Content Marketing: Strategy & Execution Panel



“Content is king” said by Bill Gates around 20 years ago. We have seen many traditional marketing and branding methods are not working anymore. However, the content marketing is not in the list. In fact, it becomes more and more important.

This Panel talk event was specifically designed for startup or small size companies. The host invited 4 successful startup founders to share their content marketing experience with us. 

When I am in BIC program and working for startup company, I am always thinking about “what is the most sustainable branding and marketing strategy?” since small companies don’t have sufficient marketing resources and budget to join the marketing / advertising competition. Content marketing might be one of the answers.


Three main takeaways from the panel talk:

1. Consumer Journey
Based on the consumer journey theory that professor Brian & Zontee introduced in the class, we know modern consumers take more time on the consideration phase since they are available to search the reviews online, compare the price and google all the details of product and service. It’s not easy to convert new consumers to purchase / action phase in the digital age. One of the speaker mentioned “content marketing can be the solution for the longer sales cycle.” Maybe the longer consideration period could be the threat. On the other hand, it also could be the opportunity. It means modern consumers care about the values and experience rather than just simple exposure. Brands and companies should focus on their values, and communicate with consumers by rich content and campaign.

2. Sustainable Values
Continuously creating valuable content is hard, but it is worth to invest our time and effort. Why? Because all the content can be accumulated online. From informative blog post, high quality creative works to meaningful brand campaign, all the great content can be accumulated, and keep converting new consumers to do our desired actions. The traditional way to do ad or campaign is focus on the exposure and short term conversion. But from the modern SEO or branding perspective, the sustainable way is focus on the “value”. I always remember professor Scott taught us in the brand strategy class: “The future of branding is about empowering people’s life.” When we invest our time and effort on the valuable content, it will benefit our target consumers. Ultimately, those consumers will trust the brand and do the desired actions as a return. 

3. What is content
After this panel event, I have not only learned useful knowledge of content marketing. The most important thing is I realized (It might be far from the business definition of content marketing) that content marketing is an attitude. It is about we decide to create a win-win environment with our targets to provide value and meet the needs from both sides. It’s the attitude that we always thinking about what can I give before what we can get. As a brand strategist, the insight and strategy is not enough just meet the opportunity that we found from research. We have to ask ourselves: how can we empower and benefit our target. 

Jason Tai
1/18/2018


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