The Friday Morning #126: Touching and Converting Content with Hoang Minh Hanh
Hoai Trinh
On a vibrant morning, Tubudd’s weekly The Friday Morning series welcomed its 126th session, a captivating exploration into the art and science of creating content that not only captures attention but also converts hearts and minds.
On a vibrant morning, Tubudd’s weekly The Friday Morning series welcomed its 126th session, a captivating exploration into the art and science of creating content that not only captures attention but also converts hearts and minds. The star of the session was Ms. Hoang Minh Hanh, CEO of T.A Content Production, a seasoned communication and marketing expert with over 15 years of experience shaping brands and narratives. Her talk, titled Touching & Converting Content, was a masterclass in crafting stories that resonate deeply and drive meaningful action. Held on August 29, 2025, this session left the Tubudd team and attendees buzzing with inspiration, practical insights, and a renewed perspective on the power of content.
A Fresh Perspective on Content Creation
A Fresh Perspective on Content Creation
From the moment Ms. Hanh stepped into the room, her energy was electric. With a blend of warmth, wit, and razor-sharp expertise, she dismantled conventional notions of content creation, urging the audience to rethink their approach. “Content isn’t just a tool to sell,it’s a bridge to connect with people,” she began, setting the tone for a session that was as philosophical as it was actionable. Her approach wasn’t about chasing trends or algorithms but about building authentic connections that linger long after the content is consumed.
Ms. Hanh’s core message revolved around the idea that impactful content starts with understanding the audience on a human level. “You can’t touch someone’s heart if you don’t know what makes it beat,” she said, emphasizing the importance of empathy in storytelling. Whether crafting a social media post, a blog, or a marketing campaign, she stressed that content must reflect a deep understanding of the audience’s desires, pain points, and aspirations. This philosophy aligns with Tubudd’s mission to create human-centric experiences, making her insights particularly resonant for the team.
Redefining the Content Creation Process
Redefining the Content Creation Process
One of the session’s most thought-provoking moments came when Ms. Hanh challenged the traditional timeline of content creation. “Most brands make a product, then think about how to market it. That’s backward,” she argued. Instead, she advocated for content to be woven into the product development process from the very beginning. By involving storytelling early, brands can craft narratives that feel organic, not forced, and align seamlessly with their audience’s values.
She illustrated this with an example from her own experience at T.A Content Production. When working with a travel startup, her team didn’t wait for the product,a cultural tour package,to be finalized before crafting its story. Instead, they collaborated with the product team to highlight the emotional journey of travelers, focusing on the joy of discovery and connection with local cultures. The result? A campaign that didn’t just sell tours but invited customers into a story they wanted to live. This approach, she explained, transforms content from a mere marketing tactic into a core pillar of brand identity.
Beyond Virality: Content That Touches the Heart
Beyond Virality: Content That Touches the Heart
In an era obsessed with viral moments and fleeting social media trends, Ms. Hanh’s perspective was refreshingly grounded. “Going viral is great, but it’s not the goal,” she said. “The goal is to touch something real in your audience.” She shared a compelling case study from a recent campaign for a local Vietnamese brand. Instead of chasing flashy visuals or clickbait headlines, her team focused on a simple, heartfelt story about a family-owned business overcoming challenges to preserve their craft. The campaign resonated deeply, not because it was loud, but because it spoke to universal values of resilience and heritage.
This approach mirrors the ethos of Tubudd’s The Friday Morning series, where authenticity and human connection take center stage. Ms. Hanh’s emphasis on “touching the heart” echoed the philosophy of Omotenashi, a Japanese concept of selfless hospitality explored in a previous The Friday Morning session (#35, April 12, 2024), where genuine care creates memorable experiences. Her insights reminded attendees that content, like hospitality, thrives when it prioritizes the audience’s emotional journey over superficial metrics.
The Human Behind the Conversion
Another key takeaway was Ms. Hanh’s focus on the human element behind every conversion. “Behind every click, purchase, or share is a person with a story,” she said. “Your job is to understand their pain points and show them you care.” She broke down the process of creating converting content into three steps: listen, empathize, and act. Listening involves researching your audience’s needs through surveys, social media interactions, or even casual conversations. Empathizing means crafting messages that acknowledge their struggles or dreams. Acting requires delivering solutions,whether through a product, service, or story,that feel personal and relevant.
She shared a practical example from a campaign for a Vietnamese e-commerce platform. By analyzing customer feedback, her team discovered that shoppers felt overwhelmed by choice. Instead of pushing aggressive sales tactics, they created content that simplified the shopping experience, offering curated guides and relatable testimonials. The result was a 20% increase in conversions, proving that empathy drives results. This aligns with Vietnam’s growing digital marketing landscape, where data-driven strategies are boosting engagement.
Practical Tips for Content Creators
Ms. Hanh didn’t just inspire,she equipped attendees with actionable strategies. Here are some of her top tips:
Start with Why: Before writing, ask why your audience should care. Frame your content around their needs, not your product’s features.
Keep It Human: Avoid jargon and overly polished language. Speak as you would to a friend, with clarity and warmth.
Test and Learn: Experiment with small content batches, analyze performance, and refine. Data is your ally, but don’t let it drown your creativity.
Story Over Sales: People remember stories, not ads. Weave narratives that evoke emotion, whether it’s joy, nostalgia, or hope.
Consistency Builds Trust: Regular, authentic content,whether daily posts or weekly blogs,creates familiarity and loyalty.
These tips resonated with Tubudd’s team, particularly those working on the Local Buddy service, where storytelling is key to connecting travelers with authentic Vietnamese experiences. Her advice to “keep it human” echoed the ethos of The Friday Morning #119 (April 17, 2025), where emotional engagement was highlighted as a cornerstone of effective marketing.
A Session That Resonated
What made Ms. Hanh’s session stand out was her ability to blend strategic insight with genuine passion. She didn’t just lecture; she sparked conversations, encouraging attendees to share their own content challenges. One team member reflected, “I used to focus on keywords and clicks, but Hanh showed me how to make content feel like a conversation.” Another noted, “Her energy made me rethink how I approach my audience, it’s about connection, not just conversion.”
Her sincerity and practical approach left a lasting impact, aligning perfectly with Tubudd’s mission to create meaningful, human-centric experiences. As Vietnam’s digital marketing scene continues to evolve, with ad spend projected to grow significantly, Ms. Hanh’s insights offer a timeless reminder that authenticity remains the heart of effective content.
The Friday Morning #126 was a powerful addition to Tubudd’s weekly series, which continues to inspire and educate through thought-provoking sessions. From exploring cultural concepts like Omotenashi to mastering marketing strategies, The Friday Morning remains a cornerstone of Tubudd’s commitment to learning and growth. Ms. Hanh’s session reminded us that content isn’t just about words or visuals, it’s about creating moments that touch lives and inspire action.
As we move forward in 2025, Tubudd invites you to stay tuned for more The Friday Morning sessions, where we’ll continue to explore innovative ideas, share expert insights, and celebrate the stories that shape our community. Whether you’re a content creator, a traveler, or simply curious, there’s always something new to learn. Follow The Friday Morning on Tubudd’s blog and social media for weekly doses of inspiration, and join us to discover how small ideas can spark big impact. Let’s keep the conversation going, see you at the next session!
