Here is a transcript generated by of The Content Mix podcast interview with Joei Chan, director of content at 360Learning, a collaborative learning platform:

Carlota Pico 0:13
Hi everyone, and welcome back to The Content Mix. I’m Carlota Pico, your host for today’s show, and I’m excited to introduce Joei Chan, who is content director at 360 Learning, a passionate yogi, and also has over six years of experience in marketing and communications. Welcome, Joei, and thank you so much for joining us today on The Content Mix

Joei Chan 0:37
Well, thanks for having me. I’m very excited to be here today.

Carlota Pico 0:39
I’m excited as well. But before we start this interview, I heard that you’re going on a yoga retreat to Croatia soon?

Joei Chan 0:48
Yeah, well, that may or may not happen—we’re not sure, because of COVID. Everything is still up in the air. I’m supposed to leave in a week and a half, but I still haven’t got my tickets. So let’s see! Fingers crossed.

Carlota Pico 1:00
Well, I have my fingers crossed for you as well, Joei. Okay. So enough about our personal life, let’s talk about business. How did you get to where you are today?

Joei Chan 1:08
Well, I…the long story short, is I moved to Paris after I graduated from university. It was supposed to be a gap year, but I just never left. And so like, the first job that I got was like just a random job I found on Google when I just wanted like an office job that’s not in like in a restaurant or in a shop being like a server. So I just typed on Google, “English speaking jobs in Paris”, and it was like the only job that would give me an interview. And it turns out, it was like in an ad agency startup. And they were looking for like some kind of business development rep, like kind of like an SDR role that can also write a bit of content. And at that time, content marketing didn’t even exist yet. So it was just like, they wanted someone to, like, publish content on their blog and explain some, like techie concepts to developers and stuff like that. So like, it was like, completely accident like that, I fell into this content marketing world and realize that I hate sales, but I love content marketing, so then I moved on to be more specialized in this role. And then I moved from one job to another. And that’s kind of how I fell into where I am today.

Carlota Pico 2:27
Very exciting. So did you study Marketing and Communications at uni? Or is that something that you’re just good at?

Joei Chan 2:34
Not at all—I did not study marketing at all. I was an English Literature major. So I was studying Shakespeare and plays and like Comparative Literature, movies, and that kind of stuff. So I didn’t know anything about marketing and business. All of that I learned on the job, like, you know, I learned what cause like what a lead is, what is a sales process, I learned about SaaS, I didn’t know anything about the SaaS industry. I thought the tech world was only for geeks and I was never going to go there, like I was going to become actually a professor in literature that was my path—or my parents path for me. But it turns out that like being an English Lit major helps a lot to be like when you work in content marketing, because you need to write obviously, and you also need to explain like a lot of concepts in simple terms. As well as like, understanding your audience is actually a lot like understanding, like analyzing literature characters in a way—you have to analyze like, what they want, what they don’t want, what are their fears, what are their desires, so in a way, it’s like actually a super indirect marketing course that I took without knowing.

Carlota Pico 3:46
And so Joei, you’re originally from Hong Kong and now living in Paris, what was that transition like?

Joei Chan 3:53
I think that for me, it was really like an adventure. Like when I came to Paris it was kind of like that, you know, we have this cliche around what Parisian life is like and like the Eiffel Tower and like lovers and you know romantic guys and stuff like that and baguettes. So I came to Paris with a lot of that fantasy and I just wanted to live like an adventure for like a gap here. And then but then soon I kind of really got into the French culture and understood like you know that they have a quite a different view on life compared to people from Hong Kong. Like I feel that in Hong Kong people are much more workaholic and career driven and it’s very much about like, success and you know, professional success, because you know, life there is so expensive and that you know, it’s a tough life if you don’t have a good career and and stable income. And I feel like here maybe because of the Social Security support and just this socialist atmosphere that they have in France, people are much more open to like different options in life other than having like an important career. So, they would be very much into developing their hobbies, they have this “C’est la vie” that they, you know, they like to enjoy life and they have like five weeks off mandatory vacation. So like this different approach to life I find very fascinating. And also like, I find it’s a much better work-life balance. So even though I work in a high hypergrowth tech startup, that is like quite stressful at times, I know that I can get five weeks off when I want, that I may be going to a yoga retreat for two weeks and a will be like my way to balance out the pressure and the stress from life. So I really quite enjoyed this way of living it.

Carlota Pico 5:46
Okay, looking back on that move, do you have any advice or tips for young professionals who are also looking to perhaps take their career to France?

Joei Chan 5:58
Yeah, I would say not specific to friends, but like, whenever you’re thinking of moving to another country and and start a life there, you really have to be open to doing things that you haven’t thought of. Like, I’ve never thought of working in business development in a in an ad agency, would you just have to say yes to the different opportunities that may be presented to you and make the most out of that. And for me, that’s kind of how I found my career. Like, if I didn’t say yes to that job that seemed random in the beginning, I would never have found content marketing. And so like, you just have to be more open and kind of let go of what you might have established back home. Because you may have like, a degree that’s from a prestigious university, but no one has heard of in this new country and no one cares what you’ve done before, so you kind of have to be more open to building up like a whole new foundation and life for yourself in this country. And obviously, like networking and meeting people like most of my jobs, after the first one I found through referral, and it was through like friends of friends or professional network that, you know, introduce me to the next job. So like people and your relationships is really what will help you when you’re in a in a new environment building a life for yourself.

Carlota Pico 7:18
Oh, gosh, it makes me want to go on an adventure! What major experiences have shaped you as a marketing professional?

Joei Chan 7:28
Wow, I think that well, before coming to Paris, I’ve worked a bit in a publishing house. So I think that, you know, the editing skills, attention to detail and learning how to write really clean, proper content has, you know, been my foundation of like, you know, in any career really, like, you know, great communication skills will get you ahead, basically. So I think that was was an important experience that helped me working as an SDR, like a sales development rep, also helped me a lot as a marketer, because in the end, the goal of marketing is really, to help sales easier, like to help make it easier for people to sell basically. So having that understanding, knowing how to talk to prospects, or how to deal with objections, and what salespeople really need to face in their day to day will help you as a marketer to know how you can help them best. And maybe like living as an expat in a foreign country also helps me because that helps you develop empathy and understanding of different cultures and be more open minded, and that’s always useful in marketing, like, to be open to different ideas, and just experimenting, and not thinking that there’s one way to do things.

Carlota Pico 8:52
Yeah, I can completely agree, Joei, I come from a very heavy sales background and that, being able to understand sales has made me a lot better at marketing, because I understand why I’m doing something, what the final objective is, what the final goal is much more than just how to communicate with a client. I understand why I need to communicate with the client from a sales point of view. And I think that’s essential when it comes to a marketing role. Well, okay, lets zoom into some of your favorite content projects that you’ve loved that you’d love to date. So why did those projects stand out in your career? What made them special? What were some of the results that you achieved?

Joei Chan 9:37
So there was this really recent project that we started, when I joined 360 Learning six months ago. It was this video series called “Onboarding Joei.” And it’s exactly what the name is. So it’s basically a documentary, a docu series, of my onboarding over 90 days, so I had a video crew like follow me, my every day, starting this new job going into the office and tackling the first week, week two, week three, setting my goals, how I get budget, like really going through the whole first 90 days of my of my new job and like it was completely unscripted, it was completely, like real events, real things, real people happening. And that was like a super special experience for me personally and professionally. The goal of it was really like it was a brand awareness campaign to like, you know, just get some buzz going for our company, but also like to talk to our target audience, which is mainly like HR and people development teams. And onboarding is one of like one of the big topics for them. And we thought like, there’s a lot actually, that goes on behind the scenes, when someone starts a new job, it’s so much more than just offer letter and then you start going and then that’s it. You know, there’s a lot of emotional things going on. There’s a lot of people, relationships, and so we want to show that like emotional side of the story. And it turns out, like, in the beginning, I was a bit skeptical. I was like, okay, maybe no one will be interested, perhaps my like five people will be watching, including my parents. But it turns out like there were like thousands of people watching, there were like so many people reaching out to me on LinkedIn and saying, I saw this like really cool project that you’re working on, their friends, and colleagues from a longtime ago that I haven’t spoken to, for years reaching out to me and saying, like, you know, they’ve seen this series, and they’re happy for me, and they thought that, you know, they resonate with my story or stuff like that. And I’ve got PR stuff and podcast interviews like this one that came about because of this series. Yeah, and so that was like one of my proudest and most interesting project to date, I think.

Carlota Pico 12:04
I love that I want a camera crew following me on my everyday. It’s like a reality TV show brought into your office!

Joei Chan 12:13
Exactly. That’s exactly that. We called it the “B2B reality TV.” So like the first ever b2b reality TV!

Carlota Pico 12:20
So intead of “Meet the Kardashians” it’s “Meet Joey!

Joei Chan 12:24
Exactly. And I feel for the Kardashians, it’s actually quite stressful having a TV, like a video crew following you around, because then you always have to worry about how you look, what you’re saying, are you sounding smart? Or you know, watching your every move, and that you can’t fail because there’s like, a lot of steaks, you know?

Carlota Pico 12:43

Joei Chan 12:44
So yeah, but it was super fun. And I think that we learned a lot from that experience.

Carlota Pico 12:49
Okay, are you gonna be doing like a follow up to that?

Joei Chan 12:54
A lot of people have asked, and we have asked ourselves, and we have some ideas, nothing is set in stone yet. It’s a bit trickier because of COVID. We had actually a lot of video projects that we were going to launch but because of COVID, we had to like call them off or suspend them for the moment. So we can’t really say if we can do a follow up, but we really would like to.

Carlota Pico 13:18
Okay, Joei well, that is such an exciting story. But for our audience who isn’t familiar with 360 Learning, what is it? What’s your thirty second elevator pitch?

Joei Chan 13:28
Right, so 360 Learning is a learning platform that combines friendly collaborative tools with the power of an LMS, a learning management system. So we empower LND teams to drive culture and grow through collaborative learning. So you know, a lot of times these learning and development teams are asked to support learning across the company. But they often lack like subject matter expertise. They, like you know, they’re learning team, but they don’t know what sells people need to, like rock their demos. So they need to be able to pull in these subject matter experts internally and deliver the right content to the right employee when it’s needed the most. So our platform, learning platform, is really like allowing them to do this in a collaborative learning way.

Carlota Pico 14:15
Okay, Joei, so in one of your earlier responses, you mentioned COVID-19, which is the most hated word at the moment! I feel like none of us have been able to find a positive side to COVID-19. How has the global health pandemic damaged shaken up your professional world?

Joei Chan 14:35
Yeah, I think that obviously, we are affected in the way that we can’t go in the office anymore. There are plans that needs to be cancelled. I was actually in the middle of a business trip in New York. We were supposed to go to an event in San Francisco. It was SaaStr Annual, and we had to cancel the trip because it was the beginning of March when the US was going to like lockdown the whole country. So like events canceled, business trips canceled. But in terms of business COVID-19 actually, in a way has helped propel like some digitalization of a lot of companies. So the fact that companies are forced to go remote has increased the demand for online training. So people are seeing that, you know, they need ways to be able to train employees, even though they’re all at home, they need things to be digitalized. So business has actually been going better. So in terms of like my team, for example, we’re doubling down on the marketing plan on growth, investing more in content. I’m going to be hiring three people actually in the coming months. So in a way, like, you know, there is some good that came up from the bed.

Carlota Pico 15:53
Yeah, will those new hires be in Europe, or everywhere?

Joei Chan 15:58
So we’re hiring remotely today, just because we don’t see the point of restricting that anymore. But those, one of those hires, will be dedicated to the French market, because until today, my focus since joining is to grow our US presence and our US market. But because we are a French company based in France, we want to be taking care of content over here as well and making sure that the French market is taken care of. So one of those hires will be focused on French content.

Carlota Pico 16:30
Joei, funny that you mentioned new hires, because I was actually reading a post the other day by Gary Vee, and he was saying that it’s much more important to hire according to qualities that that person can offer versus skills, because you can train yourself in new tools, you can acquire that type of education, but qualities, you’re kind of just born with certain qualities, or you acquire qualities throughout your different experiences, right? So for everybody who’s listening into this podcast today, what type of qualities would you look for in those new hires?

Joei Chan 17:07
For me, the most important is like personality wise, that person needs to be really eager to learn, as you said, skills can be acquired, can be learned. So that attitude to learning and growth is really important to me, especially as like a learning platform. So we really, like emphasize this continuous learning in all employees. And I think that we talk a lot about skills being like, you know, obsolete in a few years time, because like, you know, new tools require new skills. So you really need to have that constant, continuous learning mentality to excel in any job, and especially in this role that I’m looking for. Because you know, the market changes all the time and our needs change all the time, so if I hire someone who can do x and can’t do a,b,c then tomorrow, I’m going to have to fire them when the changes change. So I would say, a learning mentality is the most important. And also, just like, I would say that they would need to be analytical and data driven, just because that is something that is kind of a weakness for me, I think. Sometimes when you’re hiring a team, you’re also thinking about the complementary skills, and so I want to hire someone who can do things that I’m not so good at. And for me, like, I’m more a creative, artistic person and I know that marketing needs to be data driven, to a certain extent. So I want to have that added quality that I do not have myself or as strongly. So yeah, I would say that those two things are what I would be looking for in terms of qualities, the most.

Carlota Pico 18:51
Okay, excellent. Well, moving into 360 Learning. From a marketing point of view, where are you communicating to?

Joei Chan 18:59
Yeah, so we’re talking to learning and development teams, or people development teams. So often, they sit under the bigger HR umbrella. So really like any teams that are in charge of training programs, and development programs in the company.

Carlota Pico 19:15
Joei, funny that you said big companies and HR teams, because I actually I was on Facebook yesterday, and I was reading a news article—funny enough that I would get news from Facebook, but anyways, that’s a different topic—that was saying that Google is actually launching their own educational programs, and Amazon has as well. So what competitive advantages does 360 Learning offer to its clients or potential clients?

Joei Chan 19:41
Right, so basically, what we offer is a SaaS platform. So like a learning platform where you can host any learning content. And so in a way, like we don’t think that it’s like…not really competitive to any like learning content that other third parties are creating, like LinkedIn Learning, a lot of our clients are also leveraging their content. So it’s really like we provide a platform for our clients to host their content. Sometimes that content can be from third parties, can be for like from Google and Amazon or LinkedIn. And we can do integrations with those third party content, tools—content materials. But what we really want to provide is an easy way for clients to create content with their teams. So then like that content can be extremely relevant and basically customized to their needs. Because Amazon or LinkedIn or Google are not going to know what like how you sell or how you use Salesforce or how you use HubSpot. So you definitely have your own expertise internally, that will be special to you. And you need to share that expertise with the rest of your company. And that’s why we like have this collaborative learning platform, which is basically a way for you to co create learning content with your teams that is special and customized to you. And then you can integrate it with other content that may be just more general, like if you want to teach people about marketing basics, and LinkedIn has an amazing course that gives you that and you don’t have to create content yourself. So fine, you can just host that on our platform. And then you can track the engagement rate. So you can we have like also a feedback and forum where people can engage with each other. So then it’s not just like you watching a video on YouTube, and then no one is talking to you. And you, you don’t know how well or how much they like that content. So from a learning team’s perspective, you can really like have this overview, one place to manage all your learning programs, whether it’s content from yourself, or whether it’s content from outside, you can manage all that with analytics and all that. So that’s really what we offer, as you know, as a, you know, comparative advantage.

Carlota Pico 22:01
Yeah, so it’s like a hub, right?

Joei Chan 22:03
Yeah, it’s like a learning platform tool. So you can host things, you can create content, like a blog post, almost like WordPress, you know. You just create a course modules, you can add videos, and then you ship that content to your team. And you can manage, like and evaluate how well they are responding to it, how many people attended the course, they review whether it’s relevant, useful, or they don’t get it, you know, they can give you feedback. And anyone can help create and improve that course over time. Because, you know, a lot of the times, you know, a lot of problems, challenges, we hear from learning teams, it’s that content gets outdated quickly, and it takes a long time to create it, and then evaluate whether it was useful. And oh, shit, it’s like actually outdated, and it takes six months to redo the whole process, you know? But you know, with an easy authoring tool, you can just edit the content that’s outdated, change the content and then update it, like a blog post—you would update a blog post, you know? So this, you know, really speeds up that process and makes it much easier for you to ship relevant content at the time that it’s needed, especially now, during COVID. There might be like new problems that, “Oh, I need to teach the whole team how to use this new remote tool, and I need to ship it in the next week. Otherwise, no one is working for them for the next month!” You know, so you have this, you know, really timely and time sensitive need in terms of training, and you need to be able to do that quickly. And so that’s what we provide our clients, you know.

Carlota Pico 22:03
That’s so interesting, which leads me to gamification. Do you have like any way to incentivize team members to actually use a platform?

Joei Chan 23:42
Yeah, so that’s a big term within the learning industry like “gamified learning experience.” And there are a few features I would say that is really geared towards making learning more fun and more interactive. So we have like, you know, these badges that learners will earn when they like, interact with people. So if you like talk, or maybe if you contributed in the forum, you get a few points, if you give feedback to the core, you get a few points, and then you earn these badges. And you have this portal where you can see like, oh, you’re like now a champion in sharing feedback or like, Oh, you created a course. So you’re now like an a subject matter expertise! So we have these things that would kind of encourage people to give them a bit more incentive to share. But overall, I think it’s more important for your company to foster this learning culture and encourage each other to keep learning and foster this peer learning culture. Then like just a few features here and there that may or may not be creating lasting impact.

Carlota Pico 24:49
Okay, as a content expert, what are a few golden rules for creating and managing compelling content for multiple markets, Joei?

Joei Chan 25:01
So I wouldn’t say that I’ve cracked the code. I think that a lot of times are when we’re thinking about creating content from multiple markets, we’re thinking about translation. And from my experience, localization is really much more than just translating content. And obviously, you know, there’s the cultural difference, there are jokes you can’t translate and nuances. But even like bigger than that, there’s also like a completely different market fit. So your company likely have started in these different markets in different times. For example, for us, we are a leader in France, and we have like a lot of already brand awareness and established a brand in the market. And so we don’t need as much brand awareness content in France compared to the US where we’re just starting out, and we’re trying to break into a very crowded market. So you need like much more like top of the funnel content to just get your word out there. And so I think even in the conception level, you have to think of content in a different way when you creating those pieces, because you have different business goals. And so in the end, I think that you really need to be thinking about it on a business level, and not from a content translation and localization level when you’re creating content for different markets.

Carlota Pico 26:28
Okay, and did you learn that through your sales experience in your former roles—that way of thinking—because it is quite a set mentality?

Joei Chan 26:35
Yeah, I think it’s definitely a sales mentality and thinking of marketing. Like, I think when you come from a sales background, you think of marketing in a much more utility angle, as in how is this serving my business goals, rather than I have to write five blog posts every month and tweet 20 times! And and then the content becomes just an end and not a means to a bigger end, you know? And, yeah, I think working in companies where we have multiple target markets, has helped me think about content in this way. So, yeah.

Carlota Pico 27:12
Do you have any tips or tricks for repurposing content?

Joei Chan 27:18
I think that we, content marketers are probably familiar with this, like “turkey slicing” idea where you have this huge piece of content, and you slice them into smaller pieces. And I think that’s, like, pretty straightforward. And nowadays, like that turkey slicing, has kind of evolved into maybe like that, traditionally, that turkey would be like a huge white paper on like, a research piece, but now that like, because of all this multimedia content that we’re creating, that turkey can actually be a podcast, you know, like this, or video series like “Onboarding Joei.” And then you would be like, reverse engineering it into creating like a an E-book, from a podcast, or from a video series. Like for us, we have that documentary series, which is very brand awareness-y. And then we’re repurposing that into a an E-book actually about our own onboarding process that is way down the funnel, like it’s much more closer to our products, then the docu series. But because like we created that demand for like learning about onboarding, we can then talk more about what we do as a platform and what we can do a bit down the funnel, and then creating an E-book from that series. So you can actually go like, from, you know, top of the funnel to bottom of the funnel, like you can go both ways, in terms of repurposing. And I would say, my advice is to not get ahead of yourself and try to create too many pieces of content, just for the sake of it, because it’s easy to be like, “Oh, actually, I can create an infographic from this, I can create a blog post, I can create many different things.” And and be like, super hyper and think I can turn out these 20 pieces easily. But then the end, you need to keep asking, “Do I really need this infographic from this podcast episode?” How is this serving me? And do you have a plan to promote it?” Because in the end, if you don’t have a plan to promote those extra pieces of content, there’s just more content sitting there that’s not serving you and just creating like, too much junk to dilute your more powerful pieces.

Carlota Pico 29:28
Absolutely, Joei. So what about tools? What tools do you use to measure the performance of your content?

Joei Chan 29:36
Nothing too fancy, actually, I use Google Analytics and Ahrefs. Mostly, those two tools for analyzing, you know, just traffic and SEO performance. We also use Marketo to track leads and our website team also uses Crazy Egg to measure like, you know how people are looking at our our web page in the heat maps and see where people are clicking and stuff.

Carlota Pico 30:03
Okay, excellent. Now as somebody who lives and breathes content marketing campaigns every day, what have been some of your favorite campaigns during COVID-19 times and why?

Joei Chan 30:16
This one is not specific to COVID-19. But there was a campaign that Gong launched recently around their Series D Funding. So they raised like 200 million recently, and they did a video where they basically took like real voices of their customers saying that they’re amazed by their product. So like saying, “Wow, this is amazing. This is so beautiful. I want to marry you!” like real customers, saying, “wow moments.” And using that as a way to say, thank you for your support so far, and these are real, say, words from our customers, because they’re like a sales call recording tool, like a revenue intelligence tool, they call it. Basically, they record sales calls and then analyze the different sales calls for salespeople. And they’re using their own tool, eating their own dog food, and then doing this video to announce their funding and saying we now we have 200 million more reasons to say wow. And I find that just like it’s just super smart, because they’re using their own product perfectly. They’re creating this like fun announcement around fundraising, which is usually super boring and PR and confrenc-y. Like, we raise new funds! Like so what? Nobody cares. But they found a way to make it fun. And they use our own products. And they created a buzz around the content community because content marketers are amazed by how they use social proof in such a smart way. So yeah, I thought that was a campaign that I find interesting.

Carlota Pico 31:55
I love that example. It made me laugh. Do you know which campaign I really admired lately? Do you know Innocent Drinks?

Joei Chan 32:04
Yeah, I like them. Yeah, like a little like, smiling in the bottle. Yeah.

Carlota Pico 32:09
Yeah. So they actually set up this campaign all across London of like, a human interaction moments. And it’s like, “Remember this?” and people were sharing a drink without masks. And then like, “Remember this?” and it was people in a cinema watching a movie again, without a mask. And underneath it, it was Innocent Drinks. It didn’t really have anything to do with Innocent Drinks, but it was just brand awareness, and I thought it was so it was really engaging. It’s all across London, across different billboards across the city. And I thought it was like, pretty clever.

Joei Chan 32:42
Yeah, yeah becuse you associate this like feeling of like, “Oh, yeah, we missed that, those times” with the brands and then you create like this, you know, proximity to the brand. Yeah, that’s important.

Carlota Pico 32:53
And I think it’s so important to tap into people’s emotions.

Joei Chan 32:57
Yeah, hundred percent. Emotions is what works best and what speaks universally to anyone, basically.

Carlota Pico 33:06
Definitely. Okay. Well, we are coming towards the end of this section. Before we wrap up, Joei, if you could do anything in this world, would it still be marketing?

Joei Chan 33:19
Well, my dream is to have my own yoga studio/coffee shop. But I think I’ll always be doing some form of marketing, because even if I’m a yoga teacher, or like a coffee shop owner, I’ll still need to do marketing. And as you said, it’s about like, bringing people together through like emotions and understanding what people desire and need. And I think that in a way, marketing is just a way of communicating with people and bring people together. So I think, yeah, I will still be doing marketing in one way or another.

Carlota Pico 33:54
Excellent. Okay, well, moving into our next section. It’s a rapid fire set of questions. So basically, your recommendations for audience. To get this section set up, I’d like to ask you about your source of inspiration. So who do you admire—professional role model or influencer?

Joei Chan 34:09
So this might be a bit outside of the marketing world but an influencer that I read a lot on and watch a lot of her videos is woman called Gabby Bernstein. So she’s actually like an inspirational, spiritual speaker and author. And she writes a lot about like, how to believe in yourself and just, you know, also believe in the support that you know, the universe will guide you if you know where you’re going. Like I find it very inspirational and she also does, meditations and stuff that you know, helped me relax and not get too stressed out into the day to day of work.

Carlota Pico 34:51
I love that. I’m going to have to follow her as well. Sounds fantastic!

Joei Chan 34:54
Yeah, definitely.

Carlota Pico 34:56
What about a book of community, a group, an event that you find to be particularly valuable?

Joei Chan 35:05
Yeah, so Jimmy Daly has a content marketing career group—growth community. So it’s like a Slack group that he has invited a lot of content marketers to join. He also has a website called, I think. So it’s just really like a resource for content marketers. And this is something that I think has been missing in the industry, like a lot of people don’t understand content marketing, or fell into the career like I did, and don’t have like a path to follow or to grow. And so yeah, I recommend checking out Jimmy Daly’s SuperPath Community.

Carlota Pico 35:46
Okay, so I’m gonna throw a curveball at you, Joei. Could you define content marketing for us, in your own words?

Joei Chan 35:56
If I have to explain content marketing to like, my grandma, I would say that it’s making things sound better and simpler than it is. That’s kind of what I do on a daily basis. It’s…I make, like complex ideas, or like, sometimes not so sexy things sound simpler and better than it is, so then people can understand and be interested to learn more.

Carlota Pico 36:27
Alright, thank you. And to finish up our interview, what’s your favorite app at the moment? And why I have a feeling it might have something to do with yoga?

Joei Chan 36:40
Yeah, well, it is, it’s kind of related to yoga. So my favorite app at the moment is The Deliciously Ella app. So it’s actually like a blogger, or like, well, now it’s more like a business owner. So it’s like a healthy food brand. So there’s a lot of food recipes. There’s also meditation and yoga in the app. It’s like 99 cents per month. So I recommend people checking out it. Yeah, it advocates healthy eating, cooking and healthy living through meditation and yoga. So…

Carlota Pico 37:13
Excellent. Well, Joei, thank you so much for joining us on The Content Mix. It was awesome to learn about 360 Learning about your journey in Paris, and also about yoga.

Joei Chan 37:24
Thank you for having me. I hope everybody found it useful or helpful. Yeah, talk to you soon!

Carlota Pico 37:31
Yeah, definitely! And to everybody listening in today, thank you for joining us on The Content Mix. For more perspectives on the content marketing industry in Europe, check out The Content Mix. We’ll be releasing interviews just like this one every day, so keep on tuning in. Thanks again, have a fantastic day, and I’ll see you next time. Bye!

Joei Chan 37:52

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