Jewel Marketing
Taiwan Content Marketing

Global Content Marketing: How Taiwan Companies Must Evolve

By Jason Patterson

Founder of Jewel Content Marketing Agency
Content marketing has been slow to take off among global Taiwanese companies. The reasons why are myriad. Insufficient content marketing and content strategy talent in Taiwan. Insufficient content writing and copywriting talent in foreign languages. Insufficient marketing resources, messaging, and funding. Silos and other internal company hurdles. All have held Taiwan companies back on the global stage.

But a gift from the tech gods has arrived in the form of generative AI. And it's changing everything, but perhaps not in the way you think.

AI Is a Gamechanger, Not a World-Beater

Generative AI makes it possible for Taiwan companies to automate translation of Chinese-language materials with a degree of accuracy never before possible (probably its best content-related feature).

And it makes it significantly easier for small or modestly-resourced global companies to have copywriting and marketing materials in English (and other languages) that are clean and Chinglish-free.

It also makes it easier to create certain categories of marketing assets that were once particularly challenging for Taiwanese companies (like videos or social media).

It's a great tool. And it will get a lot greater as AI's ability to generate visuals and video improves.

However, while these abilities make it easier for Taiwan firms to compete on the global stage, alone they won't necessarily make them competitive.

In other words, AI can enhance Taiwan's global content marketing capabilities, but it won't be enough to conquer the world. Not on its own.

Why AI Isn't Enough for Taiwan's Global Content Marketers

There are four main reasons why AI alone won't make Taiwan's content marketing elite on the global stage. An inauspicious number, I know, but appropriate when discussing bad news.

1. Your Overseas Competitors Also Have AI

The competition has access to the same AI tools you do, enabling them to elevate their content game as well. And since a lot of them were already ahead of you when AI arrived, they're likely to leverage it in more sophisticated ways.

I see Taiwanese companies using it to ramp up content translation and output volume, while your competitors explore content personalization, experimentation, and more.

And with AI increasingly handling more of your competitors' grunt work, this will free up budget to pursue more high-level and high-value forms of content that AI can't do.

2. Differentiation Is Set to Shift to Content AI Can't Do

The content game in recent years has been very much focused on SEO through basic education. But AI will make basic education content table stakes. Advantage and differentiation (i.e., through content that makes a difference with decisionmakers) will come from content that AI can't generate (at least not entirely).

In B2C, authenticity will grow in importance as scandals and snark surrounding AI-generated user and influencer fraud, and AI-related content flubs, become commonplace.

In B2B, regurgitation numbness will make original data and insight the name of the game, with such content largely fitting into three categories: whitepapers (original research), e-books (expert advice), and thought leadership (industry discourse in the form of blogs, speeches, and bylines).

Taiwanese companies often struggle with these types of content, even with language less of a concern now. Good quality whitepapers are expensive and require a lot of handholding with consultancies in other timezones, while good e-books and thought leadership are hard for Taiwanese companies to write and get approved. Why? Lots of reasons, but one big one.

3. Global Taiwanese Companies Need More To Say

Content marketing can greatly amplify your brand's voice. But if the only thing your brand has to say is "us too," you won't be heard.

A lot of Taiwan companies are saying "us too" and it needs to stop. Being a follower brand is a race to the bottom. It's a pricing game. And in a pricing game, you don't even need content marketing. You just need a price list, a few sales assets, and good technical and off-page search engine optimization (SEO).

Good content marketing tells stories, answers questions, provides guidance, and makes people think. Almost none of this is achieved with "us too" in endless repetition, of the message or the means.

4. Taiwan's Content Marketing Is Too Repetitive

Even with global Taiwan companies increasing their content and media output (and diversifying its formats), content marketing strategy and tactics must evolve, even for companies already devoting considerable resources to them.

Taiwanese global content marketing efforts tend to be one-note. With the note in question being one of these three.


Global Taiwanese companies seem to love SEO. I'm not entirely sure why. But search engine result pages (SERPs) are a relatively easy and inexpensive way to move your company onto something resembling a brand leaderboard.

Becoming a top brand worldwide is hard. Becoming a top brand in the SERPs is relatively easy.

SEO is also hard-core geek stuff. And Taiwan probably has more hard-core geeks per capita than anywhere else in the world, including among its business leaders, making SEO a fish in Taiwan's pond.

SEO is useful, don't get me wrong, especially when you're a startup or smaller brand. But SEO can't be the alpha and omega of content marketing.

SEO content is an arms race by nature (a trend AI will accelerate). It's also a follower-brand tactic. It's largely reactive. And its benefits are confined mostly to awareness (i.e., the top of the funnel).

It has relatively little mid-to-lower-funnel utility (unless you sell online). And it doesn't close deals.

And don't assume only consumers and entry-level people read your SEO sludge. B2B decisionmakers are increasingly consuming this content, because they're doing more and more buyer's journey research themselves (as opposed to talking to your salespeople).

And you really don't want to turn this audience off with content written for bots and not them.

"Product, Product, Product"

Many Taiwanese companies talk about what they sell in their content and marketing assets and nothing else.

Not that there's anything wrong with talking about what you sell. Powerful market leaders can get away with talking only about what they sell, because they can't lose. But if prospects have real vendor choices, and your product isn't something that's inherently sexy (like a Ferrari), you can't just talk about the product.

Because most prospects aren't looking to buy right now. And most purchases are made from brands the prospect knows before the buyer's journey begins.

Prospects rarely want to consume content about a product when they're not looking to buy. So if you want to get people in your funnel who aren't presently shopping, you need to talk to them about something else (i.e., awareness content).

And if you think sending lots of product content to prospects is fine because "there's no harm in it," think again. When most of your emails are on topics that don't interest prospects, you're teaching them to ignore you.

"Conversion, Conversion, Conversion"

This may be the biggest tragedy of them all. Because some of the global Taiwanese companies most active with their content marketing have been listening to advice from so-called "experts," telling them that every single piece of content they publish should have a clear call to action (CTA) and should attempt to convert the prospect to a lower stage of the funnel.

Typically this is done by having contact fields at the end of an article (i.e., lead-gen). Or it happens by asking prospects to click a link to your "Contact Us" page at the end. Or you explicitly pitch one of your products towards the end of an article and ask the prospect to click a link to a more product-focused piece of consideration content.

Let me be clear, the notion that every piece of content you publish must be conversion content is wrong.

If every blog you publish starts out with a title promising information without a sales agenda, but transforms halfway-to-three-fourths of the way through into an explicit sales pitch, trust will erode, while your brand comes across as needy, desperate, annoying, or used-car-salesy (strong brands attract business without tricks or games).

It'll also discourage people from subscribing to your blog or newsletter (no one will volunteer for your spam if they're not currently looking to buy).

And if you're still not convinced, think about content versus advertising. Some advertising has a CTA but not all, nor does all advertising need one. When Samsung puts up a neon sign of their name on top of a building, they don't need a QR code next to it.

And advertising has an explicit commercial agenda, unlike many forms of content, where the commercial agenda is often more implicit (and inserting an explicit one may disappoint).

I'm not saying don't publish conversion content. I'm just saying it's not a hammer, with everything a nail.

What Global Taiwan Brands Should Do

Every company and industry is different, of course. And I don't know your brand's circumstances. But I do know that a one-note content marketing operation, while often cheap to scale, leaves money on the table, because your customers aren't all the same. So....

Diversify Your Content Marketing

Your business probably needs a diversified approach to content. One that fills your funnel at the top with lots of prospects and then leads them down, along various buyers' journeys suited to particular needs, interests, and circumstances, with individual content pieces functioning like a trail of breadcrumbs to follow, and each content piece optimized for its particular stage of the funnel.

Raise Your Content Quality

Competitors are also offering content breadcrumbs to follow. If you want prospects on your customer journey instead of theirs, offer something better than breadcrumbs.

A more attractive content trail to follow. A trail of jewels, hence our name.

And if you're wondering what defines content of such standout quality, it is relevance to your customers, relevance to your goals, value to your customers (usefulness, humor, reassurance, etc.), and professional craftsmanship.

Such content costs money, of course, but it doesn't have to cost as much as you might think, not if you implement a savvy content marketing strategy that gets more done with less content. So....

Implement a Content Strategy

Most of your competitors, even the overseas ones, while they may be ahead of you, still don't have content marketing all figured out.

Much of their content stinks. And even among companies where it doesn't stink, many are merely publishing content, with no real strategy behind it. Less than half of B2B and B2C companies even have a documented content marketing strategy in place.

Even among those that claim to, many don't really have a strategy. They have a slide deck meant to pass for one.

They don't actually have a plan to create and leverage content and promotional resources in a coherent manner to achieve or support business goals. They have a walkthrough of channels and tactics, along with maybe some pillars and keywords and a few KPI targets they're expected to hit because they're higher than the ones from the previous year.

Why does such nonsense happen? Because content marketing and content strategy are the Wild West.

There are no 4 P's. No commonly agreed-upon models. No agreed-upon definitions. It's pretty much every content marketer or content strategist for themselves, with many clueless or misguided regarding the "marketing" and "strategist" parts of their titles.

With AI eroding the competitive advantage businesses enjoy by simply publishing content, content marketing strategy and quality must be embraced.

Quality makes your content stand out. Strategy aligns your content pieces into a path for customers to follow.

Embracing them is what will make Taiwan's global content marketing world class.

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