A framework for B2B marketing moonshots
May 12, 2026
A framework for B2B marketing moonshots
Moonshots are hugely difficult, highly creative, innovative projects with audacious goals. Those aren’t the typical words you’d use to describe…
Introducing the B.L.A.C.K. Framework for whitepaper development
You’re preparing your content strategy for the year and you add a whitepaper or two. Hold it. Think: ☑️ Are…
Stop publishing educational content on your B2B blog
November 28, 2025
Stop publishing educational content on your B2B blog
Yes, you should still educate. No, not on your blog. Educational content has a place — but your company blog…
7 Southeast Asia newsletters to follow as a B2B marketer
Much of what I know about content marketing comes from the West. Gurus like Rand Fishkin or Ryan Law are…
Content marketing in a recession: Real talk
April 28, 2025
Content marketing in a recession: Real talk
Singapore’s leaders have been clear: they “cannot rule out” a recession this year, and the US tariffs will impact growth.…
Kill your darlings and smash your siloes: advice from an ex-Bytedance, ex-TiA content marketer
March 25, 2025
Kill your darlings and smash your siloes: advice from an ex-Bytedance, ex-TiA content marketer
Two European detectives walk down a street in Hukou County, China. A crowd follows them, pointing and laughing and heckling.…
Use These Emotional Hooks to Create Compelling B2B Content
January 24, 2025
Use These Emotional Hooks to Create Compelling B2B Content
It’s funny how little we consider emotion in B2B marketing, when it pervades almost every other aspect of our daily…
The Woke Salaryman on creating “echo-chamber-busting” content
January 10, 2025
The Woke Salaryman on creating “echo-chamber-busting” content
“We want to create ‘echo-chamber-busting’ content, if you will,” says He Ruiming, who founded personal finance content powerhouse The Woke…
Contradictions in the life of a content marketer: 4 lessons learned from Ming Feng, ex-Head of Seedly
October 25, 2024
Contradictions in the life of a content marketer: 4 lessons learned from Ming Feng, ex-Head of Seedly
Content marketers are masters of contradiction. You take everything you know about traditional marketing and throw it out the window.…
4 Content Marketing Frameworks I Wish I Knew When I Was Starting Out
Do you ever feel like you’re pulling threads out of thin air when you come up with content marketing ideas?…
25 Questions to Help C-Suites Publish Content
August 17, 2024
25 Questions to Help C-Suites Publish Content
A huge headache for B2B marketers is getting their company’s C-suites and subject-matter experts (SMEs) invested in content. C-suite executives…
What Nasi Lemak and Creative Marketing Have in Common
Don't cry over ideas and spilled milk Legend has it that nasi lemak was invented when a girl named Seri…