Raise your hand if you’ve ever been in the following situation: You learn of a brilliant content marketing practice from a high-profile marketer in the West. You feel “seen” when they describe the problem because you’re experiencing it, too. You begin adopting the marketer’s advice. What follows feels like a splash of cold water: Your bosses or clients reject the tactic Your marketing team is utterly confused Your customers don’t get the point Ice Bucket Splash GIFfrom Ice Bucket GIFs You get a nagging feeling that neither the tactic nor your implementation was wrong… It’s just that ..read more

Don’t believe any writer who tells you they’re not worried about AI eating their lunch; they’re lying. Many companies are actively assigning creative writing work to AI bots. ChatGPT has routinely taken over low-level copywriting work that would formerly have gone to freelancers on Fiverr; international ad agency BBDO is experimenting with using generative AI to write briefs. We’re hearing more often from disgruntled writers complaining about work “drying up without explanation”, as agencies crunch numbers and decide a monthly subscription to an AI copy mill seems to make more financial ..read more

Ever ordered a dish marked with three chilies (?️?️?️) on the menu, only to find it’s not spicy enough? All it triggers is a tingling sensation on your tongue. But the promised heat that makes sweat drip from your forehead and causes you to reevaluate your life (er, food) choices? Not even close. A lot of B2B “thought leadership” articles feel like that. In Southeast Asia, that’s often by design. It’s not that no one here has a controversial, contrarian, or fresh thought to share. It’s that we don’t want to make our readers and clients sweat. Our culture conditions us to prioritize colle ..read more

Services Keyword Research Competitor Analysis Topic Ideation Content Creation On-Page SEO Content Repurposing Ninja Van is the leading delivery and logistics company in the Philippines. Since its 2016 national launch, NinjaVan has expanded to provide nationwide delivery coverage, with over 21 million shoppers benefiting from its fast, comprehensive delivery services. In a crowded and competitive Philippine logistics market, Ninja Van leveraged content marketing to reposition itself from a mere delivery service to a thought leader and collaborative business partner for lo ..read more

When we were students, thousand-word essay assignments used to strike fear in our hearts. Now, imagine needing to craft and publish a 3,000-word, beautifully designed digital document that your bosses expect to bring in actual revenue. Like, real money. In the real world. Feeling the stress? Well, savvy marketers certainly don’t. When it comes to lead generation, long-form content like ebooks and white papers – two different sides of the long-form coin – are often their first port of call. It might be the same for you, too. White papers, in particular, can be frustrating for marketers ..read more

Marketing to C-Suite executives can be very challenging. With the weight of entire organisations on their shoulders and the same number of waking hours as you and I, these leaders have a lot on their plate. It can be difficult for marketers to capture their attention for even a second. The only way to do this is by differentiating yourself, and establishing trust and credibility. For financial services director Jaslyn Ng, content marketing was the secret weapon. In 2017, Jaslyn was in the human resources (HR) field but switched to the financial services sector when she was still reelin ..read more

A warm welcome to the Deeper newsletter, dear reader! You’re reading this because, just like us, you’re tired of the non-stop tech and startup news cycle, where there seems to be something new and trendy to keep up with in Southeast Asia. What you want to know about is the important stuff that matters—period. And that’s what we’re bringing to you. We’ll dive deep into a trending topic in Southeast Asian tech, and their impact on society (i.e. me and you). Sound compelling? Subscribe now, and we’ll send it straight to your inbox: Your deep dive into Southeast Asian tech ..read more

A warm welcome to the Deeper newsletter, dear reader! You’re reading this because, just like us, you’re tired of the non-stop tech and startup news cycle, where there seems to be something new and trendy to keep up with in Southeast Asia. What you want to know about is the important stuff that matters—period. And that’s what we’re bringing to you. We’ll dive deep into a trending topic in Southeast Asian tech, and their impact on society (i.e. me and you). Sound compelling? Subscribe now, and we’ll send it straight to your inbox: Your deep dive into Southeast Asian tech ..read more

A warm welcome to the Deeper newsletter, dear reader! You’re reading this because, just like us, you’re tired of the non-stop tech and startup news cycle, where there seems to be something new and trendy to keep up with in Southeast Asia. What you want to know about is the important stuff that matters—period. And that’s what we’re bringing to you. We’ll dive deep into a trending topic in Southeast Asian tech, and their impact on society (i.e. me and you). Sound compelling? Subscribe now, and we’ll send it straight to your inbox: Your deep dive into Southeast Asian tech ..read more

A warm welcome to the Deeper newsletter, dear reader! You’re reading this because, just like us, you’re tired of the non-stop tech and startup news cycle, where there seems to be something new and trendy to keep up with in Southeast Asia. What you want to know about is the important stuff that matters—period. And that’s what we’re bringing to you. We’ll dive deep into a trending topic in Southeast Asian tech, and their impact on society (i.e. me and you). Sound compelling? Subscribe now, and we’ll send it straight to your inbox: Your deep dive into Southeast Asian tech ..read more