In this episode of the Scaling Japan Podcast, we welcome back Robert Heldt, CEO of Custom Media—a comprehensive B2B marketing, branding, and PR agency serving global enterprises expanding into Japan. Robert shares new insights from their latest survey on B2B content marketing trends, revealing what surprised him most and how Japanese companies approach storytelling differently than their Western counterparts.

If you’re looking to fine-tune your B2B content strategy for the Japanese market, this episode is a must-listen!

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Show Notes:

0:00 – Introduction

2:40 – What is the survey about?

7:09 – What findings surprise you the most?

11:28 – How Japan tells business stories compared to the West

14:52 – How Japanese companies show themselves to be reliable

16:04 – Cases on how Robert helps a company with storytelling to enter the Japanese market

18:38 – How to get your Japanese customers to give you testimonials

19:34 – How working with an international business benefits a Japanese company

21:10 – Japan’s market view on Generative AI

27:01 – How Custom Media Uses Generative AI

30:20 – Maintaining content quality and scaling production

33:52 – What is a content syndication partner?

36:23 – The future of content marketing in Japan

44:00 – Additional insights from the survey report

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Links from Guest Appearance:

⁠LinkedIn⁠

Link to the Report

How Custom Media Wins Two Campaign Asia Awards

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