Key Challenges in Regional Content Marketing Strategy
Content development plays a vital role in any tech vendor’s marketing approach, but many marketers still struggle to create material that truly resonates with their audience. This challenge is even more pronounced for regional marketers who often lack the resources to build content that speaks to the specific needs of their local markets. Marcelo Loustau, Head of Demand for APAC at B2B tech agency MOI Global, brings nearly a decade of experience in technology sales and marketing. He shares his insights on building effective content strategies that drive results in the region.
What are some common pitfalls tech vendors should avoid when planning content?
Marcelo highlights three key mistakes that tech vendors often make:
- Not putting the customer first: Many times, content is designed with a focus on driving leads rather than providing value to the customer. Strong content should naturally attract leads without having to push for them aggressively. If the content is valuable, the right audience will find it.
- Lack of a memorable experience: Great content is not just about quality, but also about creating an experience for the audience. When content is presented in a way that captivates the viewer, it’s far more impactful. Simply producing good content isn’t enough; how it’s consumed matters just as much.
- Not designing content for its purpose: Content should be created with a specific audience and goal in mind. A piece of content intended for one purpose often gets reused in multiple contexts, which can dilute its effectiveness. Tailoring each asset to the right audience and the right platform is crucial for success.
Is bite-sized content more effective?
Shorter content is often seen as more consumable, and Marcelo agrees with this trend. For example, an infographic summarizing key points from a long whitepaper is easier for the audience to digest. However, he also emphasizes that shorter content may change what you can expect from your readers. The effort to consume content should match the expected outcome. Bite-sized content can also be distributed across more channels, increasing its chances of reaching a broader audience. A 30-second video, for instance, can be adapted across platforms like YouTube, LinkedIn, Facebook, and more.
How should content comparing your solution to competitors be handled?
Marcelo believes that content comparing your solution to competitors is often overlooked, but it’s something vendors should embrace. Buyers are actively seeking this kind of content because it helps them make informed decisions. While vendors may hesitate to publish comparison content for fear of controversy, avoiding it could mean losing control of the narrative, especially since many buyers conduct research independently of the sales team. Putting the customer first and providing them with the information they need can help build trust and guide them through their decision-making process.
How can organizations with limited resources create a strong local content strategy?
For organizations with fewer resources, Marcelo suggests several strategies to make the most of what’s available:
- Repurposing global content: While not as impactful as creating tailored local content, adapting global assets can be a quick and cost-effective option.
- User-generated content: If it aligns with the campaign’s tone, leveraging content created by users can provide authenticity and save time.
- Partnering with influencers: Collaborating with local influencers or key opinion leaders can help extend the reach of content. These partnerships allow vendors to tap into established audiences and distribution channels, making it easier to create and share relevant content without the need for extensive resources.
Marcelo’s insights stem from his broad experience in both sales and marketing, including his previous roles at Marketing Vogue and offer valuable perspectives for marketers working in or targeting the APAC region. His advice serves as a practical guide for developing effective content strategies that resonate with local audiences and drive meaningful results.
