Content Marketing Rockstars: The How To Adult Team
One of the most daunting phases of life would probably be the time when one graduates from school and slowly makes the transition into adulthood. In this week’s Content Marketing Rockstars, we meet a group of final year students who decided to make life easier for those in this transitional phase.
To do that, they started How To Adult: An educational platform aimed at helping young Singaporean adults transition into adulthood by equipping them with adulthood skills to fulfil their financial, career, family and household responsibilities.
1. Why Content Marketing?
It’s the way of the future. Being Millennials ourselves, we fully understand the Millennial mindset – they
dislike being preached to and dislike looking at content that is heavily branded. They enjoy captivating
visuals and content, presented without unnecessary clutter, that is relevant and useful to them.
Many young adults in Singapore think of adulthood and immediately dread the responsibilities that they
have to assume, such as paying the bills and taking care of their aging parents.
Most turn to the internet for its wealth of information but are, more often than not, stumped by the amount of information that hits them. They’re lost because information is often not updated and they have to navigate through a countless number of sites just to get the information they want.
As an objective and comprehensive platform, How To Adult wants to reach out to our fellow Millennials
friends to let them know that “Hey! We’re all figuring this adulthood thing together”.
Being Millennials ourselves, we fully understand the Millennial mindset – they dislike being preached to and dislike looking at content that is heavily branded. They enjoy captivating visuals and content, presented without unnecessary clutter, that is relevant and useful to them.
2. How did you get started with Content Marketing?
At How To Adult, we put our target audience’s needs and wants at the forefront of our campaign.
Through our research, we collated a list of topics and skills that they requested for and worked on our
first articles from there. We also understood the need to stand out from other content marketing
websites and hence, created something that is both hyper-local and relevant to our target audience. This
means having a range of both ‘serious’ and ‘lifestyle’ topics, from managing finances to ways to properly
slice a fish.
As a team, we came up with goals that we wanted to achieve for each of our posts and ensured that we
worked towards them. Our content calendar also reflected significant events happening in Singapore
(i.e. the BTO exercise in February, Valentine’s’ Day, Budget Speech 2018), which ensured that we stayed
relevant and hyper-local as well.
3. Content Marketing requires lots of inspiration, how do you stay inspired?
Inspiration can be found anywhere and everywhere – as cliche as it is. The beauty of How To Adult is
that we’re around to cover as many topics as possible, which in turn, doesn’t limit us in terms of creating the content and getting inspired.
Apart from our regular research for hyper-local content, we constantly put ourselves in the shoes of our
readers and ask questions that we ourselves, would want answers to. Thankfully, our readers have been
very engaging on our social media platforms – so they’ll let us know what they want as well. With the
constant engagement from our readers and the positive feedback we’ve been receiving, it really pushes
us to keep our content relevant and helpful for them too!
4. What are some valuable insights you would give to businesses/organisations that are starting up or have been struggling with Content Marketing?
Think out of the box! We’ve gathered that people don’t enjoy brands hard-selling products or information
to them, and don’t enjoy reading content that is long-winded and irrelevant either – find that middle
ground for your content marketing strategy. Always envision yourself in your consumers’ shoes, and stay
relevant with changing times.
5. What do you think is the future of Content Marketing?
In our opinion, the days of tapping on influencers to extend the reach of content marketing is over
(kinda). Millennials and the generation after are increasingly more discerning and they no longer believe
everything put out on the Internet.
In the future, we think the paradigm of Content Marketing will take on a different shape with authenticity
forefronting the scene. Consumers are looking for authentic, relevant, educational and informational
content – in a nutshell, they are looking for content that can help them make decisions.
6. Besides Content Marketing, what are you passionate about?
Apart from Content Marketing, we are passionate about ideating. As a team, we enjoy bouncing creative
ideas off each other and coming up with new ways to present our content. We also like to study local
and global trends to create relevant content, visuals and videos to appeal to our readers.
Apart from the above, we all enjoy good food, travelling and a good night’s rest!
7. Give us an elevator pitch of your business?
Howtoadult.sg curates content that is hyperlocal and relevant for young working adults in Singapore. We
aim to be the comprehensive starting point for young working adults as they transition into adulthood.