Join the CMA
While the past decade has undoubtedly been successful for content marketing, the next will be hugely significant, giving rise to a seismic revolution in the marketing sector. The rise of mobile, increased digital capability and an avalanche of data are all converging to give marketers and agencies the power to create campaigns with fantastic levels of effectiveness. If you think content marketing is sophisticated now, just wait for the next wave of innovation and insight
Why Should You Join The CMA?
- Industry Profile
- Thought Leadership
- Exclusive Research
- Networking Events
- Cost Benefits
- Intermediary Service
- To be part of the Content Conversation
2016 was a great year here at the CMA! Here are some key highlights:
We welcomed nine new members to the CMA in 2016 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 facilitated briefs from brands including:
- £1.5m+ Travel Brief
- €1m Luxury Drinks Brand
- Luxury Watch Brand for content across the Newsweek media platforms / $100,000 – $250,000
- BPHA Housing Association £70K
- REED Global Website Design Brief / £50K
- 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.
Last year 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.
See what the judges had to say about the entries for last years awards:
“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 are holding a complimentary lunch every two months throughout 2017.
CMA Digital Breakfasts
2016 was 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 last year 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 last 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 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 15 opportunities secured for 2017 and we will share more information when we have it. 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.
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 courses in 2016: 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
Our digital training courses are back by popular demand for 2017. Read more about each course and book via the links below:
Previous Courses – 2017
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%
CMA Network – 2016
- The-cma.com +6% to 85,000 Unique Visitors
- LinkedIn +20% to 17,175 followers
- Twitter +14% to 7000 followers
We moved 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 has gone 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 has been 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.
CMA Mission Statement
Promoting the excellence of the content marketing industry and the value of member agencies and organisations specialising in developing effective content for brands.
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.
CMA Member Testimonials
Being a member of the CMA has been an incredibly positive experience in many different ways. Not only have the CMA helped successfully introduce our services in a way to add value to other members, but they have been able to help us shape the future direction of an industry which is in rapid growth and evolution and give us a platform to showcase our clients work publicly. They are a great team to work with and listen to their members to create a positive force for change within the content marketing space. They are also just a good fun team to spend time with.
Year-on-year, the CMA has played a growing role as a partner of MEC’s in helping tackle common challenges faced by the industry and credibly raise the profile of its members. The Industry Reports that the CMA have produced in collaboration with MEC and others have been well received by our clients, and we continue to look-forward to the partnership maturing in 2016 and beyond!
One of the reasons Seven has the reputation it does has been our membership of the CMA. It’s not just through the awards we’ve won, but also the profile the CMA gives content marketing and its members. The relationship I’ve had with the CMA over the years has had a huge influence on Seven and me personally by giving me access to people and building our profile.
The concept of content marketing has exploded in recent years, and the CMA remains at the heart of it in terms thought leadership, market knowledge and networking opportunities. Membership is quite a big investment for us – particularly when you factor in travel from our HQ in Scotland – but if we weren’t members, we would be missing out on being part of an important conversation Fraser Allen
White Light Media
Access to the CMA Advance service is one of the primary reasons we are a member of the CMA. Within a month of our membership starting we were in front of a prospective client, which happily we continue to work with to this day. Since then we have been given the opportunity to pitch for several other opportunities and now consider the CMA a key source of networking and lead generation for us.
The industry wouldn’t be where it is today without the CMA Andrew Hirsch
John Brown Media
Joining the CMA has been one of the most effective ways to both give a platform for our brand, and for effective peer-to-peer networking. We recently were invited to a major strategy day with a client which was solely facilitated by the CMA.
Head of Branded Content
I’ve hugely enjoyed my time as a member of the CMA. It’s provided me with great opportunities to learn the latest thinking and practice from others at the cutting edge of the content industry, and its stature in the media has helped us raise the profile of Red Bee and highlight our work. But most importantly, on a personal level, it’s been really good fun. The CMA are a lovely bunch of people who provide excellent opportunities for networking. I’d highly recommend a membership
Business Development Director
We were pleased to win a piece of business through the CMA pitch process, which has go on to grow significantly in 2015, and hope to see more business in 2016 as a result of new CMA introductions. We’ve also found the opportunities to promote the agency through the CMA site a benefit.
Head of strategic planning and marketing
We’ve been increasingly impressed with the CMA, and as a specialist content marketing agency we’re proud to become a part of such an important industry authority.
Content marketing is hugely important to us and our clients – it’s always evolving and improving, so we’re looking forward to sharing best practices and success stories with like-minded marketers, so that we can all learn and continue to grow together..
Joining the CMA is incredibly exciting for us and has been on the agenda for some time. Anyone working in the industry will be aware just how diverse the definition, requirements and outputs of ‘content marketing’ can be, and search performance features in that mix more and more frequently.
The CMA counts some of the leading agencies in every aspect of content marketing among its members and we think Branded3 brings something new to the table.
Head of Search
We appreciate CMA’s thought leadership which assists with developing content strategy across our clients platforms.
Executive General Manager
After launching our content publishing and marketing agency in late 2014, we have had a very successful first year growing our client base. Part of this growth can be attributed to the CMA. We were delighted to have been shortlisted from the CMA website by Trefoil Guild members magazine to pitch for their relaunch. On securing the contract to produce a quarterly magazine for their 22,000 members, other opportunities have come from the client and we are now working on a number of exciting initiatives which will come to fruition in 2015.
Business Development Director
We have had the opportunity since September to witness the considerable work that you perform at the CMA, among other things for the internationalisation of the association which is rare for this kind of organisms. Today we have discovered that we won, for our client CNES, the Bronze award for the CMA Awards. For an agency like Citizen-Press, that has been in London for 3 month it is a huge boost and we really appreciate it.
President Executive Director
One of the perks of CMA membership has to be the discounted training such as digital breakfasts and the special offers for key industry events such as the Festival of Marketing. Accessing these deals means being able to offer more team members the chance to attend these valuable events; allow us to share best practice learnt internally; and benefit more widely from networking opportunities.
27 CMA Member Agencies responded to the survey April/May 2016. The results were fantastic, please see highlights below.
- 85% see The CMA as a centre for content marketing excellence
- 67% have established relationships that help with their business by attending our complimentary membership lunches with 7% now working with new agency partners as a direct result.
- 77% find our weekly/monthly communications as interesting or very interesting
- 33% have established new business opportunities by attending our digital breakfasts
- 48% think that the profile they have received from the CMA is important or extremely important
- 85% are planning to enter the awards this year
- 41% have secured new business prospects through the CMA
- 33% have reached pitch stage as a direct result of the CMA Advance service
- 19% winning a new brief as a direct result
- 75% would recommend or highly recommend becoming a member of the CMA
CMA Membership Survey – Testimonial Quotes
What CMA Benefits are you particularly happy with?
“I just love the passion with which the CMA approach everything…..its infectious”
“It’s great to see our thought leadership and original content shared by the CMA, and the proactive manner in which you guys work”
“Introductions to member agencies that cover ground we can’t are useful but the setting and membership helps to find trusted long term partners”
“Opportunity to get on pitch lists. Enthusiasm and collaborative nature of the CMA team”
“We value the new business leads we gain through the CMA and the profile it gives us”
“Clare Hill provides strong and determined leadership which ensures focus on the most appropriate areas and she has done a brilliant job raising the profile of the industry and widening the membership”
“The concept of content marketing has exploded in recent years, and the CMA remains at the heart of it in terms of thought leadership, market knowledge and networking opportunities. Membership is quite a big investment for us – particularly when you factor in travel from our HQ in Scotland – but if we weren’t members, we would be missing out on being part of an important conversation.
“The CMA provides ITN Production with a platform to show our innovation, a working network to partner, and a voice within the industry to lead the conversation around branded video content”.
“Over the years, the CMA has provided networking opportunities which have led to exciting business relationships which we continue to engage in to this day”.
Who should be a Member?
Anyone with the common commitment of working towards and for the content marketing industry should be a member of the CMA. Our membership is divided into four categories.
- Full CMA Membership Benefits
- Media Planning Alliance Benefits
- Affiliate Membership Benefits
- Overseas Membership Benefits
- Brand Membership Benefits
Media and PR
We also generate some amazing Media & PR coverage to help raise The CMA and our members profiles.
The CMA offers members the opportunity to keep ahead of the curve and be informed about the latest industry thinking, trends and research in content marketing. You will also be able to learn from your peers at all of the fantastic networking events.