Where to begin? Content Marketing

Content marketing originating from owned media like corporate websites and SNS accounts. As introduced in two previous issues of this publication, it holds promise across diverse business activities, with forward-thinking companies steadily achieving results. So, when actually implementing it, where should one start, and what should be the goals? We interviewed planners on the front lines to uncover these key points. We report on common pitfalls and successful approaches with concrete examples.

"If existing advertising methods are like Western medicine, I believe content marketing is more like Eastern medicine—preventing illness before it occurs. While both involve communication, their nature is entirely different. Therefore, starting content marketing requires a 'Copernican revolution' that fundamentally changes traditional communication thinking. Rather than beginning with technical methods, I propose starting by getting all involved staff to understand the mindset and establish a common language."

Shusaku Hirota of Dentsu Inc. Business Creation Center, author of books like 'SHARED VISION' (Sendenkaigi) and an expert in SNS, emphasizes that the first step in implementing content marketing is changing the existing "culture" and engaging in "muscle training" to develop content marketing-oriented ideas and thinking.

Content marketing has gained attention due to the dramatic increase in opportunities to directly engage with consumers through SNS and the normalization of information searches. Hirota asserts that traditional information distribution methodologies no longer work in an environment where both the positive and negative aspects of corporate activities are visible. Information no longer flows from upstream (information sources like companies) to downstream (consumers). Instead, it spreads from hub consumers to other consumers. Social media marketing expert Toru Saito (President, Loops Communications) argues that since the advent of social media, organizational operations should shift from an orchestra model to a jazz model. Hirota shares this perspective.

However, while it's clear that a jazz-style organization or team is ideal when implementing content marketing, changing corporate structures and the like generally makes immediate realization difficult in reality. Hirota proposes the Lean Startup approach instead. This methodology, known for its use in IT product development and venture companies, involves starting small, accumulating small successes, and continuously running the PDCA cycle. The key points are revising goals and evaluations while advancing the project, keeping pivots (course corrections) in view, and placing significant emphasis on the enthusiasm of the person in charge.

"You can start content marketing using Lean Startup with just one dedicated person. That person doesn't need to be an IT expert. While they might be chosen for their existing IT knowledge, what truly matters is their love for the brand or company. Necessary IT skills can be acquired within about six months on the job, and attractive outsourcing options for specific solutions are also emerging. Running content marketing is like a long-distance race – once you start, you can't quit. We can support their motivation, but we can't replace their passion."

Measurement, content creation, and other tasks can be outsourced.

Let me illustrate how far outsourcing can go with a few examples.

First ismeasurement (effectiveness measurement) tools that visualize how articles published on owned media or SNS spread and compare their performance against competitors. "Ginzametrx allows you to manage and view in an integrated, easy-to-understand way data from webmaster tools (access analytics tools like Google Analytics), such as access analytics data, keyword rankings, and CTR (click-through rate), as well as metrics from social media like Facebook, Twitter, Instagram, and YouTube, and link information from external sites," (Masahiro Shimizu, Country Manager, Ginzamarkets).

A common pitfall in content marketing is that even if objectives and goals are clearly defined initially, they can become ambiguous during execution, or the means can become the end. Lean Startup is a method for achieving objectives through trial and error under limited conditions, so revisiting objectives and goals isn't viewed negatively. However, this very approach makes it difficult to discern whether decisions are correct or incorrect. Since basing decisions on objective facts is a fundamental principle of marketing, Ginza Metrics proves useful in this context.

Additionally, interesting content creation—once considered difficult outside of publishers or editorial production companies—and attractive operational options are emerging. "Our strength lies in providing both content marketing production and dissemination/evaluation as a one-stop service. Our directors, drawing on extensive case studies including international examples, plan and propose strategies. They then collaborate with a team of professional writers and editors to create content tailored to client needs. We can then distribute this content, evaluate its performance, and provide ongoing operational support, including access to various tools." (Mr. Jun Munakata, President of Inova)

Mr. Munakata, who himself has experience conducting sales activities using content marketing techniques, possesses extensive insights into the challenges faced when managing operations amid a shortage of digital marketing specialists and how to overcome them. Leveraging years of accumulated know-how, his strength lies in providing comprehensive consulting, including mental health support.

The Role and Potential of Advertising Agencies in the Content Marketing Era

The barrier to adopting content marketing has lowered by starting lean with dedicated personnel and outsourcing as many minor processes as possible. This trend has also prompted strategic and IT consulting firms to enter the content marketing space. So, what kind of content marketing can advertising agencies propose?

"When you really think it through, we are a 'communication consulting group.' Our uniqueness lies not only in left-brain approaches like problem identification and issue discovery, but also in our ability to assist with the output of products and experiences aimed at consumers and society," says Hirota.

One concrete example Hirota cites is Lotte's "Rhythmicam." This wearable device features headphones equipped with a dedicated sensor. When connected to a smartphone, it allows users to manage data measured by the app, such as chewing frequency and rhythm. Developed in collaboration with Hiroshima City University and others, it is currently being used for research and development, with commercialization under consideration for the future. Dentsu Inc. also participated in this project, involved from the planning stage through promotion and content marketing.

"What we excel at most is proposing right-brain 'joy' to consumers and society. In the era of content marketing, what we consider most essential is viewing people not as consumers, but as individuals living their lives. As long as we approach them solely as targets to sell products to or impress, genuine dialogue with consumers won't emerge. Content marketing is effective at creating communication—dialogue with the voices of consumers, now made visible by SNS and impossible to ignore. We believe there is much we can contribute as communication specialists." (Mr. Hirota)

Enjoyment over correctness. Enjoyment is effective both in gathering greater empathy from people and in overcoming difficulties, making it indispensable for corporate activities. Hirota states that Dentsu Inc., as communication specialists, can propose various forms of enjoyment and support corporate activities.

Easily track content trends across your own and other companies

Masahiro Shimizu
Country Manager, Ginzamarkets

"Those unfamiliar with data analysis find it difficult to master access analytics tools like Google Analytics. Checking data across multiple tools is also time-consuming. Our 'Ginzametrx' integrates site access status, search engine ranking positions, and social sharing levels, presenting them clearly. You can easily handle shared (trending) content from competitors and competing products, as well as comparative keyword ranking data between your company and others. A key feature is the ability to visualize whether content is easily discoverable on search engines and social media, allowing simple trend analysis regardless of whether it's your own or competitors'. These points have been well-received, and recently, our tool is also being utilized for branding through content marketing."

 

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Leveraging personal experience to support content marketing

Mr. Jun Munakata
President, Inova

"Four years ago, while selling software at a company backed by a major trading firm, I started what I now recognize as content marketing. With no digital marketing experts around, I gained hands-on experience from launching the website to generating inquiries and converting them into sales. At Inova, we've built various solutions based on that foundation. Content is produced by writers and editors active in renowned magazines, working under directors with extensive content marketing expertise. Starting in September, we launched 'Cloud CMO,' a cloud-based software specifically designed for content marketing operations. This tool provides a one-stop solution for the entire process: content creation, SEO optimization, social media posting, and access analytics. We believe it significantly lowers the barrier to entry for content marketing."

Born from our strengths × enjoyment
Content Marketing Initiatives

Lotte, which has focused on "chewing" since its founding. As part of its research into the relationship between chewing and health, the company developed "Rhythmicam" as a device to measure chewing and record chewing patterns. Developed through a joint project with Dr. Kazuhiro Taniguchi of Hiroshima City University and the Sports Dentistry Laboratory at Tokyo Dental College, its immediate focus is on research applications. Commercialization is currently undecided. rhythmi-kamu.com/

Navigating the Content Marketing Era

The episodes featuring Mr. Hirota introduced in the main text—such as the shift from an orchestral model to a jazz model, dialogue with people living their lives rather than mere consumers, and society and individuals seeking right-brain enjoyment over left-brain correctness—are examples of sharing common language and values. In practice, he emphasizes starting after engaging in various interactions tailored to each consultation partner. For content marketing, which demands significant shifts in thinking, the trust built through dialogue with stakeholders is also a key point for success.

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Glossary
　

Owned Media
While it includes traditional printed publications, the current focus is on company-operated websites (broadly including campaign sites) and company social media accounts. The fundamental style of content marketing involves not just disseminating information through these media, but actively communicating.
　
Lean Startup
Lean, literally meaning "trimmed of excess" or "without waste," is a methodology used in software and service development, as well as by venture companies, to create new products or services with the minimum necessary effort and investment. Recently, it has also gained attention within large corporations as a method for fostering new internal ventures.
　
PDCA Cycle
A series of steps: Plan, Do, Check (evaluate results), and Act (improve). This recurring process is called the PDCA cycle. Originally a quality management technique, it's also applied to project management and general management. In content marketing, it's effective for defining objectives and goals. Measurement
Refers to measuring effectiveness. Broadly, it can also mean evaluating various metrics. A major factor in content marketing's effectiveness gaining attention in areas like ad exposure and attitude change—where traditional insight surveys struggled to provide efficient visualization—is the growing feasibility of measurement.
　
Measurement Tools
Web services or software used to analyze site visitor behavior (such as time spent on site and visit frequency), popular pages, and the devices users employ (browsers, operating systems, etc.). Recently, they can also track metrics like the extent of "likes" or retweets on social media and how content spreads.