Jul 2015

Regional Content Plan

Content is king in the bouquet of digital marketing services today. The continuous growth in digital marketing means that you need an easy and actionable regional content plan for more business opportunities.

2015 is seeing the entire world, especially the Asia Pacific region, overflow with digital innovations. Embracing these innovations is turning all marketers into content marketers. As a result, the online marketplace today is swamped with similar content that is bound to disengage consumers eventually.

What’s the bottom line?

You need a 5-step regional content plan to conquer profitable Asian markets!

1. Craft content according to your goals

While framing your regional content plan, ensure that you have a clear picture of the goals and objectives that you want to achieve with each activity. Remember, accomplishing different goals entails different content marketing tips.

For example, if youre looking to amplify your brand awareness in the latent markets of the Asia Pacific region, your content marketing strategy should focus on video tutorials, client success stories, case studies, blogs by industry experts, etc.

If youre looking to boost your website traffic, then your content marketing strategy should include targeted social media ads, SEO-optimized blogs, guest posts on prominent industry platforms etc.

Product displays, video tutorials, targeted social media campaigns and opinion leadership content should form a part of your content marketing strategy if you want to increase the number of sign-ups on your website.

Also understand that irrespective of your goals, you need to also identify your target audience. 

Then, “understand how your target audience consumes content, their daily habits, etc. From there, you will know when and where to engage them,” suggests Gerald Neo, Regional Digital Manager at Samsung Asia.

2. Localize your content

The Asia Pacific market is constantly inundated by new competitors. This calls for a strategy that will make your content stand out among others; a strategy that will turn your potential customers into dedicated loyalists. And the only way to do that in this vast region is by localizing your content. According to Harvard Business Review, 9 out of 10 customers always visit a website when it is written in their native language.

This strategy may sound fairly simple but it comes with its own set of drawbacks. Remember that the Asia Pacific region includes countries that are geographically, culturally and socially diverse. So the content that works in Singapore may not necessarily generate the same number of leads in the Indonesian market. And do keep in mind that a mere translation of content using a software will be of little help.

3. Integrate social channels into your website 

Content marketing is the most effective way to publicize your products and services .Therefore, you must ensure that you maximize the reach of your messaging. And what could be a better way to do this than through social media channels?  

Different social media platforms can help you target your potential consumers on the basis of different attributes. For example, Twitter lets you target distinct networks while Facebook helps you trace your potential clients on the basis of interests or demographics. LinkedIn is a great marketing platform to target folks from a specific career or an industry.

A foolproof content marketing strategy for the Asia Pacific market should include your websites integration with the right social media channels. While channels like Facebook, Twitter, Google Plus, YouTube and WordPress can be included in your content marketing plan for most Asian countries, China is an exception. Your web integration strategy should then include Chinas equivalent of Twitter and YouTube –  Sina Weibo, Tudou and Youku.

4. Incorporate a mobile strategy into your campaigns 

Recently, research conducted by MobiForge and Portio indicates that more than half of the worlds mobile subscribers are in the Asia Pacific region. That figure is expected to rise to 54.3% by 2016.

Do you realize how much youre losing out on if your content is not mobile-optimized?

Smartphones and tablets are the most used content consumption devices for Singaporeans on the move. However, statistics also reveal that Singaporeans are more likely to use a personal computer when not commuting. Therefore, it is critical that your content is easily accessible on a variety of devices.

5. Measure your content marketing success 

The best way to gauge the efficiency of your content marketing strategy is by evaluating it.

You could consider the following Key Performance Indicators (KPIs):

  • Page views
  • Video views
  • Social sharing
  • Purchases
  • Downloads
  • Sign-ups or referrals
  • Page visits
  • Leads from inbound sources

Periodic assessments of the above will give you a clear understanding of:

  • Whether your brand messaging is working
  • What form of content worked
  • What time your content was consumed…

…and more!

And once youre convinced that your content is answering the top queries of your customers, you can focus on optimizing and further fine-tuning your digital content marketing strategy.

Not satisfied with just 5 content marketing best practices? We can help you develop a comprehensive content marketing framework to conquer new and profitable markets.

For further queries, contact us at [email protected] or (+65) 6653 8060 today.



Belmond Victor

Belmond currently leads the Inbound Marketing practice at Happy Marketer. His interests lie in SEO, Analytics and Marketing Automation.