Content

Week in content marketing: 4 May 2012

This week sees APA team up with Marketing Week; Manchester City FC appoints John Brown; River Group goes on the road with The Co-operative; John Brown, August Media and Cedar are shortlisted for the PPA Awards; and content marketing tips for Google+ brand pages.

The APA is delighted to announce a new partnership with Marketing Week, which will see the APA work with the title on a number of content marketing initiatives to showcase members and their work, create a buzz around the content marketing industry and share our in depth insights with the marketing world.

The content marketing industry is estimated to be worth around £1bn, with fast growth in digital formats. Digital activity encompassing websites, e-zines, email, mobile applications and video now accounts for 37% of the industry, an increase of 22% since 2007 and 32 per cent since 2005, according to Mintel statistics. Julia Hutchison, chief operating officer at the APA, said: "Content marketing continues to gain prominence as marketers recognise the commercial value it delivers to their brands. Our new partnership with Marketing Week is reflective of this growth and will help us to connect with a wider marketing audience seeking to engage consumers across multiple channels, and in doing so, ultimately showcase the amazing work our members do. This is particularly apt in the lead up to the International Content Summit in November, which is set to become an integral part of the marketing industry's calendar, attended by both brands and agencies alike."

The River Group has been chosen by The Co-operative to publish ‘The Co-operative Village' Magazine. River Group will go on the road with The Co-operative and call at five different events throughout the summer in cities such as London, Manchester and Bristol, with a 32 page A5 magazine which will be handed out to visitors to the Village. River currently publish The Co-operative Membership magazine, The Co-operative Food magazine, Sailaway, Traveller, The Southern Co-operative Staff Magazine (SCoop), The Southern Co-operative Annual Review, The Southern Co-operative magazine, The Mid-counties Co-operative  magazine and The Midlands Co-operative magazine.

This week has seen the launch of ‘Citibet' magazine. Published by Citipost as a first for the company, the copies were printed by PCP having networked between themselves at the APA Content Summit last November. The magazine is aimed at the market of individuals interested in football betting and is distributed outside tube and rail stations around London and through the Citipost network of magazine display stands in city offices.

After a three-way penalty ‘shoot out', global content marketing publisher John Brown has been appointed by Manchester City FC to develop their Kids' membership scheme, content and contact strategy. The brief includes creation of the membership programme and brand, an innovative site design and build, the creation of exclusive digital content as well as associated print collateral. The new scheme will launch in summer 2012.

The latest issue of What's Next magazine, published by John Brown for Sappi Fine Paper Europe, offers a multidimensional reading experience. Layar, a new smart phone based technology that adds a new dimension to printed content will be used for the first time in the magazine, and insights into multilingualism and language choice will be shared with readers. Read more about it here.

John Brown could also celebrate that it has been shortlisted for seven awards at the 2012 PPA Awards in June. Included in the shortlisted pieces of work are John Lewis Edition for John Lewis; Waitrose Kitchen for Waitrose and What's Next for Sappi which are all up for Customer Magazine of the Year.

Also shortlisted for Customer Magazine of the Year at the prestigious PPA awards are Cedar Communications for British Airways' High Life magazine and August Media's live for IKEA FAMILY.

New figures show that businesses spent more than $40 billion on content marketing in 2011, with investment in digital content and "other" content (including events and videos) hitting a record-breaking $16 billion. The Custom Content Council and ContentWise's Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2012 shows that print media still dominates, but the data highlights the growing trend toward marketing with audience-targeted online content. The study compared marketers' use of print content, video marketing, white papers, email marketing, website content and more from 2009 through last year.

Branded content creation and the broader online video market is the most exciting sector within the global advertising industry today. But with so many players working across such a range of disciplines, there are few benchmarks of excellence and no mechanism to bring all the parties within this vital emerging industry together. So C Squared, the company behind the Festival of Media, M&M magazine and Cream, has launched the brand video awards, The BRAVES, a unique awards programme and event that identify and celebrate the best work in the brand video universe, from technical innovation to marketing strategy and creative endeavour. All entries for the first BRAVES have to be in by May 11.

Finally, while brands have been thriving on Facebook for a while, only a few have taken the steps to set up a Google + account. If you are looking to set up a brand page on Google's social network platform, Business Insider has shared are six content marketing tips for Google+. These include grabbing the readers' attention with formatting - unlike Facebook; use +Mentions and #Hashtags to increase visibility and brand awareness; and make sure images and visuals are key parts of the content marketing strategy.

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4thMay 2012


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