The Content Marketing Association

Moving on to the next segment of our Pulse report: Agency Operations and Business Health ▪️ Hiring Status: Confidence Is Returning to the Market More agencies are back on the hiring track, rising from 52% to 67% this quarter. It’s a strong signal that confidence is growing again across the content marketing sector, even as the wider UK job market remains uneven. Agencies aren’t just filling gaps; they’re expanding, investing in new skills and capabilities to meet increasing client demand. And with AI accelerating, the focus is shifting toward hybrid talent: strategists who blend creativity, data literacy and AI fluency. 💡 What this means – Agencies gearing up with new hires are often more open to bigger, bolder content opportunities. – There’s a growing need for partners who can support onboarding with tools, templates and strategic content assets. Find the full insight in the Pulse Report 🔗 https://lnkd.in/eRa94uE3 #ContentMarketing #CMA #Pulse

Pulse: The Market (4/4) ☑️ A Polarised Marketplace From our latest Pulse report, we've seen that the agency world is splitting into two camps: those running almost entirely on projects and those built around retainers. There’s less middle ground than ever before. So what does that mean for content marketing teams? Your growth strategy, pricing model, and content approach need to reflect the kind of business you’re building, or the one you want to become. ✨ Project-heavy agencies need fast, high-conversion content that keeps the pipeline flowing and moves prospects quickly from enquiry to signed contract. ✨ Retainer-heavy agencies need long-term, relationship-driven content that reinforces value, deepens trust, and supports renewals and expansion. 🔗 Read the full insight in the Pulse Report: https://the-cma.com/pulse #ContentMarketing #CMA #Pulse

Pulse: The Market (3/4) ☑️ Referrals Still Rule New Business Referrals remain the undisputed powerhouse of growth for content marketing agencies, now driving 67% of all new business. In a world full of digital noise, cold outreach, and endless automation, the one thing that still cuts through is trust. A referral doesn’t just get you a meeting; it comes with built-in credibility, proof of value, and a head start on the competition. So what does that tell us? Even with all the marketing channels available, human-to-human trust remains the most powerful growth driver. The best marketing investment might just be the work you’ve already done - and the people who believe in it. To understand the opportunities this brings, head on to our website to read our latest Pulse Report https://the-cma.com/pulse #ContentMarketing #CMA #Pulse

Pulse: The Market (2/4) ☑️ Average Conversion Time – The Faster Decision Window The buying cycle for new business is changing, and fast. We’re now seeing two very different speeds: “Nice to meet you, please start tomorrow," or "six months of endless to and fro until we fall, exhausted over the finish line." And the middle ground? It’s disappearing. So what does that mean for agencies? You can’t plan for just one kind of buyer anymore. Success means being ready to win both the sprint and the marathon, implying combining quick-impact storytelling with consistent, long-term value. 🔗 https://the-cma.com/pulse #ContentMarketing #Pulse

From publishing our latest Pulse Report, we’ll be unpacking and sharing key insights, starting with the market shift everyone’s feeling. The Market (1/4) ☑️ New Client Opportunities – From Volatility to Stability After years of ups and downs, the agency landscape is finally levelling out. Big growth spikes are being replaced by steady, predictable progress. So what does that mean for the industry? We’re moving from a land-grab market to a retention and expansion market. Growth is no longer about chasing the next big win; it’s about deepening existing relationships and unlocking more value from the clients you already have. The agencies that thrive next year won’t just win new business; they’ll turn partnerships into long-term success. 🔗 Read the full analysis here: https://lnkd.in/etTeSUZx #ContentMarketing #Pulse

Following the recent shortlist announcement for our 2025 International Content Marketing Awards (ICMA25)! 🎉 We’ll be back in London this January to celebrate the very best in content marketing at the International Content Marketing Awards Ceremony, taking place on Thursday, 22nd January. The evening will feature a seated dinner, complimentary drinks, and award-winning entertainment. Early bird tickets are available but end at midnight tonight, 4th November, with our general sale opening tomorrow. Congratulations to all our shortlisted entrants, and thank you to everyone who submitted work this year - we look forward to welcoming you in January! #ICMA25 #ContentMarketing #Awards

As we say goodbye to October, I’ve been looking back on some of the fantastic things we’ve been part of over the past month. We announced the shortlist for this year’s #ICMA25, with work coming in from right across the world, and was delighted to see an increase in the number of entries, up 17% year-on-year! A brilliant reflection of the strength and creativity in our industry right now. We also launched our new membership platform, Glue Up. A new way for our members to connect and collaborate. Huge thanks to everyone who’s been patient while we iron out the early teething problems. We'll be continuing to roll out exciting features over the coming months! Over in Asia, the legend - Andy E. hosting another brilliant CMA Asia event in Singapore. With our growing community and the rise in APAC entries at this year's awards, I’m excited to see how CMA Asia will continue  to evolve next year. We also published our first Pulse Report, built from the insights shared by our amazing content marketing community. A huge thank you to everyone who took part in our Q1 and Q2 surveys! It’s now time for the Q3 Pulse, and your input will help make the next edition even sharper and more representative of our industry. Finally, it was fantastic to bring CMA members together for drinks and pizza to celebrate the shortlist announcement for this year’s International Content Marketing Awards. Meeting face-to-face is such a vital part of what we do as a membership organisation. It helps ideas grow, to see the challenges we all face, and making new connections ... all whilst having a glass of wine and a slice of pizza! A massive thanks to all who helped make October a great month for The Content Marketing Association - now looking ahead to November! #ContentMarketing #October #RoundUp

After a year of sharp turns and sudden slowdowns, agency life seems to be finding its rhythm again, according to our latest Pulse. Client pipelines have steadied, hiring is rising, and “same as last quarter” is becoming the most common phrase in the room, and for once, that’s good news. It signals a market that’s stabilising, giving agencies the space to plan, build, and invest in long-term growth. But stability doesn’t mean simplicity. Conversion times are splitting between lightning-fast wins and long-haul deals. Client relationships are becoming more polarised too - either high-intensity partnerships or light-touch interactions, with little in between. And AI? It’s no longer a trial run. It’s embedded itself into everyday creative and strategic workflows at pace. A huge thank you to everyone who took part in our Q1 and Q2 Pulse surveys. It’s now time for the Q3 Pulse, and your insights will make our next report sharper, richer, and more representative of our industry. You can read our full report in the comment section.

We're delighted to announce this year's shortlist for the International Content Marketing Awards. We thank all those who chose to take part in this year's awards, and offer a huge congratulations to those who've been nominated. All of this year’s nominees will receive an information pack about the next steps, along with FAQ’s. #ICMA25 #ContentMarketing #Awards

Huge thanks to everyone who joined us for our #ICMA25 Shortlist Party last night. It was the first time we’ve given our community an exclusive sneak peek at the shortlist, all while enjoying drinks, pizza, and great conversation. The full 2025 shortlist will be revealed at midday today, and our nominees will soon be receiving their emails with congratulations, FAQ's and all the details for the next step. #Award #ContentMarketing