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.
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.
