About The CMA
The Content Marketing Association (CMA) is the industry body for content marketing. The overarching aim of the CMA is to promote the use of content as an effective marketing tool to client-side marketers and showcase the range of channels that can be used to engage customers, from digital – such as smart phone apps, tablet – enabled microsites, video and branded TV, to the more traditional customer magazines.
We also use our experience and expertise to advise agencies, brands and Media Agencies wishing to enter the world of content marketing, an industry that’s now worth in excess of £5bn in the UK alone.
Through our research, education, events, training, advice and support, our aim is to realise the vast potential content marketing has for brands and encourage the creativity and effectiveness required to achieve that.
Since the organisation was formed in 1993 as the APA, the CMA has been at the front of the content marketing revolution, driving the industry forward as it has evolved to become the industry it is today.
Definition of content marketing
Content marketing is the discipline of creating quality branded content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands.
The key to the CMA’s success is informing and educating both clients and members about the latest thinking in all areas of content marketing, while showcasing the talents of its members as they plan and produce ever-more effective and innovative strategies and creative work. This work now takes in all conceivable marketing channels – print, online, digital, video, mobile, social media – to produce fully integrated solutions that consistently perform above and beyond their clients’ expectations.
Promoting the excellence of the content marketing industry and the value of member agencies and organisations specialising in developing effective engagements for brands.
As the future looks bright for the content marketing industry, so it does for the CMA. Our membership is constantly growing and diversifying, now being made up of Content agencies, Media agencies and Brands.
Meanwhile, there’s a huge amount of work being done in the area of research, with a number of studies into the industry being commissioned and worked upon – studies that will give its members vital advantages when securing new business and push the content marketing industry forward into a prosperous future.
The CMA have now released four exclusive industry reports on Content Marketing and Data Intelligence, The Role of Social in Content Marketing, Video Engagement and Measuring Effectiveness which you can download now.
These will give you access to some of the latest findings, opinion, research and thought leadership on the highly topical and commercially pertinent area of Content Marketing.
You can view all current members of The CMA on our Membership pages
If you are interested in joining, please take a look at our Membership document below where you can find out all the details.
2016 WAS A GREAT YEAR HERE AT THE CMA! HERE ARE SOME KEY HIGHLIGHTS:
We welcomed nine new members to the CMA this year with Hearst Made, SKY Media, Havas Media Group, King Content, Made By Sonder, Future Fusion, Genero, Crescendo and Bloomberg Media we have also just been joined by a new brand member, Sage. The CMA Membership continues to represent the full content marketing industry and remains platform and format agnostic representing businesses from a diverse range of businesses across Content Marketing Specialist Agencies, Media Agencies, Publishing Houses, Broadcasters, SEO, PR, Platforms and Direct from Brand.
“After opening King Content offices in various regions over the last seven years, it has become apparent that the strongest content marketing association is the CMA in the UK. Clare and her team have done a great job of not only helping members but also broadening and growing the market to allow content marketing to become more mainstream. It’s an incredibly well run association that strives to improve its members, which at the end of the day is what a good membership association should do.” Craig Hodges, Executive Chairman, King Content.
“As a long overdue membership for Fusion the CMA has now become part of our central strategy delivering a fantastic wealth of opportunities for us as a business and as individuals. With more than 5 speaking opportunities and 2 pitches inside just 10 weeks we’re incredibly keen to see what 2017 brings!”Clare Jonik, Director Content Marketing, Future Fusion.
“Sky are delighted to be new members of the CMA this year. We’ve benefited from meeting great specialist content marketers both Agency and Production side in an ever evolving and growing industry. We look forward to engaging more with the CMA and fellow members in 2017”Jason Hughes, Head of Creative Solutions & Branded Content, Sky Media.
“We only joined this summer and have immediately seen the value in the CMA reports, Breakfast session’s I was asked to speak at and all the really useful networking opportunities over breakfasts & lunches. The CMA Awards was fantastic, well organised and the team are a pleasure to work with, so I am very excited to see what 2017 has in store for Genero…” Darren Khan, UK & Europe Managing Director, Genero
In 2016 we have facilitated briefs from brands including:
- €1m Luxury Drinks Brand / $100,000 – $250,000 Luxury Watch Brand for content across the Newsweek media platforms / £70,000 BPHA Housing Association / REED Global Website Design Brief / £1.5m+ Travel Brief / £100K – £225K British Heart Foundation.
- The CMA is increasingly being recognised by brands as a go-to organisation for content marketing briefs and we aim to continue & build upon this momentum.
- Just fyi a number of CMA Members are devising strategic partnerships with each other in order to answer many of these briefs.
This was the best year EVER in the history of the Awards and cumulatively across award entry revenue and attendance we delivered +19% YOY. We had over 450 entries from 105 agencies across 21 countries. If you haven’t seen the highlights video yet please do take a look as it’s a great testament to where the CMA is at, where the awards are at and where the whole industry is at. You can watch it here. Congratulations to all the winners and we will be in touch in the new year as we plan to release a Best Practice guide to Content Marketing which we encourage all winners to contribute to.
“Obviously to win any award is amazing, but to win this award is particularly amazing” Rebecca Rose, Head of Marketing, Domino’s Pizza Group who picked up the gold award for Best Retail Consumer by Arena Media.
CMA MEMBERSHIP LUNCHES
A new initiative for 2016 saw the introduction of the CMA Membership lunches which have proven to be very popular so thanks to all of you who have attended and we plan to hold a complimentary lunch every two months throughout 2017.
CMA DIGITAL BREAKFASTS
2016 has been another great year for our breakfasts which are +24% YOY. We have enjoyed growing audiences and strong brand attendance including marketers from Liberty, M&S, John Lewis, Thomas Cook, Eurostar, Zurich and Sage just to name a few plus many notable media companies including BBC, Financial Times, Telegraph and News UK. When we conducted our last membership survey 33% of you said that you had gained new business relationships just by attending so aside from the excellent learning and development gained from the insights, thought leadership and trends presented you could also pick up new clients!
Speakers this year have included CMA Members iProspect, Medium Rare, BlueGlass, Genero, Seven and Future Fusion along with industry professionals from Audi, Unruly, Ogilvy, LinkedIn, Topic DNA, Bigballs Film, Tan Media, Somo, Heroes of Mobile, Triggerbuzz, Box Plus Network, Gain Theory and Sysomos.
“Great session, lots to think about” – Sarah Deane, Marketing Assistant, Zurich Insurance
“Fresh, Brilliant and up to date” Gabriela Izquierdo, Digital Designer, Financial Times
“Informative and engaging! Can easily apply your leaning to any business” Francesco Agresti, Video Producer, Kaplan
“A thought provoking and future gazing look at the value of digital content and how to distribute it effectively” Laura Heywood, Commercial Editor, Retail Week.
If you want to book in advance for 10 tickets in January, which you can use at any session throughout the year, you will receive a 20% discount so please do let me know if you would like to take advantage of this offer. CMA Members only pay £75 per ticket (versus £150 for non-members).
CMA INDUSTRY REPORTS
We published the Video Engagement and Measuring Effectiveness Industry reports this year which have been viewed by 2000+ individuals from across 50 countries.
We can identify 7 sectors covering Advertising Agency, Brand, Content Agency, Creative Agency, Consultancy, Media Agency and Media Owner. We know from previous contributors that direct new business has been secured as a result of being featured in a report so if any of those who contributed get a call from any of the following please ask if they may have read one of our reports! John Lewis, NASDAQ, Standard Life, Prudential, Laird, Lighter Life, Business France, SFS, LendInvest, Bupa, AXA Insurance, Barclays, RBS, Totalmoney.com, Portakabin Group, Argos, QVC, IBM, Avis Group, Tesco, Hilton, Balfour Beatty Investments, Oracle, BNP Parabis, Mars, Rightmove, Merrill corporation, Accenture, Ericsson, Lloyds, NCP, Sainsbury’s, Sofology, Tourism Ireland, Zurich Municipal, Oil & Gas UK, Accenture, Direct Line Group, NCP and The Head of Marketing for Red Bull.
Businesses such as Google, Twitter and CNBC have also viewed this content which helps to continue our mission to position our members as THE industry experts it’s also encouraging to see so much media coverage as a direct result from Campaign, The Marketing Blog , InPublishing and Marketing Week .
CMA SPEAKING ENGAGEMENTS
The CMA secured and 18 speaking engagements for our membership in 2016 (up from 5 in 2015). Thanks to everyone who has taken part. The CMA provides all of these opportunities as a key part of your membership value, of course if you wanted to buy a speaking slot you could do but they do range anywhere between £5,000 for Performance Marketing Insights to £15,000 for Ad Week. We feel that being part of a CMA industry panel debate provides objective and informed debate and reaffirms your position as industry leaders. We already have 9 opportunities secured for 2017 and we will share more information on at the beginning of January. They are such a great way to profile you personally, your business and to gain new business contacts. The CMA intends to film the events moving forward and use the content across our growing online network. Bring it on in 2017!
2016 Speaking Engagements:
- AM Digital Marketing Conference, Seven, Archant Dialogue and Factory Media
- Digital Media Strategies, Factory Media
- The Future of Mass Marketing is Mass Niche, CMA
- Mobile Innovation Summit, Medium Rare
- Ad Week Europe, Factory Media, ITN Productions, Seven, MediaCom and iProspect
- Marketing Week Live, BlueGlass, CPL, ITN Productions, ghd
- B2B Marketing Expo, ITN Productions
- Retail Week: Customer Experience, Cedar, BlueGlass, Seven and Archant Dialogue
- SearchLeeds, MEC Manchester, BlueGlass and iProspect Leeds
- Technology for Marketing, ITN Productions
- Online Influence Conference Seven and ITN Productions
- Tech Expo, Future plc and iProspect
- Performance Marketing Insights, BlueGlass, Branded3, Factory Media, Future plc and Remarkable Content
- The Power of Print Seminar, Cedar
- ad:tech, Seven
- Marketing Business Forum & Print Services Summit, ITN Productions, The Moment and John Brown Media
- Huddle, Progressive Content
- Integrated Live, Future plc, BlueGlass, Branded3 and Havas Media Group
CMA TRAINING COURSES
We held 5 Bespoke CMA training course this year: Social Media ROI and Content Marketing; Digital Content Strategy & Planning; Copywriting for Content Marketers; Online Video for Content Marketers.
“Great, inspiring and engaging!” Joshua Hyman, Studio Runner, Pets at Home
“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, Made by Sonder
The courses on Social Media ROI and Online Video are back by popular demand for 2017. Read more about each course and book via the links below:
Online Video for Content Marketers – Course date 14th February 2017 (Hosted by Stephen Follows)
Social Media ROI & Content Marketing – Course date 28th Feb 2017 (Hosted by Mark Walker)
CMA Media Coverage
We continue to raise the profile of the industry and our members across all key trade media and for a list of all 2016 media coverage please see here we have secured coverage in Campaign, Marketing Week, The Drum, Gorkana, WARC, The Marketing Blog, Advanced Television, TVBEurope, DTG, Wallblog and Exchange Wire.
CMA Marketing Operations
We have invested in a variety of key operations throughout 2016
- The-cma.com has been brought in-house and we now manage a WordPress site
- Our Awards system has been moved to a new and much better system – AwardForce which has made the entry process and judging process far more efficient.
- All of our marketing communications have been moved to Campaign Monitor, which not only means we can manage everything internally, but the templates for our newsletters have been greatly improved – this can be seen in our open rates which have been up to 37% compared to the industry average of 2-4%
- The-cma.com +6% to 85,000 Unique Visitors
- LinkedIn +20% to 17,175 followers
- Twitter +14% to 7000 followers
We move to a new home on March 1st in 2017 as we have taken an office at the WeWork Space on Waterhouse Square which is just around the corner from our current office. This space is currently being created so it will be brand new, with great meeting room and event space and the decision to move there has absolutely nothing to do with both beer & prosecco on tap.
Last year we moved our finances to an accountancy firm SSH who have done a great job. From January we bring this back in-house and our Financial Director will be Phil O’Connell (again! And formally from Redwood).
For those of you who may not be aware Lilly Kyambadde will be going on Maternity Leave from the end of January. I know many of you have built great relationships with Lilly and we are all going to miss her. Please do join me in congratulating Lilly on her exciting news!
From January, Hugo de Soissons will be promoted to Marketing Manager and along with key marketing responsibilities (such as being our resident Scorsese) Hugo will take on account management responsibility and be the first point of contact for all of our CMA Members. Hugo has done an absolutely sterling job this year so please do join me in congratulating him on his well-deserved promotion.
Charlie Eke has taken on the additional responsibility for CMA New Business and along with Marketing & Events, Charlie will also target new membership prospects for the CMA. If you have any leads, please do let Charlie know!
The existing CMA Management Team has been in place for over 18 months and has been instrumental in all of our success to date. From January this team compromises of Matt Adams, CEO Havas Media and new Chairman of The CMA, Andrew Hirsch, CEO John Brown Media, Clare Broadbent, CEO Cedar, Sean King CEO Seven and Vince Medeiros, Publisher TCOLondon. In order to maintain consistency and continuity of success and in light of the fact that nobody wants to resign we will be keeping the team as it is for now, if you are interested to join this team please do let me know as positions may become available further down the line.
For more information on the CMA and its work, contact MD Clare Hill on:
firstname.lastname@example.org or 020 7492 1986