- Core elements: we create content & organize events aligned with our interests (mostly technology, strategy, data & design). Channels are there to publish and/or promote them.
- Tone: we’re truthful, open & witty. We share our honest opinions with the same language we would use in person. This means sometimes posting content that may feel uncomfortably transparent or direct.
- Audience: we’re talking to digital product experts. This means we often focus first on more senior profiles. Think CDOs, CTOs, CIOs, digital team leaders, senior engineers/designers/data analysts…
- Goals: marketing supports business and recruitment goals. With that being said, we do so by being genuine, helpful and trustworthy, not hard selling our job opportunities and services.
- Content: “No, we’re not an agency” is a good example of a post that is genuine, straight to the point (aka short) and somehow controversial, but reflects our honest opinion about the industry and who we are.
- Events: our UI/UX meetups have been very popular, bringing us several business opportunities. We started it out of frustration: we wanted an event with knowledgeable and passionate speakers that didn’t feel like an advertisement for the organizing company.
|Website||We post all of our content on the website; case studies, blog posts, events announcements, videos, reports/ebooks.||1+/week|
|Events||We organize frequent meetups (e.g. Shanghai UI/UX) and yearly conferences (e.g. UI/UX Conf).||1+/month|
|Newsletter & Social media||We post regular updates of our events and content.||WeChat: 1/week, Newsletter: 1/month, LinkedIn: 1+/week|
Planning & Tracking
If you don’t have access to the documents linked below, ask for an invitation to your colleagues in Slack.
- We track our content backlog in Dropbox Paper.
- We use a Google Spreadsheet to track our marketing KPIs per channel.
- We create a separate Dropbox Paper to plan the marketing activities for each month (posts, events, social media, newsletter…). You can see an example for December 2018.