Does Klout Have Clout?

I love Klout. I love the idea of it and know that – over time – it’s going to be a cracking part of our digital and professional lives. However, right now, it’s not great for me. The clash is I’m seeing Klout referenced more and more to measure a person’s influence in business (which includes whether someone is employable), but I am wondering if it is really an accurate reflection of a person’s clout today?

KloutA challenge I had recently was my Klout score actually went down by an average of seven points after taking on a full-time role. If anything, I thought it would have gone up – particularly as I’m working for a global company, engaging more broadly on social media, and sharing a lot of information which is gaining significantly more shares/retweets/etc… than when I worked for myself. Suffice to say, I definitely feel I have more ‘Klout’ these days.

But my challenge continues. At the moment, Klout measures my impact based on my personal Facebook page, one Twitter handle @AndreaTEdwards, my Google+ page and my LinkedIn page. With that said, it doesn’t appear to capture all of this activity and I don’t know how to change that… probably un-tech-savvy-me’s fault!

However, I also have:

  • Two additional Twitter handles
  • Three additional Facebook pages (along with my personal page)
  • Two WordPress blogs
  • One Blogger blog
  • A YouTube account
  • A slightly inactive SlideShare account
  • and I’m active on Pinterest

There are many more social channels people are active on (and I have more accounts I’m not active on) but of my 17 social media “assets” only four are being measured (to a certain extent) to ascertain my Klout. Therefore, it’s just not an accurate reflection of what I’m doing right now, which is a shame, because I’d love to know my real Klout score.

Of course, it takes a whole lot of effort for the developers working on the backend of Klout to integrate all of these channels – I get that – but I am definitely looking forward to the day it happens.

So right now I have to ask the question – is it a valuable measurement tool to ascertain a professionals’ clout? Maybe I’m just missing something? Would love to know your thoughts.

Cheers

Andrea

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The Culture of Business Cards in Asia

When I was in the US a couple of weeks ago, I noticed very few people willingly exchanged business cards, and on a couple of occasions when I offered my business card, people looked at me like I was a little bit weird – not unusual for me :). Then I noticed this article doing the rounds on social media this week – “The Era of Business Cards Is Dead” – which was featured on .Inc. It made me wonder if this is still the case in Asia?

From what I am seeing, I don’t believe it is – not yet at least.

Handing out business cards in most of Asia is still a very ritualistic process, and it’s a deeply respectful part of doing business – which is why you never EVER throw it across the table at someone – something I’ve seen people do and it always makes me wince. You not only hand over your business card flat, name facing up, while holding it with two hands, but you also receive another person’s card with two hands at the same time. But it’s not over yet. Once you receive a card, you must spend a moment actually reading it and even better – offer a compliment about the information you are reading.

When I first came to Asia, I found the physical hand-over quite difficult to manage, so I watched and learned. I discovered the trick is not to have anything in your hands, which can be hard when you’ve just arrived and everyone wants to hand you their card before you disrobe or even have time to set up your laptop/tablet/notebook/get-your-pen-out-of-your-bag, etc..! Tip, don’t be late, which is also important in much of Asia… but not in Singapore, everyone is late in Singapore.

Business card culture in AsiaHowever, it’s not only the giving and receiving of cards that is important, you must then place them on the table – usually aligned with where the people are sitting. When the meeting is over, you collect the cards and respectfully place them in a suitable card carrying device and please, don’t go stingy on your card holder – quality brands always get the nod of approval in Asia. The important thing here is do not randomly shove them in a pocket when the meeting is over – it’s very bad form.

This isn’t just me, I found this article and this one which is essentially saying the same thing and speaks more about the protocols.

I haven’t seen this culture change in the last decade working in Asia and I wonder if it will? Yes people can find you online easier than ever before, but there is something significant around business cards in this region that doesn’t seem to be changing – a culture with respect very much at its core.

So my question to you – do you think Asia is changing in regards to business card traditions? Or like most change, perhaps we have to wait for the younger generation to discover an equally respectful process for new meeting introductions (if they want to stick with formality of course, which I think they will) and in the process, they can contribute to environmental concerns as well? If we look at how smart phones are evolving, this could certainly be the answer. I can see us bowing as we NFC each other’s details.

With all that said, there is a bonus to business card culture that I really appreciate – it’s great to be able to see people’s names, in writing, when I’m meeting them for the first time. In this region, the names are often so complex, the added guidance is definitely appreciated.

What are you seeing – do you think the era of the business cards is dead in Asia?

Cheers

Andrea

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Innovation, Evolution and Technology for Marcoms in Asia

I attended IDC’s Software and Services Client Summit in Singapore recently, and it was nice to catch up with many old friends, as well as to hear some key insights on what CIOs are experiencing, and IDC’s perspective on the exciting evolution taking place today in our region and industry. I do love the tech sector. But there was a lot that is relevant to marketing and communications professionals as well.

IDC refer to “The Four Pillars” which are expected to dominate the business/IT landscape for the next decade. The Four Pillars are: Big Data, Cloud, Enterprise Mobility and Social Enterprise, but IDC presented this on the 3rd platform. I hadn’t seen the 3rd Platform visually represented before and it seemed to resonate with me so much more as an image – I’m obviously a visual learner. There’s a great article on it at ZDNet if you want to know more.

(Unfortunately, I couldn’t get access to a 3rd Platform image to share, but if you’re on Pinterest, check out IDC’s Infographic site – nice find. Also the Infographic featured takes you nicely through the market opportunity IDC have identified around the four pillars.)

Explaining the 3rd Platform:

  • The 1st platform was the mainframe/terminal – with thousands of users
  • The 2nd platform was the client server – with millions of users
  • The 3rd platform is mobile/cloud – with billions of users

The 3rd platform is expected, according to IDC, to drive 90 percent of IT industry growth from 2013 to 2020. As such, IDC recommends that 80 percent of IT industry energy should be spent on 3rd Platform offerings and capabilities, and the 3rd Platform is about solutions, not hardware. This enables a new way to do business, and while the other two platforms are still with us – and will not be going away – that is where the majority of energy needs to focus.

Infographic IDC The Four Pillars

However, CIOs are finding the current evolution in the IT industry difficult, because there is still a lot of existing infrastructure to support. As Simon Piff, Associate Vice President, Enterprise Infrastructure / Storage for IDC Asia Pacific said: “The CIO is looking so far forward, but in reality, a business still has a lot behind them. As such, a crisis is apparent.” I hope not!

Throughout the event, there was a lot of great information shared, but in order to follow the rules of blogging brevity (:)), some key points stood out:

Highlights

  • The Commonwealth Bank (or Commbank) in Australia is now measuring more access to accounts via mobile devices than on desktop/laptop computers – that’s significant
  • Air New Zealand is a Top 10 YouTube site (terrific result for an ANZ business) and when I had a look, I can see why – nearly 11 million views (see below), and I’d certainly pay attention on that flight. Then again, check out the one with the All Blacks featured here which is probably more my style…. although is that Richard Simmons? It is, isn’t it? Awesome
  • Cloud is providing emerging countries – which we have a lot of in Asia Pacific – an opportunity to leapfrog the mature IT countries (like Australia and Singapore)
  • BYOD cannot be contained, so CIOs need to focus on strategy and implement
  • App downloads have increased 5x in two years – which is only going to grow with “BYO_____(fill in the blank)”
  • The future is EaaS – Everything as a Service. Therefore CIOs need to assess what can they do as a service – i.e. what can they put in the cloud? The cloud allows CIOs to fail faster, learn and try again – although this is also a challenge in Asia where failing is not culturally embraced
  • But in Asia automation is also causing fear for IT professionals – fear of losing jobs
  • The expectation in Asia is agility, flexibility and speed – which incorporates multi-platform, multi-model and multi-delivery. This means an expectation of now

What does it all mean to communication and marketing professionals?

My interpretation of the 3rd Platform and the Four Pillars for marketing and comms professionals is embrace Enterprise Mobility. While the tech professionals are focused on how to consolidate their infrastructure to support a mobile enterprise, we equally need to maximize how we market through these various channels (not just the what but the how) – which reach billions of people in this region (and continues to accelerate) – to grow our business and positively influence our buyers.

Equally Big Data is a unique opportunity for us (see previous Big Data blog), as we can now utilize the awesome analytic technologies available to more deeply understand our customers and improve our services to meet their needs. The customer knowledge we now have access too should mean less “push” marketing, and more “pull” – because we now “know” them.

And then we have Social Enterprise. Everyone has been talking about social media for years, but the social enterprise is a whole new opportunity marcom professionals can maximize to build high quality campaigns, that are targeted and segmented by interest areas. From my own understanding, social enterprise is the bridge that will bring the current, external social media revolution together with the internal social tools available (like Yammer) – converging internal and external communications for the first time. This means the customer tweet reaches the engineer that can fix the problem – it’s pretty cool. It’s a big, broad area and I am looking forward to seeing how true collaboration technology can really enhance our campaigns this year.

Cloud? This is a different one for me from a marketing and communications perspective, because it’s about delivering the scale to drive the other three pillars. With that said, cloud does deliver cost savings, speed-to-market, geographic spread with potential for rapid growth, and so much more, but it’s important to marcom professionals because it’s the enabler that allows us to excel and succeed rapidly. However, it is the other three pillars that are the disruptive forces in the current status quo. As my colleague Dan McHugh says about the Four Pillars: “get on board or be run-over, essentially.” Cloud is the enabler within The Four Pillars, which is why it’s so important.

There you go, my perspective on how all of this technology talk applies to marketing and communications professionals – but am I off the mark? I’d love to know what you think about applying the Four Pillars to the marketing and communication professions in Asia?

IDC’s event covered a lot more, but this is what stood out to me. I think we’re definitely up for some exciting times in the marketing, communications and IT professions, as we all try to make sense of how IT can revolutionize the way we do business.

Thanks for a really interesting event IDC.

Cheers

Andrea

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The Big Data Opportunity for Asia Pacific

Recently, Microsoft hosted Kenneth Cukier in Singapore. Ken is the Business Correspondent with The Economist and co-author of a new book entitled: Big Data: A Revolution That Will Transform How We Live, Work and Think, which was launched in March 2013. Presenting on the ‘what’ rather than the ‘why’ of Big Data, there were many take-aways from the events I attended in Singapore.

Kenneth Cukier Big DataBefore delving into Ken’s insights, there is no question that Big Data is on the horizon for the regions’ CIOs and business leaders, however there is also a lot of confusion around what it actually is. Donald Feinberg, VP & Distinguished Analyst, Information Management, with Gartner (who I also met recently), summed it up very simply when he said: “Big Data is not a market, Big Data cuts into every market – it’s a piece of the server, software, networking and analytics markets. It’s very important to understand that it is not a market by itself.” Donald also explained that enterprise customers are not looking for Big Data solutions, they are having issues with data and that is the problem they need to solve.

Big Data refers to three areas of the data pie:

  1. The size or volume of data
  2. The velocity or speed, such as streaming data, smart meters, trade data, and so on. It’s also important to note that velocity doesn’t necessarily mean big
  3. and variety – which essentially encapsulates unstructured data, such as social media, blogs, and more

So what is Big Data then? The volume, velocity and variety-type assets, alongside the new, innovative tools that analyze and manage them. Simple.

If you’re still confused, here’s a Forbes article contributed by Gartner for a better explanation.

Bringing the discussion back to Ken, who brought in the human angle around the discussion, he started with the fact we are producing more information than ever before, with information doubling every two years. The scale of this growth is actually quite staggering. The challenge in the past, however, is that data was expensive to collect, so we limited ourselves. That is changing with technology advancements – particularly in the analytics space – and Ken explained that today’s data capture capabilities means we can harness more – “it’s like the ‘Black Swan Effect,’ it allows us to factor in the outlier.”

One interesting societal Big Data example he discussed is happening in Canada, where the medical fraternity is gaining tremendous benefits from information insights. Nationwide, Canadian doctors are capturing 16 vital signs on premature babies (which is adding up to 1,000 data points/second), and this information is allowing them to spot the possibility of infection in babies 24 hours in advance. As an example of the benefit of this project – in the past, when a premature baby stabilized, the doctors took it as a positive sign the baby was on the mend. However, now they know that when a baby stabilizes, this is, in fact, the danger sign. Doctors are unclear about the biological mechanism occurring that is putting the baby’s life at risk, but now they have a bigger picture of what the information actually means, so they can act long before the baby’s’ life is at risk. In this case, Big Data is saving lives.

Kenneth Cukier, Big Data panelKen discussed many more cases of how Big Data can benefit society, and I found it an incredibly interesting topic: “we are moving into an era of Datafying aspects of living – just as Facebook datafies our friendships and Twitter datafies stray thoughts and whispers. In 50 years, we’ll look back to this time and compare how we manage data today to how we view bloodletting from the past.” I liked that comparison.

According to Ken, Big Data is a huge opportunity for Asia. It relies on three areas to succeed – skills, mindset and data:

  • Skills – the technical tools to get the job done
  • Mindset – the idea on what to do, thinking about the world in a data driven way
  • Data – the most abundant thing of all

Globally, Ken sees this as a significant global shift, the likes of which does not happen often. He said it’s comparable to the early computer science revolution which really started in the 70s and 80s – and could only grow as quickly as Universities could graduate computer science professionals into the market. It was a decade before the Universities were able to catch up with demand. The core skill of Big Data is mathematics, and world-wide, this is where Asia always comes out on top. Ken believes the world leaders in Big Data will be people with the skills and insight to collect and interpret data – which means this is an area Asia can step forward and own.

But “in the next 15 years Big Data will become how it is done, therefore it can’t sit in a strategic silo. It needs to be technology for all,” said Ken.

Big Data means we have the ability to harness the social value of information to improve life for everyone, but there is one vital piece of the pie that needs to be taken seriously – privacy laws must be rethought and reconfigured. In Asia, where the current laws are not as rigid as the US and Europe, this provides an opportunity right now. However, Ken believes a comprehensive privacy debate is needed immediately and it needs to be conceived in line with the benefits for humankind, while also factoring in free-will.

To illustrate this point, Ken said: “we are moving from the issue of privacy to propensity – so the ability to predict crimes based on past crimes – however with propensity comes the need to safeguard freewill.” I actually found the freewill aspect fascinating, as understanding someone’s ability to do something, based on a whole host of data inputs, doesn’t mean they will actually do it – such as committing a crime. Therefore, in the future, will we act or intervene before something happens, potentially changing the path of someone’s life? Or do you allow that person to play out their life and only act when harm is done? Interesting right?

Makes one think of ‘Minority Report’ right?

It’s certainly a fascinating discussion and a hot topic in the business world right now, but one thing I know for sure – the collection and use of data is certainly going to keep the legal professionals busy for the next couple of decades.

As I expect it to be a strategic asset for communicators and marketers in the future, let me know if Big Data is on your horizon and what are your primary goals? Also the core issues you see moving ahead? If I don’t know the answer, I’m now surrounded by people who do.

With that, I am definitely looking forward to reading Ken’s book – Big Data: A Revolution That Will Transform How We Live, Work and Think – it’s next on my ‘to read’ pile.

Cheers

Andrea

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A Change of Direction

I’ve been quiet due to some rather significant changes in recent weeks – I’ve taken on the lead analyst relations role for Microsoft across Asia Pacific. It’s been a big decision, but as I plan to continue my communications blog, I wanted to tell you about the changes, as transparency is really important to me.

It may come as no surprise if you’ve been reading my blogs, but I decided a change in direction was needed late last year and started putting out word I was looking for a permanent position. Fortunately, a fantastic opportunity came up on the Microsoft Asia Communications team and I started on Valentine’s Day.

Microsoft logoMicrosoft is a company I’ve worked with throughout my professional life, and I have always been impressed with the passion and intelligence of its employees. I can definitely say it’s always been a professional goal to work for Microsoft one-day, so I’m pleased to say that time has come.

It’s an exciting opportunity, especially getting back into analyst relations (AR) – something I’ve done throughout my career. I think the best part of AR is you must know the entire business and industry to excel at it – something that excites me, because the IT industry is amazing right now – so much great change is going on.

Having completed the first few weeks, I love being part of an inspired team again and it’s providing me with huge scope to learn and grow. The bit I’m most looking forward too, however, is getting to know the Microsoft story on a really deep level from the inside-out. That was the piece I was missing sitting “outside” with SAJE.

I will continue blogging – it’s part of my DNA – and the focus will remain on communication and content marketing for Asia Pacific. However I will reposition the site, with a new Web address, title and so on, because the scope will be broader, especially as I’m hoping to get fellow Asia Pacific communicators posting on the blog as well. Any volunteers?

SAJE doesn’t disappear – it remains a commercial entity for my business partner – and while I will always be an ‘Ideas Person,’ I’m now going to utilize those ideas on a much bigger scale. If you’re wondering where “Ideas Person” came from in our tagline and feel like a giggle, do check out this scene from the Australian movie ‘The Castle’ – yep, that’s our inspiration, but it also encapsulates the sort of people we are – great with ideas.

There you go, big changes for me and it’s still a bit frantic getting it all together, but it feels great being around smart, driven people again, and I’m excited to learn and grow with Microsoft at this amazing time of evolution for the entire ICT industry.

Cheers

Andrea

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52 Tips on Content and Community From the Top New Media Experts

If you are in a marketing, communications, digital media, or any other role within the marketing mix, I can recommend downloading this eBook entitled “The New Media Rat Pack – 52 Tips on Content & Community From the Top New Media Experts.

52 Tips on Content and Community from the Top New Media Experts

Launched by Top Rank Marketing in advance of NMX 2013 (formerly BlogWorld) – an event that was held in Vegas early January 2013 – it’s a worthwhile read. Essentially it’s a top level overview of all of the new (and some old) marketing solutions available today, and includes commentary from 52 of the world’s experts in this field. It’s not deep content, and the focus (including the research) tends to be focused on the US, however by reviewing each of the sections, it gives you the opportunity to assess what is of interest to you, and then you can dig deep.

I think a lot of marketing folk in Asia Pacific could benefit from this eBook and the ideas shared, as in many areas, we remain in our infancy in regards to embracing the real business opportunities these solutions offer. B2B or B2C – it is relevant for both.

The topics covered include:

  • Branding
  • Blogging
  • Social Media
  • New Media Law – everyone needs to understand this!
  • Mobile
  • Content Marketing
  • Video
  • Podcasting
  • Websites

One of the great aspects of the book is the research shared. As I said, much is US focused, but here are the highlights that stood out for me.

Branding

Highlights

  • 95% of consumers now use at least one social network
  • 44% more likely to purchase based on positive brand exposure
  • 44% consumers more likely to recommend the brand to a friend

Source IDG Group

Blogging

Highlights

  • 92% of companies who blog several times per day have acquired a customer from their blog
  • The average budget spent on company blogs and social media increased from 9% in 2009, to 21% in 2012

Source HubSpot

  • Over 65% of business blogs haven’t been updated in a year or more
  • 81% of businesses agree having a blog is useful or critical to their business
  • But less than 35% blog more frequently than once per month

Source Jeffbulla.com

Social Media

“Social media is helping brands build trust, loyalty, and brand recognition.”

Highlights

  • 92% of global consumers say they trust earned media above all other forms of advertising
  • 58% of [respondents] trust [the] message on company Websites
  • 50% find content in emails they consented to receive to be credible

Source Nielsen

Mobile

In Asia Pacific, mobile penetration is significantly higher than the rest of the world, so this is a core focus area for marketers moving forward in this region – a mobile marketing strategy must be a top priority. Check out this blog “Tablet Strategies for Content Marketing” based on the IDG Connect white paper entitled “iPad for Business Survey 2012” I published last year to get an idea of the figures in AP.

Highlights

  • The average response time to an email is 90 minutes. The average response time to a text message is 90 seconds
  • 61% of people said that if they tried to access a website that wasn’t optimized for mobile, they would visit the website of a competitor
  • 1 out of every 8 smartphone users will search for better pricing on a product or service while at the store

Source Social Media Tips

Content Marketing

A subject after my own heart, this chapter covers four key areas:

  1. Blogs
  2. Social channels
  3. Press Releases
  4. Email marketing

However it also extends to mobile apps, events, gamification and more.

Top quote – “92% of US adults read content online, spending more than seven hours per week looking for content.”

Highlights

Top B2B Content Marketing Tactics:

  • 87% – social media
  • 83% – articles
  • 78% – eNewsletters
  • 77% – blogs
  • 71% – case studies

Source Content Marketing Institute

Top Goals for Content Marketing:

  • 51% – lead generation
  • 38% – brand awareness
  • 34% – thought leadership
  • 77% – sales
  • 71% – customer acquisition

Source BtoB Research Highlights 2012

And an important point to remember

“83% of all learning is visual,” John Meyer, Lemon.ly

Video

“Americans viewed nearly 11 billion video ads in October 2012”

Highlights

  • 70% of B2B content marketers use videos
  • Use of video has risen from 52% in 2011 to 70% in 2012
  • 58% rate videos as the most effective content marketing tactic

Source Content Marketing Institute and MarketingProfs

Podcasting

Highlights

  • The podcasting audience has migrated from early adopters to more mainstream media consumers
  • Podcast consumers prefer content on their desktop, but mobile phone media consumption is surging
  • Those consuming podcasts index [was] very high for social networking

Source Edison Research

Websites

The only statistic worth noting here is this:

“97% of websites fail at user experience, according to Forrester Research.”

97%!

“A great website design must cater to the needs of the user.”

Further Highlights

9 common ecommerce Website usability issues:

  1. No cost estimate before checkout
  2. Too much info for registration
  3. Missing auto-fill on forms
  4. Absent left rail filter
  5. No instruction for input format
  6. Poorly optimized search
  7. Messy top navigation
  8. No user reviews
  9. Registration required to purchase

Source measuringusability.com

There you go. If nothing else and you don’t read the eBook, the stats could provide useful information if you need to sell the advantages of any of these ideas to your bosses.

Like I said, this book doesn’t go into great depth – as that is not its goal. Its goal was to tantalize the reader into attending an event, and if I was in the US, it would have worked. But it does give a broad-view of the new marketing solutions available today and the core focus areas for anyone in marketing. Furthermore, I enjoyed another aspect of the book – it consistently linked the story back to the original Rat Pack of the 1960s – a group of entertainers most of us know and love to this day – which made it a delightful read as well.

I thought my peers in Asia Pacific would appreciate being aware this book is available and hope the above homework I’ve done helps as well. Let me know what you think if you read it?

Cheers

Andrea

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Content Marketing in Asia Pacific Slow to Evolve

I’ve been a bit slow off the mark this New Year and hope everyone is already blazing into 2013. I haven’t been idle on my break however, as I’ve spent a lot of time assessing where my experience and value fits in the region. I’ve done this to understand how I can achieve more of my professional goals and make a real contribution in Asia Pacific.

One area I’ve been thinking a lot about over the last month is where Asia Pacific is in regards to readiness for content marketing? My conclusion is – not very far along at all. Everyone is talking about the need to do more content – launching a blog, creating more long-form-high-value content, etc… but not many are actually executing. As a person who has built a business around this field, it has obviously been frustrating.

However, one conclusion seems clear. The significant challenge faced in Asia is a shortage of skills and knowledge. Content marketing (or Inbound Marketing) is a new way of thinking about marketing. It’s got nothing to do with what a company wants to tell the world and everything to do with what the customer needs to know to help them be more successful in whatever field they are in – right across the board.

Content Marketing Asia Pacific

Essentially, content marketing is a requirement for businesses to become publishing houses for their customers, which means presenting stories that will make their customers more successful, and by default, loyal. This is not a new thing, with some of the global giants committed to the story telling path – Coca-Cola, Pepsi, Red BullSAP, Cisco, Intel, HSBC, and more. Here’s a blog on the Inc. 500 fastest growing companies and the content marketing focus.

It’s a dramatic change in mindset and we have a long way to go in Asia Pacific – but it‘s a very worthwhile path for organisations to take, and in the age of social media, it’s also vital. To address this challenge, the most important asset a company needs internally is someone who can manage an effective content marketing campaign – and that’s what we don’t have. We have people who’ve done marketing or PR the old way, but new marketing requires a complete change in mind set. Check out Hubspot’s “8 Ready Made Job Descriptions to Recruit an All Star Marketing Team.

The most important skill this person needs? The ability to understand customers – what drives them, what information they need, their buying cycle, their pain points, what they care about, and so on. If you don’t understand what motivates and drives customers, the effort will be wasted – and it is a lot of effort.

Once you have the person who has this important skill and understanding of customers, they need to drive content creation across the organisation – whether it’s internal creation or outsourcing it to professionals. Insourcing or outsourcing is both do-able, (although check out this Hubspot blog on insourcing versus outsourcing) but it is an internal and talented communications professional, who has a real understanding of your customers, that is best suited to drive this function.

Content Marketing Asia PacificThe sort of activities they’ll manage include creating the content publishing schedule, defining the educational themes to wrap your stories around, managing the writers and digital content creators, launching and managing the corporate blog, positively inspiring internal customer-facing champions  to contribute to the campaign, running brain-storming workshops with executives and sales, finding content everywhere in the organisation and re-purposing it, capturing and building out stories shared over innocent conversations during coffee breaks, and so on. That is the difference between everyone in Asia wanting to do content marketing, and actually doing it successfully – a single person who really gets that core understanding of customers and of course, they have to be an excellent communicator and story teller as well.

I’m seeing a lot of companies in Asia start and fail, which is a shame because it makes them tentative to try again. But get that person on board who can really make this happen, and then we’ll see some magic. I can’t wait because I know that time is coming.

What do you think is lacking in Asia that is contributing to such limited success in content marketing? Or do you know of any local success stories that are worth sharing?

Cheers

Andrea

PS I’ve included a bunch of links here to previous SAJE blogs, as well as industry blogs on the topic. I share great articles across the spectrum of content marketing on the SAJE Facebook page – like it if you’re interested in this topic. We’re just sharing here, nothing for sale.

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