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Hack To Start
Episode 185

Joei Chan

Content & Growth @Mention🚀 | Find my posts on @SocialMedia2day @HubSpot @B2Community

Listen to this episode on iTunes, Stitcher, & Google Music

Joei Chan is a Content Marketing Manager, at Mention, a platform for real-time media monitoring. Joei is originally from Hong Kong and moved to Paris, France for a summer to study French. She ended up staying and building a career as a Content Marketer. After starting her career in the agency world, Joei moved over to the startup side with Mention. She joined the team when they were about 30 people and beginning to transition from a small business to the enterprise market. Joei joins us to share her story, how she got into marketing and startups, how Mention’s content marketing strategy has evolved as the company has grown and shifted from a small business tool into an enterprise platform, her approach to creating content partnerships, why audience-fit is the most important factor with content, how content marketing fits into the sales funnel, and much more.

Main Objectives For This Episode

  • Learn more about how Joei got into marketing & startups
  • Learn more about what it's been like building an enterprise inbound content marketing strategy
  • Learn more about how to create Content Marketing Partnerships
  • Learn more about what it's like building a startup in Paris & New York
  • And more!

Episode Overview

Joei Chan is a Content Marketing Manager, at Mention, a platform for real-time media monitoring.

Joei is originally from Hong Kong and moved to Paris, France for a summer to study French. She ended up staying and building a career as a Content Marketer.

After starting her career in the agency world, Joei moved over to the startup side with Mention. She joined the team when they were about 30 people and beginning to transition from a small business to the enterprise market.

Joei joins us to share her story, how she got into marketing and startups, how Mention’s content marketing strategy has evolved as the company has grown and shifted from a small business tool into an enterprise platform, her approach to creating content partnerships, why audience-fit is the most important factor with content, how content marketing fits into the sales funnel, and much more.


Some Of The Questions We Ask

1:43
Can you tell us more about yourself - where are you from and what did you study?

2:14
So where did your passion for marketing and startups come from?

6:07
You joined Mention in 2016 and you’re currently a Content Marketing Manager with a specific focus on Marketing Partnerships & PR. Can you tell us more about what Mention is all about?

8:36
How you guys have changed your approach to marketing as the company’s focused evolved from small business to enterprise? Can you take us through a bit of what that’s been like?

10:51
So diving a bit deeper into that last point, which is really your focus and sweet spot since you’re role is focused on Marketing Partnership & PR - can you tell us a bit more about this is all about? Especially how you’ve been able to grow this channel over the past few years? Like if I was a startup like Mention 2 years ago, where should I start?

14:55
What are some of the lessons that you have learnt over the last two years when it comes to partnerships and content marketing efforts?

18:26
So you mentioned earlier that Mention HQ is based just outside of Paris, France - and the other office is in New York City. So what’s it like building a startup across two continents like that, and what’s the tech/startup scene in Paris like?

22:17
What tools or resources have you recently discovered and or find yourself coming back to?

24:26
Do you have any final thoughts or advice to leave us with?


Here are some of the most important links and resources mentioned throughout the show.

Twitter Handles & Websites

Joei Chan on Twitter
Joei Chan on the Web
Mention on Twitter
Mention on the Web
Tyler Copeland on Twitter
Franco Varriano on Twitter

Devices, Apps, and Books

The Daily
The Science of Social Media
The School of Life
Blinkist

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