Morning Studio launches new MasterClasses

May 31, 2019
SCMP Updates
A new quarterly training programme, Morning Studio MasterClass, brings in-depth training delivered by Morning Studio and SCMP gurus to cover a portfolio of content creating classes

Morning Studio's very first MasterClasses were held on May 30, 2019, at SCMP’s offices in Times Square, Causeway Bay.

Developed and delivered by Morning Studio subject matter experts, the curriculum addressed two key media areas of great interest to today’s marketers — video production and content marketing — covering a broad range of important topics.

Karrie Lam, head of sales and Morning Studio, welcomed more than 60 participants joining the training, explaining the rationale behind the new MasterClasses, which are a result of Morning Studio’s deep learnings from “co-creating a number of branded content campaigns with marketers from the airlines, hotels, fashion, art and culture, technology and finance industries”. The MasterClasses distill best practices and key insights into compact formats, with the aim to share SCMP’s findings with the broader content marketing community.

Presented by Michala Sabnani, SCMP’s branded content director, alongside Mat Booth, SCMP’s head of video, the “Debunking video myths” class covered how to optimise videos for different platforms, the best metrics for judging video success, how even “dry” topics can still make great videos, and other areas. It also destroyed video production myths such as the common belief that the shorter the video, the better, because of the limited attention span of today’s audiences. Instead, students were shown how Facebook’s algorithm actually prioritised a 9-minute video over a 50-second one, with the longer video achieving significantly more views.

In the Content Marketing class, Johnny Ng, SCMP’s marketing solutions director, and Lorraine Cushnie, board member for The Asia Content Marketing Association, discussed how to optimise a partnership with a publisher’s content studio, including determining when it is appropriate to do so, the benefits and possible disadvantages, plus the five key steps to a comprehensive content strategy. They also proposed a clear working model and package options when collaborating with publisher studios, details about the distribution of content, and tips for a successful partnership between all parties.

If you are interested in learning how Morning Studio leverages multiple media and marketing disciplines to help businesses reach their audiences efficiently and effectively, please contact us.


About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.

About Morning Studio 

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.

For further information, please contact us