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Happy Marketer’s Joe Escobedo promoted to head of new content marketing division

Independent digital agency Happy Marketer has launched a new content marketing division in a bid to help brands “break through the clutter” of the internet.

The new division will be led by Joe Escobedo, Happy Marketer’s director of marketing and regular contributor to Forbes and HuffPost.

Joe Escobedo

The team will be tasked with helping clients with content strategy, creation and measurement, plus thought leadership and social selling in a bid to “enhance their digital PR efforts”.

The content marketing team, which the agency is currently hiring for, will work closely with Happy Marketer’s search and automation divisions.

Escobedo, who was recently named as one of the “Top 20 Content Marketers You Need to Follow Today” globally, said: “Content is the fuel that drives the marketing funnel. And we want to help our clients create ridiculously valuable content that impacts their bottom line. Because at the end of the day, our content should engage their customers and ignite their business.”

Content marketing has recently seen a surge of new players emerge in Asia. The Israel-founded start-up Keywee recently announced its launch in Asia-Pacific, while SPH unveiled its own content marketing division Content Lab. 

Meanwhile, Dentsu Aegis Network recently demonstrated its own attempt at boosting its content marketing credentials by acquiring Novus Group in Singapore and merging it with John Brown. 

Happy Marketer managing partner Prantik Mazumdar said: “There’s quite a lot of innovation happening in the world of content in terms of richer formats, targeted distribution and optimisation. That’s why we think this is the right time to set up this practice to help our clients create, manage and distribute content.”

However, Singaporean entrepreneur and travel app Wander founder Krystal Choo recently told a panel that brand-produced content “doesn’t convert” and is unlikely to lead to a positive action such as a sale.

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