If You Really Want to Reach Your Audiences in Southeast Asia, Go Back to Basics

Forget about VR, it’s your audience that’s important

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BY Lian Kyla Dyogi - 20 Mar 2017

audiences in southeast asia

PHOTO CREDIT: Getty Images

Content marketing is increasingly becoming a go-to marketing strategy. But from GIFs, 360 videos, and even Virtual Reality (VR), it’s easy to get caught up in the latest trends of content marketing in order to attract new audiences and keep your most loyal customers engaged.

“As new technologies and new trends permeate the marketing landscape, the form and function of content will evolve. Already, video is starting to overtake written content in terms of popularity….But no matter what happens, content will always be relevant--all that changes is the way it is produced and the way people access it,” writes Jayson DeMers in this Inc. article.

So what should Southeast Asian start-ups remember when crafting effective content?

Neal Moore, co-founder and content director at Click2View, a Singaporean digital marketing agency, says, “Content can serve many purposes for a brand and different types of content can address different parts of the consumer journey from awareness all the way through to advocacy. But content cannot be all things to everybody at once so brands must ensure every piece of content has a specific purpose for a specific person otherwise they will just produce generic mush.”

So if you want to create unique content, what should you do? As unsexy and corny as it sounds, the solution isn’t to add more tech, it’s to focus on creating content that speaks to your customers.

If it all boils down to the basics, here are the two things you need to remember to put your customers back at the center of your content marketing strategy.


Cover topics that address your customer’s needs

While it’s easy (and quite sleazy) to promote your product or service to your audience with every opportunity you get in an attempt to address their needs, it’s much more effective to answer those needs directly.

“A brand's content needs to be related to its product or service to be authentic, but it doesn't need to be about the product or service to address their audience's needs. For example, cosmetics brands are always asking me for makeup tips but the Internet is full of makeup tips so the audience doesn't really need more. However, if you're selling cosmetics to women aged 15 - 50, for example, there is a whole range of related needs they have that you can address in your content that might actually deepen the connection between you,” says Moore.


Listen to your customers

Effective content nurtures your relationship with your core customers and continues the conversation you’re having with them. One way to ensure that conversation continues to happen is by addressing their needs and wants.

But how do you find out what your customer needs? By listening to them, sometimes literally.

At Shoppr, a Malaysian fashion app, they have “coffee chats” with their community. “While we can get quantitative data on the type of content that would resonate with our audience by looking at analytics and monitoring clicks, these coffee chats help us to collect qualitative data to help us improve how we present our content to our community. While we could write about how slip dresses are the trend of the moment, we learned our readers are more interested when it is personalised,” says Jaclyn Lee, head of marketing at Shoppr.

“At the end of the day, you have to focus. Focus on your core customer - the fans that keep coming back. As they say, “80% of your business comes from 20% of your customers,” says Lee.