Technology gives readers more choices and tools to control what they want to see online so media companies must raise their game to reach their target audiences

November 25, 2019
SCMP Insights
Newspapers have long-published sponsored features in print. But in hard copy, there is no way to prove the effectiveness of the content.

With advancing technology, however, there are ways to track the success of an online story. 

We can see how many people are reading a story at a given time, how long they stay on a page and where they navigate to next. Digital publishing also allows the media company to respond in real-time. 

At SCMP, content performance is observed throughout the day on monitors placed around the office, and headlines are being modified from time to time to improve SEO. 

Often, just changing a few words can have an immediate and noticeable impact.
 
Let’s go social
Analytics generated by SCMP indicate that an increasing amount of traffic to SCMP.com has been driven by social media platforms. 

According to figures cited in a report by Reuters Institute for the Study of Journalism, titled “Journalism, Media, and Technology Trends and Predictions 2018”, Facebook accounts for 24 per cent of traffic to news publishers. 

Therefore, the publication of Morning Studio’s content is often complemented by a well-thought-out content marketing strategy, which involves eDM and social media.

The SCMP has more than 1.8 million followers on Facebook, and the Morning Studio team leverages this asset to attract readers to its branded content. Based on the campaign, the content is also marketed on other platforms such as YouTube, Instagram, LinkedIn and Twitter.

However, Morning Studio also has another ace up its sleeve. Many of its branded stories lead up to an offline event that serves as the finale of a campaign, and these different elements are strategically lined up to maximise the impact of the marketing message.

Economists are calling this era “the Asian Century”, and the SCMP is at the heart of it. As part of a news media company that is going global, Morning Studio aims to become the creative house of branded content that helps advertisers reach the most affluent audiences, not just in Hong Kong and Asia, but all over the world.