The UKâs APA (The Association of Publishing Agencies) has rebranded to become the Content Marketing Association (CMA) in order to better reflect the work of its members and highlight the importance of content in todayâs marketing strategies.
The aim of CMA is to promote the use of editorialised content as an effective marketing tool to client-side marketers and showcase the range of channels that can be used to editorially engage customers from digital - such as smart phone apps, tablet-enabled microsites and branded TV - to the more traditional customer magazines. CMA expects its membership to increase, particularly looking to attract digital and broadcast agencies, as content continues to dominate brand-side budgets.
Julia Hutchison, COO, CMA said: âThis rebrand marks a turning point for content marketing. Not only is it a truer reflection of the work that our members are now doing, it will also serve as a bridge across all the disciplines currently involved in creating content for brands. The marketing industry has changed significantly over the last 20 years and APA was no longer representative of our membership; which today encompasses the full spectrum of marketing disciplines from pure play content marketing agencies through to digital agencies and direct marketing agencies. No trade association has successfully owned the content space and as the research shows, with large proportions of budget now being spent on content marketing, brands side marketers want a dedicated resource.â