How can you make the best use of videos for different platforms and what are the five key steps to a comprehensive content strategy?
Morning Studio's first MasterClass was held on May 30, 2019, at SCMP’s offices in Times Square, Causeway Bay.
The training, developed and delivered by Morning Studio experts, addressed two key media areas attracting great interest among today’s marketers – video production and content marketing – and covered a range of important topics.
Karrie Lam, head of sales and Morning Studio, welcomed more than 60 participants to the MasterClass and said the training has been developed using Morning Studio’s expertise gained from “co-creating a number of branded content campaigns with marketers from the airlines, hotels, fashion, art and culture, technology and finance industries”.
The MasterClass programme distills best practices and key insights into compact formats, which can be shared with the broader content marketing community.
The “Debunking video myths” training, presented by Michala Sabnani
, SCMP’s branded content director, and Mat Booth, SCMP’s head of video, focused on areas such as how to make the best use of videos for different platforms, the best metrics for judging video success and how even “dry” topics can still make great videos.
It also exposed the falseness of video production myths, such as the common belief that, because of the limited attention span of today’s audiences, the shorter the video, the better it is. Participants were shown how Facebook’s algorithm actually prioritised a nine-minute video, which attracted significantly more views than one lasting only 50 seconds.
The “Content Marketing” training, presented by Johnny Ng
, SCMP’s marketing solutions director, and Lorraine Cushnie, board member for the Asia Content Marketing Association, explained how to optimise a partnership with a publisher’s content studio, such as the benefits and possible disadvantages, plus the five key steps to a comprehensive content strategy.
It also outlined a clear working model and package options when collaborating with publisher studios, details about content distribution and tips to ensure a successful partnership.