Boasting unique characteristics, the Japanese market demands a specific and tailored approach to content creation for marketing purposes.
It is essential to craft the right content if you are to engage the Japanese audience, inspire trust and drive sales. Content creation requires an entirely different approach to that which would prove effective in the west. For this reason, it is important to gain a detailed understanding of how Japanese users think and behave.
So, what is content marketing and which strategies should you adopt to enhance Search Engine Optimization (SEO) in Japan?
What is content marketing?
Content Marketing is an approach to marketing involving the creation and distribution of valuable, relevant content that will attract and engage a clearly defined target audience. The aim is to inspire profitable customer action. Unlike traditional marketing methods featuring a more direct approach, content marketing is subtle and involves the provision of useful information or entertaining content to customers. This content will build relationships with your target audience and inform purchasing decisions.
Why is content marketing so important in Japan?
Japanese consumers are notable for both their digital literacy and their discernment. They tend to highly value detailed information, superior quality and brand credibility. This ensures that they are more receptive to well-crafted content than to advertising.
Content marketing also enables businesses to navigate cultural nuances effectively to build trust and create a powerful online presence.
Digital literacy – Japanese consumers tend to be highly digitally literate and often take advantage of multiple platforms. Properly targeted content enables brands to reach their target Japanese audience.
Detail – detailed information is valued in Japan and the right content can provide the detail and depth that consumers are looking for.
Trust – it is vital to inspire trust in Japanese consumers. High quality content will inspire that trust and imbue a brand with credibility.
Brand recognition – the consistent publication of quality content will enhance brand recognition and will help to inspire loyalty.
Language and nuance – content marketing enables businesses to perfectly tailor messages to the Japanese market and particularly to specific local audiences.
Strategies for Japanese SEO – search engines in Japan such as Google and Yahoo Japan, prioritize high-quality and highly relevant content. For this reason, the right content will improve search engine rankings, increasing visibility and attracting more potential customers.
What is the nature of the Japanese market?
Japanese consumers tend to prioritise quality, reputation, trust and inherent value over price. Content should always emphasise these attributes. However, it is important to note that consumer interest amongst younger generations is changing due to the recent economic climate.
Younger people are becoming more open to budget-friendly options while older generations remain more loyal to established and luxury brands. It is vital to identify the target market before creating content as this will enable you to address the priorities of your audience. Despite being more cost-conscious, younger Japanese users continue to value luxury and will want to know exactly what sets a product or service apart before making a purchase. Gen Z consumers in Japan may also look for sustainable credentials and noble intentions when making their purchasing choices.
It is also vital to consider the communal nature of Japanese culture. Consumers tend to view other consumers as the most reliable sources of information. This makes reviews, testimonials, social media posts and influencers incredibly significant when trying to build trust. The importance of community also means that highly localised content that resonates with a specific community will work well. Product or service reliability should be emphasised by providing details regarding the materials and/or methods used.
Localisation for the Japanese market
Localisation of content is essential when attempting to conquer the Japanese market. In essence, localisation is the adapting of content to suit the cultural contexts of the country. In other words, localisation is the art of connecting with your audience through content that resonates with your potential clients’ experiences and values.
Content that demonstrates a deep understanding of Japanese culture will always be appreciated and will inspire engagement. Japanese culture is steeped in tradition and boasts societal norms that are very different from those in the West. Respect for seniority and reverence for authority are significant aspects of Japanese culture and so content that aligns with these values will work well. Harmony and politeness are also fundamental to Japanese society and can be reflected in content by adopting an appropriate tone.
Important holidays and festivals, customs and trends should also be reflected. It is worth noting that Japanese employees can receive generous bonuses during the summer months and so may have greater disposable income to splash out on luxury goods and leisure pursuits. Christmas, New Year’s Day, and White Day are also important holidays in Japan when spending patterns can change. It is important to create content that resonates but also to publish it at the right time.
The significance of aesthetics
Appearances are incredibly important in Japan. The superior presentation of everything from packaging to messaging is valued. Japanese consumers tend to be attracted by visual content including graphics and videos. Content should be evolved with this in mind.
How Japanese content marketing differs from that in the West
While western cultures often value disruption, innovation and striking ideas, Japanese consumers tend to favour tradition, harmony and quality. These differing priorities should impact the approach taken to content creation. Humour, direct language and controversy won’t prove to be as effective in attracting Japanese consumers. The complexities of the Japanese language and the differing levels of formality also demand that content is crafted with care.
Marketing channels in Japan are somewhat at variance with those in the West. Google is the dominant search engine in both regions, but Yahoo! Japan does hold a significant market share in Japan necessitating the consideration of both search engines when evolving SEO strategies.
Social media usage is also a little different in Japan. Facebook and Twitter are widely used but Line is a popular messaging app in the country that offers potential for content marketing. Instagram and YouTube are widely used in Japan and provide excellent opportunities for storytelling and collaborations with influencers.
Content marketing strategies for Japan and how to implement them
You have four principal content marketing strategies to take advantage of:
Blogging
Regular blogging with valuable, in-depth, and culturally relevant content can help improve your rankings on Google and Yahoo! Japan. Blogging also establishes your brand as a thought leader in your industry. You should research trending topics that are relevant to your industry in Japan and write comprehensive, informative pieces that answer questions your audience may have.
Ensure that you add new content regularly and link to previous articles when possible. High quality content will be shared and could gain you valuable links from authority sites that will enhance your search engine results.
Influencer marketing
Japanese consumers trust opinions from influential figures. Collaborating with popular bloggers, vloggers, and celebrities to promote your brand can help you reach a wider audience. Identify influencers who align with your brand values and who have significant followings in your target demographic.
Plan and create collaborative content that showcases your products or services authentically.
Social media marketing
Various platforms including Line, Instagram and Twitter enable you to share engaging content and to interact with your audience.
Develop a posting schedule and constantly engage with your audience via comments, messages and shared content. Keep abreast of news and events that provide opportunities for new and relevant posts.
Video marketing
Videos are hugely popular in Japan. YouTube and TikTok are the perfect platforms for sharing informative, engaging and entertaining content. Demonstrate the value of your product or service and consider involving influencers in your video content.
Establish channels on the platforms and add content regularly. Seek professional help if you lack the expertise to craft suitable video content.
Final thoughts on content marketing strategies for Japanese SEO
As Japanese consumers tend to be highly digitally literate and to favour detailed information, content marketing is particularly influential in Japan. A well thought-out content marketing strategy could make all the difference to gaining traction in Japanese markets. But all content must be suitably localised, crafted with care and timed to perfection. The best content marketing will be the result of consistent hard work and considerable expertise, but it will reap outstanding rewards.
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