Scaling Japan Podcast Episode 81: B2B Content Marketing Landscape in Japan with Robert Heldt
In this episode of the Scaling Japan Podcast, we welcome back Robert Heldt, CEO of Custom Media—a comprehensive B2B marketing, branding, and PR agency serving global enterprises expanding into Japan. Robert shares new insights from their latest survey on B2B content marketing trends, revealing what surprised him most and how Japanese companies approach storytelling differently than their Western counterparts.
If you’re looking to fine-tune your B2B content strategy for the Japanese market, this episode is a must-listen!
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Show Notes:
0:00 – Introduction
2:40 – What is the survey about?
7:09 – What findings surprise you the most?
11:28 – How Japan tells business stories compared to the West
14:52 – How Japanese companies show themselves to be reliable
16:04 – Cases on how Robert helps a company with storytelling to enter the Japanese market
18:38 – How to get your Japanese customers to give you testimonials
19:34 – How working with an international business benefits a Japanese company
21:10 – Japan’s market view on Generative AI
27:01 – How Custom Media Uses Generative AI
30:20 – Maintaining content quality and scaling production
33:52 – What is a content syndication partner?
36:23 – The future of content marketing in Japan
44:00 – Additional insights from the survey report
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Links from Guest Appearance:
How Custom Media Wins Two Campaign Asia Awards
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