Intro: Why I Chose Content Strategy

My career has moved through several different parts of marketing — from data analysis and packaging design to advertising. Later, I taught myself SEO and built my own website. Few people have gone through all these stages, and that mix has become my advantage. These experiences made me realize that content strategy is the work that connects all these skills together.

In China’s marketing industry, many brands actually need content strategy, but few people talk about it directly. This has to do with how the industry is structured — especially in recent years, when job roles have been compressed and one person is expected to handle several functions at once. In ad agencies, there’s even a Chinese term for it — 客策一体 (account-planning integration) — meaning that account managers handle both client service and strategy. I’ve worked in that environment and understand both sides of it. The process runs faster, but strategy often gets buried under execution.

The market is now at a turning point.
We live in a time of information overload, but only a small fraction of what we see truly stays with us. For a brand to stand out, its expression has to carry clarity and weight. That’s what I focus on — making brand content visible, understandable, and believable.

Posts in This Series

• Why Brands Still Need a Content Strategist When They Already Have a Brand Strategist？

You can also find my latest thoughts on LinkedIn.

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