sponsored foreword: the cma
The content marketing industry has kick-started 2013 with a record number of multichannel initiatives in January and February, including a content-led website for Swarovski, in-store content for O2 and a new magazine for PruHealth and PruProtect.
agency opinions: content marketing
Teams with the right balance of skills are vital for reinventing PR and publishing for the digital age, says Simon Penson of Zazzle Media.
Content marketing gurus often focus on glamorous B2C examples, says Catherine Toole of Sticky Content. But what are the tricks to producing high-quality B2B content marketing?
Cutting-edge technology alongside specialists are best placed to deliver crafted brand stories and measurable results, says Simon Chappell.
User-generated content lies at the heart of many consumer magazines. Content marketers should take note, says Immediate Media’s Dan Linstead.
Research proves that while mass media may be good at starting conversations, the power to change behaviour lies with the conversations themselves, writes Story Worldwide’s Jon King.
Behind the hype, the opportunities for switched-on brands to succeed with native content is very real indeed, says Dale Lovell of Content Amp.
Eric Ingrand of EnVeritas Group explains how adapting global themes to local values is key to effective multicultural marketing.
River’s Alex Marks reflects on the growing trend towards paying for access - renting products rather than owning them - and what effect this will have on digital content in the future
Mags Walker of the fabl reveals what cross-platform content marketing really is while attempting to avoid the use of jargon