The Association of Publishing Agencies (APA) has announced it is rebranding to become the Content Marketing Association (CMA).
The trade association said it was making the change in order to better reflect the work of its members and highlight the importance of content in today's marketing strategies.
At the same time it is also launching a Content Marketing Consultancy, which will be a free advisory service for clients to support them through the pitch process for new work.
Julia Hutchison, CMA Chief Operating Officer, said: “This 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.”