Content

Week in content marketing: 21st May

John Brown goes back to printed magazines for the Virgin Group, while WeSC unveils an innovative iPad/iPhone title. There's also advice on how to respond to the recent changes in YouTube branded channels and some top tips for optimising Twitter output.

John Brown revives print magazine for the Virgin Group
Here's some evidence that print magazines continue to thrive even in this age where so much of the focus is on digital content solutions. John Brown has announced that it has created a printed version of The Roger Collective, the internal communications magazine it works on for the Virgin Group. The magazine started off as a print publication and then went digital. Now a printed version is back due to the vast number of Virgin staff who found it difficult to access the online version. The magazine, which is published three times a year, is not only a key channel for Virgin for communicating with its staff but also includes many contributions from employees giving them a chance to talk about themselves and their job.

More here.

Changes to branded YouTube channels and how you should respond
If you operate a brand's YouTube channel then you'll probably know that the video site recently made some significant changes to the look of its pages. You may even have received a notification inviting you to upgrade to the ‘YouTube One Channel'. If you are wondering what this is all about there's a very useful post on Wallblog that explains the reasons why YouTube has made this move as well as offering some tips on what you should do to conform to the new regulations. It suggests making a few design tweaks and possibly creating a new welcome video.

More here.

the fabl explains content and conversation
The future of marketing and how brands need to use content and conversation to attract and retain new customers was the subject of an event hosted by Yorkshire agency and CMA member the fabl. It recently shared its vision at a conference attended by representatives from many high profile brands called Content, Conversation and Copyright. The event  focussed on post-advertising marketing, intellectual property and how to create compelling content across all communication channels. the fabl also used Prezi to create an interactive slide to illustrate its point of view.

More here.

WeAretheSuperlativeConspiracy (WeSC) unveils iPhone and iPad magazines
Here's yet another example of how a brand is using digital magazines to connect with its audience and drive sales via ecommerce. Global street fashion brand WeAretheSuperlativeConspiracy (WeSC) has teamed up with Mag+ Studios to deliver iPad and iPhone editions of its quarterly print magazine - The Superlative Conspiracy Magazine. Both of the apps include videos and still photography and are fully interactive. They also incorporate easy to use e-commerce functionality - readers simply tap the images of featured WeSC clothing and accessories to purchase items direct from WeSC.com.

More here.

Top tips on how to get the most from your brand's Twitter account
If it is your job to promote your brand or editorial project using Twitter you will know that sometimes it can be a tough and arduous task. Getting the balance right in the way you interact and the amount of tweets you create can be very tricky. There is some useful advice on the CMA's site which suggests ideas like content calendars, using third party apps to control your output and more.

More here.

Confusion over the value of Facebook ads
Have you ever bought an ad on a social media network - Facebook, or maybe even Twitter - to promote your brand's website or a competition it is running? The debate continues as to how effective these ads are and now Econsultancy has weighed in with a fascinating look at whether ads are more effective than editorial posts on social networks in driving engagement. It cites a controversial report from Kenshoo that says that ads are more effective and then argues that this might not always be the case.

More here.

How content marketing rules in a post-advertising world
It is always fascinating to read the view of US blogger Joe Pulizzi and this week he has peered into the future to look at what might happen when advertisements on websites disappear to be completely replaced by content marketing. Pulizzi shows some interesting examples of brands creating sponsored content and then offers tips on how brands and agencies can focus on perfecting their content marketing offerings.

More here.

Are guest posts a form of content marketing?
There's an interesting take on the definition of content marketing over at Wallblog where Andrew Isidoro, who is Search Strategist at Box UK, puts forward the view that guest posting on blogs and websites is in fact nothing to do with content marketing. He goes onto argue that content marketing is about understanding an audience - what motivates them, what interests them, and what doesn't. And it is about using this intricate knowledge of a target audience to interact and engage with them through content to reach an end goal.    

More here.

Facebook survey
There have been many surveys into the habits of Facebook users but this one, detailed by The Drum, draws on the biggest of pool of correspondents so far. Apparently a survey into a million Facebook users has discovered that the age when people are most interested in subjects like cinema and travel are often determined by their sex.

More here.

Content strategy pick and mix
CMA partner ContentPlus.has just published an intriguing new infographic that offers an insightful take on the various different types of content marketing. Content Strategy Pick 'n' Mix is a reflection of research that the agency has conducted in content marketing and features the 14 different tactics that industry practitioners use to achieve their objectives. It highlights the importance of case studies, white papers and video and, not surprisingly, infographics. The company's head of marketing, Karen Webber, has also written a blog post about the importance of a varied content strategy.

More here.

Why companies need content marketing infographic
There's an interesting infographic, which is housed over Adrants, that puts the content marketing business under a microscope. The rather large illustration includes descriptions of why companies need content marketing and what the content marketing process is. It also comes up with some figures that suggest that per dollar spent, content marketing generate about three times as many leads as traditional marketing and cost 62% less.

More here.

Start up which automates content marketing
The growth in content marketing in the US is also inspiring start ups which aim to use technology to offer editorial services to brands. VentureBeat has the lowdown on Skyword which has just taken $6.67 million worth of investment. It will use that money to further expand its proposition which is providing agencies, brands, media, and retail customers with a platform to publish and distribute content. It has a database of more than 20,000 professional writers that publishers can use to recruit and manage freelancers and keep track of workflow. The company has been in existence since 2010 and is certainly one to keep an eye on.

More here.

Posted in
21stMay 2013


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