Working Diary 01 - What is content marketing?

June 1, 2021, was my first day of internship at Shenzhen Soocas Technology Co., Ltd. Guangzhou office, and also my first day in the professional environment. This day explained that my main responsibility is to do content marketing planning in the marketing section, and mentioned that I might assist in brand upgrading and user research.

It was the first wave of the June e-commerce shopping festival and in the afternoon the marketing department held a meeting to review the results of the first day of marketing. I was taking notes on any terminology I heard that I didn't know and asked my colleagues after the meeting what it meant. I learnt that as an employee planning and managing content marketing, I had to analyse the results from two perspectives.

The first one is from a data perspective. The most key figure is to look at the ROI (return in investment) of each marketing blog post and adjust future budget plans according to the ROI. Generally speaking, if the ROI is greater than 1.5, the company will regard it as effective and can maintain its investment budget. After the sale is over, when the customer's appetite for shopping is weak, they won't be wrong in their estimation because they don't know how much to reduce their budget.

Secondly, there is the content perspective. Whether it's a branded website or a content marketing blog post, resonating with your customers in terms of content can bring you closer to them. My manager told us that she wanted our marketing copy to tell a story and create a pain point scenario so that the customer would have a stronger sense of empathy. For example, the product I am responsible for is a hair nourishing high-speed hairdryer for women, our content could be about damaged hair after dyeing causing the hair that was intended to be dyed to look better to become even worse.

I felt very tired on my first day because I had so much new knowledge to absorb that I needed to digest it slowly. But this was my first insight into the marketing work environment.