Week in content marketing: 8th April

CMA member CPL has just published the spring issue of RMProfessional, the magazine for the Institute of Risk Management (IRM) - the first issue that CPL has created for the institute.

The company has spent a great deal of time developing the magazine, and specifically its design, to give it  a modern, lively feel that CPL believes complements the quality of the content and reflects the Institute's growing global influence.

Among the topics that are covered in the first issue are an examination of the Fukushima Daiichi nuclear disaster, a perspective on the developing risk management culture in Saudi Arabia and a pictorial review of the IRM's inaugural Global Risk Awards.

CPL is also carrying out media sales for RMProfessional and has developed the magazine's new website.

More details here.

Another publication that has recently had significant revamp is Cineworld Magazine. Published by Immediate Media Branded Content, the April issue features a stylish new redesign that was shaped by a reader survey and a creative review which were undertaken last year.

The title, which has a monthly distribution of 400,000 copies, will now feature more preview content to help customers plan their Cineworld visits several months in advance.

The redesign sees a complete overhaul of the magazine's cover, contents, front section, features and film listings - as well as the closing page, which now features an ‘In 5 Words' interview and quiz.

Cineworld Magazine is free at all of Cineworld's 80 cinemas in the UK and Ireland and is also available as an iPad edition - which is free from The App Store.

More details here.

Growth of online media

This week has also seen a significant milestone in the development of online media. In a report from GlobalWebIndex. - Digital 2013 - A Global Analysis of How Consumers Spend Their Media Time - the research organisation now claims consumers are spending more time with online media than they are with traditional forms of media.

It suggests that digital, including social media and mobile internet usage, now accounts for 57% of daily media time with the trend to online most marked in countries such as UAE and China. Overall consumers now spend an average of 10.7 hours a day with all forms of media and 5.6 hours of that on digital.

However offline media, such as TV, radio and newspapers, still accounts for the majority of media time in mature internet markets including the UK and US.

There's more here.

If you haven't checked it out yet take a look at the content marketing hub in the Guardian Media network zone which has been created by CMA's content discovery partner Outbrain.

The CMA will be contributing feature articles to the hub that will help to further promote our industry and membership to the Guardian's media audience.

You can view the content hub here.  

Given the huge amount of media interest in content marketing at the moment it feels as if we are members of a new-ish industry.

So it may come as surprise that one of the most successful and high profile customer magazines, BA High Life, celebrates its fortieth birthday this week.

The UK's longest running inflight title, marks its landmark anniversary by chronicling the changing face of travel from 1973 to (with a spot of future-gazing) 2053. The mag, which sports an arresting cover image of Daisy Lowe in vintage air stewardess uniform from Rankin, includes some of the most high profile articles from the last forty years including Sir David Attenborough on diving, to Alain de Botton on the new ‘generation curious'.

Forty of the world's best travel editors from Conde Nast to the Washington Post also reveal their top tips on the world's next big destinations.

In a hard-hitting article at Marketing Week, Lucy Handley claims that companies are losing loyal customers at an alarming rate because of poor customer service and rewards.

In research undertaken by Accenture, a high number of people say that companies could have done more to keep them as customers.

Eighty-five per cent of those surveyed agree that their loyalty could have been retained if a company had acted. Of those, 69 per cent would have stayed if their problem had been resolved the first time they contacted a brand, and 55 per cent if they had been offered preferential treatment and rewards for doing more business with a company.

In the article Rachel Barton, managing director for CRM at Accenture UK & Ireland, stresses how important it is that brands focus their energies on retaining their loyal customers, rather than putting all their focus on acquiring new ones.

Golden rules for content marketing

One time COO of the CMA, Julia Hutchison, who is now head of content marketing at Group FMG, has written a powerful article about the mistakes content marketers can make for Wallblog.

Julia praises brands like Coca-Cola and Red Bull, which place content at the heart of their marketing strategies, but then goes on to offer some golden rules for brands. These include hitting the right note with your customers, focusing on the customers rather than the brand, creating excellent quality content and ensuring that a content strategy is properly thought out.

You can read it here.

Wallblog has also been dissecting the new Facebook home screen for Android mobile phones and looking at how it may impact on brands' mobile outreach. It also points out that according to eMarketer Facebook is set to attract almost 30% of all mobile display ads this year. Read more here.

Another eMarketer report looks at Facebook's rival Twitter and in particular how it is forecast to earn as much as $582.8 million in global ad revenue this year, going on to generate over $1 billion in 2014.

The report predicts more than half of Twitter's ad revenue (53%) will come from mobile advertising this year. There's more on the report at Net Imperative.

A few other articles worth reading this week include tips on how content marketers can use the iPad from Marketingprofs, a new suite of content marketing publishing tools from Readz and some advice from Econsultancy on how to create non-news driven content for SEO and content marketing.

Posted in
9thApr 2013

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