Clare Hill, Content Marketing Association - Presentation at POMP Forum 2014 - the 5th international content marketing conference, Ljubljana, Slovenia.

2. Contents
The CMA
CMA / TNS Content Marketing Industry Research
10 things to know about content marketing
CMA Services
Best in Class Case Studies

3. The CMA
- The Industry body promoting the discipline and practitioners of content marketing
- The CMA brand promise is to help our members build relationships that you can own
- The CMA members are owned media specialists

4. The CMA Strategy

5. The Three Pillars
Content Marketing Agency
30 of the world’s leading
agencies
Working with over 500 brands
in the UK & internationally
Media Planning Agency
Mediacom
MEC
iProspect
£1.9 billion client billings
between them
Brands
The Prince’s Trust, The CMA’s
launch brand
“Joining the CMA means
everyone at The Prince’s Trust
can benefit from the insight,
events and expertise it offers”
Charlotte Ridley, Head of
Marketing

9. 10 steps to create great content marketing
http://www.johnbrownmedia.com/Andrews_Video_test_page.html

11. UK Trends
Dominating the Top 200 Circulated Magazines in UK
The top three magazines in the UK The National Trust, Asda and Tesco
6/10 are content marketing titles
70% of the circulation of the top 10 magazines in the UK, reaching over 9 million consumers, and 84%
of the top five
Fastest growing title is Waitrose +85%

12. UK Trends
New entrants into consumer publishing from established brands
Paid for branded content
Porter £5 cover price, most expensive in market
Sports Direct, low end of retail market, £1 cover price

13. UK Trends
Unilever has signed a 7 figure deal as sponsor for The Guardian's Sustainable
Business section
Guardian Labs unit will produce branded content for it around that theme
 Distribution: 40m global traffic with 65% from overseas
 Credibility: The Guardian has a clear corporate and editorial commitment to
sustainability
 The challenge: every word, picture or video will be picked over by the likes of
Greenpeace and other NGOs.
 The Guardian will have to demonstrate its editorial independence as and when
Unilever's sustainability credentials are challenged

16. Cedar’s BA High Life
Cumberbatch Campaign

24. Thank you
clare.hill@the-cma.com