🇸🇬 Content Marketing in Singapore

One of the best blogposts I’ve written in my life is An Epic List Of 47 Referral Programs, where I simply curated several pages worth of Google results. I thought I’d try to do the same thing here.

I’m a content marketer, I’m based in Singapore, and if you’re interested in chatting about content marketing you can hit me up.

Update: I was interviewed a while ago by Daniel Tay for The True Cost Of Good Content, and it also features interviews with Terence and Si Quan, two other marketers I respect and would listen to.

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Let’s start with an overview of the Google search results.

SBR – Why Singaporean businesses fail at content marketing [2013] , by Graeme Somerville–Ryan

  • No strategy
  • No friends
  • Not interesting
  • Short-term

TIA – Asia hasn’t realized the potential of content marketing. Here’s why. [2016], by Carmelo Hannity

  • Content marketing has been growing slowly but steadily [source]

What’s holding Asia’s businesses back from content marketing? by Andrea Edwards

Now this looks like a meaty post!

  1. Lack of understanding
  2. Lack of obvious/clear ROI
  3. “Selling & Telling” – looks like a point about lack of emotion
  4. ‘Hierarchy & Egos’ – erm…?
  5. C-level buy-in –
  6. Global, Regional, Local – point about lack of localized content
  7. ‘Social media, social selling sophistication’
  8. Current agency model being disrupted

I don’t want to reinterpret the post too much – I think it’s primarily focused on large, existing brands, while I’m primarily familiar with new and growing tech startups. Will have to talk to some agency friends to get a better sense of how larger companies work.

A couple of other links:

  1. https://proofperfect.com.sg/successful-content-marketing-in-singapore/  â€“ people struggle with no strategy, inability to produce quantity, inability to produce quantity.
  2. http://www.campaignasia.com/article/the-state-of-play-of-content-marketing-in-asia/401572 
  3. tbc

Let’s look at the list of content marketing agencies that Google throws up.

Last updated Dec 2018 – I’ve left out anybody who hasn’t updated in over a year.

WithContent.co â€“ Disclosure: I know Daniel, – but I would link this here even if I didn’t

Click2View â€“ still active, look like fun folk. Apparently have their own craft beer called Click2Brew.

Proof Perfect based in Kampong Bahru. Updated recently. Their Facebook Page is “SingaporeCopywriters” – well played!

Mutant based in Telok Ayer. Updated recently.

King Content â€“ part of a global brand, acquired by Isentia.

Script.com.sg  and Boltmedia.co are both based in Blk 79…

TBC / WIP