Content

Week in content marketing: 7th May

Think has announced a deal with the British Association for Counselling & Psychotherapy (BACP) to implement a new content strategy and provide editorial content for its public-facing website, It's Good to Talk (IGTT).

The company and the organisation have big plans for IGTT in developing it as a knowledge hub for those seeking therapy. As well as featuring therapy news the site will also host in-depth articles, readers' own personal experiences, a directory of private therapists and video and audio content.

The site will be edited by former Think editorial director Rachel Shattock, who is also a practising psychotherapist and Thinks claims is uniquely placed to lead the project.

More here.

CPL's new title, Inspire, which it has created for patient support charity Arthritis Care, launches this week.  Inspire was developed, written and designed by CPL, after the Cambridge-based agency won a competitive pitch at the start of 2013.

The first issue features an interview and photo shoot with ‘queen of cakes' Jane Asher.

Jane, who is president of Arthritis Care, said: ‘I think the magazine will be very popular. It's a great read, and it's always helpful to know there are other people who have the same problems you have.'

More here.

the fabl have given additional details of its relaunch of The Bulletin, the members' magazine of the British Frozen Food Federation (BFFF).

The company will unveil the new look version of the magazine in mid-July with an issue that will focus on the BFFF's annual gala dinner dance and awards evening, which this year takes place at the Park Lane Hilton, London, on Thursday June 13th.

The Bulletin will carry the same mix of industry and member news, but its design has been given a contemporary makeover and it will become bi-monthly, rationalised to six issues a year from its current 10.

More here.

The CMA, shared our 10 steps to an effective content strategy with the Guardian's content hub. To read our advice, click here.

Vine and Tumblr for brands

Over at Wallblog, social media consultant Alison Battisby has been looking at the way in which brands are increasingly using Twitter's GIF/video app creation facility Vine.

She points out that in the last week Twitter announced a couple of key enhancements to the service. Firstly Vine now allows users to shoot from the front facing camera on their phone, and secondly, and potentially of most interest to brands, users can also tag other users (including brands) in updates allowing the app to become more interactive.

Battisby then suggests a suite of potential uses for brands using the app including new product videos, news updates, competitions, conference updates and guided tours. There are several good examples of brands using Vine in the article.

There's an interesting new poll which has been conducted in the US which shows that consumers are increasingly comfortable with both online advertising and branded content.

According to the Digital Advertising Alliance (DAA) 92% of 1,000 surveyed Americans agree that free news content, blog content and video content are either ‘somewhat' or ‘extremely' important to the overall value of the internet.

More here.

Another American report highlights that more money is being spent on branded content than ever before. A study from the Custom Content Council, showed that on average, companies allocate 39% of their marketing, advertising and communications budgets toward content creation.

While spending on all types of marketing rose 9.2% between 2012 and 2013, there is an increasing push toward digital content marketing. Between 40 and 44% of survey respondents expect to increase their spending on SEO, web updates and social content.

A couple of other stories worth reading this week. Firstly Business2Community has an interesting article on how branded content can work on blogging platform Tumblr. It then highlights three brands that have been very successful on the platform, the most interesting of which is Whole Foods Market which uses uses Tumblr as an extension of its online magazine Dark Rye.

Econsultancy looks as what to do when branded content creator suffers from writer's block. It has five tips on how to get back on track.

Posted in
7thMay 2013


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