Content Champions: 10 brands acing content marketing in SEA

Despite having to navigate through a tapestry of economic shifts, content marketing as a function has proven itself to be a cornerstone in the marketing business. But the function is not immune to the difficulties marketing departments overall are facing.

Easily, one of the biggest impacts on content marketing is the shifting consumer behavior which is making content work harder. In the wake of economic fluctuations, consumers exhibit varying patterns in spending, preferences, and priorities with many looking to new avenues to blow off steam.

Marketers are noticing that age-old tricks simply don’t cut it anymore and content can no longer afford to live in a sphere of its own. Content today can’t just stop at storytelling, it needs to go the added distance and come alive through experience, and live within culture.

Another big challenge is the allocation of resources within organisations amidst the tightening of purse strings. Budgetary constraints are compelling marketers to recalibrate their content strategies, emphasising cost-effectiveness and efficiency without compromising on quality or impact.

Adapting to these financial constraints necessitates creativity and strategic foresight, driving the exploration of alternative platforms, formats, and distribution channels.

Last but not least, technological advancements continue to reshape the content marketing landscape. Automation, artificial intelligence, and data analytics emerge as indispensable tools, empowering marketers to optimise their strategies.

However, amidst this confluence of economic and technological forces, one fundamental truth remains unchanged: the power of compelling storytelling and experience. And as we embark on the 12th edition of Content 360, this year MARKETING-INTERACTIVE is very proud to highlight 10 brands from across the region that have shown their creative story-telling prowess.

This brands were unveiled on the second day of the conference during a Content Champions segment. All of the brands chosen were shortlisted for the Marketing Excellence Awards 2023 which saw judging by client-side marketers. They were then further evaluated by MARKETING-INTERACTIVE’s editorial and content teams.

Here are our top 10 Content Champions: