How to grow content marketing footprint

Consumer-facing brands have long used their own publications to engage with their customers, but many business-to-business brands are also investing in customer publishing to talk to clients and trade partners. "This is a big growth area and we've seen huge amounts of innovation," say...

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Bibliographic Details
Published in:	Marketing Week 2012-07, p.27
Main Author:	Burrows, David
Format:	Magazinearticle
Language:	eng
Subjects:	Advertising expenditures Brand identification Budgets Business to business commerce Business-to-business advertising Customers Economic aspects Marketing Publishing industry Social networks
Online Access:	Get full text
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Summary:	Consumer-facing brands have long used their own publications to engage with their customers, but many business-to-business brands are also investing in customer publishing to talk to clients and trade partners. "This is a big growth area and we've seen huge amounts of innovation," says Julia Hutchison, chief operating officer at the recently rebranded Content Marketing Association (CMA). The likes of Fujitsu, Ernst & Young (E&Y), Hays and Orange are producing print and online magazines that clients in their thousands want to read. These titles are written by experienced journalists and in-house staff and include interviews with top business names. "One of the changes that our industry has introduced is that we now employ journalists who understand how to create content that will be read," Hutchison explains. Agencies are reporting an increased interest from brands looking to communicate with their customers this way. To coincide with the rebrand in June, the CMA published the results of new OnePoll research showing that content now accounts for 21% of marketing spend.
ISSN:	0141-9285