IAB Singapore’s Content and Video committee has released Content for the Long Haul, a white paper intended to serve as a guideline for marketers across all stages of development of their content strategy. The white paper includes a Content Marketing Kick-start Guide – a Launchpad for those in the elementary phase of content creation – as well as a Content Marketing Framework, a 4 step process of planning, creation, distribution and measurement.

Citing regional case studies from brands such as FairPrice, Starwood, AccorHotels and POSB, the white paper explores the state of content marketing in Asia and the ways content can be inspired by business goals across the marketing funnel.

Contributors of the white paper include leading senior representatives from Singapore Press Holdings, Outbrain, Google, APD, CNN, Unruly and Vizeum.

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