Content

Week in content marketing: 2 July

This week sees August drop the latest issue of The Open Mind for the Open University (in an interesting format too), an update about the future of content marketing from the Cannes Lions festival and news on how media companies are using Twitter. Also John Brown and paper maker Sappi look at the future of print, there's a look at Pinterest for publishing companies and a whole load more.

August announces a new issue of Open Mind - August has unveiled its latest project with the Open University. It has delivered the alumni magazine Open Mind, which is available to graduates in both a printed version and also as an Apple iBook - a different format to the iPad apps that many publishers have produced. The book, which is free, tackles a wide variety of subjects including the modernisation of classical music and research into the future of social work. More here.

What's Next in print? John Brown and Sappi look to the future - John Brown has been working with paper maker Sappi since 2009 delivering the brand's magazine What's Next?. However the latest issue, which has just been published, marks the start of a slightly different approach. The magazine has the title ‘What's Next - a conversation about the future of print,' and has the theme of Touch. It includes stories that focus on the power of print and its enduring appeal. More here.

Content marketing is king at Cannes Lions - Seven's CEO Sean King is a man who has been a key player in the UK content marketing industry for many years now. However he has never been to Cannes Lions festival, well not until this year.

Sean says ‘I wanted to go to see what all the fuss was about; to get a feel for how important content is becoming for the world's biggest brands and media owners.'

In an entertaining piece on our website Sean highlights the networking he did and the people he met. Most importantly though he ends with an upbeat look at how content marketing is set to thrive in the coming years.  He says ‘For me, it is abundantly clear that the ability to develop and execute content marketing at scale means the industry is set for huge growth over the next decade.' More here.

Pinterest for publishing companies - Chances are that you have read stories over the last few months which talk about how successful Pinterest has been in driving traffic to media websites. At the CMA website we unpick the story a little more and find out which websites are benefiting and how publishing companies and brands can use Pinterest to extend their reach and attract new readers. More here.

How the Metro uses Twitter - It seems obvious to be saying this, but for many of the larger media organisations Twitter has become a massively important tool not just for driving traffic but also deriving feedback from readers. If you wonder how the bigger media companies are using Twitter, and how they might one day use it to monetise their content, then this interview with Metro editor Linda Grant is invaluable. More here.

Brands need to use social media to listen their customers - There's an interesting post on Wallblog which talks about the way in which brands use social media. It suggests that they spend too much time broadcasting and not enough time listening. Wayne St. Amand, VP with social media intelligence firm Crimson Hexagon, argues that brands need to focus on collating data from social media and analysing what their followers and fans are saying to them. More here.

Brands make imaginative use of Instagram - In June Facebook-owned Instagram launched its video service which is designed to rival Twitter's app Vine. Many critics have argued that the new service could prove to be a goldmine for brands by creating excellent opportunities for them to advertise on Facebook. There are however a number of brands who have been using the platform, and its accompanying community, to deliver creative and informative campaigns. Econsultancy has four examples here including a very clever on and off line collaboration from Red Bull. More here.

Virgin promises more content marketing - The Virgin Group has been advocates of content marketing for a long while and even uses a magazine to engage with its own employees. It appears that the company has even bigger plans for the concept. A story in Marketing Week reports that it plans to re-imagine its digital content strategy to raise awareness about all the activities of the parent brand. The brand and the agency it has appointed Beyond, are now working on developing a new Virgin.com website that will tailor content to the individuals visiting it, based on the social insights gleaned from the conversation analysis. The site, which will be powered by a bespoke ‘smart publishing platform', will go live in the third quarter of this year. More here.

So what are the five coolest trends in content marketing? In a slightly tongue in cheek article the team at Business2Community have nominated their top five CM tools which includes infographics, location based services and more. It also highlights how some brands have been very effective in content marketing by using a single person as their brand spokesperson. More here.

What the rise of Android means for content publishers - Finally a technology story which may have ramifications for the content marketing industry in the future. The Drum is reporting that in Europe there has been a decisive shift away from Apple's iPhone to the Android powered handsets of Sony and Samsung. Apparently research company Kantar Worldpanel ComTech says that Android now counts for as much as 70% of the market. If, as likely, that same shift were to repeat itself in larger screen tablet devices then it would pose tricky questions for content publishers who have focused on Apple iOS apps and not developed Android ones. More here.

Related items:

Why strategy is so important to content marketing
The definition of content marketing 
Join the CMA

Posted in
2ndJul 2013


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