I have spent some part of this year as an Advisory Board Member for Asia’s largest Content Marketing Conference Content Marketing Summit Asia (CMS Asia). It’s been one of the most enriching and insightful journeys from the time we started pre-work till the grand launch of the conference on October 10, 2017 in South East Asia. I had always felt the need for a boutique Content Marketing forum to get the purist voice of content, so marketers could add some method to the ongoing madness in the space of content. CMS Asia was a large-scale masterclass which brought brands together for real-life learning and perspective from advertisers who have done it successfully using content marketing. While many other forums dished out same information from other platforms, CMS Asia got freshness to subject of content marketing, which was evident from the participation and feedback.
The need to create a purist platform for content marketers in Asia
It’s been a timely launch for CMS Asia for many reasons:
Technology is transforming our everyday life. We will see reverse engineering of the human brain, and computers that will combine the subtlety and pattern recognition of human intelligence with the speed, memory and knowledge sharing of machine intelligence.
By 2020, 65% of the 9 billion population will be on net and smartphones will become our external brain. Internet-connected devices will outnumber humans three to one by 2020.
Experts also predict that 50 per cent of occupations today will no longer exist by 2025 as artificial intelligence continues to transform businesses and people will take up more creative professions. Hence, business which offer services and value which is on a higher value chain have chances to survive while AI eats into middle level, customer work and process work.
This is not surprising looking at the number of chief growth officers and new age job titles like content futurist, analytics adviser, concept designer, community manager.
Changes in consumers and the technology that drives their behaviours, brands will be forced to re-evaluate purpose, hence their approaches to addressing consumer needs.
Best in class content marketing case studies presented at CMS Asia
The definition of content marketing has changed over the past decade. 70% potential buyers walking into any showroom know which product or brand to buy. So, branded content has gone through a paradigm shift and it’s about targeting the audience with content early in the consumer journey, craft stories maybe with influencers which talk about product features, utilities and benefits also called Help content. Thus, it’s imperative to make the buyers come onto the product page to do research on what product to buy.
Key highlights from CMS Asia 217 – South East Asia edition:
Content marketing has become a full-fledged discipline which needs total focus from marketers today. The absence of that focus will leave marketers struggling to connect with their current and potential customers and we, at CMS Asia, have taken that responsibility of evangelising and educating the entire marketing ecosystem about it.
The author is a content marketing expert, was a jury for Lions Entertainment at Cannes Lions 2016 and Advisory board member at Content marketing summit Asia.
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