Matthew Carlton
Sep 4, 2015

The state of play of content marketing in Asia

Much more than just a marketing buzzword, content-marketing is proving essential to brands’ business. Matthew Carlton examines what’s changing

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Brands today compete in an era where every company is a media company’, and with so many aiming to become publishers in their right, structured content-marketing strategies are becoming as essential as above-the-line advertising plans. 

The content-marketing landscape in Asia is still in its early stages, particularly compared to the US and Europe, but it is maturing at a steady pace. According to industry estimates, it is growing at 5 to 10 per cent...

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