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Video highlights from the 2016 International Content Marketing Awards!
The 2016 International Content Marketing Awards took place on November 22nd at the Round House in Camden Town.
Here are the highlights from the night:
Congratulations again to all of the winners!
CEDAR TRIUMPHS WITH GRAND PRIX AT 2016 INTERNATIONAL CONTENT MARKETING AWARDS
– Other winners include John Brown Media, MediaCom Beyond Advertising and Karmarama –
London, November 23, 2016: The Content Marketing Association (CMA), the industry body for the content marketing industry, last night announced the winners of its seventh annual International Content Marketing Awards at a ceremony at The Roundhouse in London.
The International Content Marketing Awards are the single most competitive content marketing awards globally, this year seeing a record number of agency entrants. The 2016 awards also introduce 10 new categories to reflect the growing trends in the industry. A few of the new categories include ‘Best Real-Time Activation’, Best Use of Data & Insight’ and ‘Best Distribution Strategy’.
This year’s awards received over 450 award entries from 110 agencies. These entries came from 21 different countries, over four continents including nominations from UK, USA, Canada, Germany, Hong Kong, Australia, Sweden and Israel.
Cedar were the biggest winners at this year’s Awards, winning four gold awards, plus the Grand Prix. They were awarded for their great work with British Airways, winning Best Content on Owned Media Channels for British Airways Portfolio, as well as Best Membership for The Club for British Airways, Best Travel for British Airways Portfolio and Designer of the Year award for Henry Elphick at British Airways.
The British Airways owned media portfolio includes — three powerful inflight magazines in High Life, Business Life and First reaching 3.6 million people a month; content for the ba.com website; and a digital magazine – The Club – emailed to 3.8 million loyalty members. The content is seeded across social media channels reaching 4 million Facebook, Twitter, LinkedIn and Instagram followers.
The judges commented that they stood out because British Airways have put in place owned channels that they are fully committed to pulling together and integrating across all possible components. This provides longevity and total brand consistency.
Clare Hill, Managing Director at the Content Marketing Association, said: “I am delighted to say that there is yet again a huge diversity of winning agencies from across four continents. Our CMA awards represent the very best worldwide in content marketing by agencies for brands. As content marketing continues to grow in independence, it is even more important to recognise best in class work, highlighting gold level global campaigns. Congratulations to all winners!”
Other notable winners include MediaCom Beyond Advertising and John Brown Media who both won two gold awards. MediaCom Beyond Advertising won Best B2B for Headstart for Danske Bank Business and Best Specialist for Scope’s End the Awkward. John Brown Media was awarded gold awards for Best Use of Photography for Waitrose Food and Editor of the Year.
The full list of winners of the 2016 International Content Marketing Awards are:
Grand Prix – BA Portfolio– British Airways – Cedar
Best Annual Content Strategy – The Economist Content Engagement Strategy – The Economist – Proximity London (Creative)
Best Automotive – Lexus Slide– Lexus – AllTogtherNow/CHI
Best B2B– Headstart– Danske Bank Business– MediaCom Beyond Advertising
Best Content on Owned Media Channels – BA Portfolio – British Airways – Cedar
Best Distribution Strategy – Lenovo Think Progress – Lenovo – King Content
Best Finance – Premier Personalisation Film – Barclays – ITN Productions
Best FMCG – Skittles Holiday Pawn Shop – Skittles – MediaCom Beyond Advertising Canada, BBDO Toronto & Harbinger
Best Internal – Public employees reading mean tweets – YS State Sector – Geelmuyden Kiese
Best Membership – The Club for British Airways – British Airways – Cedar
Best Non-Retail Consumer – Luck is no coincidence – Unibet – Karmarama
Best Print – Broccoli & Brains – LighterLife – Made By Sonder
Best Real-Time Activation – The #BlackFriday Social War Room – Argos – AllTogtherNow
Best Retail Consumer – Domino’s – Powered People Greatness – Domino’s Pizza Group UK – Arena Media UK
Best Social – Volvo Trucks vs 750 Tonnes – Volvo Trucks – Spoon
Best Specialist – End the Awkward – Scope – MediaCom Beyond Advertising
Best Travel – BA Portfolio – British Airways – Cedar
Best Use of Data & Insight – The O2 Featured – The O2 – StoryScience
Best Use of Illustration – The World’s biggest Amusement Park – The Norwegian Trekking Association (DNT) – Geelmuyden Kiese
Best Use of Innovation – Cashless on the Catwalk – Visa – The 10 Group
Best Use of Monetised Content – Sainsbury’s Magazine and digital – Sainsbury’s – Seven
Best Use of Photography – Waitrose Food – Waitrose – John Brown Media
Best Video – Volvo Trucks vs 750 Tonnes – Volvo – Spoon
Designer of the Year – Henry Elphick – British Airways – Cedar
Editor of the Year – William Sitwell – Waitrose – John Brown Media
The Content Marketing Association (CMA) is a not for profit organisation representing the content marketing industry. The overarching aim of CMA is to promote content as an effective marketing tool to client-side marketers and showcase the range of channels that can be used to engage customers from digital – such as smart phone apps, tablet-enabled microsites, video and branded TV – to the more traditional customer magazines. Formed in 1993 the CMA’s members produce content for over 1,000 leading brands and organisations in the UK and internationally. Content marketing is the single biggest channel in the marketing mix and the CMA exists to champion and encourage this growth on behalf of its members. It is widely recognised for being one of the most innovative and supportive industry associations.
Havas Media CEO Matt Adams becomes CMA chairperson
Matt Adams, the chief executive of Havas Media UK, is the new chairperson of the Content Marketing Association.
He replaces Andrew Hirsch, chief executive of John Brown Media, who has held the position for the past three years.
Adams, the former UK managing director of iProspect who became Havas Media UK chief executive in September, will take up the CMA chairperson role in January.
Since April 2015, Adams has been a member of the CMA’s management team as a director. The rest of the CMA committee includes: Clare Broadbent, chief executive of Cedar; Sean King, chief executive of Seven and Vince Medeiros co-owner and publisher of TCO London.
Clare Hill, managing director of the Content Marketing Association, said: “Over the past three years, the CMA has been through a huge transformation, with Andrew as a driving force in helping us deliver a new value proposition and positioning it as the centre of excellence for all things content marketing.
“I would personally like to thank him for his invaluable support, whilst welcoming Matt to the role.
“He has been a big supporter of the CMA and content marketing in recent years and it’s wonderful that he has taken on the Chairperson role.”
see original article here.
International Content Marketing Awards – the winners
On Tuesday night, at a ceremony at The Roundhouse in Camden, London, the Content Marketing Association announced the winners of the International Content Marketing Awards 2016.
Clare Hill, managing director of the Content Marketing Association, said: “Yet again a huge diversity of winning agencies from across four continents. Our CMA awards represent the very best worldwide in content marketing by agencies for brands. As content marketing continues to grow in independence, it is even more important to recognise best in class work, highlighting gold level global campaigns.”
BA Portfolio, British Airways, Cedar
BEST ANNUAL CONTENT STRATEGY
The Economist Content Engagement Strategy, The Economist
Lexus Slide, Lexus, AllTogetherNow/CHI
Headstart, Danske Bank Business, Mediacom Beyond Advertising Denmark
BEST CONTENT ON OWNED MEDIA CHANNELS
BA Portfolio, British Airways, Cedar
DESIGNER OF THE YEAR
Henry Elphick, British Airways, Cedar
BEST DISTRIBUTION STRATEGY
Lenovo Think Progress, Lenovo, King Content
EDITOR OF THE YEAR
William Sitwell, Waitrose, John Brown Media
Skittles Holiday Pawn Shop, Skittles, Mediacom Beyond Advertising Canada, BBDO Toronto & Harbinger
Premier Personalisation film, Barclays, ITN Productions
Public Employees Reading Mean Tweets, YS State Sector, Geelmuyden Kiese
BEST NON-RETAIL CONSUMER
Luck Is No Coincidence, Unibet, Karmarama
The Club, British Airways, Cedar
Broccoli & Brains, LighterLife, Made By Sonder
BEST REAL-TIME ACTIVATION
The #BlackFriday Social War Room, Argos, AllTogetherNow
BEST RETAIL CONSUMER
Domino’s – Powered People Greatness, Domino’s Pizza Group UK, Arena Media UK
End The Awkward, Scope, MediaCom Beyond Advertising
Volvo Trucks vs 750 Tonnes, Volvo Trucks, Spoon
BA Portfolio, British Airways, Cedar
BEST USE OF DATA & INSIGHT
The O2 Featured, The O2, StoryScience
BEST USE OF MONETISED CONTENT
Sainsbury’s Magazine, Sainsbury’s, Seven
BEST USE OF INNOVATION
Cashless on the Catwalk, Visa, The 10 Group
BEST USE OF ILLUSTRATION
The World’s Biggest Amusement Park, The Norwegian Trekking Association, Geelmuyden Kiese
BEST USE OF PHOTOGRAPHY
Waitrose Food, Waitrose, John Brown Media
Volvo Trucks vs 750 Tonnes, Volvo, Spoon
Photos of the event can be seen here.
See original article here.
Finding the best measure of success for content marketing
The importance of content marketing continues to rise for many brands but knowing how to measure effectiveness remains an issue.
Content marketing has evolved into a fully-fledged marketing function but as with many newer communications channels finding the best measure of success remains a challenge.
Only half of marketers believe it is possible to accurately measure content marketing’s return on investment, according to a study by the Content Marketing Association (CMA), and 52% are unsure whether a universal metric is realistic.
But almost a third (29%) of content marketers are worried that budgets will move away from harder to measure channels if measurement is not sorted.
Just last week, Facebook admitted a number of errors in the way it measures audiences, after earlier this year owning up to the fact it had be overstating how long users watch videos on its site by up to 80%.
READ MORE: Facebook admits more measurement errors
The report shows that half of marketers currently spend 6% to 15% of their content marketing budget on measurement, and while 73% of senior level marketers do class measurement as ‘very important’ to their content marketing strategy, only 45% are planning to increase this over the next 12 month.
Although Marketing Week columnist Mark Ritson does not dispute the value of content marketing, he is not convinced it should be treated as a separate form of communication. Furthermore, he argues that simply creating more content will not increase consumer engagement.
He said in a recent column: “The problem appears to be content marketers who, in a modern version of marketing myopia, seem to think that their reason for existence is to create content, rather than communicate with clients and sell stuff.”
READ MORE: Mark Ritson: Is content marketing a load of bollocks?
What is the right measure?
“Content marketing is as much about relevance as it is about reach,” says Pete Markey, brand communications and marketing director at Aviva – whose aim is “to create something genuinely helpful or with a purpose, that considers the individual person at a specific moment in their life”.
Markey says this “leads to a much broader range of content, in many different formats, which means the old rules of measuring effectiveness of advertising, like brand tracking, are harder to apply”.
We would like to see the industry working together to establish some accepted engagement metrics.
Charlie Edelman, Story Studio at Evening Standard
It can be difficult to disaggregate individual parts of a campaign and “that’s no different for content pieces”, according to Charlie Edelman, director of Story Studio at Evening Standard owner ESI Media. She says: “Ultimately, it all comes down to setting and communicating your objectives and defining your key metrics.”
Edelman added: “We would like to see the industry working together to establish some accepted engagement metrics across different digital media such as content articles, video and social media so that clients can better understand performance and benchmark the branded content they invest into.”
The CMA report says action (44%) and interaction (41%) are seen as the most important short-term measures to gauge the effectiveness of content marketing, 45% of respondents cited views as the least important and 68% believe marketers should seek to measure emotional engagement.
The CMA findings are backed up by exclusive research shown to Marketing Week, based on the content management challenges of organisations – including the CMA membership of over 40 companies, which shows that only 26% of organisations say they are able to measure the effectiveness of the content on their websites extremely well.
The report by content management firm Acquia also reveals what metrics marketers use to measure the effects of content marketing. The highest proportion (45%) measure repeat visits and transactions, 44% track brand awareness and 41% measure audience share. Measuring customer satisfaction (38%), unique visitors (37%) and conversion rates (37%) also make the list.
Aviva, whcih works with Zenith, believes “the purpose of content is to drive interactions”, so it developed a brand engagement score. “By aggregating all of the interactions up into one score with weekly data points we are able to use this as an input to market mix modelling, allowing us to prove the impact on sales in the short and long term,” adds Markey.
The challenge is whether the industry can agree on which metrics are the best indicator of content marketing effectiveness, because currently “there are no common measures of success across the industry”, according to Lexi Jarman, commercial director at The Financial Times’ content division FT².
FT², which launched last year, measures engagement to show success, which is in line with its editorial heritage.
Jarman says that active time on page and scroll depth tell the company “a bit more about why people are engaging and how engaged they are”. It is a move away from historic display metrics that “are great for display but don’t tell us enough about success for a piece of content”.
She adds: “Our editorial team don’t measure the success of their content based on a display metric. We are aiming [to look at] how [editorial teams] measure success, which is tricky in a market that still measures success based on something that tells you that something else is successful.”
Content marketing is as much about relevance as it is about reach.
Pete Markey, Aviva
Some marketers do still look at click-through rate (CTR), which is important says Jarman, but admits it “means relatively little if you’re not looking at the conversion”.
The content division’s next step, therefore, is to “find out what a conversion looks like”, examining brand uplift and turning a conversion back into “something meaningful”.
Forest Holidays has launched a content hub to content hub to promote Britain’s forests and connect people.
The problem is that “you can end up delving into every single metric going to man and still not surface the information that you want”, according to Michelle Tassi, ecommerce marketing and sales insight manager at Forest Holidays. She advises marketers to “keep it simple and keep the metrics as clear and consistent as possible so you are comparing like-to-like”.
Forest Holidays has its own content hub called Forestipedia that aims to promote Britain’s forests and connect people, nature and local communities.
The key areas that Tassi measures are traffic, SEO visibility – looking at keyword rankings on search engines using advance web rankings, overall visibility of the website and keyword volumes, and it uses Hitwise to compare market share.
In addition, each blog is measured for reach via social media channels through social seeding and traffic to Forestipedia itself and the Forest Holidays website.
Measurement is also a long-term job. Tassi adds: “Short-term insight is important but continuing to monitor the SEO visibility of keywords and blogs is long term, so persistent measuring is critical to understand the overall impact.”
Don’t get bogged down
HomeServe, which provides emergency home insurance cover and domestic repairs, launched content hub Ketchup over a year ago. Instead of agonising over a content strategy brand director John Greaves wanted to “dive in”, working on metrics as the hub developed.
“The longer you devise the plan, the more time you are wasting,” he says. “There is nothing that can be gained from waiting for the perfect strategy.”
Ketchup achieved 250,000 unique users in its launch year and looks at conversions to the website, unique users and user profiles, total page views, number of page views per visit and time spent on page, organic search visibility of Ketchup articles and when using Ketchup content in existing customer communication it tracks email open rates and click-through rates.
Greaves adds: “As we get sharper and smarter, convergence will naturally mean we will want to have some more direct and specific metrics but ultimately for us it’s about telling a story of the organisation and wanting customers to interact with us.”
Whether there will be an industry standard for measuring content is yet to be seen but content is supposed to go beyond being another advertising channel to push products, so measuring its worth could continue to be a sore point for content marketers.
Read original article here.
How Bloomberg Media is bringing brands to life with Kinection
What a brilliant time to be in content marketing: so many platforms, collaborations and, yes, interested clients. It seems timely to share how Bloomberg Media has spent the past year tapping into its global data, technology and influence, to create powerful stories for brands.
Different by design
Many of you probably know Bloomberg as a financial brand – and that’s not wrong; simply incomplete. Every day our journalists affect the price of company stock, currencies, and oil prices. We are the glue of the financial markets – and the brand for business leaders around the globe.
But we are not your typical media company. We are different by design. Our core business is the Bloomberg Terminal – a dynamic network of information, people and ideas that form the bedrock of the global financial markets.
One striking benefit of this means Bloomberg Media is not dependent on the volatile advertising model to invest. So, we enjoy an entrepreneurial media culture inside a highly successful, private firm. It also means we have the advantage of established, trusted relationships with users, developed by a network of 2,400 journalists generating 5,000 stories per day.
In Europe, our offering includes the satellite and cable channel Bloomberg TV, a portfolio of global magazines, including Business Week and Pursuits, outdoor media sites at London City Airport, the fast-growing Bloomberg Radio, and one of Europe’s largest business websites, Bloomberg.com.
However, our unconventional setup means many are still surprised to learn that Bloomberg Media is the number one business media brand in Europe, reaching the top 13% of consumers based on personal income. That’s not my claim, but the findings of the annual Ipsos European Affluent survey— for the past three consecutive years. It places us ahead of the FT, CNBC, The Economist and Forbes, to name but a few. We truly are the voice of business.
So what does all of this mean for our content partners?
We all know the concept of native advertising, branded content, content marketing… whatever you like to call it, is far from new. It is, however, enjoying an unprecedented purple patch, propelled by new technology and changes in media consumption habits.
To capitalise on this, Bloomberg Media has spent the past year realigning all its specialist writers, branded content creatives, art designers and creative solutions leaders under our new studio name, Kinection. This has resulted in a truly joined-up network of in-house content specialists located in EMEA, the US and Asia Pacific.
In EMEA the operation is led by Bloomberg’s Head of Marketing, Penny Bartram. I joined the team 16 months ago as its first editorial leader in the region to develop the strategic and storytelling side of the operation, and unlock more of Bloomberg Media’s latent potential.
Empowered by Bloomberg Intelligence
Data has always been a core component to Bloomberg’s success, and one of the biggest advantages I’ve had is the ability to harness the data and insights of 150 global analysts working in Bloomberg Intelligence (BI). Most of Kinection’s partnerships in 2016 have drawn upon BI’s market specific datasets to fuel insights distilled into features and infographics.
Providing access to leaders
Another strong USP for Kinection is the access we enjoy to business leaders and the world’s elite. Thanks to Bloomberg’s reputation as being the flag-bearer for business, we have been able to create a number of unique and compelling opportunities for brands.
Take our recent work with UBS. Following the global economic downturn, the financial organisation wanted to personalise its brand and connect with people on a more emotional level. As part of UBS’s Life’s Questions (a branding campaign launched in 2015), Kinection helped to bring wealth management and family business to life by introducing them to one of Europe’s most famous families.
I was part of a small team that included our creatives, Calum Youngson and Dave Hodgson, who spent nearly a week with the Lamborghini family in their family home of Bologna, Italy. We interviewed three generations of Lamborghinis to get to the people, and the philosophy, behind the famous name.
The result of our time in northern Italy was a warm, loving, personalised story – narrated in large part by the wife and daughter of Tonino Lamborghini – both voices previously never heard before.
It’s easy to underestimate how big a leap this was for a partnership more used to producing corporate videos of senior executives talking in a board room.
In terms of UBS’ three main communication objectives – to modernise, humanise and differentiate the brand – brand survey results have demonstrated the campaign’s success. Engagement and brand perception targets were smashed and new benchmarks have been set.
Our Lamborghini video formed just part of a multifaceted UBS partnership. The collaboration has also addressed the emotive subject of gender inequality in finance and economics head-on through the story of Nobel Laureate winner, Elinor Ostrom (still the only female to win the Nobel Prize in Economic Sciences).
Read our challenging investigation here.
Elsewhere, UBS was also the headline sponsor of Bloomberg TV’s celebrated six part series, Forward Thinking. The documentary explored the seismic social and technological challenges facing us in the future, and involved the research and expertise of more than 90 Bloomberg journalists.
UBS is just one of a dozen global brands Kinection has worked with in 2016 across B2B and B2C categories. At a time when some traditional marketers are hung-up on the fact that content marketing is not new (we know), and that much of the jargon surrounding it is unnecessary (just like elsewhere in marcoms) – it’s reassuring to know it works.
At Kinection we’ve seen its ability to shift the dial, whether at the top of the marketing funnel right through to intent and purchase. By providing far more information and context than traditional advertising, but by incorporating the craft, expertise and access beyond many brands’ own PR capabilities, Kinection is adding new value to its partnerships.
I know we’re far from alone in pushing the boundaries. The sector is alive with creativity and innovation, and we should look forward to watching the space develop further in 2017.
Arif Durrani is commercial editor of Bloomberg Media’s Kinection in Europe, Middle East and Africa. Bloomberg Media is the latest member to join the CMA.
Expert panel: Best of digital 2016, plus predictions for 2017
We are delighted to announce that our last Digital Breakfast of 2016 will be held on Wednesday 7th December. It will be on the very exciting topic of:
Expert panel: Best of digital 2016, plus predictions for 2017
Our last breakfast in November was on The rise and rise of digital video and what to do about it and was a huge success, with attendees from companies such as Dialogue, Bell Pottinger, Blue Glass, Connected Pictures, ITN Productions, King Content, Navigate Video, Remarkable, Sage, Sunday, Wardour, WMG & Zurich to name but a few.
It’s been another year of change in digital media and marketing. Over the past 12 months we’ve seen the coming of age of new channels like Instagram and Snapchat, the beginning of a revolution in video content, and the consolidation of mobile as the starting point for many digital content marketers. We’ll be celebrating some of the best work and significant content approaches of 2016.
But what’s next? Whatever is coming in 2017, it’s sure to bring new challenges and new opportunities for brands and content marketers.
In this breakfast we’ll be talking to experts in digital marketing, search engine optimisation, social media and digital content measurement to analyse and assess the significant trends for the year ahead. You’ll come away with some clear ideas on the major factors for content marketers to focus on in the next 12 months.
Andy Edmonds, Head of Engagement – iProspect
Andy is the Head of Engagement at iProspect UK where his role sees him overseeing the specialist Engagement product and managing the teams within it. This includes data driven Content Marketing, Blogger Outreach, Digital PR, Events and Experiences. Andy has been in the digital marketing industry for over eight years and has worked with clients across all sectors, including HSBC, Thomas Cook, House of Fraser, Laura Ashley and The White Company. Having worked on a number of the UK’s biggest brands and been in the industry for over eight years his experience makes him well placed to drive conversation around contextual content to drive audience engagement.
Jason A Miller, Global Content Marketing Leader at LinkedIn
Jason Miller leads global content and social media marketing initiatives for LinkedIn Marketing Solutions helping marketers understand how to take advantage of digital advertising and content marketing tactics on Linkedin and beyond to achieve their marketing goals and deliver real ROI.
He is the author of the best selling B2B marketing book Welcome to the Funnel: Proven Tactics to Turn Your Social Media and Content Marketing up to 11. Jason is one of the most requested speakers on the global B2B conference circuit as he brings a much-needed adrenaline shot in the arm to the standard keynote.
Alan Welsman, Founder, Rubber Shirt
A board level executive with experience in a variety of business sectors. Successful manager of $multi-million P&L in digital products and services, with a track record of growing revenue through product innovation, e commerce and service development.
Well versed in digital strategy, transformation, omnichannel commerce, brand and product management, CRM and customer experience, having created connected device strategies for telecommunications, entertainment, consumer products and B2B organisations. Equally at home activating strategies through performance marketing.
How to book your place:
Please fill in the online booking form here.
Tim Tucker, Training Consultant – CMA.
Tim is a trainer, content strategist, online copywriter, user experience designer, and consultant who helps people to communicate better through digital media. He has over 13 years’ experience working in digital media.
9am – 11am (Breakfast is served from 8:30am)
CMA Members: £75 + VAT
Non Members: £150 + VAT
iProspect London Office, 10 Triton Street, London, NW1 3BF
2017 round up – #1 video and social platforms
The arrival of the John Lewis ad can only mean one thing – that the festive season is almost upon us. Black Friday, now firmly established as a fixture in the UK calendar, is looming and beyond that lies Christmas and then the new year.
Before we get too festive though there is the small matter of the CMA Awards which are next Tuesday. Here we will celebrate all that is great about content marketing, praising richly engaging print magazines, cleverly produced videos, powerful content driven websites all of which have proved ROI for their brands.
So now seems like a sensible vantage point to take stock of what has happened in the last year and how these developments might affect content marketing in 2017. And this week we are going to look at a few trends in video and social platforms.
In terms of publishing, and indeed content marketing, pretty much every important story this year has at some point featured Facebook. The all encompassing social network has apparently had a powerful influence on everything from the rise of brands through to the result of the US election.
This year has seen the platform’s focus turn to video. Mark Zuckerberg was not joking early in 2016 when he suggested that Facebook was set to become almost exclusively video-based in five years. This year has seen the huge growth of video channels from publishers like Unilad, Jungle Creations and others with individual clips regularly reaching tens of millions of views. Their highly viral short video style has influenced brand’s approaches to video, and companies have already hatched deals to work with the emerging media brands.
Facebook also launched Facebook Live in the UK this year and once again after the initial rush of enthusiasm companies have been working out exactly what the best way is to use the new format. Facebook has invested heavily in promoting the platform to both consumers and brands and it will be fascinating to see how it evolves as content marketing tool in 2017.
Opportunities for rival platforms
What Facebook might have to contend with in 2017 is a growing disconnect, from brands and indeed publishers, who feel that the social platform is quite rightly or wrongly, depending on your perspective, holding them to ransom. Many companies have invested heavily in Facebook, but now it appears that the only way to grow likes and engagement levels is by paying to advertise.
If brands do end up looking elsewhere the obvious place to go, especially if they at targeting younger audiences is Snapchat. The platform has this year combined high levels of growth and a well timed and executed reinvention of its content platform. The company is apparently set to IPO, which may be the key reason why its innovation has slowed a little. Yet post-IPO the drive will be on to find new ways to make the company more profitable and chief among these is sure to be restructuring its relationship with the media and brands – and in particular chasing after Facebook’s content marketing revenue
If Facebook has been focusing on its Live offering then YouTube has been pushing its status as the home for influencers. Savvy brands are increasingly looking to work with influencers on joint projects, creating and then distributing content. It is certain that this is likely to become even more prominent in the new year. YouTube itself is currently in the middle of an advertising campaign which shows several of its high profile influencers and emphasises how popular they are with their audiences. Interestingly the 16 it has chosen, are not just aimed at millennials but wider audiences too.
Ultimately then what we may witness in 2017 is a continued re-shaping of the online marketing world. Pounds which were once invested in display ad appear to be heading toward content both as native ads, but also content that is supported by video, influencer campaigns and more. Once again this will create many opportunities for savvy content marketing agencies and brands.
The December 7th Digital Breakfast will be an Expert panel: Best of digital 2016, plus predictions for 2017. In this breakfast we’ll be talking to experts in digital marketing, search engine optimisation, social media and digital content measurement to analyse and assess the significant trends for the year ahead. You’ll come away with some clear ideas on the major factors for content marketers to focus on in the next 12 months. Read more and book here.
Commissioned by The CMA
The Masters Jury Highlights
The Masters Jury took place on Thursday 3rd November at the Century Club. It was a very inspiring day and the very best in global practice were awarded the prestigious Gold, Silver or Bronze award.
This is one of the only masters jury that does not have direct affiliation – there is no politicking as there are with so many industry awards. It means the wins are objective and demonstrate true global best practice – something that team CMA are very proud of. Hear what the judge’s had to say in the video below.
The masters jury:
Will Scougal, Head of Creative Strategy, Snapchat
Mark Brayton, Content Marketing Director, Barclays UK
Michelle Marks, Senior Marketing Director, Syco
James Walker, Head of Marketing, Channel 4
Nikki Lambert, International Senior Marketing Director, Spotify
Alasdair Stewart, Marketing & Communications Director, AXA Insurance
Abby Carvosso, Group MD Advertising, Bauer Media
Matthew Kershaw, MD Content, Iris Worldwide
Lionel Benbassat, Head of Marketing and Brand, Eurostar
Dom Carter, COO, News UK
Nick Graham, Global Director Digital Marketing and Media, Huawei Technologies
Catherine Maskell, Head of Global Marketing, REED Global
Spencer McHugh, Marketing Director, EE
Penny Bartram, Head of Marketing, Bloomberg Media EMEA
Amanda Pitt, Partner, Grace Blue
Bart Boezeman, CMO, LendInvest
Jess Davies, UK Editor, Digiday
Ian McGregor, Marketing Communications Director, Dixons Carphone
Ben Sinden, Director of Video Content, Telegraph Media Group
Nicola Kemp, Trends Editor, Campaign
Andrew Jones, Marketing Director (GB/SM-MA), BSH Home Appliances Limited
Jayesh Rajdev, VP Brand Solutions, Videology
Alexandra Maclean, Marketing Content & Campaigns Director, British Land
Simon Gresham -Jones, Consultant, (Ex Global Digital Marketing Director Burberry)
Marcus Ray, Consultant / Ex Global Head of Brand Programming and Content, Diesel
Amanda Cole, Marketing & Communications Director, Warner Bros Studio Tour – The Making of Harry Potter
The CMA would like to thank all of the judges for taking part. We could not do this without you! Below are some highlights:
After a long day of judging the judges were invited downstairs for some drinks.
My Media Week: Clare Hill, Content Marketing Association
Clare Hill, managing director at the CMA, launches a report focused on effectiveness, spreads good pitch news and readies the International Content Marketing Awards, including the gruelling task of sampling menu options.
I get up at 7am and head for the hills – quite literally up and down across the fields to Chesham station. From there, the Met line takes me into Farringdon, from where it’s five minutes to our offices.
The week kicks off with the exciting task of informing four of our CMA agency members that they are through to final pitch stage for an exclusive client brief from recruitment company Reed Global.
Reed is a brand member of the CMA and is looking for a specialist content agency.
This also reminds me to catch up with the two CMA agencies who are at final pitch stage for a £1.5m+ brief from a travel client – a result of our agency intermediary service.
Today we’re also launching our latest industry report to coincide with the IPA’s Effectiveness Week. The Effective Measurement Report looks at the key issues for influencers in the content marketing industry, and focuses on the areas of spend that are most troublesome to account for: building growth in the long, rather than the short term; how to measure paid, owned, earned media; and multi-channel, multi-platform optimisation.
We have lots of contributions from across the CMA membership, including iProspect, MEC, ITN, Remarkable Content and King Content. What I love about this report – and our industry too – is the sheer diversity of opinion.
Today is all about discussing the 2017 outlook with my management team: Matt Adams, CEO of Havas Media; Andrew Hirsch, John Brown Media CEO; Clare Broadbent, CEO of Cedar; Sean King, CEO of Seven; and Vince Medeiros, MD of TCOLondon.
We meet every month to steer the CMA ship and after a couple of hours chatting through my strategy for next year we take ourselves off for drinks and dinner at The Modern Pantry in Clerkenwell.
Among more serious topics we discuss our best and worst pitches, proudest achievements and what can piece of tech we can’t live without (apart from phones). It’s a tough call between the BBC News app or Netflix and after sharing far too much I head home via Euston and am tucked up in bed by 10.30pm.
We host monthly Digital Breakfast events which are open to everyone and today’s is on native advertising – key trends and technologies.
We invite three industry speakers to present and we have around 50 attendees from brands, content specialists, media and creative agencies and brands. Our newest member, Future Fusion, is one of three experts to present.
Next up for November’s event is the rise of digital video, so as soon as this one ends we move onto finalising that agenda.
The rest of the day is taken up by emails and I get home just after 7pm to a surprise. My fella has ordered a Hello Fresh recipe box so we get involved in cooking chicken teriyaki. It turns out better than we expect.
We host regular complimentary lunches for our agency members and today’s will be held at the brilliant German Gymnasium in Kings Cross. About 20 senior players from the likes of MEC, MediaCom, ITN, John Brown Media, Havas Media, Time Inc. and Sky Media come.
These events are always great. There’s no agenda, just the opportunity to network with peers, and we’ve seen several of our members form strategic partnerships as a result of these lunches.
We debate Mark Ritson’s latest column, Is Content Marketing a Load of Bollocks?, and agree a collective response. Matt Davies, joint MD of MEC Wavemaker summarises it like this, ‘‘Content Marketing isn’t a load of bollocks, it’s the dog’s bollocks’’.
We finish up around 3.30pm and head back to the office to check on the initial reaction to our Effective Measurement Report. It’s going down a storm. In just a few days we’ve had over 400 views – more than we even hoped in less than four days – of which about a tenth are big-name brands. Others, including press and broadcasters, are also on the list.
A good day all round so the CMA team and I have a quick drink to celebrate before we head home.
I spend the morning allocating award categories to about 30 CMOs and marketing directors judging the final stage of The International Content Marketing Awards, which we host at The Roundhouse on 22 November.
We have a stellar list of judges, including from EE, BBC, AXA, Huawei, Bloomberg, Snapchat, Asda and Barclays – it will be a busy judging period as over 100 agencies from 21 countries have been nominated.
Making sure we match judges’ experience to categories, ensure there are no conflicts and get the right mix on the tables is a messy job.
I’m glad when it is done so that the whole of the CMA team can head off to our annual MasterChef-style food tasting event, the objective of which is to eat three different dishes of starter, main and desert – all in the name of helping us to decide what menu we will be serving up for dinner on the big Awards night.
We eat far too much and all agree that it was a very important exercise that now requires some serious exercise. It’s a tough job, but someone’s got to do it.
Saturday is my friend’s birthday so a group of us head to Bronte on the Strand. It’s fabulous in a Great Gatsby way.
Sunday was a day for fresh air – specifically kite-flying with my fella on Dunstable Downs. It’s the first time I’ve done it for 30 years, and I remember why it’s so hard.
Favourite media: TV
My biggest inspiration: my friend Cath
Dream job: CMO for mr&mrssmith.com
Not a lot of people know this about me… I enjoy chopping wood and have got a small collection of axes.
See original article here.
WE’RE AGREED THAT MEASUREMENT IS IMPORTANT, BUT WE’RE NOT GETTING IT RIGHT YET
Clare Hill is the managing director of the Content Marketing Association. The organisation has just released its report: Measuring Effectiveness. Clare argues for a greater focus on developing the marketers measurement toolbox.
Key findings from our report suggest that as an industry, we haven’t got this measurement thing wrapped up yet – there’s still work to do.
It seems apt that this finding should come at a time when initiatives like Effectiveness Week are launching. I suspect that one of the hottest topics at the conference at Bafta this November will be measurement. The CMA is platform and sector agnostic so the opinions of our members reflect wider trends in marketing. And what they are telling us is that both the industry and clients need to focus more attention on getting measurement right.
Every single person who responded to our survey agreed that measurement is essential in content marketing strategy. But, only half of them believe that it is possible to accurately measure content marketing ROI.
So what are the barriers? Why is it so hard? Well, a lot of people were frustrated that they couldn’t access the right data. But there was also a telling reaction against the dominant quantitative and immediate metrics of the last decade. Almost everyone agreed that content marketing effectiveness metrics can gauge long-term brand health measures, such as favourability or likeability, trust, consideration and propensity to buy.
“Over 70% of our respondents believed that emotional engagement should be a key part of reporting”
In general I believe the digital measurement revolution has been a very good thing for marketing. It has enabled brands and agencies to be more bullish when demonstrating the impact on consumer behaviour of the content they produce. But it has also arguably resulted in the neglect of metrics that have stood marketers in good stead for years. Or it has addicted us, and our clients, to short term outcomes and immediacy in our assessments.
And then there’s emotion. Over 70% of our respondents believed that emotional engagement should be a key part of reporting and there is certainly a time coming fast when emotion-metrics will be more accurately measured. In his thought piece for our report Mark Thompson, Account Director at ITN suggests that we will soon be measuring the impact of our content by capturing people’s ‘galvanic skin response’ or appraising the very beats of their heart. New technologies from neuro-behavioural science make this future genuinely foreseeable.
But right now it’s not clear how to do that. And once those technologies are at our fingertips we will once again be faced with the challenge of integrating those new metrics with older ones and ensuring we are making the right decisions based on the evidence they give us.
“Both the industry and clients need to focus more attention on getting measurement right
I am optimistic that the industry will rise to this challenge. Our report shows that marketeers clearly understand the challenges that face them and events like Effectiveness Week demonstrate our determination to tackle them.
Effectiveness Week starts on Monday 31 October. The two day flagship Effectiveness Week Genesis conference is at BAFTA in London on Tuesday 01 and 02 November, buy tickets here. Satellite events take place on Monday 31 October and Thursday 03 and Friday 04 November. Many are free to attend and you do not need a ticket to the main conference. See the full week’s schedule here.
Read original article here.
The changing nature of content marketing metrics – Clare Hill, MD at The CMA explains…
Do clicks, likes and shares tell the whole story?
In this guest blog, Clare Hill, managing director of the CMA, looks at the challenges facing brands and agencies as they seek to prove ROI for their content marketing output.
For the latest in our series of content marketing reports we have chosen to explore one of the more contentious topics in the content marketing world – measurement.
The theory runs that following the digital revolution, which began in earnest a decade or so ago, measurement became pivotal to content marketing. So marketers began to obsess over page impressions, clicks, and more recently since the arrival of social media, shares and likes. Less tangible notions of say brand awareness, became slightly devalued.
Importance of measurement
In many ways I believe the digital measurement revolution has been a very good thing for marketing. It has enabled brands and agencies to be more bullish when demonstrating the impact on consumer behaviour of the content they produce. They can show hard facts and figures that ‘prove ROI.’
Yet as the years have gone by, and content marketing has matured as a discipline, a growing chorus of voices has emerged who have begun to suggest that the type of measurement that has held sway for nigh on a decade doesn’t tell the whole story. They argue that in our rush to embrace the new ways of working out what success looks like we have passed up on concepts that have stood marketers in good stead for decades.
The complex, and ultimately shifting world of measurement in content marketing, is very much the theme of this report. Some commentators argue that we need to be forensic in the way we pick over the data that the content yields, while others suggest we need to look to the future and the arrival of more accurate, more emotion-driven metrics.
The measurement debate
The overwhelming pattern that emerges from our survey of content marketers is that measurement is important, yet there is still a debate about what is worth measuring, and how companies should go about doing this.
So while every single person who responded to our survey agreed that measurement is essential in content marketing strategy, only half that figure believe that it is possible to accurately measure content marketing ROI.
Also, while just under half of the other respondents stressed that an action, such as a purchase, was the most important short-term measure to gauge the effectiveness of content marketing, almost every responder agreed that content marketing effectiveness metrics can gauge long-term brand health measures, such as favourability/ likeability, trust, consideration and propensity to buy.
Getting the data
One of the bugbears of both agencies and brands at the moment is getting access to key content marketing data. As many as 65% of our respondents believe that the key challenge is actually accessing reliable data. It may also be true that companies are still working out how to harness the information that data delivers in a way that helps them optimise their content. In her report, Rhiannon Thompson, Director at Remarkable Content, stresses the importance of A-B testing in content marketing, a concept that has only really been on marketer’s agenda since the rise of massive socially-driven content sites like BuzzFeed.
The question as to which type of content is being measured also yielded some fascinating results. Predictably, almost every respondent said that their brand or agency measured digital and social content. Yet print wasn’t too far behind, with seemingly every company that produces printed material believing very strongly that they had a set of tools to effectively measure the performance of their magazine, brochure, leaflet or white paper.
Video – the measurement game changer
Another trend that emerges from both the reports and the survey is that we may be a long way from developing definitive measurement metrics for video content. In a fascinating article Mark Thompson, Account Director, ITN Productions looks at the metrics that might matter in the future. He argues “facial recognition software, for example, along with heart rate and GSR (galvanic skin response) measurements, can provide a specific set of data allowing us to work out if people are really saying what they feel, feeling what they say, and which of our messages are really streaming into the subconscious mind and effecting behaviour.”
He isn’t alone in this view either. Our survey concluded that almost 70% of our respondents believe that content marketers should seek to measure emotional engagement. Quite how they achieve this at this juncture is still very much up in the air, but it is clearly high on many marketers’ agenda.
Ultimately then the debate about measurement in content marketing looks set to continue for many years. Over the pages of our report many influentials have outlined their views. From working out which metrics are most important to SEO, through to examining how to gauge the effectiveness of paid social content. You can read the full report here: CMA Effectiveness Report
You can read the complete article on WARC here.
The big debate: Is content marketing really nonsense?
After Marketing Week columnist Mark Ritson called into question the validity of content marketing as a discipline, a range of senior marketers have their say.
Marketing Week columnist Mark Ritson has once again stirred up an intriguing – and at times heated – debate about the fundamentals of marketing strategy. His column last week, ‘Is content marketing a load of bollocks?’, had at the time of writing notched up over 60 comments and plenty of discussion on social media, as Ritson questioned the wisdom of a profession in which ‘content’ is often seen as king.
He notes that content marketing has become a discipline in its own right in recent years, to the extent that there is now “an institute, lots of online guides on best practice and even grown-ups who do this for a living”. Yet he suggests that the term is meaningless because it covers activities that generalist marketers were doing anyway.
“It doesn’t help that all the definitions of content marketing I read just seem to describe marketing communications,” says Ritson. For him, producing customer magazines, blogs or online videos does not warrant a separate term or job title.
Ritson also questions whether content marketing as it is currently defined is generating a worthwhile return for businesses. He quotes a study by software firm Beckon that recently found that although the amount of content being marketed has tripled in the past year, there has been no increase in engagement.
This has led to a “cluttered” world of content, Ritson suggests, where marketers flood the airwaves with pointless content that fails to cut through with customers. “[Content marketers] seem to think that their reason for existence is to create content, rather than communicate with clients and sell stuff,” he says.
Marketers from a wide range of industries have lined up to agree and disagree with Ritson in equal measure. Blake Cahill, global head of digital and social at Philips, takes issue with Ritson’s interpretation of content marketing, arguing that it is not simply about the production of content but rather “a strategy and long-term approach with its own set of objectives and measurements”.
“Giving content marketing its own separate term is recognition of the fact that it is a separate discipline to others such as advertising and branding; meaning it requires its own specific set of expertise,” he adds. “It’s no better or worse than any other marketing discipline and should be part of a brand’s marketing mix – it shouldn’t replace it.“
However, Marketing Week reader Chris J Arnold expresses agreement with Ritson in the comment section of the article, claiming that content marketing is a “bandwagon” that marketing agencies have jumped on. He also doubts whether there is evidence that proves content marketing’s effectiveness. “Even if people are engaged by content, [it] doesn’t mean they are going to buy anything,” he says.
In its response to Ritson’s column, industry body the Content Marketing Association (CMA) says content marketing “has seen such an explosion of activity and investment” in recent years because of dramatic changes to the way that people consume media.
“Mark doesn’t like the term ‘content marketing’ but if parts of the industry hadn’t focused on this as a specialist area then the adaption of the marketing industry to the changing landscape would surely have been slower,” claims CMA managing director Clare Hill.
She also insists that the industry has a firm grip on standards and ROI, noting that the 104 agencies competing in the International Content Marketing Awards are judged specifically on effectiveness. “The hundreds of entries demonstrate extraordinary ROI and many of the strategies have driven real change,” adds Hill. “Standout examples of this include MediaCom and Time Inc’s work for The British Army, which increased female applicants from 9% to 23%.”
However, the CMA’s latest report on measurement finds that just 50% of marketers believe it is possible to accurately measure the ROI of content marketing. While nearly three quarters (73%) of senior level marketers do class measurement as ‘very important’ to their content marketing strategy, with half dedicating 6% to 15% of their budget to it, 52% are unsure whether a universal metric can be achieved. Nearly a third (29%) are also concerned that budgets will be moved from harder to measure channels if measurement is not made a priority.
Voicing her defence of content marketing, Hill argues that it is vital to building long-term relationships with consumers. “Brands have become publishers and are now becoming media owners – a real disruption to the industry, which is putting owned media at the heart of strategies,” she says.
Read the full article on Marketing Week here.
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