‘Content marketing changes the game’ says Andrea Edwards as ACMA relaunches in Singapore

A content marketer association has officially relaunched as a professional body in Singapore in a bid to “elevate the art and science of content marketing” in Asia.

The previously volunteer-led organisation Asia Content Marketing Association has relaunched itself as a professional legal entity under the leadership of chairwoman Andrea Edwards, founder of The Digital Conversationalist.

The Asia Content Marketing Association was originally set up in June 2013 as a not-for-profit body and forum for debate. The group then announced a more formal opening, launched a website and formed a board of local industry players in 2015.

The body’s latest move will allow it to charge for training or memberships and employ people – something it could not do in its previous position. In addition, the board can now charge fees and bring in full-time staff to run the association.

“It was time to formalise the association so we could drive content marketing in the region more powerfully, with a goal to help professionals deliver world-class content,” said Edwards. “Based on the quality of the early signed members, it is obvious this is a much-needed evolution for the association. Quite simply, content marketing transforms businesses. It’s not a tactic. It changes the game.”

Much-needed evolution – ACMA chair Andrea Edwards

So far, ACMA has 16 members including Isentia, Outbrain, LinkedIn and Bloomberg Media.

In its first year as a professional body, ACMA said it will be focused on the following:

1. Building momentum with new members and recognition for founding members

2. Filling board and committee seats, with a focus on experience and diversity

3. Well-organised and curated monthly member events

4. Officially launching “Lunch With ACMA” as a coveted and exclusive event for members and brands

5. A regular drum beat of communication, including a monthly newsletter, events and social media engagement

According to a recent study, marketers in the Asia-Pacific region were the only ones in the world to rank content marketing as their number one priority for 2017.

A global report by NewBase (formerly known as Publicitas), revealed that nearly 60 per cent of APAC marketers and agency bosses believed content marketing to be a main priority for the industry, while only half worldwide considered it as a top focus.

Meanwhile, a recent report by Dentsu and WSJ on content marketing in 2017 said 70 per cent of APAC businesses feel their content marketing efforts are limited, basic, or inconsistent, while another 50 per cent admitted they are doing content marketing, but don’t have a focused strategy yet.


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