This follows the association’s move to broaden its membership policy – opening up to media agencies in late 2013 and media owners in June 2014. Special events for brands will be taking place in London on September 19 and 30 for marketers interested in learning more about the content marketing discipline.
According to the CMA, its move to open up membership to brands reflects the rapidly growing interest in the multiplatform UK content marketing industry, recently valued at £4bn. As part of this, the UK’s biggest magazines in the latest ABCs were titles from content marketing budgets at ASDA, Tesco & Morrison's respectively, whilst the use of multichannel campaigns continues to expand the influence of the practice.
The Prince’s Trust helps disadvantaged young people gain the skills and confidence they need to turn their lives around and move into work, education or training.
Charlotte Ridley, Head of Marketing Partnerships, The Prince’s Trust, says: “We are tremendously excited to be joining the CMA as the first brand member. Content marketing sits at the heart of our marketing activity and we can see its role growing and growing. The way our audience consumes content is changing dramatically and it is vital our audience receives information that interests them in an engaging, relevant and effective way. Joining the CMA means everyone at The Prince’s Trust can benefit from the insight, events and expertise it offers.”
Clare Hill, Managing Director, Content Marketing Association, said: “We are proud to welcome The Prince’s Trust as our first brand member and hope it will be the first of many. We are growing as a central hub for thought leadership in all things content marketing with a fast-developing membership group including expert content marketing agencies, publishing groups and media planning agencies. We aim to be a conduit between three key sectors of industry; companies who are best placed to create excellent content, media agencies who are devising and planning content marketing strategy, and brands and businesses who are actively looking for content marketing services.”
The CMA will be hosting brand membership events on September 19 and 30 at The Shangri-La hotel in the Shard. Attendees include America Express, The Camelot Group and Land Securities Group.
