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Truly engaging content requires experience
Julia Hutchison writes a letter to NMA about customer publishing.
It is great to see more brands becoming engaged with and aware of the value of content (Sainsbury's NMA 17 June). On far too many occasions organisations merely invest in digital because everyone else is doing it, and the consequence is poorly thought out campaigns that do little to support the overarching brand, its ethos and messaging. Read full letter... »
River expands relationship with The Co-operative
River is delighted to have expanded its relationship with The Co-operative after winning the business to produce five new publications.
The first is an A5 mini-magazine called Your Membership, which is tasked with engaging members of The Co-operative Group and encouraging them to trade across the wide range of Co-operative businesses, from food, travel, pharmacy and electrical, to banking, legal services, insurance and funeralcare. The mini-magazine, which offers regional content via multiple versions, is mailed to two million members on a quarterly basis. Read more... »
Has blogging any place in customer publishing?
Corporate blogs and blogs written by companies for consumers were considered a vital part of a brand's social media toolkit a few years back. Then along came Twitter and Facebook and brands had other ways in which they could communicate with their customer. Company blogs became a little unfashionable with fewer brands feeling the need to create bespoke sites. However there are signs that the corporate blogs is making something of a comeback.
So why are corporate blogs back on the agenda? Read more »
APA members save 20% on PMA’s courses
Save £300 on in-house workshops for up to six delegates - only £1,200+vat per day.
Special offers for APA members this month include 20% off all public courses booked in July. See full list of courses.... »
Agencies that dismiss B2B activity as the poor relation of consumer campaigns are overlooking the potential of the sector, as marketers hunt for those promising a fresh approach.
Article as featured in last week's Marketing, in relation to B2B publishing featuring APA comments. Read full Marketing article »
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