PPA Media Brand of the Year The Drum has announced the launch of The Drum Works, a content marketing operation offering a full range of content services to agencies, technology companies and digital media brands, headed up by former New Media Age (NMA) editor Justin Pearse.
The launch of The Drum Works was driven by advertiser demand for more effective ways to engage potential customers.
Pearse, who left NMA in 2012 to become associate director at communications, content and community agency Bite, has been appointed MD of The Drum Works. Pearse, also a board member of the UK’s digital trade body BIMA, will build the team and proposition of the new operation.
The Drum Works will operate separately from The Drum’s editorial business in order to create engaging content for The Drum's growing audience online and in print.
Providing consultancy, creative and content creation services, The Drum Works will offer a powerful combination of access to The Drum’s online, print and live events alongside bespoke content services for clients’ owned and earned media channels.
“The Drum is the largest marketing website in the UK and when you add our print magazine, awards and events portfolio, we offer an unrivalled ability to let brands get closer to their customers,” said Diane Young, managing director of The Drum. “Building on our 30 years of editorial heritage and unequalled industry knowledge, The Drum Works aims to provide brands with the content expertise they are crying out for.”
Content marketing is one of the most rapidly growing sectors of the marketing industry, with UK marketers allocating 31 per cent of their budget to it, the highest in the world, according to the Content Marketing Institute (CMI). However 46 per cent of marketers cited producing enough engaging content
as their biggest challenge.
“Having spent 16 years as a journalist, one of the most exciting things happening at the moment is brands’ growing realisation of the need for editorial and storytelling skills, closely aligned to both their commercial interests and their audience’s interests,” said Pearse. “Agencies and technology brands are looking for a partner that can help them develop effective, long term content strategies and there is no better organisation in the UK than The Drum to deliver this.”
The launch of The Drum Works follows the launch of content marketing operations from global publishers including The Guardian, The Metro, New York Times and Washington Post.