Lauren Akabori, Author at CalAsian Chamber

Celebrating AAPI Heritage Month: Honoring Our Legacy, Building Our Future

This May, we proudly join Governor Gavin Newsom in recognizing Asian American and Pacific Islander (AAPI) Heritage Month—a time to reflect on the strength, resilience, and contributions of AAPI communities that have helped shape California’s identity, culture, and economy.

California is home to more than 6 million Californians of Asian or Pacific Islander descent, and each individual is an integral part of our state’s vibrant social fabric. From bustling cultural neighborhoods like Little Saigon and Japantown, to the thousands of AAPI-owned small businesses driving innovation and economic growth, our communities represent the heartbeat of a thriving, diverse California.

Yet, this month also reminds us of the longstanding struggles AAPI communities have endured. These aren’t just chapters in history books—they are lived experiences that continue to reverberate today. The Sacramento Asian Pacific Chamber of Commerce, California Asian Pacific Chamber of Commerce, and CalAsian Foundation stands with our communities in rejecting hate, uplifting our shared stories, and advocating for our community at all levels.

Governor Newsom’s proclamation acknowledges this complex legacy—one marked by both hardship and hope. It also highlights the power of AAPI leadership, from fighting for labor rights to creating change in education, arts, healthcare, and business. California’s transformation into a global innovation and cultural leader is directly tied to the sacrifices and contributions of AAPI individuals and families.

As two chambers and a foundation dedicated to empowering underserved small businesses and advocating for economic opportunity, we are especially moved by the proclamation’s recognition of our community’s resilience and drive. Despite historic barriers, AAPI small business owners continue to lead with creativity and determination. Our Chamber is proud to support them—not just during AAPI Heritage Month, but year-round—through programs, partnerships, and advocacy that help level the playing field.

“We proudly stand with Governor Gavin Newsom in recognizing May as Asian American and Pacific Islander Heritage Month, and each year we host our Annual AAPI Night Market in Sacramento where we bring out several AAPI-owned businesses and music artists to celebrate our community and rich heritage,” said Pat Fong Kushida, President & CEO. “We remain deeply committed to uplifting our AAPI small business owners and community leaders who are helping drive California forward—this month and every month.”

Let this month serve as a celebration of all that our communities have overcome and achieved, and a recommitment to building a future where every AAPI in California can thrive. This May and beyond, we honor the past, empower the present, and invest in the future.

by Lauren Akabori

Leading with Purpose: Lambert Hsu’s Strategic Vision for the CalAsian Chamber

Lambert Hsu, founder and CEO of Benefit Pro Insurance Services in San Diego, has worn many hats over his professional journey—engineer, entrepreneur, advocate—but today, he wears one with particular pride: Board Chair of the California Asian Pacific Chamber of Commerce (CalAsian Chamber).

His path to this leadership role was shaped by years of service and collaboration with organizations dedicated to uplifting small businesses, particularly in California’s diverse Asian American and Pacific Islander (AAPI) communities. “I believe it was 14 years ago,” Hsu recalls. “Initially I was working with the CalAsian Chamber while I was involved with the Asian Business Association of San Diego (ABASD). We did a small business expo in San Diego and worked closely with the CalAsian board and leadership. That’s when I really became exposed to the chamber’s mission.”

With over a decade of board experience, including roles as Chair of both ABASD and the San Diego Association of Health Underwriters, Hsu felt called to deepen his commitment. “It was a real honor to be asked to join the CalAsian board. I saw it as an opportunity to leverage my background and experience in association leadership, especially in such a pivotal time for small businesses.”

That sense of timing and responsibility guides his leadership today. Known in his office for being both strategic and caring, Hsu brings a blend of foresight and empathy to his role. “We’re a small business just like the clients we serve,” he explains. “So I understand the challenges firsthand—hiring, regulations, budgeting, marketing. It allows me to see the world through the eyes of the people we aim to support.”

As founder of San Diego’s largest independent benefits-only brokerage firm, Hsu’s entrepreneurial journey offers unique insight into the struggles—and triumphs—of small business ownership. “I actually majored in electrical engineering,” he says with a laugh. “But my true calling was to be an entrepreneur. I took a risk, and today Benefit Pro is a leader in the employee benefits space.”

That risk-taking spirit fuels his passion for CalAsian’s mission. “It’s really competitive for small businesses, especially against large corporations. CalAsian provides the resources and roadmap—from hiring and compliance to securing loans and contracts. Sometimes, small businesses just don’t know where to turn. We help them find their way.”

Under Hsu’s leadership, the Chamber has continued to grow its impact, particularly in times of crisis. Two initiatives stand out in his mind: the Chamber’s response during the COVID-19 pandemic and its work supporting the rollout of the Affordable Care Act. “During COVID, we worked with the federal government to promote Paycheck Protection Program loans. That outreach helped many small businesses survive the shutdown. And with the Affordable Care Act, we led a navigator program that significantly increased enrollment across California—again, showing how effective collaboration can make a real difference.”

Looking forward, Hsu is energized by the Chamber’s momentum. “CalAsian has a long history of success in execution and results. What excites me most is the chance to keep making a real impact in our communities. That’s what we’re all striving for.”

His commitment doesn’t stop with policy or programs—it extends to people. “I recognize our time here is limited,” Hsu reflects. “So any opportunity to make a difference for the next generation—whether it’s sharing experience, inspiration, or guidance—means a lot to me. They’re the ones who will carry our work even further.”

It’s a worldview shaped not only by business but by life experience. Hsu spent his early years in Okinawa, Japan, where his father worked for the U.S. State Department. “Growing up on a U.S. Air Force base with military kids, but immersed in a foreign culture—it was a special time. It taught me how to see the world from different perspectives.”

That perspective is now central to his leadership. Whether steering a company or a chamber, Lambert Hsu brings clarity, compassion, and a commitment to community—a combination that makes him the right leader at the right time for the CalAsian Chamber.

by Lauren Akabori

7 Content Marketing Mistakes to Avoid

Content marketing has plenty of benefits: It increases website traffic, qualifies leads, and brings in more customers. However, with millions of blogs, checklists, and videos competing for attention, standing out requires more than just publishing content. To maximize your efforts, here are six common content marketing mistakes to avoid, AND what you should do instead.

1. Starting Without Strategy & Research

Behind every great content marketing plan is a sound strategy. Writing a blog just for the sake of it won’t yield results. Instead, focus on understanding your target audience: their challenges, preferences, and the type of content they engage with.

What to do instead:

Identify your audience’s pain points and create content that solves their problems.
Conduct keyword research to optimize for SEO and increase visibility.
Develop a content calendar to ensure consistency and relevance.

2. Ignoring Your Customers’ Emotions

Customers make decisions based on emotions first, then justify with logic. If your content focuses only on your business’s achievements rather than addressing customer pain points, it will fail to connect.

What to do instead:

Use storytelling to create an emotional connection.
Show empathy by acknowledging customer struggles before offering solutions.
70% of emotionally engaged customers spend twice as much on brands they trust. So, build a trustful relationship with your customers.

3. Producing Low-Quality Content

Prioritizing quantity over quality can lead to content that fails to provide value, diminishing audience trust and engagement.

What to do instead:

Focus on creating high-quality, informative, and engaging content that addresses your audience's needs and questions.
Invest time in research, writing, and editing to ensure your content stands out and offers genuine value

4. Not Creating Evergreen Content

Trendy topics can generate temporary traffic, but evergreen content continues to drive engagement and leads over time. What is evergreen content? Evergreen content is content that stays relevant and interesting over time. It's not based on current events or trends, and it can continue to grow traffic over time.

What to do instead:

Create content that remains relevant, such as “How-To” guides, FAQs, and industry best practices.
Repurpose evergreen content into different formats like videos, infographics, or webinars.
75% of blog traffic comes from old posts, proving the value of evergreen content.

5. Making the Piece a Sales Pitch

Customers seek content that educates and informs—not an overt sales pitch. If your content feels too promotional, it will lose credibility and engagement.

What to do instead:

Provide actionable insights that solve customer problems.
Use a soft-sell approach by including a call-to-action (CTA) at the end.
Content marketing generates three times as many leads as traditional marketing while costing 62% less.

6. Publishing Without Promoting

Creating high-quality content is only part of the equation—if you don’t distribute it effectively, it won’t reach your audience.

What to do instead:

Share content across multiple platforms, including social media, email newsletters, and industry forums.
Use the 80-20 rule: Spend 20% of your time creating content and 80% promoting it.
Studies show that brands that distribute content strategically achieve a 13x higher ROI.

7. Not Analyzing Content Performance

Without tracking performance, you won’t know if your content strategy is effective. If you’re not measuring key metrics, you risk repeating ineffective tactics.

What to do instead:

Use tools like Google Analytics, SEMrush, or HubSpot to track engagement metrics (page views, bounce rates, social shares, and conversions).
Identify top-performing content and repurpose it into new formats.
Adjust your strategy based on data insights to optimize future content efforts.

Final Thoughts

By avoiding these common content marketing mistakes, you can create high-value, customer-focused content that builds trust, enhances engagement, and drives long-term growth. Investing in strategic, emotion-driven, evergreen content—while also analyzing and promoting it effectively—will set your business apart in today’s crowded digital landscape.

Looking for More Small Business Support?

At the California Asian Pacific Chamber of Commerce, we are committed to helping small businesses and organizations strengthen their marketing strategies and build impactful brands. As part of our 2025 objectives, we’re offering resources, workshops, and expert guidance to support your growth.

Keep an eye out for upcoming webinars and help guides designed to help business owners like you enhance their marketing efforts and reach their full potential. If you're looking for personalized support in developing your brand, reach out to us today!

Contact Lauren Akabori at lakabori@calasiancc.org to learn more.

by Lauren Akabori

How to Build a Simple Social Media Strategy for Your Small Business

Implementing a simple yet effective social media strategy can significantly enhance your small business's visibility and customer engagement. Here's a concise guide to help you get started:

Identify Your Audience

Understanding your target audience is crucial. Research where your ideal customers spend their time online. For instance, Facebook is great for community engagement, while Instagram is more suitable for visually appealing content. By knowing where to find your audience, you can tailor your messaging and content to meet their preferences effectively

Set Clear Goals

Define measurable objectives for your social media efforts. Whether you aim to increase followers, drive traffic to your website, or improve customer service, setting clear goals will give your efforts direction. Use SMART criteria—specific, measurable, achievable, relevant, and time-bound—to ensure your goals are well-defined. This will help you assess your progress and adjust your strategy as needed.

Choose the Right Platforms

Focus on social media platforms that align with your goals and audience demographics. For example, LinkedIn may be ideal for B2B companies, while TikTok might be better for businesses targeting a younger demographic. Concentrating your efforts on the right platforms will allow you to engage more effectively with your audience and optimize your resources.

Create a Content Plan

Develop a content calendar that includes a mix of content types—promotional posts, educational articles, and user-generated content—to maintain variety. This not only keeps your audience interested but also encourages them to interact with your brand. Ensure your content aligns with your brand’s voice and message while providing value to your audience.

Post at Optimal Times

Understanding when your audience is most active on social media is crucial. Use analytics to identify peak engagement times and schedule your posts accordingly. This will increase the likelihood of your content being seen and interacted with, leading to better overall performance for your social media strategy.

Engage with Your Audience

Social media is a two-way street. Respond promptly to comments, messages, and reviews to build relationships and foster a sense of community. Engaging with your audience shows that you value their input and are committed to providing excellent customer service.

Monitor and Adjust Your Strategy

Regularly review your social media analytics to assess the performance of your posts and campaigns. Platforms like Facebook Insights and Twitter Analytics offer valuable data on audience demographics and content engagement. Use this information to refine your strategy and improve your results over time.

By following these steps, you can create a manageable and effective social media strategy that aligns with your business goals and resonates with your target audience.

Tools You Can Use

Integrating social media into your marketing strategy can significantly enhance visibility, customer engagement, and sales. Here's how various platforms can benefit your small business:

Facebook

Community Building: Create a dedicated page to share updates, tips, and upcoming events, fostering a loyal community around your brand.
Targeted Advertising: Utilize Facebook's advertising tools to reach specific demographics interested in your products and services.

Instagram

Visual Storytelling: Showcase your unique products or services through high-quality images and stories, highlighting their value.
Shopping Features: Implement Instagram Shopping to allow followers to purchase products directly from your posts, streamlining the buying process.

TikTok

Engaging Content: Share short, creative videos demonstrating your products or services and how they can be helpful to resonate with a younger audience.
Live Shopping: Host live shopping events to showcase products in real-time, answer questions, and drive immediate sales.

Pinterest

Inspiration Sharing: Create boards featuring your products or services alongside ideas for use, positioning your business as a source of inspiration.
Website Traffic: Pins can link directly to your online store, driving traffic and potential sales.

Real-Time Updates: Share news about new products, events, or tips to keep your audience informed and engaged.
Customer Interaction: Engage in conversations about trends, positioning your brand as an active participant in the community.

LinkedIn

Professional Networking: Connect with other businesses, potential partners, and industry leaders to explore collaboration opportunities.
Thought Leadership: Publish articles on business practices to establish credibility and attract like-minded professionals.

General Benefits of Social Media Marketing

Increased Exposure: Approximately 83% of marketers worldwide have identified increased exposure as a key benefit of social media marketing.
Customer Insights: Platforms like Facebook and Instagram provide data to help you understand your audience's preferences and behaviors, allowing for more targeted marketing efforts.
Cost-Effective Marketing: Social media offers a cost-effective way to reach your target audience, making it an ideal tool for small businesses.

By strategically utilizing these platforms, your small business can enhance its brand presence, engage with the community, and drive sustainable growth.

Looking for More Small Business Support?

Contact Lauren Akabori at lakabori@calasiancc.org to learn more.

by Lauren Akabori

5 Simple Steps to Content Marketing Success

In today’s competitive market, content marketing remains one of the most effective ways to engage customers, build brand authority, and drive sales. But posting random content won’t get you results—you need a strategic approach. Whether you're a small business owner or a nonprofit leader, these five steps will help you master content marketing and create lasting impact.

Step 1: Define Your Target Audience

A successful content marketing strategy starts with a deep understanding of your audience. Knowing who you’re trying to reach ensures your content is relevant and valuable.

How to Identify Your Audience:

Analyze customer demographics, interests, and behaviors using tools like Google Analytics or social media insights.
Create buyer personas that outline your ideal customers’ needs, pain points, and goals.
Monitor industry trends and competitor content to see what resonates with your audience.

A well-defined audience allows you to tailor your content to their preferences, increasing engagement and conversions.

Step 2: Create High-Quality, Valuable Content

Once you understand your audience, focus on creating content that serves their needs, educates them, and builds trust.

Best Practices for Engaging Content:

Provide solutions: Address common pain points and offer actionable advice.
Use storytelling: Share customer success stories or behind-the-scenes insights to create emotional connections.
Keep it concise and clear: Use easy-to-read language and structure your content for quick consumption.
Incorporate visuals: Articles with images receive 94% more views than text-only posts.

Well-crafted content positions your business as an industry leader and a trusted resource for your audience.

Step 3: Optimize for Search Engines (SEO)

SEO helps your content rank higher in search results, making it easier for potential customers to find you.

SEO Best Practices:

Use relevant keywords: Research phrases your audience searches for using tools like Google Keyword Planner.
Optimize headlines and meta descriptions: Make them compelling and keyword-rich.
Include internal and external links: Linking to other valuable content boosts credibility and improves search rankings.
Prioritize readability: Break up text with subheadings, bullet points, and short paragraphs.

Companies that prioritize blogging and SEO generate 67% more leads than those that don’t.

Step 4: Distribute Content Strategically

Creating content is only half the battle! You need a distribution plan to ensure it reaches the right people.

Ways to Promote Your Content:

Share on social media: Platforms like LinkedIn, Instagram, and Twitter can drive traffic.
Use email marketing: Personalized email campaigns can re-engage your audience.
Repurpose content: Turn a blog post into a video, infographic, or podcast to reach different audiences.
Partner with influencers: Collaborating with industry experts can expand your reach.

A multi-channel approach ensures your content reaches your target audience wherever they spend time online.

Step 5: Measure, Analyze, and Optimize

Tracking performance metrics helps you refine your content marketing strategy and improve future results.

Key Metrics to Monitor:

Traffic: How many people are visiting your content?
Engagement: Are readers interacting with your content through shares, comments, or likes?
Conversion rate: Are visitors taking the desired action (e.g., signing up, making a purchase)?
SEO performance: Are your pages ranking higher on search engines?

Ways to Improve Results:

A/B test headlines, formats, and publishing times.
Analyze top-performing content to replicate success.
Adjust content based on audience feedback and changing trends.

Businesses that track and optimize their content marketing see 13 times higher ROI than those that don’t.

Why Content Marketing Matters

A strong content marketing strategy helps you attract and retain customers, improve brand authority, and drive more sales. By following these five steps, you can create impactful content that delivers real results.

Looking for More Small Business Support?

Contact Lauren Akabori at lakabori@calasiancc.org to learn more.

by Lauren Akabori