Food Writing Adventure

My content marketing journey for a food delivery startup

Couple weeks ago, I took a job to help my friend Susan’s developing the digital marketing strategy for her new-bought company, which is an online food delivery platform like Ubereats, but with a very specific focus on home cooks and home dishes. Most of the users on that platform are Chinese immigrants or students because it was originally built on a need of people who use Wechat to buy or sell the authentic Chinese food made by home cooks.

Over the last two years, this platform(it’s an App) has attracted a decent amount of users due to the Chinese population in Seattle but recently their growth rate has been declining significantly and it may be a signal that they have recruited most of the Chinese users in Seattle. So it’s about time to step out to meet other racial customers.

Our first step to promote our App to the non-Chinese-speaking group is to develop the marketing strategy outside of WeChat, where they have an official account and update news, articles, and promotion content frequently. But on other social media channels, for example, their Twitter, Facebook, and Instagram accounts are extremely quiet. However, to attract more users with diverse cultural backgrounds, we will have to shout out on the major social media platforms. Thus our plan is to set up a blog with all English content that they used to only post on Wechat in Mandarin. Then use social media to promote the blog actively.

I feel challenged and also excited about this opportunity that I will be able to implement a real project of digital marketing. In addition, I have more chance to practice my content creating skill, even this job will be mostly writing about food, but food writing is still writing, the fundamental skills and experience of good writing are all the same.