Deliver impact in your content marketing

Speakers
Bryan Choo, CEO and Chief Content Officer, TSL Media Group
Fera Rosihan-Robinson, Managing Director, The Goat Agency & GroupM Motion Entertainment
Lacey Ewin, Lead, Digital Commercial Solutions, Mediacorp

Question & Answer

What advice would you give brands which appeal to corporate customers primarily and then to individuals? How can we stay authentic and relatable whilst still informing customers about our product offerings?

[Bryan]
B2B is definitely more challenging than B2C but there are always opportunities out there. A trick to do this is to focus on the interests of your audience as opposed to your product. For example, if you have a cleaning product for offices, you can focus instead on content that attracts HR/office managers to get them noticing it. e.g a comedic POV of employee behaviour by zodiac or even inspirational/ best looking offices.

Does creating controversial content by using influencers has higher impact than creating content on the product to create the hook? What about the long-term effect?

[Bryan]
Controversial content can get great short-term views/results but we don't recommend it as it's not brand-safe. The trend is people actually prefer wholesome and positive content way more, hence even "pranks" have evolved to be more feel-good, like the UOB video we showed which is kinda that or Mr Bean or Just Kidding videos etc. We recommend working with a partner who can design a safe long-term strategy through great ideation and positivity, and you'll never have to even consider doing something controversial for short-term gains, as it just isn't worth it.

Would YouTube shorts be a better platform than IG for sports events?

[Fera]
Not necessarily – it ultimately depends on the type of sport (i.e. high intensity sports/niche sports) we are looking at and the objective of the short clip. For example for soccer or even MMA content, these types of content often have highlights that can work great on both platforms – giving both a wider reach and immediate engagement on the respective platforms.

Do you see YouTube still being relevant compared with the likes of Instagram, TikTok? Or is YouTube an afterthought after those 2 platforms.

[Lacey]
Each of these platforms have their unique strengths when it comes to content marketing. YouTube is good for longer formats, is searchable and have robust analytics. It attracts a wide range of viewers seeking different content from fun to formal. YouTube has also moved into Shorts as consumer attention span reduces as they got accustomed to Instagram and TikTok. Instagram is great for its visual storytelling and influencer culture and engagement capabilities whereas TikTok is strong in its short-form trend-driven virality, its authenticity and user-generated content. You can strategise your amplification on these channels based on your campaign goals, brand’s messaging and target audience profiles. 

Could you share practical steps or tools on how you evaluate your content (using all the data and metrics etc.) to come up with recommendations for your future content?

[Fera]
Our Methodology Using Brand.ai for Content Angle/Future Content recommendation/identification involves:
• Utilising keyword queries to initiate the process.
• Following that, we leverage on advanced machine learning algorithms within our proprietary media platform to uncover deeper insights.
• From there, we identify potential content gaps and under-utilised content angles within a brand’s niche.
• Conduct data analysis of content, sentiments, and performance metrics across various content types and topics.

Once the above is done, we would then proceed with:
 
Strategic Recommendations, where we:
• Offer strategic recommendations based on specific campaign goals and required brand voices for different target audiences.
• Provide insights on the performance of different content types that resonate with various audiences, as demonstrated during the platform demo.

Additionally, we have a data refresh on our platform that happens bi-weekly to ensure we have access to the latest trends. However, if a brand has specific publishers/creators they would like to analyse, we can work on expediting the process and incorporate these data into our platform within 3-4 business days.