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breakfastyellow-space Native advertising update: Key trends and technologies in the native advertising space We are delighted to announce that our next Digital Breakfast will be held on Wednesday 12th October. It will be on the very exciting topic of: Native advertising update: Key trends and technologies in the native advertising space Our last breakfast in September was on Discoverability: Focusing on distribution, reach and marketing your content and was a huge success, with attendees from companies such as Business Wire, OTM, TAN Media, ClickZ, Wardour and The Big Group as well as 10 CMA member agencies to name but a few. For our next breakfast in October, our speakers will be discussing: App streaming technology and its impact on native advertising Programmatic native advertising – improving performance by delivering tailored content, in real time, direct to customers Data-driven native advertising – optimising content for awareness and engagement Book your place now to avoid disappointment. Speakers Neilson Hall, CEO and Co-Founder at Illuminate / GEODE Illuminate is a digital ad agency designed for the connected world. Bespoke technology solutions, transparency and a true culture of innovation has allowed us to genuinely offer something unique in a crowded market place. GEODE is a market leading proprietary DSP specialising in native advertising. Pioneering the latest ad formats and with Europe’s largest native database GEODE is changing the way display is executed.   Clare Jonik, Director of Client Partnerships and Content Marketing, Future plc Future Fusion is Future Plc’s content marketing agency. They work for some of the UK’s leading brands including Tesco, FTPE, Odeon, eBay, Canon, Virgin Holidays delivering both the ‘essential’ and the ‘innovative’ in content marketing.   John Gower, Founder and CEO, Dialect Inc Dialect Inc is a unique and fast growing ‘mobile first’ editorial marketing agency & media owner based in San Francisco & London working with some of the top brands in the world to create engaging apps, websites and content.   Adam Rock, Founder / MD, TAN Media TAN Media are the UK’s leading true native advertising network – distributing brand content at scale across our premium publisher network.   James Murphy, Account Director/Content Lead, TAN Media TAN Media Ltd operates online news networks, covering almost every mainstream, regional and niche online news destination in the UK and beyond. They work with SEO, PR and digital marketing agencies, as well as SMEs including eCommerce businesses of all sizes. How to book your place: Please fill in the online booking form here. Host: 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. When? 9am – 11am (Breakfast is served from 8:30am) Cost?  CMA Members: £75 + VAT Non Members: £150 + VAT Where? etc Venues, 51-53 Hatton Garden, London, EC1N 8HN Map>> Read more cma-digital-breakfasts Highlights from September’s Digital Breakfast on Discoverability There was a great turnout at our September breakfast on Discoverability: Focusing on distribution, reachand marketing your content on Wednesday 14th, thanks to everyone that came! We had 8 CMA member agencies attend as well as companies such as Business Wire, OTM, TAN Media, ClickZ, Wardour, Zurich Municipal and REED Global to name but a few. Huge thanks to our three speakers: Scott Davies, CEO, never.no Caroline Reynolds, VP of Paid Search, iProspect Kevin Gibbons, Managing Director, BlueGlass Watch video highlights below: Our next breakfast is on 12th October, which will be on on Native advertising update: Key trends and technologies in the native advertising space Speaker’s will be discussing: App streaming technology and its impact on native advertising Programmatic native advertising – improving performance by delivering tailored content, in real time, direct to customers Data-driven native advertising – optimising content for awareness and engagement You can book your place for the next breakfast here. We had some great social interaction to go with the audience engagement, thanks to everyone that tweeted and used the hashtag #CMAdigital! Please see the best of the morning’s tweets below:   [View the story “September Digital Breakfast” on Storify] Read more thedrum CMA Effectiveness Report mentioned in: Everything you need to know about content marketing episode 4: ‘As content becomes more sophisticated, the metrics need to be too’ The Drum has partnered with programmatic platform PulsePoint for a series of short video primers exploring the meaning and value of content marketing. Shot in the back of a cab, they explain everything you need to know about content marketing in the time it takes you to get to your next meeting. Episode four looks at measuring effectiveness. How much can a click tell you? A decade ago, content marketing was all about click-through rates (CTRs) and impressions. It was in an era when content marketers wrote for search engines and such measures – crude and imperfect as they were – broadly sufficed. But content marketers and industry strategists say that in today’s more nuanced communications landscape, and at a time where marketers of all colours under greater pressure to tie effectiveness to the business bottom line, such a simplistic approach simply won’t wash. But what must marketers consider when measuring the effectiveness of content marketing campaigns? Do they have the right tools to hand and how should the industry be evolving to tackle it? Measuring effectiveness is the fourth topic in a series of short video primers and accompanying features exploring Everything You Need to Know About Content Marketing, in partnership with programmatic platform PulsePoint. Take, for instance, the Content Marketing Institute’s 2015 benchmark, which reports that 49 per cent of B2B and 51 per cent of B2C marketers were challenged with measuring content effectiveness the previous year. Back to that click. UM digital account director Nicholas Moon says: “It is a traditional and short-term measure of engagement that will tell you if someone decided to take the next step, but not what they do once they get there.” Yet even the value of this can be called into question, he adds, when you review the ratio of ad engagers to non-engagers among the online population. Less than 10 per cent of the online population account for 85 per cent of clicks. “Yes, the industry is still in love with impressions and CTRs. It is the simplest measurement we can make online, but it is also one that provides a sense of controlled short-term security.” For marketers who like to hear their campaign is going to reach and engage millions of people it can keep both them and their senior management happy. However, too often delivering volume can be prioritised over ensuring robust measurement. Edwina Lawry, general manager of King Content London, is more dismissive. She says: “Impressions are quite frankly redundant, particularly in the business-to-business work that we do. They do not translate into business objectives.” It can be hard for brand managers to prove ROI as most people don’t measure it correctly, she says. The agency has helped shape the forthcoming Content Marketing Association (CMA) effectiveness report, which will examine how measuring effectiveness needs to evolve. She adds: “As content becomes more sophisticated, the metrics need to be too. We need to educate brands to understand what the important metrics are.” Find the full article here. The entire EYNTK series will be hosted at a dedicated hub here. Read more 1 Twitter starts to push native video for brands If you were asked to name a social network with a strong video heritage your first thought would probably be YouTube, or maybe even Snapchat, Facebook or Instagram. Twitter possibly doesn’t feature too high on your list, yet over the last few years the platform has done much to encourage its coterie of celebrity users and loyal brands to upload video. Back in 2012 it launched the micro video platform Vine to considerable acclaim, and then last year followed it with the pioneering live video offering Periscope. Yet it does appear that outside of live and shortform most users don’t upload video natively to the platform, rather they add links from other sources, most notably YouTube. That could be about to change though as Twitter announced this week that it is undertaking a major play for both brand and power users’ video content. It is making its Amplify programme, which was originally only available to a few brands and users, open to any content creators. Very soon in the US (and presumably later in the year in other territories) brands will be able to run pre-rolls on their videos and keep 70% of the ad revenue. The other 30% obviously taken by Twitter. It is a more generous offer than either Facebook or YouTube, which typically offer around 50% of the revenue to brands. In a blog post Twitter’s Guy Snir said “Today, we’re excited to announce the expansion of our creator revenue programs, which will provide creators of all sizes with the ability to monetize content in multiple ways and generate revenue at scale.” In tandem with the move Twitter has also unveiled a centralised media library where creatives can access videos, Gifs and images. Earlier in August the company announced it was making Moments, it’s live news feed, available to brands and influencers which could also help them achieve greater reach on the platform. The shift is part of the ongoing plans of CEO Jack Dorsey to attract more content creators and brands to the platform. To get access to the programme brands and media companies need to go via Twitter’s Engage app – its recently launched content management platform. Ultimately, whether brands are happy with their content being preceded by ads is a moot point. There appears to be a split in the content marketing world, with some companies favouring no pre-rolls because of the fear that in inappropriate or rival brands might feature next to the content. While at the same time some brands see advertising as an easy way to make return on their content, which thereby reduces the cost of creating the content. Either way it will be fascinating to see how Twitter’s push to get brands and influencers fares. Video is increasingly becoming central to the web and Twitter needs to be at the forefront of the medium and not only in live and short form. Commissioned by The CMA Read more John Brown Media JOHN LEWIS EDITION MAGAZINE RETAINS NUMBER ONE WOMEN’S LIFESTYLE/FASHION TITLE John Lewis Edition magazine, published by John Brown on behalf of retail giant John Lewis, has for the tenth audit period running retained the No 1 spot in the recently published ABC circulation figures, cementing its status as the top customer magazine with newsstand-beating credentials. Showcasing the very best of contemporary fashion and homewares at John Lewis, Edition tempts customers to discover more both in store and online, while reflecting the retailer’s key brand values of trust and love with its accessibly aspirational approach. Themed issues, brought alive by stunning original photography and engaging writing from columnists Jess Cartner-Morley, Alexander Fury, Miranda Sawyer, David Nicholls and India Knight, ensure a compelling and well-rounded read. With its latest circulation figure of 476,180, John Lewis Edition is ranked ahead of the customer magazine for fashion website ASOS.com and newsstand glossy Good Housekeeping, proving that it’s more than a match for newsstand big hitters. The Head of Brand Creative at John Lewis, Paul Porral, views Edition as an effective marketing tool: “Edition engages customers emotionally with its aspirational mix of intelligent and relevant editorial, and in so doing, entices them to discover the breadth of our product ranges and deepen their engagement with the brand.” Marie O’Riordan, Editor-in-Chief of Edition at John Brown, says: “Edition’s number one position for the tenth successive period demonstrates the appeal of its creativity, beauty and integrity.” Read more content-marketing-buyer-journey PROOF THAT “CONTENT MARKETING” IS NOT JUST ANOTHER 2016 BUZZWORD There’s no denying that digital marketing is essential to a business’ success, seeing as how people look for everything on the web, the web is here to stay, and if a business isn’t on the web, no one will find it. This blog post has been created in order to show you that Content Marketing isn’t just another Buzzword in 2016! The marketing technique is all in how to get potential customers to follow social media pages and blogs. And when talking about digital marketing, the term “content marketing” is sure to come up along with SEO, online reputation, and even mobile friendliness. There are those who say that “content marketing” is a buzzword, but that doesn’t seem to be true at all. For starters, just take a look at buzzwords. What IS a Buzzword? A buzzword, as defined by Merriam-Webster, is “an important-sounding usually technical word or phrase often of little meaning used chiefly to impress laymen. “ In other words, a buzzword is something that sounds fancy that doesn’t actually mean anything. A second definition is, “a voguish word or phrase” which indicates that buzzwords, whether they mean anything or not, come in and out of style just like mullets. (Were mullets really ever IN style?) So does “content marketing” even fit the definition of a buzzword? According to Wikipedia, the phrase “content marketing” has been around since at least 1996. That’s twenty years ago. Fads don’t last twenty years. That’s the first big sign that “content marketing” isn’t a buzzword. However, “content marketing” doesn’t fit the definition of “buzzword” at all, because content marketing actually refers to a specific type of marketing practice – it has a real meaning. What is Content Marketing? It’s simple: content marketing is the creation of content with the intention of attracting and maintaining customers. The first example of this was practiced by John Deere by publishing the magazine, The Furrow, which was specific to farmers and is still in wide circulation today. As a side note, the phrase “content marketing” might only be twenty years old, but the practice itself has been around since that publication, which was in 1895. That’s more than a hundred years ago. But content marketing is recommended in plenty other turns of phrase. Advice to start a blog is a type of content marketing. Creating an active social media account is a type of content marketing. Statistics show that marketing on social media is certainly effective, at least if it’s done right. There’s a reason that blogs are frequently recommended as a marketing technique, the same reason. It brings in results. So if content marketing refers to creating content like blogs and social media, and those are actual strategies that actually work, “content marketing” isn’t an empty, fashionable phrase. Wasn’t there a single word for an empty, fashionable phrase? That’s right, a buzzword. Of course, just taking a peek at who uses the phrase “content marketing” should have been proof enough that it’s not just a buzzword. “Content Marketing” is Used Universally It’s used universally and by industry leaders. Across the pond, the UK association once known as The Association of Publishing Agencies changed that mouthful to the Content Marketing Association, and they did it a handful of years ago. A big association like that doesn’t go through all the trouble to re-brand over a buzzword. Look at marketing and publishing agencies who create “custom content” or “custom publishing” – content marketing is all the same stuff, just under a united name, and those whose business it is to create marketable content are using the phrase as a united industrial term because it makes sense. When “content marketing” is defined, it’s obvious to see that it’s been around for ages, and that it’s a thriving practice today that gets real results; but that’s only the case when the content marketing is done well. To find out how to go about content marketing the right way, you can look at plenty of resources to go into the details of answering questions like “what is content strategy?” or you can reach out to here at Adeogroup.co.uk. Whatever you decide, just remember that this very effective and increasingly popular form of marketing has been around and will probably stay around for quite some time; it’s not coming out of nowhere only to fade back into nothing. Wi that said, we suggest the following to any business and website owner… make your aim to both benefit from and learn how to use it for your internet marketing strategy. Read more InPub_twitter_button_2_400x400 CMA welcomes three new members The Content Marketing Association (CMA), the industry body for the content marketing industry, has announced three new members – Havas Media Group, Sky Media and King Content. Paul Frampton, CEO Havas Media Group UK and Ireland, said: “Havas Media Group has, for some time, been flying the flag for building rather than buying media and our content offering is a natural product of this way of thinking. Dynamism and collaboration are key to driving this forward: by pairing media and creative expertise from across the group, as well as developing a bespoke network of partnerships, we can deliver best-in-class branded content that reaches audiences in the most effective way.” Rachel Bristow, Director of Partnerships, Sky Media, said: “We are delighted to be joining the CMA and look forward to collaborating with like-minded companies to both celebrate and advance content marketing in all its forms.” Craig Hodges, CEO, King Content, said: “We’re excited to join the CMA and look forward to building a solid partnership as we expand our presence in the UK and EMEA markets.” Clare Hill, Managing Director, CMA, said: “We’re pleased to welcome Havas Media Group, Sky Media and King Content to the CMA. All three can benefit from sharing knowledge within our structure and take advantage of our initiatives, insights and extensive network. Our growing and diverse membership reflects the new additions and I look forward to working closely with the new members and their talented teams.” Read the full article on InPublishing here. Read more skymedia Sky Media leads influx of new members for CMA The Content Marketing Association welcomes three new members this month, and managing director Clare Hill says their different backgrounds underline just what a broad church content marketing is. We’re thrilled to open the doors of the Content Marketing Association this month to three new members: Sky Media, the advertising and partnerships arm of broadcaster Sky, which with annual revenue of more than £11bn is the UK’s largest media owner and a major international player; Havas Media Group, part of the one of the world’s top marketing communications groups; and King Content, a pure play content agency with offices in Sydney, Singapore, Hong Kong, New York and London. They come at content from different starting places, and each has something different to offer. But they’ve got one thing in common: they’re committed to producing world-class content and great results for their clients. They broaden and deepen the CMA’s existing membership. It’s incredibly exciting that we have members from so many different areas of the content eco-system. Sky, along with ITN, is our second broadcaster member, and is also a media owner like Time Inc, Immediate and Archant. Havas Media Group joins media agencies like MediaCom, MEC and iProspect. And King will sit alongside specialist content agencies like Seven, Cedar, John Brown Media and Progressive. Content players with other specialist skills, such as digital publishing, social media and PR are also members, and our membership growth matches the explosion of content marketing as the industry’s fastest-growing discipline. This month I sat down with Sky’s Rachel Bristow, Jason Hughes and Nick Lewis to talk about its history and ambitions in content marketing. Next month I’ll be following up by looking in depth at Havas Media Group and King Content. Clare Hill: Why is Sky Media joining the CMA? Rachel Bristow, director of partnerships and collaboration, Sky Media: “Sky has always been about great content, and we’ve been doing it for brands for quite a while. It’s a natural progression for us to collaborate with like-minded companies and celebrate and advance content marketing in all its forms.” Clare Hill: It might surprise a lot of people that you’re active in content marketing. How long have you been doing it? Rachel Bristow: “Not too much of a surprise, I hope. We’ve been doing content for seven or eight years now – for example with Coke Zero and Wayne Rooney on a project called Street Striker and also with TRESemmé on Britain’s Next Top Model. “More recently, as we’ve begun to develop broader opportunities with brand partners around specific campaigns, we’ve started seeing the opportunities for the market as a whole.” Clare Hill: What’s Sky’s unique point of difference? Nick Lewis, head of marketing, Sky Media: “We’ve got a huge breadth of world-class content on Sky, and world-leading data and technology. The scale of our TV, digital and social platforms, combined with that great creativity, means we can create engaging cross-screen content and campaigns for brands. Our Sky AdVance technology, for example, allows us to sequence TV and digital exposure, which is ideal for content-driven storytelling.   Clare Hill: Tell us about your team. Jason Hughes, head of creative solutions and branded content, Sky Media: “We have a team of eight in Creative Solutions, and our job is to champion and bring ideas to life. But the key for us is that we can tap into support from our world class ents, news and sports content teams. We try to instil creativity throughout the business. “For us, collaboration is a key component on all our projects, whether that’s working with great programme directors or external creative agencies.” Clare Hill: What are you currently up to? Jason Hughes: “We’re working on- and off- the Sky estate with brands like Budweiser, Fosters, Volvo and Right Guard. “If you take a look at the Budweiser Dream Goal project, it exemplifies what we can do.  It’s based on great collaboration between us, the client, creative agencies and at least four Sky departments. And it’s won a few awards too.” Clare Hill: So what you’re doing is way beyond Sky and Sky talent? Jason Hughes: “Oh, absolutely. First, we want to be as pro-active as we can with media agencies, creative and agencies and clients to show them the art of the possible. Second, we’re as interested in paid and earned media as we are with owned. Budweiser Dream Goal is an example of that. It’s all about finding the partners that are right for the brief. Of course we have 130 owned channels at Sky, but also access to others like National Geographic or Nickelodeon.”   Clare Hill: What are the big trends you currently see in content marketing? Rachel Bristow: “We think there are three to focus on. The first is making the content as personalised as possible. The second is in creating shared experiences. Brands really want to create something that drives a shared emotional response. And the third is joined-up storytelling. The right data and technology gives you the ability to tell a story across the right screens to the right person at the right time.” Clare Hill, Managing Director, The CMA Read more King Content A day in the life of… Julia Fernandez, Head of Strategy at King Content 06.30am: I’m already awake when my alarm goes off and reading emails from our US and APAC offices that landed in my inbox overnight. Being part of a global company means there’s never a time of day when the emails stop, but we’re a very tightknit team and love to share insights between regions (even at 3am). 6.40pm: Enough work for now. I brush my teeth, get dressed cycle from home (Victoria Park) to Shoreditch. I learned to ride on city roads while working in King Content’s Melbourne office. I moved back to London last year but couldn’t give up my public transport-free commute despite London’s big buses and crazy cab drivers. Even on a cold day it’s preferable to the Central Line. 6.58pm: Arrive at Frame Shoreditch for a barre class. I frequent hipster East London fitness studios mainly because my shower at home is fixed at the perfect height for a pygmy pony. But exercise also makes me feel better about the sourdough and peanut butter I consume for breakfast. 8.20am: The dash from Frame to the office is via the Department of Coffee and Social Affairs to pick up said toast and a coffee, where I meet our General Manager Edwina in the queue – standard. 8.35am(ish): I’m at my desk and responding to emails – and desperately trying not to get crumbs in my keyboard. Our office is open plan so it’s easy to ask questions and join in with conversations as I go. 9am: Off to a client presentation. No way I can avoid the Central Line now, but it does mean travelling with great companions – our content planner Amy and social and native executive Aoife. 9.40am: We arrive at the client’s office for a coffee with our key contact. This is the day when we unveil the results of our strategy research and recommendations for content pillars, paid media tactics and measurement framework (among other things). It’s going to be a long session so topping up our caffeine levels is crucial. 10am: Everyone’s present and accounted for which means it’s time to begin. We’ve got stakeholders from the digital, sales, brand and marketing teams, as well as other external agencies who we’re collaborating with on the project. This is the first step in a long process of developing and implementing a content marketing strategy, but the client is definitely up for a challenge. 11.30am: With the presentation wrapped up it’s time for questions. As a natural introvert I like to be 100% prepared for every situation that I walk into, so a Q&A can throw a few curveballs. But it’s a fantastic feeling when you hear that a client is processing the information you’ve shared with them and wants to know more about how it will work. We’re very detail orientated at King Content, but at this point we need to agree on next steps, including further meetings to ensure that the infrastructure is in place to support the strategy that’s beginning to take shape. 12.30pm: We’re out the door and back on the tube. Luckily it’s only a short journey back to Shoreditch. I grab avocado and halloumi on toast from the Good Yard near Liverpool Street (I would eat brunch every meal if I could) and head back to the office. 1pm: Time for a debrief with Edwina over lunch. We discuss how the presentation went, which stakeholders liked what and make a list of priority tasks. We’ve also got a proposal to send to a potential new client before the end of the day so there isn’t much time to talk about other accounts. We’ll need another catch up tomorrow. 1.45pm: We meet with our designer and commercial editor to make some last-minute decisions on the proposal before sitting down to review the document. 3pm: I join a video conference with a client that’s well into the swing of implementation. We have editorial, account management and paid media experts on the call, but I usually take part if there is a reason to refer back to the original strategy or present insights that might influence a change in strategic direction. We consider content strategy as a living framework to be developed and refined. 4pm: I’m what you might call a content marketing nerd, so am always keen to speak to author, strategist and Content Marketing Institute guru Robert Rose when he presents to our team. In our monthly UK-US call he takes us through his observations on the latest industry trends. This month he’s talking about marketing automation and how to get big companies to develop big ideas. There’s a lot to think about as I frantically type notes and take screen grabs. 5pm: From one content marketing heavyweight to another. Our CEO Craig Hodges is in town, which is the perfect opportunity for our team to grill him on the vision for the business. Being an Australian, Craig isn’t backward in coming forward, so you get a pretty honest response to any question you ask him. 6pm: We farewell Craig with a team dinner at Andina, a Peruvian restaurant on Redchurch Street. It’s trays of Pisco sours and round upon round of delicious dishes for all. Thankfully we have our own room for most of the meal as it all gets quite raucous when we’re together, but everyone works so hard its nice to spend time as a team. Tonight is probably the first time a team event hasn’t finished with karaoke. 10pm: In no fit state to ride a bicycle, it’s a walk home and straight to bed. There’ll be no class tomorrow morning! Read more Read More News Articles »
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