Week in content marketing: 23 November

This week sees magazines by several CMA members outperforming British red-tops such as The Sun and Daily Mirror, with Cedar's Tesco magazine gaining the coveted title of Britain's most-read product, FuturePlus brings Oxford Today to the Apple Newsstand, John Brown and New Media win big in South Africa, and why an engaging narrative is essential in a content marketing strategy.

With only one week to go to this year's International Content Marketing Summit, in which we will be discussing all things content marketing and storytelling, great news as the latest National Readership Survey (NRS) has revealed that many of CMA's members are producing magazines that are outperforming British red-tops. Reporting on the story, The Independent wrote: "The supermarket titles are serious competition for newsstand titles such as BBC Good Food, Delicious and Olive... consumer publishing houses have attempted to get a foothold into a sector that is dominated by specialist companies such as Cedar, Redwood and John Brown." At the top is Cedar's Tesco magazine which has the highest readership, gaining the coveted title of Britain's most-read print product, beating the likes of The Sun and the Daily Mirror. Following year-on-year growth of eight per cent during the period (October 2011 - September 2012) Tesco magazine has a readership of 7.2 million.

Ahead of next week's Summit, Patrick Fuller has shared his thoughts with Fourth Source on the importance of understanding content planning in order to get the right message to the right audience at the right time. Read the article in full here.

In digital news, FuturePlus, the leading content agency from Future, has announced that Oxford Today, the official University of Oxford alumni publication is now available to download on Apple's Newsstand. The digital editions of the publication, including all back issues since 2010, are all free to download for iPad and iPhone, and issues will now also be available as a PDF from the new look Oxford Today website. FuturePlus was hired by the University to re-launch and re-design the Oxford Today brand, which reaches 165,000 alumni through the print publication. The new Oxford Today website and digital editions focus on short-form video, galleries and audio material allowing the university to be showcased more effectively through richer forms of digital content.

Lots of exciting news when it comes to awards this week; Immediate Media Branded Content's Cineworld Magazine for iPad has been shortlisted for no less than three international Digital Magazine awards: Film Magazine of the Year, Entertainment Magazine of the Year and Customer Magazine of the Year. Cineworl Magazine has also been shortlisted for an International Content Marketing Awards in the category for Best Mobile Content Solution.

Fresh Living Magazine, South Africa's top selling food magazine, produced by John Brown won big at the recent PICAs, scooping four of the most prestigious awards: Best Supplement for ‘Wonderful World of Green', Best Magazine Retail and Consumer Goods, Editor of the Year (Customer) for Justine Drake and the coveted Customer Magazine of the Year.

South Africa-based New Media has continued their award winning streak at the 2012 PICA Awards, picking up top honours in the Visual Production of the Year category with Plascon Spaces and nine Highly Commended accolades for their consumer and customer titles including Woolworths TASTE, Eat Out, Siyasiza, Ackermans Club, Mediclinic Family and Mercedes Benz.

Specialist finance and business content marketing agency Editions Financial was pleased to welcome Eleanor Hill, previous Editorial Director of Treasury Today, to the team as Senior Copywriter. Eleanor brings over seven years' experience writing about business and finance to the company.

In other news, popular digital marketing blog Econsultancy's David Moth has looked at why an engaging narrative, telling stories that consumers can identify with on some level, is essential to a content marketing strategy. Moth highlights John Lewis as a company that does this well, noting the company's Christmas ads in the recent years, which focus on creating an emotional connection with viewers rather than simply pushing the great products that can be found in its stores. But which steps do brands need to follow to achieve such a thing? First of all they need to set a narrative. Second, they need to create content they want to promote. And lastly, in order to make the most of their great content, brands ought to give consumers the space to share and contribute, whether through Facebook, Twitter or some other means.

Also on Econsultancy this week, following its first Content Marketing Survey Report sponsored by Outbrain, there is a cool new infographic that shows the state of content marketing in the UK. Most notably, the it was found that while 90% believe content marketing will become more important over the next 12 months, only 38% of companies have a content marketing strategy in place! Take a look at the infographic here.

The high demand for online video content has sparked a movement in the content marketing world. Over the past few years, it's been established that marketers, whether they are B2B or B2C, must use several tactics to get their branded content in front of leads. As US content agency Brafton writes on its blog, a recent survey on Digital Video Advertising found that online video ad spend increased 27 percent in 2012. The report projects online video marketing will grow by 20% next year.

If you are in charge of managing brands' online communities you will probably have come across those who are only interested in seeing the number of Likes or Followers increase from zero to one million overnight. Luckily most brands are now realising that it is not all about the size of the community, but how fans engage with the brand. This article on social media blog The Wall features top tips by eModeration's senior community manager for Europe, Lisa Barnett, on how to approach the creation of a valuable community and why it should be seen as a long-term project. The tips include creating a community that is valuable to both you - the brand - and your members, making sure the community reflect your brand and the ethics and brand values, and setting realistic goals. Read the article in full here.

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. If you cannot join us on the day you can follow it live on-demand here (available to those outside of Europe only) and on Twitter using the hashtag #content2012.

Weds 28 November, Old Billingsgate, London

Posted in
23rdNov 2012

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