NewsCred recently made a big bet on APAC. We have invested in partnerships and field initiatives from Sydney to Tokyo because we see a lot of potential here to mature and expand both business content and integrated marketing programs.
So when NewsCred was invited to speak and collaborate with Content Marketing Summit (CMS) in Singapore, we were delighted to be able to hear the big brands in the region about their challenges and successes in marketing. On CMS, marketers Netflix, Intel, Honeywell, Cisco, Dolby, P & G and many others have come together to discuss how they use content to transform their business.
Brands in Asia and Australia strive to create exceptional content that extends to large corporations and generate commercial results.
In summary, Rashish Pandey, Cisco's director of marketing management, explained that his team focused on three things:
These concepts were released throughout the day and fit perfectly into NewsCred's mission to improve the scale, visibility, and performance of content produced by enterprise marketing organizations. Here are our main points to remember in each of these areas:
1. Storytelling: "Do not get bored!"
If the crowd did not wake up completely after their first cup of coffee, they were certainly after seeing this message on the screen in bold. This slide was posted at the end of the first session of the day by Dipashree Das, Marketing Manager at Netflix. While no one can blame Netflix for annoying content, Dipashree's warning has been true for many other brands in the room.
She asked us to think, "What is this sacred story? Why [your customers or prospects] would care? Dipashree said his strategy at Netflix went beyond buzzwords like "integrated channel plan" to focus on communicating with his fans as a fan. Let's take the example below of the Netflix video announcing the TV show Friends was finally broadcast in Singapore.
"Find what excites your audience and exploits the conceptist," concludes Dipashree.
While it may seem easy to communicate with your fans when your products are fan favorites like Stranger Things or Orange is the New Black, it's harder not to be boring when you sell something. less entertaining, like washing machines.
As Dalia Feldheim, formerly Electrolux's director of marketing for APAC, shared, the brand struggled to translate a product associated with household chores into compelling content. Electrolux reflected on what his customers are passionate about – or, in other words, the fans of. And while people may not be passionate about laundry, they are certainly concerned about their clothes, especially in some countries. Dalia said that in Australia, people are spending more on clothing than anywhere else in the world. Based on this information, Electrolux was able to speak to its customers as fans of their clothes, instead of washing them.
2. Scale: "Think Globally, Act Locally"
Singapore is renowned for being multinational and multicultural, and CMS in Singapore was a perfect example. The conference began with the recognition of the recent Independence Days of India and Singapore and throughout the day, the public was exposed to the contents of Israel in Thailand. It's no wonder that one big question in everyone's mind has been to evolve their content efforts in different markets.
So much so that the following sessions took place:
How can brands adapt their content marketing efforts?
Success Stories for Content Delivery in Multiple Markets
How to manage local and cultural nuances?
At the end of the session, a member of the public asked Rashish Pandey, "How do you manage a variety of digital resources and deploy them around the world? with a lot of duplication. His team solves this problem with what he calls "forced collaboration" and extreme rigor in their resource library and technology stack.
With different teams demanding content, Rashish argues that a company can not be as successful as if it were enabled by its technology stack. By streamlining these technology partners as much as possible in recent years, Cisco, as an organization, has greater visibility into the content it creates and the performance of that content in different markets around the world.
Ashim Mathur, Senior Director of Emerging Markets Marketing at Dolby Laboratories, whose job is to create globally-operating global assets, faces similar challenges in creating content for a brand everyone has heard of . Dolby thinks of how she can tell the story of the brand in interesting ways by creating local content that exploits universal experiences. This is difficult when Dolby does not necessarily sell an accessible and consumer product. Ashim shared an extremely localized video, but creates a relevant and globally relevant story – family and friends watching the sport together.
3. Action: "Show me the money"
Most people in the room shared a passion for storytelling, but they nodded with Joseph Jones, head of content marketing at Exness, when he said, "In the end, your boss will say: ve done. "
Roger Yuen, founder and CEO of Clozette, agrees with Joseph. He added, "You must be able to prove your efforts." He continued, "[For marketers,] the challenge comes when you need to see some sort of return on your investment."
Many other stakeholders agreed that marketing managers and policy makers should focus on measurement and reporting:
Angelyn Varkey, Director of Marketing at AON, pointed out that assigning sales to content was certainly a topic of great concern to her boss.
Lynn Huang, Marketing Manager at APAC at Honeywell, said, "It all depends on the top or bottom line, especially if you speak at level C".
Rashish Padney said the focus was on ROI, adding that it was difficult to measure the ROI of content marketing.
Fiza Hasan Malhotra, Marketing Manager at Space Matrix, asks, "How can you tell me which are the most effective channels and how can we generate sales?" When you search for content marketing agencies and partners.
Sophia Ong, vice president of marketing at ST Engineering, spoke about the use of content to propel real sales – the ultimate action. In his organization, the question they always ask is: "If you do not follow it, how do you know?"
Sophia brought this point home with a slide showing Jerry Maguire who repeats "repeat me the money!"
The main point of these conversations was that everyone was talking about return on investment, but no one knows exactly how to measure it.
I had the opportunity to talk specifically about the extent of content marketing because NewsCred has developed a robust platform and associated proprietary methodology. We always say that the goal is not to be good at creating content (even if we are good at it); the goal is rather to be good at business using content.
I shared how, at NewsCred, we measure the course of content in the following frame, from a new visitor to a qualified lead in the sales funnel. By using our software and methodology, we are able to assign a real amount to each piece of content we create.
The CMS audience came from a wide range of vertical and industrial sectors – brands ranging from makeup to investment banking through engineering aerospace. They came from countries like Israel, Indonesia, Malaysia and Australia. Although their products and origins may be different, they shared common challenges and priorities for creating engaging content and measuring its impact on results.
Not only did this event allow NewsCred to connect with other leaders in our field, but it also confirmed our theory that APAC is an excellent choice for our emerging strategy of team building and improvement. marketing performance. The maturity and enthusiasm of the market make it the perfect place to launch the region's first robust integrated content marketing tool .
If you are in the APAC region, please contact to see how we can help you.
Esti Frischling is Regional Director of NewsCred, APAC