Thailand's Yell Advertising leans into the many faces of content to create meaningful brand experiences

The team at Yell on the versatility of content creation

by India Fizer , AdForum

Yell Bangkok
Bangkok, Thailand
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Parichaya Mahakkapong
Senior Strategic Planner Yell Advertising

Phitchayut Chaodeekornphan
Digital Content Creator Yell Advertising

In our increasingly digital world, it can be difficult to know which trends and technologies are a good fit for your audience or brand. Yell Advertising's Digital Content Creator, Phitchayut Chaodeekornphan, and Senior Strategic Planner, Parichaya Mahakkapong, weigh in on flexibility, the power of insight, and branding in content creation.


Content is the bridge between you and your audience. How do you anticipate and then integrate the right topics for your audience while maintaining a consistent brand voice?

Before aiming to effectively create any content works, it’s crucial that you clearly understand the brand’s objectives and missions, whether they would like to increase sales, create brand awareness or even want more engagements from their target. You must understand the brand’s characteristics and how it communicates so that we have a clear communication concept. Additionally, we also need to learn the brand’s target audiences and comprehend their insight related to the brand’s products or services to know what they are looking for and create relevant content served to the consumers while maintaining your brand voice.


What role does branding play in content marketing?

Branding is roughly a concept that is laid to be one of the factors in determining content execution to communicate under the brand’s objectives. It makes all brand content consistent with a clear identity, shaping the way target audiences perceive this kind of content comes from our brand.


Not everything can be advertised the same way, which can require a different approach across clients. How does content affect the way something is marketed and how do you pivot to treat this? 

It is the job of the content to turn the marketing strategy into something more tangible, easily accessible for the audience and good content will also deliver the result relevant to the plan. It is undeniable that we cannot advertise all things the same way even with the same objectives, there are other factors that differ from brand to brand. To effectively create different approaches for different clients, it is therefore a must to adjust our mindset not to stick to the past results, be open to unfamiliar tactics, changing from fixed mindset to growth mindset to accommodate new and different challenges, as well as be able to respond to different tasks.


Without giving away your secrets, what are some things that are integral to your internal checklist when creating content?

First, we have to deeply understand the brand’s objectives to know exactly what our content goal for this brand is and how to be the brand representative. The content must be creatively relevant to the target audience since these are the people we want to communicate with. Moreover, we must clearly know what benefit our target audience will receive from the content whether it is to entertain, to educate, etc. Content creators must know what purpose the content is made for, and what results are expected. 


How do you strategize for the way audiences will want to interact with content in virtual realities, Web 3.0, and the metaverse? To what extent do you involve influencers and consumers in creating the brand narrative?

These are the buzzwords that are most talked about this year. Yet, only a few people really understand what they are, and can access these platforms. If you want to create content on these channels, and persuade people to interact with it, first of all, you need to understand the consumer experience and expectations. Thus, doing content through these platforms may not only be for sales goals, but also for creating new experiences and brand awareness to the audience, that could probably extend to be a part of your brand’s storytelling as well.

In addition, device experience is another factor we need to consider as some virtual adventurers are new to these simulated worlds, not being familiar with the technologies. Unless our target groups can reach the virtual experience authentically, it could mean that we chose the wrong execution.