Senior account director Stewart Dymock reports from the CMA conference with some useful marketing takeaways to help get your brand seen and heard.
The recent Content Marketing Association (CMA) conference brought together industry leaders, creative minds, and marketing professionals to discuss the biggest trends shaping content marketing today.
The overarching theme? Content saturation. We all know that audiences are bombarded with messaging 24/7 across multiple platforms and devices. But how do we help our clients cut through all that noise with authenticity and creativity? Here are a few ideas from the conference that might help you get started:
Get to the point with video storytelling
When it comes to video, the first 5-15 seconds are crucial. Audiences like to feel an immediate emotional connection with what they’re watching. At the conference, the BBC shared invaluable insights on why pacing, curiosity, and authenticity can all help keep viewers engaged and invested.
Print can still power success
Is print still relevant in the digital age? At CPL One we strongly believe it is, and we were glad to find that view shared widely at the conference. We heard how even digitally native Gen Z values print, especially in premium and specialist publications. Plus, print offers an escape from digital overload, making it a uniquely powerful tool for brands and organisations.
Craft content for younger audiences
Brand safety and creative storytelling are non-negotiable when targeting younger audiences. Interestingly, print is still a strong player in this space, as many parents seek alternatives to excessive screen time for their children. Thoughtful, engaging, and safe content is key.
Recognise our changing habits
Consumer behaviour is always shifting. At the CMA conference we had a taster session from the world of food retail, hearing how bespoke menus, the avoidance of ultra-processed foods (UPFs), and the continued rise of vegetarianism are reshaping the way brands are engaging with their audiences. The lesson? Understanding the evolving tastes and habits of our audiences is crucial for content marketers looking to stay ahead.
Creativity and originality come first
It was good to hear that, in an age of increasingly automated processes, the originality of human creativity still takes precedence. While data is a vital tool, human thought should remain at the centre of content strategy, rather than letting algorithms dictate its direction. Brands that embrace originality stand out in an increasingly homogenised digital world.
Make it meaningful
Cold metrics alone won’t build a lasting brand. Today’s consumers (and members of organisations are consumers too) crave meaningful relationships with brands. Making an authentic connection with your customers should be your priority – and if you need more data to understand your audience, it’s a sign you may not be close enough to them. The focus, we were advised at the conference, should shift from short-term KPIs to long-term impact.
We can summarise these points in four key touchstones for successful content marketing:
- Keep it quality
Audiences are overwhelmed by constant marketing messages. Quality over quantity is the new rule. - Make it authentic
Whether it’s storytelling, branding, or longer-term engagement, genuine connections resonate more than gimmicks or slick-sounding platitudes. - Balance data with human-first marketing
Metrics matter, but creativity and emotional connections drive long-term success. - Stand out
The more data-driven marketing becomes, the more homogeneous it risks being. The brands that thrive will be those that dare to be different.
Here at CPL One these four touchstones are all part of our mission to help people belong. If you need a little help to embrace creative originality, prioritise emotional connections with your audience, and tell real stories that matter, let’s be in touch.
