Week in content marketing: 4 March

This week sees a run of important wins and new launches for CMA members, some advice on how smaller companies can market themselves using content and the importance of developing a mobile and tablet strategy.

Cambridge-based CMA member CPL has announced another new project. It is going to work with leading patient support charity Arthritis Care to launch a new magazine for the organisation's members and stakeholders.

The new quarterly will spearhead the charity's drive to substantially increase its membership base with the first issue published in both print and digital formats - due in April.

Peter Rowbottom, head of fundraising at Arthritis Care, thought very highly of the ideas presented by the CPL team: ‘Throughout the pitch process, we were really impressed by the CPL team and the way they responded to our brief. We can't wait to see how those ideas will be turned into reality in the first and subsequent issues.'

With many final year students now mulling over their future August has rebuilt the UK's number one graduate recruitment site,

The new site will act as a career resource for students and graduates, while driving the best applications for clients.

August was tasked with developing the online strategy, interface design and technical implementation for the new iteration of The site was developed using EPiServer and provides a wealth of innovative tools for candidates and recruiters alike.

Mark Lonergan, Managing Director, August said: "This is a fantastic resource for students and businesses alike - a rich, dynamic platform linking up prospects and talent across the UK."

In an interesting move, cinema company, Vue Entertainment, has teamed up with Publicis Blueprint to launch a free monthly film magazine called Vue. The first issue will be available on March 8th and will be available in foyers at 70 Vue sites across the UK and Ireland.

The magazine, which will provide cinema goers with a mixture of exclusive news, interviews and previews about all of the latest and upcoming releases, debuts with a distribution of 200,000 copies and will be audited by the Audit Bureau of Circulation (ABC).

Issue one will be supported by Disney with an interactive front cover to support new release, Oz, which will offer readers the chance to win a ‘money can't buy' family trip to Australia using blippar augmented reality technology.

Michael Kalli, Head of Sales & Advertising at Vue comments: "We are really excited to be rewarding our loyal customers with a quality magazine to keep them up to date with all of the latest action from on and off of the screen. It's important to us that we create a premium publication to match the quality content inside. "We are confident that we will reach a mass audience within our cinemas and are looking forward to working with our distribution partners to bring the very best entertainment and news."

Waitrose has announced that Pippa Middleton has been signed as a new columnist for Waitrose's monthly magazine Waitrose Kitchen which is published by John Brown.

Pippa's debut column will appear in the April issue of the title, on sale in Waitrose from 28th March, and will feature casual dining ideas and recipes.

Pippa commented: ‘I'm delighted to be writing for Waitrose Kitchen, a magazine that's always been a source of inspiration to me, for its extensive spectrum of food and beautiful style. My column, ‘Pippa's Friday Night Feasts' will be an exciting opportunity to share my own passion and enthusiasm for food and entertaining and I can't wait to get started.'

John Brown has reunited with Swarovski to create a new website as part of the brand campaign supporting Swarovski's Spring/Summer range of new luxury products. The website, which is the two companies' first-ever digital project together, features high fashion and aspirational travel pieces inspired by a different exotic location each month.

According to John Brown it is a place for Swarovski customers to explore the new product ranges then enter a monthly competition to win a trip to the place inspiring that range. The editorial content and design capture the essence of the exotic destinations showcased each month, inspiring the customer to explore the world of Swarovski then become a part of it by entering the competition.

Andrew Hirsch, CEO of John Brown, said: "We're delighted to be working with Swarovski again. They are a dynamic and exciting brand, and we can't wait to come up with lots of other smart ideas to help build brand loyalty in 2013."

CMA member NewsReach has launched a new website this week to complement its updated branding. The updated site features a parallax-effect design with striking visuals, while the content has apparently been tailored to highlight the intelligent approach to content marketing which sits at the heart of everything NewsReach does.

In a fascinating blog post Howard J. Sewell, president of Spear Marketing Group and an American B2B marketing veteran has asked the question - Has Content Marketing Made Branding Obsolete? Sewell is a self-confessed cynic who said that he believes "Branding is what your agency calls your campaign when they can't measure it."    

In an article aimed at B2B companies he argues that ‘successful demand generation today has little to do with your company, and much more to do with your content. Companies are better off investing precious marketing money into identifying, and engaging with, those prospects feeling the "pain" that their product or service can address.'

In a similar vein has a feature entitled Content Marketing Nirvana. In it Andrew Delamarter outlines what he sees are the basics of content marketing for smaller companies. He says it is essential to start with a strategy but adds there is a massive need to ensure that the content that gets created gets a push from social media and properly instituted SEO practices.

Over at Wallblog Paul Canetti, CEO and Co-Founder of MAZ Digital has offered 3 Things You Need To Know For Your Mobile And Tablet Strategy In 2013. Canetti believes that companies need to do much more research in understanding their audience adding that often demographics of mobile users aren't what they seem. He makes the point that people can be imbibing branded content in different places at different times and with different frames of mind. Canetti says that companies need to work out which segment of their customers they need to prioritise.

Canetti also adds that companies need to stop treating social media like a toy and see it as an essential part of their outreach strategy. He also adds that offering apps for free isn't always the best way to build audiences, and that free apps work best if they are part of an approach to move users on to paid for services.

Another important side effect of the growing use of mobile devices is highlighted by a post at Econsultancy.

It shows how the proportion of email opened on mobile devices has risen to reach 41% in the second half of 2012 and is on course to surpass desktop by the end of this year.

The findings, which come from a report by Knotice, show that smartphones now make up 29% of the total while tablets account for 12%.

This of course means marketers need to think about how their emails will look on mobile  devices, and ensure that calls to action are optimised for the format.

Posted in
4thMar 2013

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