The content marketing industry is estimated to be worth around £1bn, with fast growth in digital formats. Digital activity encompassing websites, e-zines, email, mobile applications and video now accounts for 37% of the industry, an increase of 22% since 2007 and 32 per cent since 2005, according to Mintel.
Ruth Mortimer, editor of Marketing Week, says: “We are always keen to give our readers access to exclusive research, insights and case studies that can aid them in their jobs. Our partnership with the APA will give us access to more material than ever before that will help us create great content for our audience.
“We will also be providing the APA with some of our own content to ensure its members are kept up-to-date on the latest trends that will affect their businesses. As the leading brand for identifying marketing trends and analysis, we want to make sure we can reach as many people as possible and help them work in the most effective and informed way possible.”
Julia Hutchison, chief operating officer at the APA, adds: “Content marketing continues to gain prominence as marketers recognise the commercial value it delivers to their brands.
“Our new partnership with Marketing Week is reflective of this growth and will help us to connect with a wider marketing audience seeking to engage consumers across multiple channels, and in doing so, ultimately showcase the amazing work our members do. This is particularly apt in the lead up to the International Content Summit in November, which is set to become an integral part of the marketing industry’s calendar, attended by both brands and agencies alike.”