Discovery Networks diversifying brand with localised, short-form content

Posted on Friday 12th of May by Jo Cook

Discovery Networks Asia Pacific has revealed that it is shifting its focus to shorter forms of content as it looks to transition from its long-standing position as a traditional video enterprise. In a new interview with global media platform The Drum, Discovery said that its new batch of bite-sized content has received a “very strong reaction from the community.”

Discovery is synonymous with satellite and cable channels, which have been the home for its unique selection of factual and lifestyle programming during the last three decades. However, the shift in content consumption habits in recent years due to the rise of mobile has driven a need to diversify its platforms.

Arthur Bastings, Discovery Networks Asia Pacific’s Managing Director and President, said that its new short-form digital content brand, Tan Ba, was launched to engage with younger audiences and is part of Discovery’s goal to become a maker organisation, which will … Continued

Brands are generally unsatisfied with in-house content

Posted on Monday 6th of March by amy

Brands that focus on in-house content creation are generally unsatisfied with the results and are struggling to identify and invest in content that could transform their business. These are findings from the recent Social Media Week in New York, where the latest trends were discussed in content marketing sessions.

The question of whether brands are spending too much on the wrong content is a hot topic for marketers in 2017 and Noah Brier, CEO of social media marketing enterprise Percolate, claimed that “everyone” is currently trying to determine just how much content is the right amount and how to balance this with budget constraints and the use of creative partners.

One theme that emerged is that brands are not overly enthusiastic about their output when publishing in-house content. This dovetails with recent reports, such as a study from B2B software services company Clutch, which showed that in-house content marketers are … Continued

Marketers planning to create more original content

Posted on Thursday 16th of February by amy

Content marketers are planning to create more original content and optimise their blog posts, news and videos for multi-device access in order to improve campaigns, according to a new in-depth study from research enterprise Clutch. Nine out of ten respondents said that the amount of content that they create is “important.”

Clutch polled 300 expert content marketers to get a better idea of how the discipline dovetails with search engine optimisation (SEO). It found that the two practices are intrinsically linked, as 79 per cent of marketers said that they use content primarily to improve brand visibility on Google and other search engines, while 21 per cent focus their efforts on lead generation.

“As far as SEO goes, without content, there are no rankings, and there is no opportunity to appear in results,” Rand Fishkin, the founder of SEO software company Moz, noted in the report. “[Content marketing … Continued

Topical content drives video consumption on Twitter

Posted on Tuesday 14th of February by Chris Lee


The use of topical content and text and subtitles to draw viewers’ attention are two of the main drivers for boosting brand performance for video on Twitter. The social media platform has released a new guide based on research to inform marketers and advertisers about the power of creative and targeted brand clips.

Twitter collaborated with Omnicom Media Group (OMG) to test 17 brands across a variety of markets using neuroscience techniques to track the brain activity of users clicking through content on their timelines. In a blog post detailing the results, Twitter Agency Research Manager Lisa Cowie revealed that these techniques were used to generate emotional responses, which are linked closely with personal relevance and purchase intent.

“The Twitter video study highlighted the power of a personally relevant medium like Twitter as a means of driving strong engagement with video content,” said Heather Andrew, CEO of consumer neuroscience … Continued

Product reviews popular with all generations on YouTube

Posted on Monday 13th of February by aimee

A new study by Influenster has examined the generational differences in video consumption to help content marketers optimise their campaign budgets and resources more efficiently. It found that younger viewers are much more likely to use YouTube every day, and their consumption habits are skewed towards unboxing and haul clips.

Influenster surveyed almost 8,500 people to determine how Gen X, Gen Y and Gen Z consume content and which platforms they gravitate towards when doing so. It is no surprise to see YouTube leading the way for video viewing, but the platform is particularly popular with Gen Z: 70 per cent said that they visit the site daily compared to just 35 per cent of Gen X.

Gen X, which is generally defined as those born between 1965 and 1980, are very keen on how-to videos, as 71 per cent said that they consume this content type. Additionally, 64 … Continued

Content marketers lukewarm to virtual reality

Posted on Thursday 9th of February by dave

Virtual reality (VR) has yet to take off in content marketing terms, according to a new report published by Yes Lifecycle Marketing, which showed that just eight per cent of brands are using VR in their ad campaigns. More than a third also revealed that they are either not planning to leverage VR or still have reservations about the computer-generated simulation tech.

At present, VR has also not caught the imagination of the general public, as a separate report by Forrester Research found that 42 per cent of digitally connected adults in the US don’t even know about VR headsets, while 46 per cent cannot envisage using the tech during their daily lives.

The fact that marketers are still lukewarm to VR suggests that the majority are doubling down on return on investment and being more pragmatic with their choices of tech and channels to optimise their campaigns effectively. … Continued

The best way to present your blog

Posted on Monday 24th of October by amy

If you want your blog to be successful, you will have to think about presentation. A strong layout, a regular posting schedule and carefully timed post promotion can be just as important as the quality of the posts themselves. 

How internet users take in information

From the moment that a user loads your blog, you have eight seconds to get their attention. The average user will only read for that length of time before deciding whether or not to continue. This means that the layout of the page has to make it easy for them to plunge straight in. A snappy headline should be followed by a subheader that elaborates on the central idea, or by a short introductory block of text. This should be treated as a sales pitch for the text that follows, tempting them to read more. 



Breaking up the text

Studies have found … Continued

Content conversion must fit the audience

Posted on Thursday 20th of October by shaun

Writers of online content know the challenges of creating conversions. For writers who produce content for profit-driven websites, this process can be even harder.

SEO expert Nikolay Stoyanov posits that content writers must understand the buyer’s intent in order to create effective articles. He outlines several ways to provide more effective content for websites.

First, articles will have a bigger impact on conversions if the content matches the purpose of the website. In other words, the articles must be connected to products or services being sold on the site. Most customers come to a website for a specific reason, and if those customers find unrelated content, then they may move on to another site.

Stoyanov next advises using honest reviews of the products and services on offer. If a product has flaws or is not the best on the market, then writers should not say that the product is perfect. … Continued

Using emotional appeal for blogging success

Blogging: giving your content emotional appeal

Posted on Monday 17th of October by shaun

You’ve got a blog up and running on your site, you’re making it topical, you’re making it useful, but your traffic still isn’t picking up and your conversion figures are static. What’s going wrong? The first question that you need to ask is: are you making your readers care?

Marketing is at its most powerful when it appeals to the emotions. If you want visitors to engage with your site, you’re going to have to give them an emotional reason to make that connection. Blogging is a great way to do this, but if you want it to be successful, you’ll need to learn which emotions get results and how to appeal to them.

Why focus on emotion?

A blog that appeals to readers’ emotions has two key functions:

Building trust – visitors become more likely to buy. Building value – visitors become more likely to share.

If these functions … Continued