Content

Week in content marketing: 7 December

This week Cedar unveil a new look Nikon Pro magazine which heralds a new era for the publication; British Airway's' Business Life magazine celebrates its 25th anniversary; the NCT Babychange app arrives on Android; Paul Keers joins Edinburgh-based White Light Media as its London Bureau Chief; rethinking the way we publish online; and why, when it comes to content marketing, ‘seeing is believing'.

Nikon Pro magazine has unveiled a new look and feel that heralds a new era for the magazine. Published by Cedar for Nikon, the design of the latest issue features clearer sectioning and navigation to showcase the latest news, work and advice from inside the photography industry.

"Nikon Pro reflects the strong relationship Nikon has with their professional photographers and this issue is no exception," says editor Laurence Akers. "With more images being taken than ever before, this new design works even harder to guide the reader through such a fast-developing world."

The new issue looks at Iceland's amazing photographic opportunities, as well as features insights from Eric Forey on new angles in architectural photography and three NOOR photographers discussing the agency's project on life in Brazil.

Nikon Pro is produced in five languages and is delivered to 30,000 registered photography professionals across Europe, and its iPad edition which was shortlisted for Best Mobile Content Solution at the CMA awards this year is now available in the App Store.

Cedar has also been in the news as Business Life, the magazine it publishes for British Airways' business customers, is celebrating its 25th anniversary this month. In a special anniversary issue Business Life takes a look back at 1987 when it was launched. It also looks back at past issues of the magazine to see how times have changed.

"It's been quite an eye-opener for all of us to see how much our lives have changed in the last 25 years," says Business Life editor Tim Hulse. "Could it really be true that there was once a time when the height of sophistication was a mobile phone the size of a brick?"

The NCT Babychange app, created by Axon, which helps users locate their nearest baby-changing facility and rate them for others, has until now only been available to iPhone users. But from 3 December the popular app has been made available for Android users.

The free app was created for NCT, the UK's largest charity for parents and is sponsored by leading nappy care ointment, Bepanthen, and won the Best Mobile Solution Award at the 2011 International Content Marketing Awards.

Content marketing agency Think has won three major awards at the PPA Independent Publisher Awards 2012: Consumer Magazine of the Year for British Dressage, the official publication of British Dressage; Customer Magazine of the Year for BEER, the membership magazine of Campaign for Real Ale; and Team of the Year for The Think Sales Team.

Commenting on the wins Think's chief executive Tilly Boulter said: "What an amazing achievement for Think. Not only has the work we produce for clients been recognised again in such a brilliant way by our peers, reinforcing our position as the leading publisher for membership organisations, but now our own sales team has been given the ultimate accolade of an award. The sales team works so hard on behalf of our clients to generate real results that work for their audiences and advertisers, often making the difference between having a printed publication or not; they thoroughly deserve this award."   

Meanwhile, award-winning content agency Seven has been shortlisted for five awards at the International Digital Magazine Awards, with four nominations for Sainsbury's magazine and one for Savills' INSIGHTS: World Cities Review 2012.

Under editor, Helena Lang's direction, Sainsbury's magazine recently moved into the digital publishing arena and October 2012 saw the launch of the magazine's first interactive issue, using Aurasma-activated augmented reality [AR] technology. The new editorial approach enabled the team at Seven to include a cover video, featuring an introduction from Helena followed by split-screen coverage of interactive content from the magazine, including step-by-step recipes and extra elements to enhance the print content.

In people news this week, Edinburgh-based White Light Media are thrilled to announce that Paul Keers, one of the most respected editorial names in bespoke magazine publishing, is joining the company as its London Bureau Chief from January 2013. Paul was the UK launch editor of GQ magazine, founder of Axon Publishing and a former editor of Sunday Times Style. Paul will be building the company's presence in London and will also be contributing to drinks magazine Hot Rum Cow.

Leading independent website on emerging technologies and the disruption of media, GigaOm has written about how we must rethink the way we publish online. In the article Mathew Ingram notes that "Many publishers seem to assume that the best way to publish their content online is to try and recreate the look and feel of the printed product they are trying to replace" but he feels a better approach is to strip away everything that isn't absolutely necessary. Merely taking the print magazine's layout and recreating it digitally is perhaps not the best way to publish or for people to consume content. Ingram continues: "[...] Some of the most interesting experiments in online content are coming from those who are not just thinking outside of the box, but aren't even willing to admit that there is a box."

He uses online and mobile magazine, The Magazine, which launched earlier this month as an example of this. The Magazine has received a lot of attention because of its simplicity: focused on long-form essays about technology and culture it has virtually none of the elements that we have come to associate with online and virtual magazines. Ingram goes on: "It has no masthead or sidebars or boxes with interactive ads, no table of contents or sharing buttons or drop-down menus. It has virtually nothing but words and links (and some cool hyperlinked footnotes)." With a key focus on the reading experience and the content, the title has no advertising and its content is subsidised solely by subscriptions. Could this type of ‘artisanal' publishing a new trend in online publishing?

Read the complete article here.

As brand owners like Nestlé, Kellogg's and Cisco are making greater use of content marketing; they are also facing various obstacles in engaging consumers and securing in-house support. As a result marketers are searching for a new content formula that works, writes WARC.

"The biggest challenge is balancing added value to the consumer and communicating your brand message", says Bob Arnold, associate director of global digital strategy at Kellogg's. "How do you do it in a way where you are truly adding value without being overbearing?" he asks.

Orion Brown, senior associate brand manager at Capri Sun, Kraft's juice range, added that "identifying the consumer need that a brand meets, then laddering that back up to a higher emotional need helps drive relevant content creation. But even then, brands need to be mindful of not getting too lofty in their brand promise to keep the content grounded and believable to the consumer."

This all goes back to the importance of telling stories instead of simply pushing marketing messages to the public, which was the theme of last week's International Content Marketing Summit in London. You can read more about what the speakers had to say on the topic here.

When it comes to content marketing, ‘seeing is believing' writes Steve Olenski on Forbes.com as he looks at results of a recent survey by PR Matter Communications. The survey found that:

  • 95% (of marketers) believe visual content is very important for online marketing
  • 89% are already using or plan to use visual content in social media
  • 87% believe visual content is critical for traditional marketing
  • 80% plan to budget for production of visual content in 2013
  • 96.7% believe that visual content engages best on social media

In discussing the findings Scott Signore, CEO of Matter Communications said that "Brands of all flavors see higher engagement with their customers when they deploy visual content across their marketing disciplines - from social and public relations, to web site content and even static marketing materials like annual reports."

Are you planning on using more video content in your 2013 strategies?

Posted in
7thDec 2012


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