The CMA launches brand intermediary service: CMA Advance

March 5th, 2015

CMA Advance is a service matching brands with content marketing agencies. Launch comes off the back of successes with Zurich Municipal, REED and The Children’s Society. The Content Marketing Association (CMA), the industry body for the content marketing industry, has today officially launched CMA Advance, a free intermediary service which utilises the wealth of expertise … Continue reading “The CMA launches brand intermediary service: CMA Advance”

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How brands can make content measurement count

February 25th, 2015

Content marketing is a vital element in initiating and maintaining conversations with customers, but measuring its effectiveness is a new challenge that marketers haven’t yet got to grips with. Brands are at a crossroads with content marketing: there’s a pressing need to determine whether it should be a tool for branding or for direct response. … Continue reading “How brands can make content measurement count”

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Content: never mind the quality, think about the platform

February 23rd, 2015

The idea that brands should try to be ‘news platforms’ is nonsense, argues Dominic Mills – and risks breaking the trust that is the ultimate foundation of their success. We all know that adland has gone content crazy. Now it’s adding a new twist to it – ‘platformisation’ – a neologism so ugly it can … Continue reading “Content: never mind the quality, think about the platform”

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The case for content marketing – Why today’s Mad Men need to embrace the art of storytelling

February 19th, 2015

In this increasing wired, interconnected world, it’s easy to get hung up on delivery, process and technology, and to miss what really engages people – that indefinable thing that is called, for want of a better word, ‘content’. Content is the stuff that makes up a marketing message, the thing that prompts people to act, … Continue reading “The case for content marketing – Why today’s Mad Men need to embrace the art of storytelling”

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Gazing into content’s crystal ball

January 30th, 2015

Content is already big and spreading its tentacles in every direction, but what specifically will be the big trends in 2015? Clare Hill, managing director of the Content Marketing Association (CMA), takes a look inside the CMA’s very own crystal ball. It is, as they say, notoriously difficult to make predictions, especially about the future. … Continue reading “Gazing into content’s crystal ball”

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My tips for brands using content in the mix in 2015

January 27th, 2015

Clare Hill, managing director of the Content Marketing Association (CMA), offers her insights for brands using content marketing this year. Content marketing already accounts for £1 in every £5 spent on marketing and rising. To make the most of the opportunity, it helps to be able to track how the space is developing. As leader … Continue reading “My tips for brands using content in the mix in 2015”

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