In this week’s Content Questionnaire, we asked Steve Yuen, a marketing specialist with Zipcar to share his insights on the digital marketing world. Here are his answers:
Q: What is your biggest marketing fear?
Coming off sounding too sales oriented or in poor taste.
Q: What brands do you have a marketing crush on?
Travel sites are doing great work in content right now, specifically TripAdvisor and AirBnB. The North Face does a great job at relevant blogging. Overall, Denny’s is my favorite brand right now. Denny’s took a giant risk re-inventing its brand voice on social media and it seems to be paying off.
Q: Which results make you happiest?
I love to see engagement. Any time I can get a consumer to join in on the conversation, I feel like I’ve done a good job.
Q: What marketing skill would you most like to have?
A better understanding of design software would always be helpful for a marketer.
Q: What do you consider your greatest content marketing achievement (to date)?
The launch of the ZipcarU Twitter handle. We were able to create an edgier brand voice (within Zipcar) to cater to the 18-24 demographic. It’s been a blast seeing what works, what doesn’t and how far we can push the limits.
Q: What personal trait are you always trying to improve?
I think it’s important to work well across departments. Other teams hold a stake in the work I do, and it’s important to understand their point of view before making decisions.
Q: Do you think your office environment reflects your brand?
Absolutely. We work in a fast-paced, highly collaborative environment at Zipcar. Everyone here is always willing and able to contribute something of value.
Q: What’s your brand’s most valuable asset?
Our members over everything else.
Q: What is your favorite part of the workday?
Anytime I can brainstorm within a group. Whether it’s a new partnership or a new campaign- it’s always fun to start with a blank slate and throw crazy ideas around. I’ve seen so many great creative concepts come out of brainstorms.
Q: If you were a type of content, what would you be?
An encyclopedia – the OG of all content.
Q: What is the quality you like best in other brands?
Q: What’s the quality you like least in other brands?
A buttoned-up, corporate approach toward customer service.
Q: What’s one social media trend that you wish would die out?
Customer complaints via social media. But we’re all guilty of it at some point, aren’t we? 😉