About The CMA

The Content Marketing Association (CMA) is the industry association for marketing, publishing, advertising and social agencies.

The overarching aim of The Content Marketing Association is to promote the use of content as an effective marketing tool and showcase the channels it can be used for.

We also use our experience and expertise to advise and promote brands and media agencies wishing to enter the world of content marketing, an industry that’s now worth in excess of £5bn in the UK alone.

Through our thought leadership, research, events and training, our aim is to extend the potential content marketing has for brands whilst encouraging creativity and effectiveness.

Since the organisation was formed in 1993 as the APA, the CMA has been at the front of the content marketing revolution, driving the industry forward as it has evolved to become the industry it is today.

Why use Content Marketing?

Content marketing is one of the biggest success stories in the global marketing industry. Seen by over 70% of UK adults every month, it now accounts for more than 20% of marketing budgets, with that figure set to rise over the next 12 months.

Every day, thousands of pieces of content are published, all professionally planned, commissioned, edited and measured to give their client brands a powerful and effective way to reach their customers, gaining fantastic levels of loyalty and sales along the way.

There are many reasons why the world’s leading brands use content marketing, but the Big Five are:

1. Increase sales

In its purest form, content marketing provides a controlled and portable shop window for companies to sell products to their customers in their own time. Recent CMA research has found that over 50% of content marketing consumers say it has a positive impact upon purchase decisions, with 61% agreeing that it increases brand positivity.

2. Retain customers

In an increasingly fragmented culture, with every retail and service business facing stiffer competition every year, companies are placing more and more importance on retaining their existing customers. By offering both entertainment and information, content marketing rewards the customer with engaging editorial while keeping them updated on new products or services. By regularly communicating with your customer in this way, you are much more likely to keep their business.

3. Build or reposition your brand

For any company wishing to build or transform their brand, they need a method of communication that gets their message across quickly in a carefully controlled way. Since good content on websites, emails, mobiles and print products requires a certain degree of concentration on the part of the consumer, you have the ideal opportunity to alter their perception of your brand. And since content marketing agencies will know your audience just as well, if not better, than you, they can ensure your message gets through to exactly the right demographic, giving you the biggest return on your investment.

4. Ability to integrate

The core skill of the modern content marketing agency is to create and distribute content across all key marketing mediums – print, online, digital, mobile, video and social media. Not only can the agencies produce content appropriate for the individual channel, all channels will be integrated with one another, doubling or tripling the effectiveness of the campaign.

5. Engage customers long term

While clients may look towards content marketing for short-term gain, their real talent lies in long-term engagement. Using regular communication with your customer base, you can gradually build up a bond with the reader, increasing their trust in your brand and making your product or service their first choice. And by creating a regular dialogue with your reader, you can open a line of communication that gives a constant stream of feedback you can use to improve your service and keep your customers happy.

Code Of Practice

The Content Marketing Association (CMA) is a group of agency professionals committed to establishing codes and standards of practice and expanding the boundaries of the content marketing industry.


Members will, at all times, conduct their affairs in a professional and ethical way in accordance with the current Code of Practice of the CMA. Members have a positive duty to observe the highest standards in the practice of content marketing.

Members will ensure that their employees act in accordance with the spirit and letter of this code at all times. Member firms shall not engage in any practice, or be seen to conduct themselves in any manner, detrimental to the reputation of CMA or the reputation and interest of the content marketing industry.

Members must not, expressly or by implication, disparage other CMA members or suggest a lack of professionalism in their work. Particular care must be taken by member companies when pitching for an account or otherwise introducing themselves to a prospective client.


Members will endeavour to ensure that all their work is produced to the highest possible standard in accordance with their clients’ marketing and financial objectives. 


Members are recommended to ensure that there is a legally binding contract for each job; each contract to include a clear definition of the project and the fees payable, together with a production schedule, payment terms procedures in the event of cancellation and in the event of a dispute, and clauses covering confidentiality and liability.

Complaints, disputes and disciplinary procedure

Members will elect a disciplinary committee, comprising the CMA Chairman, CMA CEO, CMA COO, and one other member of the CMA to convene when necessary to rule on the following:

  • Complaints from clients of CMA members.
  • Disputes between CMA members and clients.
  • Disputes between CMA members.

If the CMA Chairman’s company is in any way involved in the dispute, his or her place will be taken by another CMA member. Members will make their clients aware of the CMA complaints and arbitration service. Where possible, contracts will bind both parties to accept the rulings of the CMA in event of a dispute. In any event, CMA members agree to abide by the decisions of the CMA complaints procedure.

Where the committee unanimously finds that a CMA member has violated this Code of Practice, the Chairman will issue a formal warning to the violating member. If the violation is gross or repeated, or if the same member violates two or more different aspects of the Code of Practice, the Chairman may terminate the membership of the offending company.

In the event of a CMA or non-CMA member being unable to complete a contract, the CMA will, at the client’s request, use its best endeavours to organise the completion of the current issue by a member.