for Brewin Dolphin, Argos teams up with Summersault for Multichannel Media Centre, Cedar's Do Not Disturb gets shortlisted for award, River Group turns 18, Intel launches employee curated digital magazine and Facebook shares some insights.

Award-winning content marketing agency Wardour has created a luxury book as part of Brewin Dolphin's 250th anniversary celebrations. Wardour, commissioned predominantly for its strong understanding of financial services and journalistic credentials, has used the book to bring out the personality of the firm, which maintains its traditional values of good service while demonstrating its contemporary approach to investing. The book will be available to clients and distributed to all staff. Wardour has also been enlisted to produce an exclusive video to support Brewin Dolphin's Chelsea Flower Show activity. The video will be available on the firm's website and the Royal Horticultural Society's Chelsea Flower Show website.

One of the UK's leading retailers, Argos has teamed up with strategy and communications agency Summersault to launch its Multichannel Media Centre (AMMC). AMMC will help Argos capitalise on its massive consumer reach as Summersault's managing director, Gail Franks, explains: "Argos is a very well-known brand with a website that currently generates around 395m hits a year, with a distribution of 30million catalogues per annum from its 700 stores.

The award winning Cedar Communications title, Best Western's Do Not Disturb, has been shortlisted in the Travel Article of the Year category at the 2012 VisitEngland Awards for Excellence. It is further recognition of the strength of the title, which won Best Travel and Leisure Magazine 2011 at the APA Awards, following its launch in October 2010. Cedar, the global creative and commercial content agency, publishes the in room magazine twice a year to support Best Western's position as the hotel brand with personality. The awards take place 22 May.

Helena Lang, editor of one of Britain's favourite food titles, Sainsbury's magazine, has started a brand new restaurant column for the Institute of Directors (IoD) Director magazine. In the latest issue of Director, out now, Helena's column reviews restaurants with wonderful wine lists, popular eateries for business dinners and the most stylish watering holes for busy directors to take key clients. Lang joined the Sainsbury's magazine team at Seven from Source magazine where she had been editor since July 2006.

Congratulations are in order for content marketing agency River Group as it celebrated 18 years in business. The agency has marked the milestone by launching a redesigned corporate website. Built in-house www.therivergroup.co.uk uses clean and simple responsive web designs and an easy to use navigation. Natasha Jackson Head of Digital & Content for River and responsible for the design and build of the site commented: ‘We understand the importance of a best in class user experience that delivers stunning results no matter what device the site is viewed on so have created a responsive web designed site which is still relatively new for the branded content sector. The designs and navigation are intended to showcase the work we produce for our clients and therefore our creative approach, but we have also put a focus on content with user intuitive blogs, links to digital content and videos. Sharing tools for Pinterest, Twitter, and LinkedIn are used throughout the site.'   

August Media has launched City & Guilds' digital Corporate Responsibility Report 2012, cr-cityandguilds.com. This was the first collaborative project between August Media and their newly acquired digital agency ID Media. The bespoke microsite is compatible with mobile devices and tablets, and contains a variety of video content.

We are nearly halfway through 2012 and Econsultancy has taken a look at some content trends that have been emerging. In this article, they are highlighting ‘six hot issues' which include cross-platform content creation and publishing; post-panda SEO and the cost of good content; which content gives the greatest return on investment; mobile, tablet and more mobile; the rise in demand for content training and guidelines that support governance and help benchmark content quality; and the importance of high-quality content ideas.

New figures from Adobe's Digital Index Report, has shown that one tablet generates as many website visits as four smartphones. By the end of Q1 2012 smartphones accounted for 6.1% of site visits compared to 4.3% on tablet. The report highlights that from 2010 through to 2011 there were 5.3 times more smartphones shipped across North America and Western Europe compared to tablets. Adobe predicts that at its current rate of growth tablet traffic will surpass smartphone traffic within 12 months. If this trend continues then tablets will account for more than 10% of website visits in 2014.

Intel has launched an employee-curated digital magazine. According to AdAge.com IQ is a social publishing experiment to ‘tell Intel's story beyond PCs and processors' and looks like Flipboard; aggregates and posts content like Reddit; and presents news visually, like Newsmap. Resembling a digital magazine it is curated by Intel employees, and a story gets to the iQ front page when a certain number of people recommend it. The goal is to ‘connect with a younger audience and tell them the bigger story of who we are as a brand,' according to Editor-in-Chief Bryan Rhoads.

A new report has suggested that companies using content marketing should make video content a part of their campaigns to leverage the trend of increased consumption, according to Brafton. More than 32% of respondents to the study said their watched between 11 and 20 hours of video content in November 2011. As Brafton noted, content marketing campaigns are becoming increasingly diverse as the web continues its evolution and more people rely on it for a growing number of tasks.

Facebook recently released insights from an internal study to help marketers understand which Page posts generate the most engagement on its network.  According to the report, ‘topics related to the brand' are among the posts most likely to generate shares, Likes and comments. If you're wondering which topics ‘relate to the brand' Facebook broke down the social content into three categories:

  • Messages about services (i.e.: announcements of a new product or store location)
  • Messages ‘unrelated' to the brand (i.e.: industry irrelevant conversational posts, such as "Hang in there, Monday's almost over!")
  • Messages related to the brand (which seem to cover a vast array of topics, i.e.: a travel industry post prompting users to share why they went on their first cruises)

The Facebook study also offered some insight into which type of posts related to brands are best for generating shares (photos), driving Likes (posts prompting users to Like something) and fostering comments (posts that pose questions).

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18thMay 2012


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