Call it what you want, content marketing isn’t a new concept.
Brands have employed content to reach audiences for decades, and it’s only recently that the phrase “content marketing” has come into vogue, largely due to audience fragmentation stemming largely from the spread of social media and shifting consumer interests.
If the past year was about brands wading into the choppy waters of content creation and distribution, 2015 should see more brands diving in with both feet, and marketers paying greater attention to setting actual objectives and outcomes and not just ‘doing content’ for the sake of being seen to be active.
The Asia Content Marketing Association (ACMA), Association Partner of Content 360, was established a year-and-a-half ago with the intent to assisting brand marketers in understanding the complexities of this discipline, while encouraging debate and sharing best practices.
(For more discussions on how to ace your content marketing strategies, join our Content 360 Conference on 8-9 April this year.)
