Ep 16: Content marketing or how to be seen online – with Sunao Munakata

Sunao munakata from InnovaEvery company, every brand, pretty much everybody is competing to get some attention online. Many tools are available to reach out people: Blogs, SEO, newsletters, paid advertising, social media etc. But as the internet is getting more and more crowded with information, it seems that the only successful strategy is to provide quality content.

Content marketing is the art of creating and distributing relevant content to a target audience. Creating quality content is not an easy task. You’ve got to find sources of information, aggregate relevant content, and ultimately deliver a message that is of value to your audience in a format that is easy to consume. Most companies don’t have the necessary resources to carry on such task. This is what my guest, Sunao Munakata, is focusing on with his company called Innova.

Innova offers a crowd-based content creating service where companies can externalize the content creation process. It also provides a marketing automation service called Coud-CMO, which simplifies content distribution and gives insightful analytics.

Anybody who’s running a business has to focus on online marketing at one point or another. But only few really invest into content marketing. Sunao believes this trend is about to change.

We talk about the current status of online marketing, what’s working and what’s not. We dig into each strategy and discuss their own specificities. I ask him the burning questions all entrepreneurs and marketing people consider: how can I optimize my SEO (Search Engine Optimization)? Should I create a mailing list? Where should I sell my products online?

I also ask my guest about his views on the specificities of the Japan market. It seems that, from a design point of view at least, Japan’s websites are very different than those in the west. Sunao explains how online behaviors are different in Japan. He also shares his views on where online marketing is going and what will the winning strategies be.

Great insights for entrepreneurs or anybody who want to increase his online visibility in Japan.

Questions: What online marketing strategy is working for you? Do you have any favorite tool for online marketing? (reply in the comments)

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Show notes

  • (2:17) Presentation of Innova’s business
  • (11:59) Women workers in Japan
  • (14:28) Best tips for building your online marketing
  • (21:54) Can we still do SEO nowadays?
  • (25:53) How to do SEO in Japan
  • (30:39) Web design in Japan
  • (33:54) Building trust and selling online
  • (37:39) Quick-fire questions

Thanks for listening!

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Frederic

2 Comments
  • Dylan Robertson
    Posted at 11:02h, 27 April Reply

    Fantastic interview. Really appreciate the work that goes into this podcast and it’s great to be aware of another crowdsourcing resource such as this for Japan.

  • Adèle Pinet
    Posted at 15:11h, 10 August Reply

    Thanks for this very instructive episode!

    Regarding Webdesign in Japan, and your discussion on the relative “crowdedness” of the Japanese webpages, I believe it is also due to specificities of ideogram-based languages (Japanese, Chinese…).

    With alphabetical languages, our brains need to make the connections between groups of sounds (letters) to finally come up with a meaning, but with Japanese it is the opposite: you get the meaning before the sound. Ideograms give a meaning, but the brain does not need to actually “make it sound”.

    Some examples for people who can read Japanese: 氷, used in places that sell shaved ice dessert, is not an actual word, it is just used as meaning. Same for 祭, that is used to decorate outfits and accessories during summer festivals.

    Studies have shown that Japanese and Chinese readers read faster than alphabetical language users, and that’s precisely because they do not need to think of how things sound while reading them.

    Back to Webdesign, I think that while we might feel overwhelmed if the design was applied to alphabetical languages, for Japanese readers, having information everywhere on the page is not that much of a hustle. Of course, simple is definitely better, even for ideogram-based languages, but I was trying to explain how Japanese people can put up with these crowded pages without suffering from nervous breakdown 😉

    In general, Japanese people like getting tons of information, tons of documents, in order to feel like reassured. This is quite the opposite of Western thinking, as we think that the more people talk, the more they have something to hide!

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