Interesting press release from UBM yesterday about the acquisition of the Content Marketing Institute.
It seems on paper to be a good match, which I am sure will go through the normal M&A growing pains, but it does seem like a good acquisition for UBM and this blog post from CMI seems very positive.
However, I think it’s interesting from another level. Will the acquisition help UBM become a content marketing machine?
By applying the theory and strategy of content marketing (eating their own cooking?) CMI has very quickly built a highly successful series of events. Growing from 600 delegates in 2011 to over 4,000 in 2016 and spawning a number of successful spin offs around the world. The CMI events also show a level or speaker curation and pride in the agenda that is missing from many commercial B2B events. They also have some innovative approaches to sponsorship and event management.
It will be very interesting to see if UBM can adopt these practices and have a similar effect on other events in their portfolio. Perhaps a new model for the event industry.