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Distributing Content Through Paid, Owned and Earned Media
Our next Digital Breakfast is being held on Wednesday 5th April 2017 on the exicting topic of Distributing Content Through Paid, Owned and Earned Media.
The speakers for this breakfast will be discussing the smart ways to get your content to the right audience, driving organic traffic growth and amplification through paid channels.
Tasnim Bhuiyan, Head of Social Content (EMEA) at Yahoo! & Tumblr
As the Head of Social Content for Yahoo/Tumblr, Tasnim has a wealth of experience heading a large number of campaigns for clients, both at Yahoo and her previous position at the BBC.
Highly motivated and hard working, Tasnim has worked in the industry for over sixteen years and has a huge knowledge of social trends, content, art direction and user experience design. She primarily works as an advisor for good social practice as well as a visual producer and an art director.
Her clients include Warner Bros, Disney, Twentieth Century Fox, Paramount, Diet Coke, Canon, Clinique and more.
Neilson Hall, CEO and Co-Founder at Illuminate
Neilson has been working in performance media for nearly 10 years. In this time he has consistently innovated and developed new products, driven huge incremental revenue for clients and agencies alike and become a respected thought leader through appearances on main stream television, radio and prominent conferences worldwide.
His commercial marketing background allows him to deliver integrated performance solutions across some of the world’s largest brands in a variety of verticals, these include: British Gas, Amex, Direct Line, Thomas Cook, SDG group, Adidas, GM, Apple, Compare the Market, Dell and Arcadia.
Neilson will be discussing how to build a POE (Paid, Owned and Earned) model while also touching on a flexible POE model that sits with both the agency and client. Neilson will consider the cross functional backbone of all content distribution and how tools and technology affects it. Successful distribution strategies will be explored using real life case studies in a number of verticals.
Vincent Haywood, Digital Strategist, Social Media & Content Marketing Trainer and Speaker
Vincent has been doing this digital thing for nearly 20 years now, looking after clients like Harry Potter globally, WWE, COS, City Jet, Jaguar, Land Rover, Xbox, Nike, Adidas, Chivas regal, Agent Provocateur and many more. His passion lies in Social Media and Content Marketing, and he will be talking about how to use social media to distribute content effectively.
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)
51-53 Hatton Garden
CMA Members: £75 + VAT
Non Members: £150 + VAT
Advertising Week Europe – Real World Content Marketing
On Thursday 23rd March 2017 The CMA’s Consultant Editor Dominic Mills hosted the “Real World Content Marketing” panel debate at Advertising Week Europe. The panel proved to be very popular as there was standing room only at The Picturehouse Central.
Topic: Real World Content Marketing. We’ve seen consumers increasingly attracted by the ‘real’ world, as opposed to the virtual. What does this mean for content marketers? Should they, for example, be doing more with live events and live streaming? How many content marketing strategies are utilizing UGC successfully? In light of Fake News has trust in brands become increasingly more important and how can brands optimize this through content marketing?
Watch video highlights below.
Watch the full panel here.
Jason Hughes, Head of Creative Solutions & Branded Content, SKY
Yvonne O’Brien, Group Chief Data and Insight Officer, Havas Media
Andrew Hirsch, CEO, John Brown Media
Jane Wolfson, Director, Hearst Made
PWA’s – The Future of Apps?
Seven years ago Wired Magazine famously declared that the web was dead. In an extended feature it looked at the reasons for its demise and outlined where it thought digital content would go in the future – namely apps.
Looking back on that issue it now seems not just rather premature but actually highly inaccurate too. The web seems to be very much in rude health, and when it comes to apps it is very mixed picture.
At face value the potential of apps seems to be as great as ever. Download figures on both iOS and Android platform are still pretty strong. In fact it is estimated by Intelligence Firm Sensor Tower that by 2020 there will be an astonishing five million apps in the app store.
And therein lies part of the root of the problem. With so many apps to choose from consumers are getting very picky, and it is also getting very hard for brands to stand out.
Of course social app and gaming apps continue to thrive, and yes service apps like Uber grow ever more popular, but the content apps that brand and media companies have put together? Well the stats are brutal. They face a real challenge. Sensor Tower reports that figures for app downloads average out at less than three apps per month, with over half smartphone owners not actually downloading an app at all. And even if the app makes it onto the smartphone, a measurement company the average app loses 70% of its daily active users within the first three days after the install.
There are of course high profile apps that buck the trend, Pokemon Go leaps to mind and in content the Quartz news app from last year has become viral and attracted thousands of loyal users.
Yet media companies seem to spending lots of money on creating apps – the cost of which can be as much as £100k and that’s before a penny is invested in content.
There is also a huge issue for some companies that they may have already invested heavily in an app and now need to justify the ongoing spend to keep it active.
So should companies simply ignore the potential of apps and once again focus on websites?
Well at the DISummit in Berlin this week, one of the presenters John Wilpers raised a very interest in point. John predicted that they we might begin to see the rise of something called Progressive Web Apps. In laymen’s terms Progressive Web Apps can be described as web based apps that look like, and in many ways function like, traditional or native apps. The rub though is that apps are hosted on the web and do not need to be download via any app store.
Apps – but not in any app store
Progressive Web Apps aren’t a new idea. The FT caused a bit of stir in the publishing world launching one as far back as 2011. Rather than downloading an app, readers were invited to visit a dedicated app site and there was the app. It had the look and feel of a native app on mobile devices, but it certainly wasn’t a traditional app. Where the FT has iterated so others have followed, most notably the technologically-driven Washington Post which launched its app last year.
There are many good reasons to consider creating Progressive Web Apps as opposed to native ones. They’re much cheaper to create (forget the £100k fee!), they are more flexible and will work across devices and they use a lot less data than traditional apps – which for some consumers is pivotal. They are also more discoverable than native apps too – there’s no need to compete to stand out in crowded apps stores and companies can promote apps cheaply and easily.
If you are considering launching a content based app for your brand your company now might be the time to take a longer look at Progressive Web apps.
And even if you have already invested in a native app and are committed to maintaining it, there is also a case for looking at at a PWA. As Wilpers points out in his book Innovation in Magazine Media 2017-2018 World Report, you could even create a Progressive Web App that catches news users and pushes them towards your native app.
Commissioned by The CMA
Celebrity Cruises launches stunning second ad campaign using Genero’s online platform
Celebrity Cruises first worked with Genero in 2015 to create all the UK creative to support their marketing channels on Channel 4, Facebook, VOD and Instagram, and the leading hospitality brand has chosen Genero’s online platform to accomplish exactly the same again. The stunning campaign spans across social media, online platform YouTube and was launched in the new series of GoggleBox as a Channel 4 advertising premiere, offering audiences multiple different ways to engage with the brand.
Through Genero’s Direct Hire service Celebrity Cruises re-commissioned James Morgan – the director who captured the first video campaign – to direct the new set of creative content, which included TV commercials, Facebook & YouTube fit for feed videos, 360 video, photography and a 5 minute behind the scenes trade film. James and his producer Johnny Langenheim chose St. Lucia as the perfect location to record the video, which in turn mirrored the unfiltered beauty of the cruises and helped to promote its authenticity.
Commissioning a filmmaker on Genero’s platform, who they had worked with beforehand, meant Celebrity Cruises were able to successfully hire the same team, creating a continued narrative and storyline that was both modern and stylish.
Commenting on the work, Celebrity Cruises were incredibly proud with the end result:
“James is an exceptionally talented director; he got under the skin of our brief and not only delivered this but smashed goal posts out of the park. Always with a keen eye, James was able to find the best opportunities both out in destination and on board.”
UK & European MD Darren Khan also commented on the importance of connecting brands with the perfect filmmaker for the perfect brief. He said:
“Genero is a digitally native platform that is built to enable creative ideas to flourish, and for global brands to create the ad campaigns that they truly want. Connecting over 300,000 filmmakers in 180 different countries with brands allows creative, engaging and relevant content to be developed across numerous platforms. This is exactly what Celebrity Cruises achieved.”
Better Writing Course – 4th & 11th April
The best business writing communicates effectively and efficiently. Do it well and it says good things about you and your organisation.
But most people aren’t trained to write for business. For some, a blank page leads to panic; others resort to corporate gibberish and end up saying nothing worthwhile.
This short course, devised by experienced business journalist Dominic Mills, comprises two two-hour modules. It’s light on grammar and heavy on practical tips. Delegates find out the difference between good and bad writing and, via an interactive session based on their own writing, how to improve their style and technique. (And for the competitive, there’s a few quizzes and tests thrown in.)
You won’t end up a literary genius, but you’ll write with clarity and confidence.
The course is split across two days so you must be able to attend both days from 2pm – 4pm.
Session 1. Tuesday 4th April
Session 2. Tuesday 11th April
The sessions will be between 2pm – 4pm.
The course is limited to 7 people, so book now to avoid disappointment!
Dominic Mills, Consultant Editor, The CMA
Former Campaign editor and editorial director Dominic Mills has been a Business Journalist for more than 25 years.
Now he writes the weekly ‘Mills on Monday’ column for Mediatel’s Newsline, teaches senior executives how to write better, chairs 20+ conferences a year for organisations including Mediatel, ISBA, the IAB and the IPA and ghost writes for senior executives in the media industry. Dominic is a consultant editor for the Content Marketing Association and the IPA, he does pitch work for content agencies as well as teaching at Roehampton University where he is Honorary Professor of Journalism.
Before all that, he was Group Editorial Director for Haymarket Business Publishing, and worked for Reuters. For ten years he wrote a weekly column for The Daily Telegraph.
He says: “I’m obsessive about writing that communicates clearly, effectively and efficiently. I believe anyone can learn how to write better. Good writing says good things about both the writer and the organisation that they work for. It’s another reason why clients might want to work with you.”
Session 1. Tuesday 4th April
Session 2. Tuesday 11th April
14:00 – 16:00
How Much Does it cost?
Members £299 + VAT
Non-members £399 + VAT
How Do I Book?
Please download and fill in the booking form here.
For any questions please contact firstname.lastname@example.org
Online Video Testimonials
“2016 is the year of Video Explosion! It was great to Share Professional thoughts about online Video in the world of mobile and social. Our Clients will benefit from these insights!’ Rudi Kobza, Owner, Kobza
“The trainer really knew his stuff and managed to cover so much in a single day. The topics he covered were really interesting and insightful. Looking forward to applying some of his tips and theories to practice.” Francesco Agresti, Video Producer, Kaplan International
“Thoroughly enjoyable session, Lots of great information and insight to take back to the team.”Sarah Deane, Marketing Assistant, Zurich Municipal
“Loved the scientific results driven approach to online video marketing” Justine Ragany, Content Director, Sonder
“Well organised and highly informative training on digital marketing, in a great location” Sarah Williams, Content Marketing Manager, Bloomsbury
“An excellent overview on how best to approach online video” Danny Brogan, Editor, Spafax
“Stephen is a hugely charismatic and entertaining speaker and I could listen to him all day. Literally. He comes at content from an original and very compelling angle and you can see the results in the great work he has been behind.” Kath Hipwell, Head of Content Strategy, Red Bee
“Stephen was fantastic. He was engaging, had great examples and covered a huge spread of topics that were both interesting and applicable.” Helen Cassidy, Account Director, Think
How Conversational Interfaces Can be Brilliant for Content
One of the most talked about apps last year in the publishing world came from US media company Quartz. The company tasked its development team to come up with an app that would get millennials accessing news in an innovative and interactive way. What they eventually delivered to the company, which debuted on the appstore in early 2016, was a news app like no other.
When a person downloads the app – it is available on both iPhone and Android platforms – they are presented with a news story accompanied by a pair of emojis. The person taps on the emojis to either move on to the next story, or find out more about the one they have been presented with.
The app also make the use of a concept that is becoming known as ‘Conversational Interfaces.’ Essentially it asks the reader questions, presents them with Gifs, makes silly jokes and generally mimics the behaviour of a human being. It is not really a conversation, as the app only has a limited number of responses, but maybe, given a shot of Artificial Intelligence that might be the plan for the future.
Try it, almost everyone I know who has downloaded it loves it.
What though if brands and publishers were to start integrating similar style chatbots within the content they produce online? The bots would make pages more interactive, increase engagement and dwell times as well as potentially provide them with a lot more information about their readers.
One company who is already thinking along these lines is Typeform. The startup, which made its name creating interactive online forms recently published this article in its own blog. At face value Technology Imitates Art – The Rise Of The Conversational Interface is an interesting story about the future of the media.
Yet when you click onto the article you are greed by Paul, apparently ‘a brain kept in a jar in Spain,’ who looks human and acts as your guide. As the reader moves through the article so Paul continually interjects. So, for example, after a mention of Facebook he laments not buying Facebook shares. Later on he pontificates on Oscar Wilde’s theory about life imitating art. Paul offers the reader videos, GIFs, banter and more and even has a conversation with a second chatbot Chris halfway through.
It all sounds very surreal but clearly Typeform has hit on something. Firstly the personalisation of the bot is crucial. You really do feel as if you are having a conversation of sorts. Throughout the article Paul and the reader become partners on a journey through the paragraphs. The twists and turns Paul offers, plus his manner and the use of humour really is quite compelling. He is obviously a bot, but feels a lot more human than most chatbots because of the environment he lives in and the way he interacts.
Secondly, and this is where the notion of content obviously scores, I feel I am being informed more than sold to. It is a subtle difference, but the way the reader is drawn in and the levels of engagement makes this feel educational rather than salesy. I guess this is because of the environment Paul is operating in – namely a smart, long-form piece of thought leadership. I think if Paul were to ask me halfway through if I wanted more information about a product I would be way more likely to request it than if I was just having a conversation with a chabot on a company’s help page.
Incidentally it is possible to read the article straight without the interaction but the diversions that Paul provides really heightened my enjoyment of it.
It is not hard to see how brands might use this type of article in the future. It gives them all kinds of options to bring the brand alive by making the chatbot seem more than just a sales or customer tool. It could also be deployed on soft promotional articles, where the brand gently uses the chatbot to offer further information through an interactive tutorial.
The technology that powers this type of interactive article is still nascent and rather bespoke too. But it has the potential to significantly increase reader interaction, and provide all kinds of gentle awareness building and sales opportunities for brands.
I think we will be seeing a lot of articles like this the future.
Commissioned by The CMA
Branded3 Rank Tenth in Prolific North’s Top 50 Digital Agencies
In the annual list pulled together by publisher Prolific North, CMA agency Branded3 have been ranked tenth in the 2017 list of the Prolific North Top 50 Digital Agencies.
Ranked 18th in the 2016 list, Branded3 have climbed a huge eight places to tenth – which truly demonstrates the growth of the business in the past 12 months. The list ranks the North’s largest digital agencies focussing across a variety of specialisms including SEO and PPC, web, content, mobile and e-commerce.
To see the full list please follow this link: https://www.prolificnorth.co.uk/2017/03/the-prolific-north-top-50-digital-agencies-2017/
2020 – The Future of Content Marketing
On Wednesday 8th March, The CMA hosted a panel at Marketing Week Live called “2020 – The Future of Content Marketing”. The panel covered issues such as the explosion in Fake News and how brands can optimise trust through content marketing, while also looking ahead to 2020 and the impact of measurement, personalisation and AI.
Gary Knight, Commercial Content Director, ITV
Mark Thompson, Account Director, ITN Productions
Kevin Gibbons, CEO & Co-Founder, BlueGlass
Moderator: Clare Hill, Managing Director, The CMA
Please see the short-form highlights from the session below. You can also see 6 minute highlights here and the full panel here.
Succeed as a Woman in Technology? This Girl Can
Women in technology; women in STEM fields; women in ad tech; women in advertising – whichever way you cut the numbers, they reflect a set of industries that remain remarkably male-dominated. The needle is moving and there is no shortage of women and men fighting the good fight, not only to encourage more women to enter the field, but to encourage them to take up senior positions. On International Women’s Day 2017, ExchangeWire ask how this is progressing.
The IPA released their annual diversity survey in January and found that junior levels in agencies were almost perfectly split between positions held by men and women; but the struggle is still getting that to filter up into senior levels, with only 29% of C-suite positions in media agencies being held by females. The situation looks far bleaker in the world of technology, where only 5% of C-suite positions are held by women. A 2016 gender diversity report from Facebook showed that only 17% of their tech workforce were female and at Twitter, it’s only 15%. Google fare slightly better at 19%.
IT training provider QA carried out a survey to discover women’s perceptions of technology, which highlights not only how challenging it can be to attract women to the field, but also how difficult it can be to keep them there. According to the survey, 50% of women in tech said that they were actively discouraged from starting in tech by their parents, schools, colleagues, and other family members. Around 80% said that they didn’t think a tech career would be attractive as a teenager, but around 100% have enjoyed an exciting tech career. The survey also found 80% of women think more female role models are needed; and 65% think the industry needs to do more to help achieve this. The results of the survey encouraged QA to produce a short film, which is worth watching, showcasing women from all walks of life that entered the technology field, including Dame Stephanie Shirley, a self-made billionaire who created an all-women coding company in the sixties.
ExchangeWire were keen to hear from inspiring female leaders throughout the industry and the response was incredible. From technology PR firms, through to media agencies, and everything in between, across the globe, women in technology give their take on gender diversity and success as a woman.
There’s a difference between macho and talent
“I read an interview recently featuring [UK Labour Party politician] Harriet Harman. She was asked why she didn’t stand for the Labour Party Leadership and she replied that the world is full of pushy men who push themselves to the top and that women just don’t have the confidence to be that pushy. Harriet pretty much admitted that after two successful posts as deputy leader she really should have had the confidence to have gone for the post. Reading this really struck me – it is amazing how someone of her calibre, standing, and experience still lacked the confidence to go for the post that she was quite clearly the best candidate for. I don’t think it’s a difference between men and women; I know plenty of brilliant men who don’t go around pushing themselves forward either. I do think there is a difference between macho and talent. Lots of macho loud voices, some of whom have very little real talent, male and female, get heard; and those who are not macho, but who have stacks of talent, male or female, can often not be heard because they are not shouting loud enough. It’s not their style. It’s up to organisations to ensure the structure supports the quieter ones and ensure they are heard and that may improve equality for all.”
Clare Hill, MD, the Content Marketing Association (CMA)
Read the full article on ExchangeWire here
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