About Us
Why Content Marketing?
Content Marketing is one of the biggest success stories in the media industry. Second only to internet advertising in accelerated growth, it constantly amazes in its growth, size, scope and adaptability. Every day another client comes on board, ready to experience the excitement and rewards of publishing their own magazine or website using their own content.
The research is compelling:
The content marketing industry was worth £880 million in 2010 and is projected to be worth £1.14 billion by 2015. 2011 total turnover is forecast to return to the 2008 high and achieve year-on-year growth rates of up to 12 per cent.
Growth is being realised by stability in the print market and increased recognition of the importance of digital dialogues by brands with their customers, meaning the industry is a truly multi-channel content centred industry.
ABC results show continued strong growth with three out of the Top 5 magazines by circulation are content marketing titles - Asda Magazine, Tesco Magazine and Tesco Real Food, nine customer magazines appear in the Top 20 by circulation and 25 customer magazines appear in the Top 100 by circulation. Read more on the trends here >>
Content marketing magazines keep consumers attention for 25 minutes* which is significantly more than the eight seconds looking at a poster or 20-30 seconds listening to a radio ad (*source Advantage Study)
Compared to other types of communications, customer magazines hold attention - 57% of consumers read at least half the magazine, while top performing magazines manage to engage 78% of consumers to this level (Advantage Study).
Content marketing increases brand loyalty by 32%.
Readers of customer magazines are more likely to hold positive views on the brand. This is incredibly valuable in a world where advocacy and word of mouth are seen to play a significant role in a brand's success.
Print accounts for just over half of all titles but attracted two thirds (66%) of revenue in 2010. This is a drop from 78% in 2008, as digital formats have started to come into their own. Website revenues have grown rapidly - although from a small base - and are up by 65% with e-zines up by as much as 165%.
Digital content other than websites has been the single most important category of growth in the last three years, and that means formats including e-zines, emails, microsites and apps.
View case studies of our members work >>
More about the APA's free consultancy service >>
View our 2011 industry report here >>
