Blog

If content is merely the tip of the iceberg, what lies beneath?

When you read an article — whether it be online or in print — do our audiences, and even our clients, truly understand all the hidden layers and processes that have occurred to bring it to fruition? Do they see the minds, hands and hearts that have touched that content asset from inception to execution? Let’s use an analogy: an iceberg. The article itself — or video, infographic, EDM, or whichever content format has been created — is simply the…

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Introducing the “Desire Ratio”: the secret to unlocking engagement in content marketing

As people, we desire things that we like, things that we want to do, things that we enjoy using, or experiences we want to have. Everyone’s different, so everyone desires different things, at different times of their lives and in different parts of the world. In every profession, people aim to make other people desire what they do, to prefer it versus what their competitors offer. Whether you’re a product designer, a florist, a chef, a realtor, a vet, partner…

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How has COVID affected the client-agency relationship?

As Lenin once said, “there are decades where nothing happens and there are weeks when decades happen”. As the recent COVID-19 challenges are reshaping all of our personal and work relationships it is time to wake up before our personal relationships start to deteriorate and our working environment becomes a zombie-infected corporate landscape that will significantly slow a potential economic recovery. The pandemic has led governments to prolong the life of many undeserving companies. Keeping this in balance will be…

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What content marketing lessons can we learn from our own media diets?

To be a content creator, it certainly helps to be an avid content consumer. As such, we’re looking at what content the IMMedia team consumes on a regular basis. How has our media diet changed during COVID? What do we consume regularly? And what content marketing lessons can we learn when we think as a consumer and not just as a creator? Mary Weaver, Head of Editorial Describe your media diet. What do you consume regularly? I’m a content junkie!…

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How to be a content editor: learn to wear many hats!

Editors are generally meant to, well, edit. As editors, we are wordsmiths. We clean-up language, check facts and ensure that the written words all flow together in a typo-free, grammatically correct, coherent narrative.   But in my current role as content editor for IMMedia, there’s that and so much more! Beyond copy editing, my role focuses primarily on project management, and in particular nurturing long-term relationships with clients and contributors. My list of tasks is diverse: crafting editorial briefs, creating…

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Top 5 content formats you should be creating now

COVID-19 has moved more consumers online and, in turn, created a larger captive audience, which has sped up the need for companies to boost their content marketing efforts. IMMedia Editor Robert Wilson outlines the top five types of content that businesses should be creating to reach their target audiences. Without in-person events or meetings, the majority of client interaction has moved online. And for the majority of people this is a situation that’s not changing anytime soon. The opportunity? It’s…

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6 important lessons I’ve learned in my working life — and how it’s made me a better content creator

Thirty years ago, I collected my first paycheck from my first job. To mark this milestone, I’m looking back at how the lessons I’ve learned since then have shaped my career as a content creator.  Lesson 1: Know your audience In 1990, aged 13 years old, I landed my first paid job: working during my six weeks of school holidays as a “Christmas casual” at a local mall. I was tasked with selling thousands of Christmas gift packs — think…

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How to differentiate your content marketing from your competitors

[HEADLINE] How to differentiate your content marketing from your competitors   [BYLINE] Richard Jones   [BODY COPY] Our innovative approach to measuring engagement helps our clients challenge common beliefs about their audiences’ interests and get the most from their content marketing budget. This case study shows how.   For one of our banking clients, IMMedia used our proprietary IMMediate platform to identify SME content preferences across five markets in South East Asia. We started by capturing and classifying engagement levels…

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The transformation of “global vs local” content marketing in the time of COVID

As the pressures on “strategic autonomy” increases all around us, do we need to revisit the “think Global act Local” approach to our Content Marketing efforts? IMMedia’s MD Peter Bakker says a digital re-think is needed on how we produce, distribute and customise our efforts — and maximise its returns. Despite the digital tsunami brought on by Covid-19, marketing budgets are under scrutiny now, more than ever before. While the Content Marketing industry is still expected to grow during 2020,…

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5 ways to create the perfect video and make it stand out online

Videos are an exciting way to showcase a particular product or service. Just look at YouTube and its more than two billion users. People love watching videos. However, it’s not always as easy to get noticed as it seems. IMMedia Editor Robert Wilson outlines five things to consider before getting behind the lens. Next time you’re on a train or in a mall, look around; you’re guaranteed to see people glued to their phones watching a video. It’s a format…

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