Week in content marketing: 2 November

This week sees CMA COO Julia bid farewell to the association as she takes up a new role as Head of Content Marketing at FMG, the CMA launches bi-annual content marketing showcase magazine Open, Cedar unveils the redesigned British Airways' High Life magazine, the latest research shows which brands are the world's most valuable, and five great examples of B2B content marketing.

After almost nine years at the helm of the CMA - or APA as it was previously known, we bid a fond farewell to CMA COO Julia Hutchison who is leaving the association to take up a role as Head of Content Marketing at FMG. During her time with us, Julia has launched countless initiatives including the formation of the International Content Marketing Forum; the new business consultancy ASK; the new customer magazine promoting the industry Open; the CMA's award winning conference, The International Content Summit; and scores of unique research projects such as the Advantage Study, the content marketing industry's first benchmarking evaluation report.

In her last post for the CMA blog, Julia notes: "November will be a sad month for me. Despite the International Content Marketing Summit promising to be one of the best events of the marketing year, despite the International Content Marketing Awards seeing a huge increase of entrants, and despite the confidence levels of the content marketing industry being at an all-time high, it will remain sad as it marks the end of my time with the CMA."

And speaking to In Publishing Julia adds: "I have thoroughly enjoyed my time at CMA and am incredibly proud of what the team and I have achieved. I am sad to be leaving, but following the rebrand I feel confident that the time is right for someone else to take the reins. Content marketing is a discipline that I feel extremely passionate about. This is why I've chosen a new role that enables me to stay in the industry. As Head of Content Marketing at Group FMG I am looking forward to continuing to drive the industry forward through a hands-on, client facing position with truly platform-agnostic content marketing solutions."

As mentioned above, the CMA has launched a new magazine, Open, which will be available from 5 November. Open is a bi-annual showcase of the very best content marketing has to offer. From interviews with marketing's leading experts to the finest examples of ground-breaking content, the magazine aims to reveal the latest trends, opinions and developments in the content marketing sector.

The theme of the launch issue, ‘Storytelling', is one that's relevant across the entire marketing spectrum, and an area that content marketing is particularly good at. To give you a taste of what's to come; two extracts from the first issue are available on the CMA website. In the first, Catherine Toole, the CEO of digital copywriting agency Sticky Content, explains the enduring necessity for editorial talent, while the second finds Melanie Howard, the Executive Chair of Future Foundation, revealing some of her top content trends for the future.

One of the world's most established inflight titles British Airway's High Life magazine, published by Cedar, will unveil its reinvention this month. Crafted to reflect a very British sense of irreverence, wit and attitude, the redesign is founded on the rise of a new kind of 21st-century traveller - ‘Generation Curious'. 

Commenting on the redesign editor Kerry Smith says: "Travel in the 21st century is about tuning in to all that's really happening in the world; not switching off and sipping a piña colada. BA's High Life will inspire passengers on their journeys of discovery; changing their view in the way that only travel can."

High Life, which turns 40 next year, and its short-haul sibling Business Life are two of the longest-running inflight travel publications in the industry, with a reach of over three million people every month.

As part of Internet Week Europe 2012, award-winning content marketing agency Seven will be hosting a free two-hour Content Revolution workshop, where its team will offer insight into four key areas of multi-channel content production: video, augmented reality (AR), content rich web apps and social media marketing.

Places are limited. To book your seat, please email Shareena by 09 November 2012.

In addition to a new magazine, we have several good guest posts on our blog this week. Paul Keers has looked at job titles in this brave new world of content, in which he ponders what kind of job titles should be uses for editorial staff in the broader world of content marketing.

CPL chairman Mark Rosselli on the other hand writes that magazines are "going to emerge as one of the clear victors of the digital publishing revolution." Backing up his view with data such as 65% of digital magazine readers admit that a printed magazine is more satisfying to read, Mark notes that ‘it seems likely that advertisers will conclude that magazines - both digital and print - are a strong candidate for a decent chunk of their rebalanced  ad spend. Magazines' digital editions are winning lots of readers within the booming and deepening tablet market, who also show an extraordinary willingness to engage with the adverts; yet even tablet magazine readers say they still appreciate the tactile qualities of the print product, whose medium-term future looks far more stable than the printed newspaper."

And Dan Fielder from Sticky Content shares some classic warning symptoms that your organisation does not really get content marketing.

A new month, means new research. This month can reveal that a study by consultancy Interbrand has found that Coca-cola remains the world's most valuable brand, but is facing an increasingly strong challenge from Apple, fuelled by the success of the iPhone and iPad.

Speaking of Coca-Cola, the soft drink producer is among several big brands, including Gap and Nissan, which are taking an increasingly integrated approach to mobile, reflecting the diverse consumer needs these devices now serve. Gap recently joined the Merchant Customer Exchange, a body seeking to create a new generation of mobile commerce services that already boasts members such as Sears, Target and Walmart. "We see mobile as the future of our business," said Tricia Nichols, global lead, consumer engagement, media strategy and brand partnerships at Gap. "It's a tool of convergence that not only helps us bring bricks and mortar and ecommerce closer together, it becomes a tool to connect consumers with our brand and stores in a deeper way, adding value to the Gap experience."

Another survey found that increasing numbers of US consumers are engaging in ‘showrooming', or comparing prices on a mobile device while in stores. By category, the uptake of showrooming was highest when considering home electronics, at 50%, while entertainment products such as books, DVDs and CDs logged 40%. Overall, a 97% majority had ultimately bought an item researched in this way at a lower price than was available in stores.

Popular digital marketing blog Econsultancy has shared five great examples of B2B content marketing this week, which includes Completely London magazine and blog, which is produced by CMA member August for London property specialists  Kinleigh, Folkard & Hayward. The four other examples are: The B2B Marketing manifesto by Velocity Partners Ltd, Ted Talks, ShipServ Pages: The Movie, and IBM's City One simulation game.

Take a look what Econsultancy has to say about them all here.

Content marketing has also been in the spotlight on The Guardian this week. The changing digital landscape is forcing organisations to re-evaluate their media strategy, notes EMEA senior marketing director at Brightcove Robert Raiola. And with the lines between paid, earned, and owned media becoming blurred, it's crucial for marketers to find more cost-effective and coherent means of engaging with consumers. As a result, content marketing has quickly become a key part of any organisation's marketing mix, and, according to recent research, is being used by nine out of 10 marketers.

Robert continues:  "Content marketing is proving its capacity to generate earned media, build brands and increase social interactions by giving customers the highly engaging content they crave. Video plays a key role in content marketing through its ability to attract and sustain consumer's attention. It lends itself to social sharing and is an unmatched medium for telling stories, conveying information and triggering an emotional response. Coupled with the power of social media, marketers can use video to more closely integrate their strategies for paid, owned and earned media to increase impact and ROI."

Huffington Post and Campaign have teamed up for branded content debate. At the panel event, key brands and agencies will debate how to get the most out of the growing area of branded content.

Experts from M&C Saatchi, Sundog Pictures, Brooklyn Brothers, Liquid Thread, HMDG and The Huffington Post will be discussing content production and distribution challenges, as well as the advertising opportunities presented by branded content, at 'Tall Stories: In a world of branded content do brands need media anymore?', at 8.45am at London's Soho Hotel in the West End on Tuesday 6 November.

To apply for a free ticket to attend the debate, please email the organisers.

To find out more about content marketing and its power to engage, join us at the CMA's 2012 International Content Marketing Summit. This year, the theme is 'Telling Brand Stories', a theme that gets to the heart of why content marketing is so successful.

Weds 28 Nov, Old Billingsgate, London

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2ndNov 2012

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