MEDIA & MARKETING | Charlton Media Group, Hong Kong
Peter Bakker

How to make content marketing more than just a buzzword


Content marketing is about owning –not renting –your brand’s conversation with its audience.

It is creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience, with the objective of driving profitable customer action.

Simply put, it is about “changing or enhancing consumer behaviour” through online content.

Before developing a content marketing strategy there are a few key lessons that will determine a successful outcome.

These are: know your customer – think about content as the generation of an experience or stirring of emotions rather than a production line – develop a plan that motivates action – and share a common brand message throughout the story telling on all platforms.

Producing content for content’s sake is no longer enough as all of us are empowered to create content and the barrier to entry is low.

The web is host to an enormous end ever growing amount of content, with an equally impressive number of ways to connect data so to combat the noise of the web you must first discover and understand the preferences of your users. Ensure that every piece of content that you create is accountable for attracting the correct audience.

Brave content ignites conversations. Compel your consumers to respond by establishing an emotional connection with them. By creating content that is storytelling and allows for great service and interaction you can become a company that users will seek out.

SEO has to form an integral part of your content marketing campaign. Content is not great until people can find and engage with it. Consumers want all kinds of content, all at once. So make sure to share your content across multiple platforms and increase the usability and shareability.

The world does not need more content, but it does need a better strategy for the content created. Although almost 90% of marketers now claim to utilise content marketing, only 42% think their strategy is effective.

Nearly all of the marketers who don’t find their content marketing effective, do not have a documented content marketing strategy in place.

Content Marketing is just another buzzword unless a documented strategy is formulised and actioned then Content Marketing transforms into the most powerful marketing tool currently available.



Peter, among other experts will be sharing their case studies and strategies on the creation and delivery of relevant and valuable content, at a 2-day Content Strategy & Marketing Conference organised by Pacific Conferences, to be held in Hong Kong from 4-5 November 2013.

Event Details

Title: Content Strategy & Marketing Conference
Date & Venue: 4 - 5 November 2013, Regal Hongkong Hotel, Hong Kong; 7 - 8 November 2013, Shangri-La Hotel, Singapore
Organiser : Pacific Conferences
Contact Person : Ms Charmaine Neo
Tel : (65) 6592 7352

Full programme can also be found at:

The views expressed in this column are the author's own and do not necessarily reflect this publication's view, and this article is not edited by Hongkong Business. The author was not remunerated for this article.

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Peter Bakker

Peter Bakker

As Commercial Director of King Content, Peter is responsible for the full P&L of this Content Marketing bureau servicing organisation based in Singapore. He has been with King Content since its launch into Asia in 2010. Previously, Peter worked as Publisher of Travel +Leisure magazine in Sydney, Australia and was responsible for the full P&L of the magazine and its associated digital platforms. Prior to his posting in Australia he worked as the Director of Marketing and Circulation for the Financial Times in Hong Kong as well as Director of Circulation Asia/Pacific for The Economist. Before moving to the East he worked in London as Circulation Director for The Economist UK, Middle East & Africa, as well as the Director of Circulation – Europe, based in Frankfurt. Prior to these assignments he assumed management roles at Dow Jones Courrier and DHL Aviation both in Brussels, Belgium.

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