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Content of the Future – 5th July At our next digi breakfast on the 5th July, the speakers will be discussing how content of the future will be semantically-rich, structured content pieces that are human-readable and machine-process-able – we look at why (and how to do it right) There was a great turnout at the Brands as Broadcasters Digital Breakfast on Wednesday 7th June, thanks to everyone that came! We had attendees from companies such as August Media, Bloomberg, CKN Print, Cystic Fibrosis Trust, iProspect, Guinness World Records, ITN Productions, New Media Publishing, REED, Rostrum, SevenC3, Shell, Spafax and Wardour to name but a few. “Three brilliant speakers, covering pertinant angles of broadcasting content” Steve Harper, UK Sales Enablement and Bid Lead, Kelly Services  “The speakers were intelligent and well versed in their topics” Ian Stanley, Account Manager, McCann “Interesting to see how different approaches can come together” Theo Clark, Assitant Producer, Spafax “Great event. A fantastic opportunity to hear the story from different perspectives of broadcasters vs brands” Katy Gwilliam, Senior Marketing & Comms Manager “Really enjoyed today’s session. The principles of broadcasters may have remained the same for decades but the mediums have changed. This session reflected this” Jessica Harriott-Kerr, Marketing & Comms Executive  We have a great line up of speakers confirmed for the 5th July Digital Breakfast on Content of the Future: Speakers Stephen Kenwright, Director of Search, Branded3 Stephen is director of search at St. Ives Group-owned Branded3 – the best large SEO agency in Europe according to the 2016 judges of the EU Search Awards – and is responsible for owned media, including search, analytics and marketing. Writing weekly for the Drum Magazine, Stephen has presented at more than 100 industry events since joining B3 in 2012 and now organises the SearchLeeds conference, hosting thousands of marketers from around Europe every year. Intelligence in content is about accessibility – how can we make sure the right content surfaces itself at the moment when a customer wants to see it? We’ll never really know how good content is unless we can test the reaction of the exact people who need to see it – so how can we use testing this to create better content? Stephen will cover: How conversational UX – chatbots, voice search etc. – are making content accessible in different ways and what we need to do about this Is AI realistic for most brands in the near future? How do we take our first steps towards this? Why Amazon is the ultimate intelligent content engine and how to compete Nicola Fleming, VP Head of Digital Content Strategy, Barclays The way we consume content is evolving at a relentless pace, leaving some businesses struggling to keep up. Nicola Fleming, digital strategist and former Head of Digital Content Strategy for Barclays, explains why implementing structured content today can help organisations prepare for the devices and behaviours of tomorrow. Noz Urbina, Content Strategist and Founder, Urbina Consulting Noz Urbina is a globally recognised content strategist and modeller. He’s well known as a pioneer in customer journey mapping and adaptive content modelling to support personalised, contextually relevant content for omnichannel experiences.  He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits“. Noz will be talking about: Using Adaptive Content to Create Topical and Evergreen Deliverables from the Same Source After a strong reception from the  audience at the Content Marketing Institute’s international Intelligent Content Conference (4.8 stars) in Las Vegas, Noz Urbina presents on one of his most in-demand topics. A core challenge of content marketing is being able to create topical content and evergreen content, at a high level of quality, and at scale. Using examples from enterprise clients, we’ll see how adaptive, intelligent content can bridge the divide between content that’s about the latest hot topics and content that’s useful and interesting to our audience over the longer term. Learn how organisations have rethought their content to allow assets to nurture leads with up-to-the-minute fresh content, while still making those same assets deliver longer-term ROI Learn to break out of the struggle of justifying creating content that goes through a short commission-publish-forget cycle Get practical tips for getting started today 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 (Complimentary breakfast consisting of delicious bacon sandwiches, pastries, fruit pots and smoothies is served from 8:30am) Where? Etc Venues 51-53 Hatton Garden Clerkenwell London EC1N 8HN Cost?  CMA Members: £75 + VAT Non Members: £150 + VAT Read more August publishes CANNES on behalf of CNN August, the award-winning content agency of Publicis UK, has produced a new publication for CNN International to be distributed at this year’s Cannes Lions. Showcasing CNN’s signature international perspective, CANNES includes premium business stories from CNN Tech and CNN Travel, alongside its cinematic Great Big Story content and Turner entertainment highlights. CANNES will be distributed to all VIPs and keynote speakers travelling in the CNN/Turner sponsored Festival delegate cars and will be available at the CNN/Turner beach cabana. Geraldine Finnegan, CNN’s Head of Network Integration and Partnerships, said: “As nations look inward, those with an international outlook – our core audience – are identifying themselves as different. CANNES profiles the breadth of our premium programming for this audience and captures the spirit of our brand for the creative industry here at the Cannes Lions.”   Read more CMA Members Lunch – 14th June 2017 We just wanted to say a massive thank you to everyone who joined us on Wednesday 14th June for our members lunch at Bourne & Hollingsworth! To kick off the lunch we had a fantastic talk from Will Scougal, Head of Creative Strategy at Snapchat  speaking to educate and update us on eveything new in the world of Snapchat. There were attendees from companies such as John Brown Media, Bloomberg Media,  ITN Productions, Cedar, August Media, King Content, Progressive Content, Red Bee Media, SKY Media, JBH, Seven & TCOLondon. See a selection of pictures below: Please join us for our next lunch on the 13th September, details to follow. Read more Three UK Tech companies who are Nailing Content Marketing Over the past few years there has been an explosion in the number of new tech based companies in London. The area around Shoreditch now boasts so many startups its only serious rivals, in new tech companies, are the key US business engines of New York and Silicon Valley. Many of the companies might have global ambitions, but at the same time they have a very British flavour. Given the success of The City of London it is not surprising, for example, that the capital is rich in Fintech (financial tech) starts up. There is also an explosion of media tech companies and other newer areas include insurance tech and health tech. One thing that unites many of the companies, and indeed some of the more established tech players, is their championing of content. Far sighted marketing execs realised early on that insightful and engaging content not only ensures reach via search engines, but also enables their company to have a credible voice in their niche. This in turn can prove to be a very effective new business driver. Here then are a trio of British startups who have created innovative and interesting content which appear to be yielding excellent results for them. Unbound In some ways to call the excellent Backlisted Podcast ‘branded content’ seems to not really do it justice. Yet at the same time it is clearly a highly effective marketing tool for a startup called Unbound. The company is fascinating one in that it has a platform that enables authors to crowdfund money for the books they are writing. They create the title and theme of the book, and invariably video content, and if they meet with the company’s approval the pitch gets posted on the site. It isn’t just first-timers who use Unbound to get their books funded either, established authors, high profile bloggers and comedians are using it to fund their projects. The Backlisted Podcast is one way that company uses to connect with a book-loving community. For around an hour key company personnel discuss forgotten, but excellent cult novels with invited authors, journalists and fiction influentials. The result is one of the most interesting and intelligent podcasts to come out of the UK. Unbound is at the heart of the podcast, but is never pushed too hard. Ultimately though I am sure the success of the podcast has pulled many people into the Unbound universe, and I bet a fair chunk have gone on to fund a book (I’m up to four and counting). Freeagent Freeagent is one of the most successful startups to emerge from Scotland in recent years. The company offers online accountancy software aimed at freelancers and SMEs. The idea is that it takes the hassle out of invoice and expense management, VAT, payroll and Self Assessment tax return filing. What Freeagent has done so brilliantly is to bring the topic alive via a blog that is a must read for anyone in the UK starting out on their own. It is packed with useful tips and advice  – from ‘how to price out your services’ through to ‘how to get paid on time.’ The authors have clearly taken a page out of the Buzzfeed content playbook too by using GIF-illustrated listicles to create content that is funny, engaging and is sure resonate with their audience. Freeagent has successfully created the feel of the club for freelancers via their content and the sales element is done subtly and politely and never too intrusively. The company strategy has possibly been inspired by Sage who pioneered this type of content in the UK and created a similar club feel for larger businesses. Like Sage though they have executed it brilliantly and I am certain that content is a big part of Freeagent’s new business engine. Kurtosys Actually calling Kurtosys a startup is stretching things a little as the company has been in existence since 2002. Over that time though it has constantly evolved and innovated and today it offers a series of online digital platforms largely aimed at financial institutions. In order to position itself as authority on the intersection between technology and finance, while at the same time reaching out to emerging companies which could be potential customers, Kurtosys created the Fintech blog. Updated at least several times a month, the blog takes a 360 degree look at the Fintech world and aims to ensure that the reader is up to date with what is happening in a what is a very fast moving industry. One very smart move is that the company, which has clients across the globe, has profiled the Fintech scene in individual countries like this post on Brazil. It is really good read dipping into the historical and political context of the country and highlighting why it boasts so many innovative Fintech companies. There is information on both regulation and the companies that are operating there. It is made even more engaging, well to this reader anyhow, by the inclusion of gratuitous footballing analogies and references. It is one small part of a larger content output from Kurtosys which also includes videos, infographics and webinars. The company operates the new business funnel in a classic and highly effective way drawing readers in via top of the funeral SEO-friendly engaging content and then gently pushing them on to content like the webinars and videos which are more likely to secure a sale. Commissioned by the CMA       Read more CPL wins major Local Government Association contract CPL has won the contract to publish the Local Government Association’s first magazine, following a competitive pitch process. The Local Government Association (LGA) is a politically led, cross-party organisation that works on behalf of councils to ensure local government has a strong, credible voice with national government. In total, 415 authorities are members of the Association, including English and Welsh councils, national parks and parish councils. Published monthly, first is received by 18,000 councillors and 400 chief executives. CPL will be responsible for the design, print, media sales and production of first and will work closely with LGA’s in-house communications team to create the magazine. Richard Walters, CPL’s director – commercial, said: “We’re delighted that CPL has been appointed to produce LGA’s flagship magazine. It is a key membership benefit and the number one way in which members find out about the work of the LGA. “We are looking forward to working with the LGA team to continue making first a useful and relevant publication, both for now and for the future.” Read more Influencing Masterclass. 6th July We all need to be able to influence in business today, with our teams, bosses and clients. This workshop is designed to help you build confidence when making a point, feel able to challenge and push back at crucial times and develop techniques to have impact when you need to. This workshop will build on your own style and help you identify strategies for challenging situations. What Will You Learn? To deepen understanding of different influencing styles and behaviours. How to create the impact we intend To practice flexing our styles and add new approaches to our toolkit. How to build your confidence with tried and tested techniques You will learn different techniques such as Push and Pull, and Reframing to help you feel equipped when the going gets tough. You will practice the classics like listening and develop your questioning ability. There will be time for discussing your recent challenges and help with creating strategies to help you prepare and have the most impact when you need it. A highly practical session that will leave you with tools to use immediately Who Should Come? Senior people who have experience and would like to enhance their learning and put what they know into more challenging scenarios. Those who are influencing senior stakeholders. Host Sheila Clark Sheila specialises in the design and delivery of bespoke development activities aimed at enabling leaders and teams to achieve superior performance. Having had many years of experience at the boardroom table Sheila has become an expert in the skill of influencing others. In this workshop she shares her expertise and knowledge to enable others to do the same. Course Date Thursday 6th July 2017 Timings  This is a half day course 09:30 – 13:00 Location The CMA 3 Waterhouse Square 138 Holborn London EC1N 2SW How Much Does it cost? Members £199 + VAT Non-members £299 + VAT How Do I Book? Please download and fill in the booking form here. For any questions please contact charlie.eke@the-cma.com Read more Brands as Broadcasters The phrase ‘brands as broadcasters’ is one that has become common currency in content marketing circles of late. Yet what does it actually mean? At the CMA Digital Breakfast on June 7th a trio of presenters attempted to come up with some answers. What type of content and why? First to present was Cháyya Syal, a broadcast journalist who is currently working for the BBC. As Chayya explained at the start of her presentation she became a journalist after the success of her blog Avid Scribbler which she began working on in 2012. Cháyya said that she felt that the blog became a phenomenon because it was unique – very few other people were writing about the changing role of ethnicity (with her particular focus on South Asian women) in the way she was. Cháyya first asked the question “what is broadcasting?” She believes that brands are “not totally like broadcasters, but they have behaviour patterns that are similar.” She then began the discussion by looking at what content means and how many brands were struggling with it. Cháyya argued that brands “need to focus on audiences – working out who their audiences are, where they are and what kind of content do they connect with?” She then offered some advice to brands – stressing that companies needed to engage with its customers around the clock and write in an authentic way – as people soon work out when they are putting on an act. She also highlighted other, softer skills that help brands engage with customers via content including having empathy and compassion. She said that marketers should watch make up vloggers and the subtle, but powerful way that they use psychology to build their audiences. Cháyya then moved on to vlogging stressing that brands and individuals should only use video if it is something they feel comfortable with. Again, she stressed the importance of authenticity. She finished her presentation by discussing whether blogging or vlogging was more effective for brands. She said that video takes up more resources and requires more planning, but at the same time blogging can be hard as empathetic, intelligent, articulate writers are thin on the ground. What defines brands as broadcasters? Second to present was Simon Shelley, Head of Industry News at ITN Productions He began by quoting a friend who had told him “everyone makes content that people want to watch. Except for brands.” He then asked what content are brands making and what impact is it having? And more crucially – “are brands thinking like broadcasters, or actually becoming broadcasters?” He then defined what he meant by broadcasters saying that “for broadcaster’s content has absolute pre-eminence and this guides the strategy. Broadcasters don’t think of customers – they think of viewers.” Simon then briefly discussed his role at ITN Productions explaining how it was the commercial arm of the company and was seeing a large increase in demand of high quality edited and produced content. This was reflected in the way that when some brands create content they put the viewers first. Simon described the three mindsets brands have when they create content. The first simply want to just make high quality content, so for example, this is the aim of the many public service videos ITN Productions create. Second is when brands are keen to get content out and make sure it is viewed. Simon said there are countless examples of brands who notch up hundreds of thousands of views. However, he acknowledged that not all of those popular videos deliver on their third mindset – when brands want to create a conversation. Simon then referenced the Kenco Coffee Vs Gangs video as a classic example of the way that brands could create high quality content that was about the company, yet harnessed advanced and effective storytelling techniques. He the pointed to the three key factors which make video work; relevance, reach and resonance. Relevance means really working with your audience and making them love you. Reach is about placing content in the right place. Simon mentioned the way that some brands have achieved huge numbers of views by placing videos with subtitles on Facebook. Simon acknowledged though that reach was less relevant for some brands and productions. He cited a video that the company made for Panasonic which was used to target just 52 people. Finally, resonance, Simon argued, “highlights how views and clicks don’t tell the whole story. The key metric for online video is actually shares.” Summing up Simon suggested brands needed to think like a broadcaster to really understand their audience. Disruption is an opportunity The third speaker of the day was Rob Molloy, Director of Global TV Content & Sales , Guinness World Records. He took as his starting point that brands needed to embrace disruption. To illustrate this, he gave a quick history of the Guinness Book of World Records and its phenomenal growth from its genesis in the 1950s. He explained that in the last ten years the company had been undergoing transformation and developing their brand in many interesting and innovative ways. He said that the reason for its success was “the feeling everyone wants to be a record breaker and how this inspires people in so many ways.” Rob explained that the company’s current business strategy was to protect its main product – the bestselling book. Also, to follow digital trends whether it be e-books, apps or even VR. And finally, to diversify, so for example the company has spun books off the main title including one about gaming and a forthcoming one about animals. The brand has always had a TV presence; however it is now embracing live events as these can deliver fantastic exposure for the brand via shares of the participants in social media channels. A key growth area for the company is marketing services and Rob says this is a huge hit with brands many of whom have reported excellent levels of engagement, and in some instances tangible increases in sales. Among the high profile videos the brand has collaborated on is one for Jaguar which attempted to break the record for the world’s highest loop the loop by a car. It achieved over a million views and scored 750 broadcasts to over 30 countries. Another example is LG which broke the world record for the highest house of cards built in under 12 hours – it was created on active LG washing machine to show its lack of vibrations. Summing up Rob told brands who wanted to work with his company that they need to be creative and deliver a unique experience and most of all to enjoy the results. Watch highlights from the morning here. Commissioned by The CMA Read more AICD appoints Medium Rare to run Flagship Publication Following an extensive Request for Proposal (RFP) process, the Australian Institute of Company Directors (AICD) has awarded Medium Rare Content Agency the new contract to supply publishing services for its monthly magazine, Company Director. Medium Rare is the current content provider for Qantas, Coles, Foxtel and David Jones. It will produce the first issue of Company Director magazine in October 2017, which will be redesigned and reformatted. Company Director is the AICD’s official member magazine, mailed directly to all members 11 times a year. The magazine is read by an audience of board directors, C-Suite executives, not-for-profit and government leaders in the governance space. The magazine plays a key role among the AICD’s content channels in helping to create more effective directors, boards and businesses by reporting, informing and leading the debate around leadership, governance and performance. AICD Chairman Elizabeth Proust said Medium Rare’s extensive experience in publishing, as well as content creation, design and development across multiple platforms, will deliver an improved member experience. “Our magazine is a trusted and valued source of information, with our members identifying it as the number one benefit of AICD membership across successive surveys,” she said. “This is a great opportunity to further develop our membership offering and enhance the content we provide members in an ever-changing media environment. “I’d also like to thank C3, who have done a fantastic job in delivering a quality magazine product to our members for over a decade.” Gerry Reynolds, Managing Director, Medium Rare said the agency is delighted to have been appointed publisher of Company Director. “AICD’s magazine, website, EDMs, videos and events combine to provide a comprehensive content ecosystem that communicates directly with Australia’s most influential business and governance leaders,” he said. “We very much look forward to offering members inspiring and engaging content and providing advertisers with greater opportunities to reach a highly desirable audience across platforms. “Our aim is to take the AICD’s content to the next level in order to help increase its relevance, reach and engagement.” Read more CPL and Thoroughbred Breeders’ Association deliver centenary book CPL has worked with The Thoroughbred Breeders’ Association (TBA) to publish a limited-edition book celebrating the organisation’s 100th anniversary this year. The Newmarket-based TBA exists to support the breeding of quality bloodstock, and is the only British association to represent breeders’ interests both within Great Britain and Europe. In documenting the association’s history, the book covers the evolving National Hunt scene, notable breeders, key thoroughbreds and influential figures from the past century. Working to create a high-quality, coffee-table-style volume, CPL led on design, layout and print, as well as supporting the TBA’s in-house editor with sub-editing and proofing. The finished product, which has been mailed out to TBA members, has a classic look and uses a mix of photography from the TBA’s archive and contemporary pictures to help bring the TBA story to life. In addition, CPL helped create two special edition copies. The TBA’s communications and marketing manager, Charlotte Lovatt, said: “Due to the nature of the book, it was imperative that it had a long shelf-life, a timeless appeal that wouldn’t show the effects of changing design trends. We believe that CPL achieved this in both the design and production.” TBA chairman Julian Richmond-Watson added: “We were very pleased with the finished product and have received a good deal of positive feedback from our members. The CPL team worked to the specified timeline and were able to deliver the full consignment of books ahead of our 100 year anniversary in May.” Read more Mandarin Oriental appoints Cedar as magazine publisher and editorial content provider Mandarin Oriental Hotel Group has appointed Cedar as publisher and content provider for both its in-room and online magazine. The content and media brief brings a new approach to connecting with the brand’s current and new customers. It includes digital consultancy, social strategy, content planning, monthly digital destination content and the production of the Group’s bi-annual in-room magazine available at all 29 hotels worldwide. The brief also includes media sales, offering print advertising opportunities to carefully selected global luxury brands as part of Cedar’s Premium Travel Audience media offer. Cedar’s appointment followed a competitive pitch. Cedar’s Business Development Director, Joe Costello said, ‘It’s a real pleasure to work with a brand as prestigious and iconic as Mandarin Oriental, particularly as luxury travel has become such a heartland for us at Cedar. We have exciting plans for its multichannel content and commercial portfolio that we can’t wait to share.’ Jill Kluge, Mandarin Oriental’s Group Director of Brand Communications, said, ‘We were delighted with Cedar’s creative response to our brief, and look forward to offering our guests an immersive editorial experience in both print and online.’ Read more GDPR – a big opportunity for content marketers? If you are a senior person involved in marketing, and if you’re reading this then it is pretty safe assumption, there is likely to be a big red mark on your calendar for May 25th next year. In case you do need reminding, and according to a few recent surveys a few of you probably do, that is the day when the General Data Protection Regulation (GDPR) from the EU will come into force. If it has passed you by until now, don’t worry too much as you will be hearing an awful lot about it over the following months. Put simply GDPR will replace all existing UK data laws. And nope, Brexit won’t influence it at all as it will be subsumed in the Great Repeal Bill. The importance of consent From a media and marketing perspective GDPR’s big challenge is that the collection of the data which fuels the marketing and advertising industries will have to be consented to by readers. Now this may be fine for some brands and media companies who legally collect data via email and social platforms. What though of third parties who serve advertising? Those companies may have not had an interaction with the reader they are targeting and could from the end of May next year find themselves in breach of the act. So, what might that consent request look like? Possibly like the consent for cookies popups we now happily accept. Nevertheless, there are two things that are worrying the ad industry. Firstly, that while consumers don’t seem too wary of cookies, they do have issues with being aggressively targeted by personal advertising. To put it in perspective PageFair, a company that regularly monitors the growth of ad blocking believes that over 20% of the population has already taken action and installed ad blocking software. Later this year Google will unveil its own ad blocker which will be baked into its Chrome web browser and target what the company deems obtrusive ads. So there is a strong possibility that some consumers, especially those with an understanding of privacy issues, will simply opt out of online behaviourally driven advertising systems. What is even more bad news for marketers and advertisers is that the penalty for not complying is very severe. For example, the maximum fine for data breaches in the UK will rise from £500,000 to €20m, or 4% of a company’s global annual turnover, whichever is higher, which makes it even more pressing that brands and media companies play safely. There are those in the industry already predicting massive changes to the way online media operates. Earlier this year, PageFair’s Dr Johnny Ryan warned that GDPR sets the stage for a “wave of lawsuits against all parties in the advertising chain. Users will have the right to trace data back to its source,” he said. “For example, a person who receives a marketing communication from a brand is now entitled to find out where the data on them has been obtained from, and can take legal action or complain to a regulator.” There are others who take a less alarmist approach. Ben Davies at Econsultancy argues that for most marketers “best practices that have been identified for some years will likely be enough for marketing to fall in line, alongside one or two changes to your data strategy.” But he also acknowledges “that publishers will certainly have to work with AdTech providers to make the right information available to users, whether in notifications (popups) or publicly available on site.” So, if you are involved in digital marketing GDPR is a very real headache and one that you have just a year left to address. From installing a data protection officer for your company through to tracking where you got all that data you store from – there is a very big ‘to do’ list. The good news for content creators One things is for sure though and that is that GDPR is not going to be bad news for content marketers. Quite the contrary. Over the last few years media companies have been investing more and more resources in branded content. The New York Times has the T Brand Studio, The Guardian has its Labs. Then there are of course CMA members from legacy magazine media backgrounds, like Time Inc, which has its own branded content factory in The Foundry. From this vantage point GDPR feels like it could be a very big shot in the arm for content marketing as brands and publishers seek safe, compliant ways to target readers. And as all CMA members know high quality engaging content delivered in a sympathetic way is a very powerful of doing this. Ultimately what might happen is that the ad industry will still be struggling to cope with the changes this time next year. Also, the draconian fines won’t necessarily be imposed and that compromises will be reached. Brand and media companies, however, are going to be cautious in collecting and using data – and I really think this might be a trend that presents excellent opportunities to content marketers. Commissioned by The CMA Read more Month in Content Marketing: May 2017 P&O debuts new retail magazine, Sky partners with Fitbit for new series and the IoD’s Director magazine is to get a revamp. P&O Ferries debuts new retail magazine – At the end of May P&O Ferries launched its new onboard retail magazine The Collection. Created in partnership with content marketing agency Cedar, the new title showcases the very best of P&O Ferries’ onboard product range, as well as providing lifestyle tips and travel ideas to its 10 million customers. P&O appointed Cedar as its new content partner for its onboard retail publication earlier this year and gave it a brief that included a new strategy and delivery of the company’s onboard retail magazine. The latest incarnation of the magazine has been furnished with a new design, fresh editorial content and bespoke photography. Nicola Tompkins at P&O Ferries said, ‘Cedar has brought a fresh and exciting approach to P&O’s onboard magazine, combining the very best in retail science with some fantastic new creative ideas which we know our customers will love. We can’t wait to get started.’ Cedar’s editorial director Maureen Rice said, ‘It’s wonderful to be working with P&O Ferries to take its content to the next level, starting with this exciting relaunch of the onboard retail magazine. We’re looking forward to inspiring shoppers and showcasing P&O’s amazing brands across all of their routes.’ More here. New health professionals website – The Community Practitioners and Health Visitors Association (CPHVA) has launched a new content-rich website. (www.communitypractitioner.co.uk) which was designed, built and managed by CMA Redactive has been developed from Community Practitioner (CP), the official journal of the Community Practitioners and Health Visitors Association (CPHVA). The Community Practitioner journal is published monthly and circulated to over 19,000 health visitors, school nurses, community nursery nurses and other healthcare professionals working in community settings. The new website contains all the latest news, views and analysis from the journal, as well as exclusive web-only content, providing CPHVA members with valuable support. Gavin Fergie, a lead professional officer at Unite, says ‘Unite-CPHVA are delighted that with the support of our publishers Redactive, we are launching the newly enhanced website of our Community Practitioner journal. ‘This new platform will add another dimension to the print and digital editions of the Community Practitioner journal and will enable Unite-CPHVA to offer to our members and readers even more news and opinion, clinical updates and professionally relevant research that will educate, energise and empower.’ More here. Airbus to launch employee print magazine – Airbus, a global leader in aeronautics, space and related services, has announced a July launch of new global print publication for its staff. The magazine, which will be produced by CMA member Cedar, will be available in four languages to accommodate a diverse audience of people based around the world. Aline Vuillequez, Head of Employee Communications, said, ‘Cedar showed us an exciting strategic and creative vision for our internal content that will truly engage our staff across both digital and print platforms. We’re very much looking forward to sharing the new Airbus magazine with our employees and can’t wait to see how they respond to the new approach.’ Cedar’s Business Development Director, Joe Costello said, ‘From the very first meeting we knew this was going to be a fantastic partnership and we are so excited to be part of communicating Airbus’ vision to their global workforce. Airbus is a prestigious, iconic and innovative brand, and we’re looking forward to bringing that spirit into the heart of their internal content.’ More here. Cathay Pacific launches Discovery website – Cathay Pacific has launched a new travel inspiration destination for the airline: a digital version of its print magazine Discovery. The website will house travel features, interviews and photography which are also published in Cathay Pacific’s Discovery and Cathay Dragon’s Silkroad, but will also include exclusive features and content not available in print, including multimedia articles, video and audio. The magazine will be produced by CMA member Cedar Hong Kong, which also produces Cathay Pacific’s suite of inflight magazines that includes Discovery and Cathay Dragon’s Silkroad. ‘Cedar is delighted to be able to showcase its digital capabilities with this new website for Cathay Pacific, meaning users can now enjoy all the great content from Discovery and Silkroad on mobile and desktop,’ says Cedar managing director James Mastin. ‘We hope this site will become a go-to planning site for customers and will inspire future travel with Cathay Pacific and Cathay Dragon,’ says James Evans, General Manager Product at Cathay Pacific. More here. Sky teams up with Fitbit for new VOD series – Sky has announced it is partnering with Fitbit for the second series of its VOD exclusive ‘Fit in 5’ series. This will be the first time Sky has worked with a partner to create a short-form funded content series. The ‘Fit in 5’ series aims to get people fit in only five minutes per day and is exclusively available to Sky customers on On Demand, Sky Go and Now TV. TV presenters Lisa Snowdon and Sarah-Jane Mee will feature in the episodes, hosted by Personal Trainer Marvin Ambrosius to get their heart rates pulsing in the five-minute sessions which incorporate fat burning, cardio and heart rate zone work outs. The campaign will run over a series of 18 ad-funded episodes to be premiered on Sky’s On Demand platform for six weeks, beginning from today. It will then be rolled out across Sky Sports Mix in July and will aim to eclipse the success of the first series. The partnership between Fitbit and Sky was brokered by Sky Media, the advertising sales division of Sky, and Media Brands a global media and advertising agency that operates as part of Universal McCann. Rachel Bristow, ‎Director of Partnerships at Sky Media, explains: “We are delighted to be working with Fitbit to help the fitness brand engage with customers in a new and exciting way. Moreover, this partnership demonstrates our ongoing ambition to work more closely with brands to develop compelling content that truly resonates with their audience.” Lucy Sheehan, Marketing Director at Fitbit concludes: “Fitbit is delighted to sponsor Sky’s ‘Fit in 5’ and motivate Sky viewers be more active. Much like Fitbit, Fit in 5 encourages you to get moving, stay motivated and see how small steps make a big impact. The five minute exercises are a great way to elevate your heart rate, burn more calories and see the benefits that short bursts of exercise can bring.” More here. IoD’s Director magazine to get a revamp –  SevenC3, part of Europe’s largest content-marketing agency group C3, has secured the contract to deliver the IoD’s prestigious Director magazine and associated commercial media activities. The agreement covers print and digital content for the Director brand, and multi-platform commercial activity for the IoD. The IoD is the longest-running organisation for professional leaders, first established in 1903, and supports more than 30,000 members through 48 regional branches across the UK. Its member base consists of some of the most skilled and prominent leaders in the UK, from start-up entrepreneurs to FTSE board members, directors in the public sector and CEOs of multinational organisations. The deal with SevenC3, which followed a competitive pitch process, will see the IoD outsource the creation of its Director magazine function and associated commercial activities for the first time. Sean King, CEO, SevenC3, said: “Naturally, we are delighted to be working with the Institute of Directors, the UK’s number one member organisation for company directors, who form the backbone of the UK economy. The next few years are going to be interesting and challenging in equal measure, as businesses of all shapes and sizes look to continue to grow in the face of Brexit, globalisation, and digital disruption. The IoD and its Director content brand are sure to play a pivotal role in the whole process, making for exciting times. As they do, the IoD will need a trusted partner to help manage and maximize all the available opportunities, creatively and commercially. We are delighted to be involved with that.” More here. REED explains how not to tackle a job interview –  CMA brand member REED has partnered with ITN Productions to create an original branded content campaign called The Good, the Bad & the Hired. Aimed at a millennial audience and hosted on REED’s YouTube channel the films take an irreverent approach on how not to tackle a job interview. After a successful first run in 2016 the series returned at the end of April. The social campaign portrays tips and pitfalls of interview and job seeker etiquette while providing good-quality subliminal advice within each one to two minute video. The first five-part mini-series entitled ‘The Good, the Bad & the Hired’ depicts two interviewees at key moments before, during and after an interview. The films are presented in a split screen format to exaggerate the differences between good and bad interviews. One is an exaggerated version of an under prepared candidate; the other, having taken on board the advice from REED, came confident and ready. Joseph Riordan, REED, said: “Candidates going for their first or second interview need to be brave and confident. We wanted to embody this ourselves by making a video series which stands out from the norm in the recruitment industry. Video allowed us to take something seemingly dry like career advice and turned it into eye-catching content. In a corporate environment, we were able to break the mould and show REED as a human organisation. We knew we were on to something special when we saw the interest on social media – they became some of our most engaging posts on Facebook.” More here. The Chartered College of Teaching to debut membership journal – The Chartered College of Teaching has announced the launch of Impact, a journal for its membership. The magazine will be published in conjunction with CMA member Redactive. The Chartered College of Teaching is a newly opened professional membership body for the teaching profession. Led by Professor Dame Alison Peacock, it aims to support the profession by providing access to the knowledge and research that teachers need to achieve and maintain genuine excellence. The journal’s title – Impact – reflects its aim to be a publication that can have a tangible effect on classroom practice and the outcomes of young people. The interim issue of the journal boasts a modern design, authoritative production values and employs infographics to make content easily digestible. Each issue will be themed around a critical topic for teachers and will feature a guest editor who is a specialist in the field. The interim issue of Impact, launched this May, takes a three-pronged approach to addressing the theme of evidence-informed practice and is an indication of what is to come. The guest editor of this issue is Cat Scutt, Director of Education and Research at the Chartered College of Teaching. Aaron Nicholls, Director of Redactive, said: “we’re thrilled to have been selected by the Chartered College as the agency to help them to develop and share the content that will inspire our teachers to even greater achievements and, in doing so, help the College to achieve its marketing and growth objectives.’ More here. Also this month the CMA blog looked at whether Instagram is the answer to brands’ social media engagement issues, examined some content research tools and argued that content strategy is like a sat nav. Commissioned by The CMA Read more General Election 2017: content rules As the voting public gears up for the election on June 8, the main parties are pumping out content like never before. But it’s hard to discern much of a strategy. CMA consultant editor Dominic Mills looks at the efforts of the three main parties through the prism of content marketing It’s not that long ago – let’s say 2005 was the last of the old-style campaigns – that general electioneering was a relatively straightforward business. The main tools included TV PPBs, lots of direct mail, a few posters and a manifesto. There was, of course, lots of spin doctoring but the platforms on which the practitioners could perform their dark arts were limited. Then, in 2008, Barack Obama changed the game for ever. It was the first social media election. As platforms proliferated, so content became more important. After all, you’ve got to have something to put out there. And you need some big teams to do it. If you think about it, the classic arts of content marketing overlay perfectly onto contemporary electioneering: strategy; content calendars; tone of voice; targeting; messaging; engaging with and rewarding loyal customers; finding new ones; finding superfans and endorsers and engaging them sufficiently so that they spread the message; ‘Martini’ any-time, any-place marketing; and creating and repurposing content for the relevant platforms. And while parties (and individual politicians) increasingly adopt brand-centred thinking over the longer-term, elections differ in one critical way from classic brand activity: the campaign is short, sharp and brutish, and the ‘fog’ of election war can mean parties are easily dragged off the strategic high road into tactical cul-de-sacs. Content compared With all this in mind (and in a carefully non-political way), how, viewed as content marketing campaigns, do the three main parties stack up? Let’s start with the manifesto, the key content building block of any election campaign, but focusing on the look, tone, feel and readability rather than the policies. Manifesto: Labour and the Lib Dems lead here, with the Conservatives a long way back. Its offering looks like something from the dark ages – stern and Calvinist in its presentation. Text is set across a wide measure – hard to read – and sentences are verbose. One, on energy policy comes in at 70 words. Pictures? None. It’s hard going. By contrast, those from Labour and the Lib Dems are bright, breezy and modern. Both include social media share buttons, the Lib Dems adding to LinkedIn, Messenger and Pinterest to Facebook and Twitter. The Lib Dems also ease the reader burden by breaking up the text with bullet points. Both leaders feature heavily in pictures, as does generic imagery. It’s not perfect, but at least they offer visual relief. The cynic in me wonders if the Conservative design and presentation is deliberate: do they really want anyone to actually read the manifesto, as opposed to consume it passively by soundbite. YouTube: The party YouTube channel is the obvious place to feature the leader and the TV PPBs that voters do their best to ignore – and none veers from this strategy. With video consumption rising, particularly among hard-to-reach younger voters, it’s the obvious place to focus effort and fresh, made-on-the-hoof material. Of the three, the Lib Dems’ channel is most off the pace. So, off the pace, in fact, that you wouldn’t know even there was an election on — the page is underpopulated, and most videos are three or four months old. Have they de-prioritised video, or just not got the resources? I’ll take the latter. The Conservatives put Theresa May’s ‘Strong and Stable’ video front and centre, followed by a series of individual policy area videos, and then attack videos on Jeremy Corbyn and his team. Viewing levels are high, with some in the 80,000-90,000 mark. The Labour channel – well populated – opens with Jeremy Corbyn’s manifesto speech. There are no videos attacking the opposition, and average viewing levels are in the thousands – well below Conservative levels. Facebook/Twitter: The roots of the ‘Corbynista’ movement lie in social media, so it’s no surprise that Labour is on the front foot on these platforms. By follower/community numbers, Labour outscores its rivals by some way with 410,000 and 783,000 fans respectively. The content posts are frequent and topical – for example a video on pensioners a day after the Conservative announcements on pensions and social care costing. Conservative Twitter efforts and reach (253,000 followers) don’t match Labour’s, but they are as active as their major opponents. A key difference is that there’s a regular seam of ‘attack’ posts targeting Corbyn and his key allies. On Facebook by contrast with Labour, they are less active and with two thirds the reach. As for the Lib Dems, they (perhaps predictably) lack the social media traction of their bigger rivals. Activity levels on Twitter are varied – including posters, even info as well as ‘donate’ buttons – and higher than the party’s respective Facebook pages. Corbyn and Farron both have more personal followers than their parties, while you get the sense that Theresa May has to be dragged kicking and screaming to Twitter, confining herself to a bland and underpopulated official No 10 account. Does any of this matter much? Analysts in 2015 famously claimed Labour won the social media war – which seems irrelevant if you lose the ‘votes’ war. But I suspect that over time – and as both Obama and Trump have shown – the relationship between the two in the UK will become closer. Verdict: hire proper content skills When Donald Trump won the US presidency last year, there was an explosion of comment along the lines of ‘What marketeers can learn from Trump’s success’.  I’m not so sure that will work here. It’s more likely to be the other way round – ‘What politicians can learn from marketers’ — because, despite all the hard work and content production, much of the content effort seems unfocused and reactive. This may be inevitable in an election, but I suspect that all would have done better had there been one client, one strategy, one direction, and one controlling hand: exactly what you get with clients and agencies who truly understand how to make the most of content marketing. This begs the question: next time round, will any of the parties hire a specialist content agency? It’s not unknown. One was actively employed during the Scottish referendum. And all the parties are used to dealing with ad agencies, so (as long as they don’t start thinking their ad agency can do the content too) it’s not a huge leap to add a content specialist. Whether any content agency will want to take on what will be an exhausting, resource-stretching but potentially exhilarating gig is up to them. All they have to point out is the overlap between content marketing and contemporary election marketing…. Dominic Mills, Consultant Editor, The CMA Read more Stats, Facts & Future Trends Stats, Facts & Future Trends: May 2017 This month, we discover what’s hot in the app world, why many consumers prefer digital ads to TV ads, and the key to memorable content. Brands step up personalised marketing Marketers know that personalisation is vital when it comes to engaging with consumers, but they just don’t have it down yet, according to a worldwide poll by Forbes Insight and Gap International. While most marketers have some degree of personalisation in place, it’s not yet at a level that satisfies consumers. The research found that: 65% of marketing executives said they are implementing personalised marketing strategies. Second to personalised marketing was online product information/services, which is used by 63% of respondents. Roughly one-third of internet users under 50 said they like personalised ads. However, almost as many said they weren’t good enough. While just 32% said that omnichannel shopping was used, that doesn’t mean that it’s not a priority for the executives. Rather, it’s likely that they have already taken steps to implement omnichannel shopping in their strategies. “Omnichannel is now so fundamental that for most companies that it goes without saying,” eMarketer analyst Yory Wurmser said. “Most advanced companies already have engrained it in their overall strategy.” Sources: Forbes Insight, Gap International, Adobe Digital Insights For more information, click here. Fitness and finance hot in the app world A study by Verto Analytics has found that Health & Fitness and Finance were the fastest-growing categories in the amount of time people spend on apps, with each recording rises of at least 500m minutes. The study also found that: The number one category was Communication and Social Media apps, which rose by 11.2bn minutes, equal to a 38% increase year-on-year. In March 2017, those apps represented 44% of UK users’ app time. Entertainment apps tallied the next biggest rise, up 3.4bn minutes, accounting for 21% of monthly app minutes. Meanwhile, Finance posted a 100% increase, up 586m minutes, and Health & Fitness leapt up by 156% (500m minutes). However, the third largest app category, games, dropped by 2.4 billion minutes (16%). A key difference between September 2016 and March 2017 was that in the earlier period, Pokémon Go was still at the height of its popularity. ComScore data from July 2016 shows it was one of the UK’s top 10 mobile app properties for that period, just behind Twitter. Pokémon Go’s popularity proved fleeting, but it may be too soon to count out games. Sources: Verto Analytics, ComScore For more information, click here. Many consumers prefer digital ads to TV ads When it comes to TV ads and digital video ads, many viewers would rather stream video to their TV than watch commercials on regular television, according to new research. ‘The Changing TV Experience’ study by the Interactive Advertising Bureau (IAB), assessed US digital video viewers’ attitudes toward TV ads and digital video ads, and found that: 34% of digital video viewers said that the commercials shown during videos they stream to their TV are better than those on traditional linear TV. 44% said that commercials shown during videos they stream to their TV are less disruptive than those on regular TV. 50% prefer to watch commercials while streaming video to their TV than pay for a subscription. 58% are more likely to stream video to their TV because fewer commercials are shown than on regular TV. According to eMarketer, US digital video ad spending will see double-digit growth annually through 2020. By contrast, TV ad spending will grow much more modestly, at rates ranging from 2% to 2.5%. Still, TV will remain dominant, with total ad spending reaching $77.93 billion in 2020 – more than quadruple the $17.95 billion for digital video. Sources: IAB, eMarketer For more information, click here. Mobile remains a work in progress Spending on mobile marketing continues to grow but marketers face significant gaps with regards to skills and learning, and many agencies feel their clients are still not truly ready for mobile, according to a new study by WARC. The study surveyed more than 700 marketers across Europe and the US,  and found that: Just 6% of US agencies thought their clients were fully ready for mobile adoption in terms of executive support and prioritisation. This compares to compared to 32% of other marketers’ assessment of their own readiness. Almost two thirds (65%) of client-side marketers do not have a formal mobile marketing strategy for their brand. Just 16% had a “closely connected strategy” in place. One reason may be that the vast majority of brands (80%) find mobile only a “quite” effective marketing channel, with few (12%) having extensive data and experience to conclude that it is “very” effective. Nonetheless, in line with its effectiveness as a channel, mobile is seen as a priority for more than 90% of marketers in North America – although only a third of them would say it is a top priority – and almost three quarters (73%) on the client-side expect their budgets to increase. Source: WARC For more information, click here. Voice-enabled speaker usage up nearly 130% While still far from mass adoption, virtual assistants such as Siri, and voice-enabled speakers such as Amazon Echo, are becoming more widely used by Americans. A study by eMarketer – their first forecast on users of digital assistants – found that: In 2017, 35.6m Americans will use a voice-activated assistant device at least once a month. Amazon’s Echo speaker will have over 70% of users. Google Home trails far behind with just 24% of the market. In 2017, over 60m Americans will use Siri, Cortana or another virtual assistant at least once a month. eMarketer expects Amazon’s market share to fall slightly in the coming years, as Google’s share grows. But Amazon will remain the dominant player in the category for the foreseeable future. “Consumers are becoming increasingly comfortable with the technology, which is driving engagement,” said Martín Utreras, Vice President of forecasting at eMarketer. “As prices decrease and functionality increases, consumers are finding more reasons to adopt these devices.” Source: eMarketer For more information, click here. Mobile accounted for 99% of new online ad money in 2016 Mobile’s share of total UK internet adspend rose to over a third last year and mobile accounted for 99% of new online ad money in 2016, according to the latest results from the AA/WARC Expenditure Report. The report found that: Mobile ad expenditure has grown rapidly over the last five years, rising at a compound annual rate of 65%. Such growth propelled the value of the mobile ad market to a new high of £3.9bn in 2016. Mobile has contributed an average 77% towards total growth in UK advertising expenditure over the last five years. It’s believed that mobile ad expenditure will rise by approximately 30% this year and a further 21% in 2018. “The year on year growth of 17% is the highest we’ve seen for nearly a decade,” said James Chandler, Chief Marketing Officer of IAB UK. “Reaching this threshold has only been made possible by brands breaking the mould, trying innovative formats and making the most of video to reach and amaze people. Mobile video was last year’s real winner – up 103% year on year. This supports the trend of increasing smartphone usage throughout consumers’ day but also allows brands to really innovate the most with short, vertical video formats that are built with mobile in mind.” Sources: AA, WARC For more information, click here. Do consumers remember content marketing? According to a study by presentation platform Prezi, eight in ten consumers forget most of the information in branded content after only three days and more than half can’t recall a single detail. The Science of Attention report was based on a survey of 2,035 adults in the UK and found that: The three most common reasons consumers forget content are irrelevancy (55%), a lack of motivation to remember it (35.7%), and the fact that there is simply too much content to retain (30%). Distractions (18%) and stress (9%) were far less significant factors, it noted, meaning that the primary reasons for forgetting relate not to external factors but to the content itself. Content which ‘tells the audience something new’ was the most memorable, helping 27% of respondents to remember a brand. This was followed by content which teaches, inspires or entertains (each 25%). In terms of how content is delivered, video was seen as the best format, chosen by 37% of respondents as memorable, followed by written articles (28%), and face-to-face presentations (21%). “Marketers are wise to the fact that content can be an incredibly powerful influence on perceptions and purchasing decisions,” said Spencer Waldron, European regional director for Prezi. “But in order for content to influence or actually deliver that sale, it needs to both hold the audience’s attention and be memorable.” Source: Prezi For more information, click here. Personalised advertising gets low marks with UK parents Marketers seeking UK mothers online might want to think again when considering personalised ads. A recent poll of UK users of online parent site Mumsnet showed respondents had little love for being pursued so directly, with privacy concerns a primary reason why. The poll of 1,000 Mumsnet users found that: Just 6% of respondents liked seeing ads from a previously viewed website show up on subsequent sites. The largest share of respondents (32%) said they “hate” the practice. Around two-thirds of respondents would be unhappy to see targeted advertising based on either their online behaviour or on data they had given an advertiser. Ultimately, 68% of respondents would not be more likely to buy an advertised product because of personalised advertising. “It’s in nobody’s interests to show people ads they don’t want to see,” said Mumsnet CEO Justine Roberts of the study’s results. “If personalised advertising isn’t done sensitively, the risk is that users will opt for the nuclear ad blocker option. Transparency is absolutely key—web users need to be consulted, to feel informed and to be offered tools that allow them to easily opt out.” Source: Mumsnet For more information, click here. Commissioned by The CMA Read more Is Instagram the answer to your brand’s social engagement issues? How’s your branded Facebook page faring? Garnering new likes? Seeing record levels of engagement? While some brands are maximising the potential of the platform, for others it appears to be a constant struggle to show any real ROI. Although advertising does help grow brand pages, and there’s plenty of anecdotal evidence to suggest that it nudges Facebook to help the page organically too, it can’t do much to increase levels of user engagement. If readers don’t want to click and share no amount of cash will make them do it. Which is why a growing number of brands appear to be attracted to the potential of Instagram (incidentally, lest we have forgotten owned by Facebook). A number of reports have emerged recently which show that the image and video sharing platform is surging ahead of Facebook in terms of user engagement. Recent analysis conducted by Socialbakers, for example, showed that brands are seeing nearly four times as much user engagement on Instagram than they do on Facebook. Celebrities also fare much better too. The lead Instagram has over Facebook in engagement is even more impressive given that it has just 700 million monthly users, while Facebook has 1.94 billion. So, is now the time to start taking content and ad spend away from Facebook and moving it to Instagram? Well much depends on the type of brand you’re managing. Here are a few questions to consider if you are considering shifting budget and content resources from Facebook to Instagram. 1. What demographic are you trying to reach? Instagram has a younger audience than Facebook, so it’s not surprising that youth focused brands like Ben & Jerry’s and TopShop perform well. The platform is only effective for a certain number of brands, and its leading brands seem to attain consistently high levels of engagement. Instagram has become central to social strategies of fashion, food and sports companies. If you are not aiming for a younger audience it is not a place to invest in. 2. What type of engagement are you seeking? There could be a very obvious reason why some brands achieve such high engagement rates on Instagram and that’s because its interactive features are so simple. For example, the Socialbakers report suggested that the’ double tap to like a photo or video’ may be a contributing factor to Instagram’s impressive engagement rates for some brands. If you are seeking deeper levels of engagement you are more likely to attract these on Facebook as it is clearly wordier with people writing longer posts and comments that run beyond a sentence. It may be one of the reasons why media brands (to say nothing of less visual brands) seem to thrive on Facebook but find Instagram a trickier proposition. 3. Can you harness the power of celebrity? With its young visually focused audience Instagram is the perfect home for celebrities. If you are keen on engaging with a younger demographic it also makes sense to work with celebrities on the platform. There are countless examples now of brands who have used celebrities to promote their product campaigns which have Instagram at their heart. However, the figures required to buy an endorsement post from a top level star are huge. 4. Are you missing out on the numbers? For most brands, it isn’t an either/or in choosing Facebook or Instagram. There is however a decision to made around levels of energy, time and resources devoted to each platform. One question that any brand majoring on Instagram needs to mull over is ‘are they just better not using Facebook anyway?’ Ultimately Facebook’s reach is significantly larger than Instagram, and can brands afford to not prioritise an audience that is large over a platform that is powerful, but more niche? As Jan Rezab, chairman and founder of Socialbakers told AdWeek “I definitely would not advise moving spend away from Facebook—it has too much scale and reach.” “ “Brands should start putting more emphasis on Instagram. Look at it less as just a photos platform and more of a conversion platform play.” Commissioned by The CMA Read more Read More News Articles »
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