How did you get started with content creation and how has your career progressed?

My journey as a writer began in university. I was majoring in Political Science, and had made up my mind midway through that I had absolutely no intention of doing any work in the public sector. I weighed my options, and realized that what I enjoyed most about my studies was actually writing essays (said no one ever, right?)

So I started looking for opportunities to write anything for anyone. It was really an experiment to see if I'd be able to earn money through writing, and I ended up landing a gig that paid me - wait for it - $5 per 500-word blog post (more about that story here). I didn't care, I was so happy that I could actually get paid for doing something I loved!

My writing career took off like a rocket after that. I took a slightly different track than most freelance writers might, and sought out content marketing positions instead. Back then, it was a relatively new field, especially in Singapore, so demand was growing slowly but surely. I landed a job as a content marketer at an early-stage startup while in my last year of university, but unfortunately they decided not to pursue the idea a few months in. Thankfully, the founder was kind enough to introduce me to the managing editor of a fast-growing tech publication called Tech in Asia, and I was accepted as a tech journalist covering Singapore's startup scene. Eventually, I moved on to become an editor overseeing the Southeast Asian region.

With a solid background in tech, I've been fortunate to write for tons of startups across the world since then. Recently, I decided to go all-in and start my own content production studio, With Content, where I work with a small, talented team of writers and designers to produce content for companies in the tech industry.

How do you kick off research for a localized project?

It is absolutely crucial to talk to local industry experts from the get-go. They have a wealth of experience in the space your project is in, and can give you a better idea of what the nuances and trends are.

I usually back that knowledge up with clips from local publications covering the industry in question, as well as any research that has been done by think tanks or research labs. While input from industry experts can veer towards being anecdotal, this research will provide the facts and figures that will make your final output as credible as possible.

How do you remain culturally aware and on top of industry trends?

This shouldn't be a problem for writers, but my advice is always to read, read, read.

Add your favorite industry publications to Feedly. Save interesting articles to Pocket. Add industry experts and top executives to Twitter lists - and if possible, have a chat with them at industry events as well.

How do you make sure that your content sounds as authentic as possible within the region(s) you're targeting?

Again, this boils down to having a well-rounded understanding of the local industry in question. And this can only come about by talking to the relevant people on the ground, and staying abreast with the local news and media. It's really, really important to ground your content in the local context, and not judge it based on your own "native" understanding.

How do you reduce complexity to ensure your writing is digestible?

We have three strict editorial guidelines that we adhere to, regardless of the client we're writing for. Good web writing needs to be:

1. Scannable. This means short paragraphs: minimizing unnecessary words, and keeping to one topic per paragraph. This also means lots of headers and lists to break up your content.

2. Relatable. Always ELI5 (Explain Like I’m 5), and avoid jargon where possible. Content should be also written in an easy-to-read, conversational style - a good way to achieve this is by putting yourself in the reader’s shoes, and using the same words and phrases that they do.

3. Credible. Try to mention and quote experts in the space where relevant, and insert data and statistics to back up your points. Also important: link, link, and link to any references you make.

What drives successful content in each target market?

Successful content always addresses the problems of each target market satisfactorily. It doesn't mean that every piece has to be a lengthy how-to guide. Even inspirational or listicle articles can address issues, each in their own way. But writers should approach each piece with a clear goal in mind - that is, tackling a specific issue - and deliver on that well.

Do you think it's crucial for brands to regionalize their style guidelines?

Certainly. Every region has their own terminology and way of thinking that need to be accounted for when creating content for them.

What’s next in your career?

Starting my own content production studio was a huge leap forward for me. We've been profitable from day one, and I've been satisfied keeping it at a level where our team members are happy, from pay to workload. So this will likely be my focus for the coming years, unless I get enticed by an editorial or content marketing position at a large company - I've worked for startups mostly, and would love to get some enterprise-level experience eventually.

Don't forget to check out Daniel's Skyword portfolio, website, and Twitter!