Asia Content Marketing Association sets sights on 10% share of spend by 2020

ACMA logoAn industry organisation for content marketers officially launched in Singapore today.

The Asia Content Marketing Association was originally set up in June 2013 as a not-for-profit body and forum for debate and the sharing of best practice in content marketing, but the group has today announced its formal opening, launched a website, and formed a board of local industry players.

ACMA has set an aim to raise spend on content marketing in Asia to 10 per cent of total spend by 2020.

The board includes a mixture of PR, media, content and social media agencies including AKA, Black Marketing, Brand New Media, Carat, CATLYST/TV, Click2View, Contented, Editor Group, King Content, Novus Asia and We Are Social. The original founders from two years ago included BBH, YouTube, FleishmanHillard, King Content, Yahoo and Outbrain.



The chair of the group is Don Anderson, who joined social marketing agency We Are Social from FleishmanHillard just over a year ago and now runs the Singapore office. Anderson said that the group aims to tackle some of the lack of clarity on what content marketing means.

He said: “Content marketing is fast evolving in the region, and there is a lot of misunderstanding of what it actually entails – or even means. By bringing together some of the region’s leading content planners, strategists and creators, we aim to provide solutions for marketers as they contemplate their brand’s investments today and into the future. These solutions cross five specific pillars for content marketing – ideation, creation, distribution, amplification and optimisation.”

One of the first initiatives by the body is to launch a survey to gauge marketers’ activity in the field of content marketing, which ACMA defines as “the creation, distribution and amplification of relevant content that serves to attract, acquire and engage consumers.”

The results from the survey are to be published later in the year, and will include an element that will track the size of the industry.

Tom Radford, content director at content agency Click2View commented: “By carrying out this study, ACMA hopes create an industry benchmark against which all brands and marketers in Southeast Asia can measure their content spend and behaviour. Digital spend is the biggest growth area for brands and content marketing is a big part of that. Providing a ‘State of the Region’ barometer will hopefully bring clarity and give brands new confidence and insight into their own content strategies, thus strengthening the content marketing industry as a whole.”

Nick Fawbert, Asia MD of Brand New Media, commented on the new website: “The ACMA online platform is a unique asset for the industry. It plays a critical role in aggregating expertise, insights and best practice, offering a unified perspective on content marketing in the region. For launch, we’ve gathered together a wide range of resources from across our membership base, including dedicated regional research and local case studies. We’re looking to welcome a whole host of new member contributions over the next few months, so if you’ve got something worth sharing, we can’t wait to hear from you.”

ACMA is holding a launch event in Singapore on the evening of Thursday this week at Club Meatballs.


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