Cross-border content marketing trilogy to open up foreign markets

This article was originally published in Economic Daily

As defined by the Content Marketing Association (https://www.ama.org/), content marketing is a strategic marketing approach that focuses on creating and delivering valuable, relevant, and consistent content to attract and retain a clearly defined target audience (https://www.content. tw/?s=%E7%9B%AE%E6%A8%99%E5%8F%97%E7%9C%BE), finally making them take action.

Compared with other different marketing methods, content marketing focuses on producing content that the target audience finds useful and interesting, making good use of various content elements, and presenting it through channels such as official websites, blogs, or audio-visual platforms, and then using social media or keyword searches to spread and disseminate it externally.

In other words, content marketing is selling an experience and feeling, which allows people to let go of their guard and share the beauty of goods or services through high-quality content. So, how to use content marketing to achieve cross-border sales?

Jeanie Tsui from Hong Kong, she moved to Taiwan more than two years ago and established a marketing company that provides copywriting, social media management and strategy. Its main service targets are foreign companies or start-up teams that want to enter the Taiwan market.

She uses content marketing as her main business method and successfully assists foreigners to open up the market. Recently, she shared with me three tips for using content marketing to start a business in another place, which are worth your reference:

1. Find the market gap

In this era of information explosion, if you want to attract the attention of the audience, it is not enough to produce content. You must create content that is unique and lacking in the market.

Jeanie noticed that although Taiwan’s digital marketing industry is very mature, there is a lack of digital marketing information in English, especially for popular local digital marketing methods, such as LINE Marketing, live streaming, group moms and other types of information. This prompted her to start sharing information about Taiwan’s digital marketing industry in English.

2. Understand customer pain points

The key to successful content marketing is to first understand the needs of customers and then provide valuable content to grab their attention.

Jeanie noticed that many foreign owners of restaurants in Taiwan ignored the importance of Google Maps for restaurant marketing because they did not know that many diners in Taiwan would use Google Maps to search for restaurants and were very concerned about ratings and reviews.

So she created English-language content explaining how restaurants could optimize their information on Google Maps to improve their regional rankings.

3. Continuously produce content on a regular basis

Only by continuing to produce high-quality content can you build the trust of your target audience. This is the key to content marketing, but it is also the most difficult point for many businesses.

Taking Jeanie as an example, she spends at least 10 hours a week creating content. Although it may be a stretch to allocate time to create content in addition to handling client work, she understands this truth well: if you can consistently share content, clients will naturally recognize you as an industry authority.

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