Communisis content with £7m deal for specialist Editions

Editions Publishing is the UK’s leading content marketing agency for banks and other financial firms.

Content marketing is a relatively new marketing tool that uses articles and information written by former journalists to promote brands.

Companies use it to target potential customers who need more information about a product before they buy it. The idea is that people will associate the brand with authority and knowledge as the information has been helpful to the customer.

Andy Blundell, chief executive of Communisis, used the example of targeting ex-pats living abroad to inform them how they can get the best foreign exchange deals on their cash.

“Content marketing is a very hot area at the moment. People get so much noise pushed at them, they become quite cynical,” he said.

“You’ve got to make the content relevant to a group of people. It is about writing content that people will want to read as opposed to a more overt message.”

The content can be delivered by email, letter, video or in ezines, which are electronic magazines.

Communisis, which has a big operation in Leeds, said it will spend £5.4m in cash on the deal and will raise a further £1.7m through a share issue.

Editions Publishing, which trades as Editions Financial, has carried out over 2,000 projects for more than 33 financial brands over the last 14 years. It said this is more than any other content marketing agency in the UK.

Its blue chip clients include Halifax, Yorkshire Bank, Lloyds, Bank of Scotland, NatWest, RBS and Sainsbury’s Bank.

The acquisition is expected to be earnings enhancing in its first full year of ownership by Communisis.

Mr Blundell said Editions Financial will fit well with its existing financial services operation.