How I Do It
A funnel-centred approach to digital marketing
Most marketing feels like a stranger handing you a flyer. The approach I use is more reliable than any framework: understand people well enough to build them something that feels like it was made just for them.
This methodology covers everything I do from copywriting to digital marketing, social media, and digital product creation. Six pillars. Each one building on the last.
I start with a conversation. Whether the output is a website, a content strategy, a social presence, or a digital product, the words have to come from somewhere honest about you and what you are building.
I ask questions that might feel out of place in a marketing meeting. I listen for the moments where your voice changes. I look for the detail that arrives with a small pause, because that detail usually shapes everything that follows.
The Daun Penh Group brief arrived as floor plans and square footage. What came out of it was a story about cultural preservation - about giving Khmer arts a home that was also a destination.
I get specific, I go niche. And I map three layers of what your audience is carrying: Needs (the practical gap), Wants (the emotional pull), and Hungers (the deeper thing they might not say out loud).
That picture shapes more than the copy. It tells you which platforms are worth your time, how people are searching, what format holds their attention, and what kind of lead magnet will actually work. Channel choices follow from audience understanding, not the other way around.
For Confidential Real Estate Development, the 2am investor thought had nothing to do with the development itself. It was about whether a frontier market was worth the risk. Once I understood that, the whole approach fell into place.
Really good market research is one of my favorite parts of the process. Article deep dives, using reserch engnes to the max, and even reading the forums where your audience talks when they think no one is watching, paying close attention to the words they reach for when they are being honest with themselves.
Those words feed into everything: the copy, the social calendar, the hooks for paid campaigns, the titles of digital products. When the language starts from the audience, it lands differently.
For Dorsu, the research meant understanding how Cambodian consumers think about ethical fashion in their own cultural context. The product pages were all written from scratch for the local reader, rather than being adapted from a global eco themed template.
A real digital presence is a set of channels that reinforce each other: web copy built for search, social content that earns trust over time, email that keeps working for the people already paying attention, and digital products that bring in income without your direct involvement every time.
I plan out which platforms make sense for your specific audience, what a sustainable posting rhythm actually looks like, how your Google visibility gets built through SEO and local search, and where a well-made lead magnet fits into the picture. Your email list matters because it belongs to you, not to any platform.
Business Class ASAP had strong positioning and almost no online presence. We built the channel strategy, the social accounts, and the content plan from the ground up, making sure every platform sounded like the same brand.
Website copy and landing pages. Social content series. Email sequences. Ebooks, guides, and digital courses that show your audience what you actually know. The format changes depending on what the strategy calls for, but the standard stays the same.
I write by hand first, always. The human draft exists before anything else does. After that, I use AI the way I use a good editor - for polish, not for thinking. The structure, the voice, the ideas: those come from a person. Your audience can tell the difference.
For Vedic Psychology Institute, every piece went through one question before it left my desk: is this clear without being shallow? That line is harder to walk than it sounds.
After launch when your new site, campaign, content series, or digital product is live, we look at what the numbers are saying. Open rates. Search rankings.Lets get analytical and see where people drop off. What social content earns engagement versus just reach.
I read those results with you, make the call on what to change, and keep things moving. Adjusting based on evidence is not a sign the original plan failed. It is just how good work gets made.
TechFlow came in as a Webflow agency. Through several rounds of work across positioning, copy, and strategy, we moved them toward an identity built around design-led digital product development - one that was not tied to any single tool or platform.
Good Morning Cambodia sits across three things at once - a podcast, an investment portal, and a cultural guide. Most platforms like this default to financial language. We went the other direction: lead with genuine curiosity about Cambodia, and let that curiosity do the conversion work.
My job was to find the positioning that made GMC feel different from a standard opportunity deck. The angle we landed on was access. Decades on the ground. Conversations with the people actually building things. A perspective you can't get from a prospectus.
During this period I also worked as spokesperson for PSTC and the UPTIME Academy, across both Thailand and Cambodia.
This is the project people ask me about most: how do you get recommended by ChatGPT? Generative Engine Optimization is writing structured to be picked up, summarized, and cited by AI tools when someone asks a relevant question.
For Akalah, I ran a full SEO audit and built out a GEO approach that helped them show up as a credible source in their category. Writing that is clear, specific, and well-organized for humans turns out to work the same way for models.
Clients came in directly through AI search. It is still early for this kind of work, which is part of what made it worth doing.
I was commissioned to conduct tourism research and strategic content development for Cambodia's Ministry of Tourism, focused on U.S. outbound travel.
The research covered traveler demographics, spending patterns, destination preferences, and service gaps. The findings pointed to concrete opportunities in marketing framing, cultural storytelling, and visitor services.
The work was formally recognized with an award for supporting tourism development. His Excellency HUOT Hak thanked me personally for my efforts to promote Cambodia through market research and international outreach.
TechFlow came in positioned as a Webflow agency - a description that was already limiting and would only get more so. I helped shift the positioning toward design-led digital product development, then built the keyword structure and internal linking to match.
When your positioning is clear, it shows up in search too. A site that knows what it is gets read correctly by Google, not just by humans.
Writing for investors is different from most marketing work. The reader is paying close attention to anything that glosses over the hard parts. You have to earn the right to make a case before you start making it.
I developed messaging across hospitality, tourism, and real estate investment - taking the complexity of the masterplan and turning it into language that held together across presentations and web copy. The aim was a reader who finished feeling genuinely informed, not sold to.
Dorsu is a sustainable fashion brand in Cambodia selling to a local market that international templates were not built for. The research phase was the core of the job: understanding how Cambodian consumers actually think about ethical fashion, in their own cultural context.
I rewrote the product pages from scratch, optimized for local SEO, and built in Khmer language support. Copy that sounds like it was written somewhere else has a limited shelf life in this market. The goal was writing that belonged here.
The brief arrived as a blueprint - floor plans, facility lists, projected square footage. What it needed was a reason to exist in the minds of the people it was meant to serve.
Underneath the project was an answer to something Phnom Penh had been quietly working out: where does Khmer culture live in a city moving this fast? That question shaped everything. Each facility got its own story, explained in terms of the people who would actually use it.
Vedic psychology draws on ancient philosophy and applies it to how people understand themselves today. The audience was open and curious but largely unfamiliar with the tradition. Every piece had to work as an introduction without feeling like it was talking down.
Getting that tone right is harder than it sounds. Alongside the writing, I developed the keyword structure and handled technical SEO.
Writing for a luxury audience means skipping the feature list. These readers assume quality. What they are looking for is whether the brand actually understands how they think and what they expect.
I refined the web copy, wrote for the blog, and launched their Instagram, Facebook, and TikTok from scratch. The goal was that someone who found them on TikTok and then visited the website would feel like they'd landed in the same world, just from a different direction.
The writing I do is shaped by a life that has put me in front of a lot of different kinds of people, in a lot of different situations. That range shows up in the work.
The longest-running charity theatre group in Cambodia, founded in 1992. Every show raises money for local causes. I acted, co-starred, wrote original plays, directed, produced, and eventually joined the committee as Head of Marketing.
Standing in front of a live audience teaches you something about timing that is hard to learn any other way. You know within seconds whether something landed, and you adjust. That reflex carries into the writing.
One of my original productions was a comedy called 'That Would Never Happen', starring Monja McKay. Writing a joke is one thing. Watching whether it works in a room full of people is another entirely. Headlines are not so different.
Out of the Phnom Penh Players grew a stand-up comedy scene in Siem Reap. Stand-up and copywriting share the same problem: a very short window to earn someone's full attention, and if you lose it, they're gone.
The structure of a good joke and the structure of a good headline are closer than most people think. Both need a setup and a payoff, and the payoff has to feel like it was always coming, even if no one saw it.
Getting on stage regularly also changes how you handle things not working. In a creative profession, that shift matters. You stop treating failure as a verdict and start treating it as information.
ICIDO is an orphanage and English school operating in Takeo province, serving children who need both a safe place and a future. I fundraised for the organization and volunteered as an English teacher with the kids directly.
Teaching children in a rural Cambodian province puts you inside the culture in a way that no research project ever could. Understanding Cambodia deeply has made me a better writer for every Cambodian brand I've worked with since: Dorsu, Confidential Real Estate Development, Ministry of Tourism, Daun Penh.
I joined AFIS as a Grade 1 teacher. Within six months I was Head of Admissions. The school needed enrolments: a Facebook presence that wasn't working and families who didn't know enough about what was on offer.
For parents choosing a school, the decision is never purely rational. It's about trust, belonging, whether their child will be seen. The Facebook content I produced spoke to that directly.
In the first year, the marketing effort brought in $22,000 in enrolments. A school in need of students found them. The writing was just the bridge.
What It Looks Like To Work With Me
Everything I make is built around the specific thing you are doing, for the specific people you are trying to reach. I do not work from templates.
When we work together you get the thinking behind the words, not just the words. The research. The strategic decisions. Someone who treats your results as a shared concern rather than a file to hand over and move on from.
I work best with coaches, founders, and creators who have something worth saying and want to say it clearly.