How to build a content marketing strategy for Japan: The agency way

Anna Wildman

Why content strategy is key for successful communications

Having a clear content strategy will drive your creative decisions. Not only will it help you create a vision and direction for your brand, it will also help you to identify opportunities, tone, voice, and messaging. Ultimately, it will help you retain and grow your audience. This is crucial in understanding where your efforts and resources should be focused and how to successfully carry out your communications. 

The ideal content strategy 

The ideal content strategy is, unfortunately, a utopian concept. There is no “one size fits all” strategy and each industry will have its own nuances defined by its audience, environment, regulations and category. Because of this, we at TAMLO, a content marketing agency based in the UK and Japan, have taken a tailored data-driven approach. 

Each content strategy that we build is driven by actionable insights that are backed by research. This article takes you through how TAMLO builds content marketing strategies for our clients.  

The Research Phase – backing creativity with actionable data

Our team of bilingual professionals can inject a sense of creativity to any brief. The creative decisions we make are always informed by actionable data. Whether we have a creative hypothesis, we want to surface insights in a particular industry, or we want to find out how a brand is performing versus competitors, we test it. At TAMLO, data is the backbone of our creativity. But what data do we examine?

Customer Interviews, Online Surveys, Workshops

We can conduct interviews, focus groups and workshops with your target customers to get answers to the most important market, brand, customer and product questions.

Google Analytics and Search Console (SEO tools)

People search on Google to get answers to a particular problem. By understanding this type of traffic, we can understand what your customers’ needs and wants are and how these shift.  

Social Listening

Social media data offers us the largest focus group that has ever existed. With the help of social listening tools, we can research specific keywords online.

Competitive Analyses

We can assess the strengths and weaknesses of your current and/or potential competitors. This analysis provides both an offensive and defensive approach, identifying opportunities and threats to your business in either the Japanese or English-speaking markets.

Customer Journey

Through collaborative workshops, we can design and map your customer journey. From there, we can also build a customer journey experience diary and identify areas for improvement.

Digital Audits

If you're wondering how your website is doing but don't know where to start, we can run a digital audit for you so that you know exactly where you stand. We'll look at data and analytics to help you get a better understanding of your online presence. 

Plan your content before you create

Once we have the data analysed and evaluated, we can start planning. Our expert team of bilingual analysts (English and Japanese) can build strategy pieces that will help you to grow your audience and communicate effectively with your existing customers.

If you would like to see how our team of experts can help you with your content strategy, simply get in touch with us through our contact details.


Anna Wildman

Content Strategist


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