Content Weekly By The CMA: 5th December

Hi , I hope you're having a great week.

Welcome to our latest edition of Content Weekly! We take a look at a feature from CMA member, SJR, around search and content, which looks at the incentives of ad-supported search, SEO manipulation, or even the inherent virality of clickbait and misinformation.

You’ll also see more member news, as well as information on replica trophies for winners of this year’s International Content Marketing Awards.

🏆ORDER YOUR REPLICA TROPHY TODAY

At the CMA we believe in a sustainable future. What we do to protect the environment today will pay off for many years to come. We believe sustainability is not just a moral imperative but a business one too.

Following last year’s successful launch, we’ve decided to stay with our eco-friendly trophy for the 2023 International Content Marketing Awards. Working with our design agency, NR Creative, and a British supplier we have developed a trophy using one of the most eco-friendly materials available – bamboo.

Bamboo is a grass which grows quickly and requires no fertilisers or pesticides to thrive. The cut and come again nature of the bamboo plant makes this a highly sustainable source of material for the manufacture of bamboo ply boards and veneers.

🗞️ CMA MEMBER NEWS: HDY IS MERGING WITH ORB!

HDY launched over five years ago and quickly established itself as a leading player with international, national and regional clients. These clients include Sodexo, Severn Trent, West Bromwich Albion and Birmingham Airport. Its founder, Ed James, will now serve as Founding Partner at Lunar.

Branding agency, Orb, has been in business for more than two decades. During this time, it has built up a global portfolio of clients in the healthcare, F&B and real estate sectors including Health Trust Europe, BrewDog, GS Yuasa and Pension Insurance Corporation. In the newly-formed agency, Orb’s founder, Rob Bloxham, will be a Founding Partner. Orb partner and ex-M&C Saatchi planner, Jacqueline Tarry, will become Lunar’s Strategy Director and have partner status.

🗞️ SEARCH IS BROKEN; CONVERSATIONAL CONTENT WILL SAVE IT

Something is rotten in the state of search.   

No, it’s not dead Danish kings we’re seeing, but phantoms from a time where we could easily find the information we were looking for.

Search engines being broken is now a meme—just look at the pages upon pages of Quora, Reddit, and Y Combinator threads bemoaning the issue. The causes are complicated: Blame the incentives of ad-supported search, SEO manipulation, or even the inherent virality of clickbait and misinformation.