A Marketer's Story

Soyeon is a marketing specialist with eight years of experience at Google. She is an expert in scaling marketing campaigns across the region and maximising the impact in the market by working cross functionally. In this issue of The Singapore Marketer, we managed to hear from Soyeon, as she speaks about her viewpoints on gearing up Content Marketing strategies in optimising brand performance.

- Soyeon Kim

Regional Lead, Marketing Insights and Content Strategy Google

Tell us what your job entails at Google?

As the editor in chief for Think with Google APAC, my responsibilities revolve around content strategy development, marketing research as well as content creation and curation.

To empower APAC businesses adopt and excel in digital marketing, I have to think about how Google can help them engage with the target audience in the most effective way. Since there are many countries in APAC region with different cultural traits, I work closely with marketers in each Google offices to bring locally relevant content to the markets.

Furthermore, I also work closely with cross-functional teams such as sales and research team for developing marketing insights. I design and oversee research to study consumer behaviors and analyse Google’s data to discover new industry trend.

Regarding content creation and curation, my team decides the topic and focus areas for each month and quarter, and we work with content contributors from inside and outside of Google to produce content with actionable insights. This is to help marketers integrate digital channels into their marketing mix in an easy and effective way.

How has content marketing changed in recent years? What do brands have to do differently now that they didn’t need to before?

Digital channels have changed the way brands engage with their customers. Via social network services and messengers, customers can now speak to you on what they think about your product or service and talk to others about your brand. So, it is important for the success of marketing to provide the content your customers want, in a way they want it. Here are three points to incorporate into your content marketing strategy.