Week in content marketing: 20 July 2012

This week sees the River Group announce a new bimonthly thought-leadership publication, In The Flow; Wardour has been re-appointed by VisitEngland to produce its industry-facing magazine, Quality Edge; CPL has developed a first app in-house for Darley Stud Management; the BRAVES awards winners announced; 10 ways to optimise your video for search; and are magazines becoming the new bling?

Let's start this week's round-up with the news that the River Group will be producing a new bimonthly though-leadership publication, In The Flow. In the Flow is a multichannel publication that will bring together some of the UK's leading marketing minds to examine the key issues which affect marketers in the UK today. The first edition takes a look at the challenges of generational marketing based on a piece of original research commissioned by River Group with You Gov which identified a failure in marketing to successfully reach audiences outside of the core 25-54 working age population. Published in an innovative concertina format with original illustrations by Ekaterina Erschowa, In the Flow is also published simultaneously online.

Award-winning content marketing agency, Wardour could announce that it has been appointed by VisitEngland, the national tourist board, to continue producing its industry-facing magazine, Quality Edge, following a competitive pitch. Retained for stand-out editorial expertise and design creativity, Wardour has secured a three year deal for the biannual title. The next edition, which reaches 23,000 readers, of the publication is due to launch next month and will include features on subjects ranging from building brilliant websites to tourism on the Scilly Isles. Wardour has previously worked with VisitEngland on the magazine but was required to pitch for the new contract as part of the standard procurement regulations.

Cambridge-based editorial and design agency CPL has developed a first app in-house for Darley Stud Management, HH Sheikh Mohammed's global horse breeding operation. Following the brief to create a digital brochure and app based on the print brochure they produce each year to promote the Darley Australia stallions, CPL has animated the flat content with a range of interactive elements including video, statistics and picture galleries.

CMA members will have a strong presence at the inaugural Edinburgh International Magazine Festival (MagFest) on 26-27 August. Speakers include Paul Keers, Danny Miller from Church of London and Redwood founder Christopher Ward. In addition, Eric Campbell from White Light Media will be co-running a design workshop for members of the public, and Jeremy Leslie of will be staging an exhibition of magazines. The event takes place at Our Dynamic Earth at the height of Edinburgh's festival season, so is a good excuse for CMA members to combine business with pleasure. To discover more about the programme and how to book tickets visit or email

The CMA Digital Breakfast is taking a holiday in August, but will be back on top form in September when we will be discussing ‘Multi-channel Strategies: the way forward for integrated online and offline publishing'.  More details will be announced closer to the date, but mark it down in your diaries.

After an outstanding evening of celebrations and rewards of all things video at the first ever BRAVES Awards, the much deserved winners are now safe in the knowledge they will remain the heroes of video advertising for another year to come.

The new brand video awards, The BRAVES, took place in London this week, recognising the very best of branded content from all over the globe. In its first year the awards attracted over 160 entries. The judging panel consisted of over 40 judges included personalities from the likes of Facebook, Unilever, Diageo, Heineken, Adidas and many more, each of which had a tough job getting the entries down to the final award winning campaigns. And who were the winners? Click here to find out.

Are magazines becoming the new bling? They certainly are according to media and tech blog PandoDaily; Writer Sarah Lacey notes that high-net-worth media names such as Facebook co-founder Chris Hughes and News Corp's Rupert Murdoch are investing in struggling old media publications such as The New Republic. Why? Because they are investing in the inherited prestige and legacy that's hard to replicate. Magazines and newspapers ‘are becoming like sports teams', she continues. But do most old media brands need a patron to make it in a digital age? Read more here.

With 60 hours of content uploaded to YouTube every minute, how do you make your video content strand out from the crowd? Google is increasingly returning ‘blended' SERPs which contain video as well as web pages, images, news items and map listings, so it is actually much easier to get on to page one of Google with a video than for a normal web page. Furthermore, a recent comScore study found websites that contain video hold a viewer's attention for more than two minutes longer than sites without video content. To make sure your video content is optimised for search, take a look at these best practice tips Econsultancy has put together: 10 ways to optimise your video for search.

The Daily Telegraph is to take advantage of the recently installed WiFi on the London Underground by placing digital display ads in stations to promote its rolling Olympics coverage. The newspaper is working with CBS Outdoor to update the posters twice a day with the latest news and opinion from the Games as it looks to encourage commuters to access the Telegraph's content via their smartphones, tablets and Kindles.

Speaking at the IAB's Great British Social Media Festival, director of social and emerging behaviours at Dare, Nadya Powell said that brands should device a content strategy and a point of view before they work on a social media strategy if they want to become a ‘must-follow brand' in social. Powell said brands should not "forget about content", when they write a social strategy and put a Facebook page up. She said: "Content has to be totally and utterly awesome for people to follow." Powell added that too often, brands relied on CSR or their sponsorship, to provide their content on social media platforms. Powell continued that brands had to have a point of view in social media, and not talk about what they sell but what they stand for.

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20thJul 2012

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