Senior content strategist Martin Bewick reflects on key lessons from the past decade working in content marketing.
I’ve been working at CPL One for 10 whole years. Autumn 2015 feels like both a lifetime ago and a sprint across a couple of weeks. Some things have changed. Some things have stayed the same. So, what are my take-outs from this long–short decade? Here are 10 things I’ve learned.
1. Don’t believe the hype about platforms
Ten years ago, we were still in something of a honeymoon period with iPads. They were the future of digital magazines and brochures. Maybe. A platform (or device) might be right for the time, but they evolve. Quieten down on the hype. Keep moving.
2. Teams are about sharing knowledge
Many of the people I worked with when I started at CPL One are still, happily, here. Of course, teams evolve along with clients and the nature of the work. We’ve grown, too, especially with the coming together of CPL and Century One to make one company in 2022. The mix of longstanding and new voices is a fantastic opportunity to share knowledge. I think we use that opportunity well.
3. Membership organisations are all the same – and all different
I’d worked with membership organisations before joining CPL One, but what’s become clear to me is that the organisation is an umbrella. Under that umbrella? People. Individuals. Never think your audience is a homogenous mass.
4. Our audiences are post-demographic
By and large, the public really dislikes journalists and markets talking about ‘Millennials’ and ‘Gen Z’. They see themselves, quite rightly, as individuals, not a mass target (see above). Of course, demographic grouping can help us do our jobs, but what connects people is attitude, not age.
5. Learn from different types of client
At CPL One, I’ve worked with professional membership organisations, charities and commercial businesses to create and deliver content strategies. Each sector has something to learn from the others. Today, when one trend for consumer brands is to offer subscription models to boost loyalty (a longstanding way of adding value for membership organisations), we should know there’s no one sector that leads.
6. Contact is crucial when you work remotely
I’ve spent much of my career working from home, so the recent shift to hybrid and remote working didn’t feel like much of a change. I might work remotely, but I’m always present and always in contact. Some of our clients have given up a shared office completely. Communication is key. And meeting in person, if less regular, is still a high point.
7. AI is actually useful
I hold a healthy degree of scepticism when it comes to the latest tech trends. Artificial intelligence (AI) feels different. So many people are finding uses for it, including the teams here at CPL One. It’s still early days, but it’s obviously a stayer – even if it’s not a magic bullet. Let’s use it as a useful tool with integrity and continue our evergreen commitment to quality.
8. Analogue is not going away
Travelling into the CPL One office on the train 10 years ago, there was no useful Wi-Fi or 5G. I downloaded all the work I needed to do onto my desktop. How that’s changed! But in an age of digital noise, people are quietly recognising the power of analogue. Books are still being read. Dumb phones are a thing. Younger people are embracing the tangible authenticity of analogue experiences. So don’t give up on print. And book that in-person conference or party!
9. Content is, of course, still king
Whether it’s print or digital, one maxim that seems inescapable, even after all my years in content marketing, is that a commitment to quality content – long-form journalism, video, socials, podcasts, photography, blogs, case studies, illustration, opinion pieces… you name it – is what makes the difference when engaging audiences. This never changes. It’s never going to.
10. ‘Belonging’ is a thing
All of which brings us to ‘belonging’ – to paraphrase CPL One’s ‘We help people belong’ strapline. I’ve thought about this a lot over the past few years. What does it mean? Is it useful? Personally, I think it’s about finding connection with others, trusting that connection, and feeling that connection. It’s what we do as humans. It’s what we should be doing with our work.
