Week in content marketing: 27 January 2012

As January is coming to an end, we start this week's round-up with the news of two new magazine launches. First out leading strategic content agency Redwood has unveiled a new customer magazine for Virgin Media. The magazine reflects Virgin Media's customer communications strategy to engage and interact with customers and encourage discovery and exploration of the full range of Virgin Media's next generation entertainment, broadband and mobile phone services. This is the first ever customer magazine to make use of augmented reality technology within its editorial pages. The AR app, Blippar, enables customers to bring the opening section of the magazine alive and access exclusive video content. In the launch edition, Blippar, includes a guided tour of the new magazine from Richard Branson, in addition to games, trailers and content related to TV shows, films and video games for the month ahead.

Award-winning agency Seven also unveiled a new B2B publication this week; the new title will support a joint venture between the world's largest professional management accountancy body, the Chartered Institute of Management Accountants (CIMA) and its US counterpart, the American Institute of Certified Public Accountants (AICPA). Seven has worked with the two member bodies to launch CGMA magazine, a 52-page publication and accompanying website that cover global management accountancy and broader business issues, on 31 January. The magazine and website will be a core part of the organisations' strategy to encourage existing AICPA members to obtain the CGMA designation.

Future Publishing, the special interest media group, has appointed Nick King to the position of Digital Commercial Director. King joins Future from his position as Senior Digital Trader at News International, where he has over a decade of experience working in digital roles in a media environment. King will begin his role on 6 February.

Social online pinboard, Pinterest has been around for a while now, but has been suddenly been discovered by the masses, and here at the APA we are loving ‘pinning'. Pinterest lets you create online pinboards made up of photos and videos for different categories that interest you such as recipes, interior design and fashion into which pin items you like. To date is as already gathered 3.3 million users and 421 million page views. This has opened new opportunities for brands and you can read an article about what brands are already doing here.

Exclusive to APA members, we have a couple of research presentation available to download on our website. One looks at branded content and smartphones, and investigates if users feel there is enough quality out there when it comes to apps and if there is a gap that branded content providers could fill. The second one, the medium is the message outlines the benefits of using a magazine route to engage with a B2B audience.

We are also happy to announce the full line-up of speakers for February's Digital Breakfast that will be discussing how to measure your digital content. Presenting on Tuesday 7 February will be Richard Firminger of Flurry (the world's leading mobile application analytics platform), Mike Quinn of Adobe (talking about Adobe's Digital Marketing Suite analytics tool) and James Ainsworth from Alterian (a powerful social media data and web analytics platform). Book your place through the APA.

According to a report from Pew Internet Research, the percentage of American adults owning tablets nearly doubled during the 2012 holiday season, Brafton writes on their blog. Internet marketers now stand to reach a larger number of on-the-go consumers with content marketing as 19% of adults now own tablets. Brafton continues, for marketers increased tablet ownership puts an especially high premium on content most likely to engage the growing audience, with news content marketing potentially becoming a strong method of targeting the tablet owning audience.

Under proposed data protection regulation unveiled earlier this week by the European Commission, marketers will have to gain explicit consent from consumers to use their personal data for campaigns, writes Marketing Week. This could pose a ‘severe threat' to marketers with the advertising industry saying it is ‘a brake on innovation, competitiveness and growth'. Read more about the proposed data law here.

In digital news, YouTube - the Google owned video-sharing site - is streaming four billion videos a day, with an hour's worth of content being uploaded every second according to data released by the company. This is an increase of 25% from eight months ago. The figures have been released at a time when the company is embarking on a major content push, which will see it roll out more than 100 new channels, containing professional content, over the year.

FMCG brand Mars is facing censure over a Twitter Snickers spoof that saw controversial tweets sent by celebrities such as Katie Price and Rio Ferdinand promoting the chocolate bar. The celebrities sent out a series of out of character tweets, leading followers to believe the accounts had been hacked, that ended with them tweeting a picture of themselves eating a Snickers bar with the link ‘You're not you when you're hungry @snickersUK #hungry #spon'. The ASA is investigating whether the campaign was misleading and is investigating it further. This could be the first Twitter campaign to be banned.

And finally, Burberry has over the past few years truly established itself as a digital and social media pioneer and now the fashion powerhouse has obtained more than 10 million Facebook fans. In this article Intelegia takes a look at the brand and what lessons other brands can learn from the fashion label when it comes to brand affinity and content strategy


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27thJan 2012

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