Is there a one-size-fits-all type of content marketing for Asia Pacific countries?
The use of Content Marketing in Asia Pacific (APAC) is rising slowly by steady. According to Hubspot, 70% of APAC businesses feel their content marketing efforts are limited, basic, or inconsistent. So what are the factors that caused these limitations and inconsistencies?
1. Traditional Marketing Mindset is deeply instilled into Asians.
As you know, most of the APAC countries are still developing or had just started to develop, things like local values, cheap and affordable prices and a focus on community had already been passed down to each traditional businessmen for generations. So, it is very hard to ask them to leap out of their comfort zone all of the sudden.
2. South-East Asia is not as homogeneous as you think.
What works in China might not work in Singapore or Japan. Trying to make a global content will definitely not make a cut into APAC. Each country in APAC has their own beliefs, values and even customs in terms of content. (e.g. commercials in Thailand tend to make it into a short meaningful film that is often tear-jerking teaches value whereas commercials in Japan tend to be wacky and lesser meaningful to make their citizens less stressful). So adapting to their local content will impact them instead.
Commercial in Thailand
Commercial in Japan
3. There are an Economic Disparity and Inequality in some of the Asian countries and even their own region.
The capital of India – Mumbai has a GDP of 209 Billion USD while cities like Chandigarh have a poverty line percentage of 21.81. Content marketing may not be seen as the most effective means of reaching an audience willing to realistically spend.
Chandigarh
Mumbai
So to conclude, there is definitely no one-size-fits-all approach to content marketing. Time will tell which companies will rise to become the popular content hubs for local consumers in Asian markets; however, current trends give us the sense that their emergence will come sooner rather than later.
If you would like to know more about Content Marketing, don’t hesitate to contact us.