HOW TO BUILD AN EFFECTIVE CONTENT MARKETING STRATEGY FOR JAPAN

Transcript

1. Content marketing agency based in Tokyo and London HOW TO BUILD AN EFFECTIVE CONTENT MARKETING STRATEGY FOR JAPAN
2. TAMLO is a Japanese content agency based in Tokyo and London. We help international companies targeting the Japanese market and also Japanese companies targeting the international market through content marketing. We are a member of one of the biggest independent digital marketing agencies in Japan, TAM.
3. SPEAKERS Yuichi Ishino Managing Director Content Marketer James Lovell Manager of London Office Social Media Planner TOKYO LONDON James began his career at ITV, the largest commercial television broadcaster in the United Kingdom. After 3 years, he moved from traditional media into social media and worked for Pulsar, a leading social listening platform. This is where he truly found his passion for social media research, analytics and planning. On a chance meeting with Yuichi at TAMLO, he made the jump and joined us all at TAM. Yuichi worked at one of the biggest radio stations as a program producer. After 3 years, he became an editorial journalist and has interviewed business VIPs and star chefs all over the world. In 2014, he joined the major lifestyle website, All About, as a senior editor and a manager of the editorial department. In 2016, he joined TAM, one of the biggest independent digital marketing agencies in Japan and founded its subsidiary, TAMLO, both in Tokyo and London.
4. Proofreading and copy editing by native Japanese speakers Content created by bilingual specialists Expert knowledge of digital marketing and content creation methods WHY TAMLO?
5. Digital Marketing - SEO - Search ads - Landing page creation Transcreation - Japanese to English - English to Japanese - Copy writing in both languages Social Media - Social listening - Social media management - Social media ad JAPANESE / ENGLISH WHAT WE OFFER
6. UNIQUENESS OF THE JAPANESE MARKET
7. GENERAL INFO
8. MARKET SIZE Source: Similar web 2019 Japan’s GDP is 4.9 trillion USD (2017). The world third biggest. The population is 127 million. Japan has an aging population. More than 17% are over 75 y/o.
9. OPPORTUNITY Source: BBC NEWS / 9 JUNE 2020
10. TOP WEBSITES Source: Similar web 2019
11. ORGANIC TRAFFIC / SEO
12. SEARCH ADS 75% 20% XXXXXXXXXXXXXX Source: Stat counter 2019 The market share of search engines used in Japan is unique compared to the global standard.
13. SOCIAL TRAFFIC / SOCIAL PLATFORMS
14. SOCIAL PLATFORMS 48M MAU - Japan is the second biggest market for Twitter. - Many accounts are anonymous. - There is an increasing number of users in their 30s and 40s.
15. SOCIAL PLATFORMS 28M MAU - Japanese people use Facebook for both private and business. - The main active users of Facebook in Japan are in their late 20s to 50s. 2.4M USERS
16. SOCIAL PLATFORMS 33M MAU - 70% of daily active accounts use ‘Stories’. - Japan has one of the highest rates of use for Stories and click through e-commerce purchasing in the world.
17. SOCIAL PLATFORMS 63M MAU - People use YouTube more for live streaming than Twitch. - Breaking down users by age group: those in their 40s are at 23%, followed by 50s at 19.6%, 30s at 17.8%, 60s at 17%, 20s at 15% and teens (17+) at 7.5%.
18. SOCIAL PLATFORMS 9.5M MAU - TikTok’s popularity is rapidly growing. - 12% of people in their 20s use Tiktok.
19. SOCIAL PLATFORMS 84M MAU - It covers more than 65% of Japan’s total population. - The main feature is a ‘WhatsApp-like’ messaging and calling function. - Many features such as news, stickers, vouchers, ticketing and so on. - LINE has a cashless payment feature which is called “LINE Pay”.
20. STEP BY STEP GUIDE FOR AN INITIAL APPROACH
21. FOR YOUR FIRST STEP INTO THE JAPANESE MARKET CONTENT MARKETING STRATEGY WORKSHOP SOCIAL LISTENING RESEARCH SEO & SEARCH AD WEBSITE LOCALISATION CUSTOMER INTERVIEWS / ONLINE SURVEY SOCIAL MEDIA MANAGEMENT & AD Research Research Research Content Content Essential
22. WEBSITE LOCALISATION
23. WHY WEBSITE LOCALISATION IS IMPORTANT FOR YOUR FIRST STEP INTO THE JAPANESE MARKET Only 20% - 30% of Japanese speak English. Japanese people trust Japanese product. Japanese people trust Japanese product. Design trends are different. Design trends are different.
24. What is transcreation? Transcreation is a term used chiefly by advertising and marketing profession als to refer to the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. &OHMJTI ೔ຊޠ
25. ESSENTIAL UNDERSTANDING MARKET CULTURE LANGUAGE TRANSCREATION
26. SOCIAL LISTENING
27. We use social listening tools to understand the local market.
28. WHAT IS SOCIAL LISTENING? Social listening is the process of monitoring what people are saying about topics, brands and industries across social media.
29. IDENTIFYING NEEDS KEYWORD SELECTION PLATFORM SELECTION DATA COLLECTION DATA ANALYSATION STRATEGY & PLANNING RESEARCH METHODOLOGY
30. SERVICE RANGE SETTING UP THE PURPOSE / TARGET (CONSULTATION) CONTENT CREATION ORGANIC TRAFFIC SOCIAL TRAFFIC DIRECT TRAFFIC CONTENT PLANNING MARKET RESEARCH / ANALYSATION (STRATEGY MAKING) Analysing your competitors Analysing tone of voice Analysing bounce / abandonment rate Analysing article formats Analysing data from subscriptions Social listening Analysing competitors’ social media accounts Analysing your audience’s lifestyle SEO Query research / Google analytics & search console / Rewriting articles Social Media Management Content calendar / Analysing reach and engagement / Feedback of posts Nurturing Fans Ranking / Feature articles / Mail magazine / Strategy for bookmark THE PROCESS OF CONTENT MARKETING UNDERSTANDING ANALYSING PLANNING CREATING TACTICS
31. GET IN TOUCH https://tam-tamlo.com/en/contact We are a partner of SoftBank Telecom Europe who offers online advertising support for the Japanese market. They can help you with PPC ads on Yahoo! JAPAN and LINE. https://www.digitalmarketingforasia.com/