Isentia acquires China Newswire to push news amplification services

China Newswire was acquired by Isentia in January 2017 to better deliver and amplify the news for clients around the world. China Newswire’s database now brings Isentia’s database of journalist, key online influencers, and media in China to over 50,000! The service at China Newswire has been running for many years and has serviced top hospitality, financial, technology, and marketing firms expand their online visibility in China through press... continue reading

Why you should never assume your audience is ready to buy

What do today’s B2B customers want? Research reveals that 88% of B2B marketers have used content marketing to reach their target audience this year, but only 30% rate their efforts as effective. So what is lacking in the approach of 70% of these marketers? There is no doubt that the B2B marketplace is more crowded than ever, and it is getting increasingly difficult to cut through the noise and engage your target audience with quality content.... continue reading

How public relations will strengthen your content marketing

Despite still being relatively new to the marketing world, content marketing has grown to become the norm for a lot of organisations. By now we know that content marketing is more than just content production. There’s strategy to help inform what we produce, and why we produce it. Our audience team makes sure our content reaches and engages with the right people. We use analytics to monitor and report on the published content so we can further... continue reading

Welcome to the new look Mediaportal – built for clients, by clients

For communication professionals – whether in a company, agency or freelancing – time is of the essence. They’re pressed for it, trying to get ahead of it, and always running out of it. But with an unrelenting news cycle to contend with it has become a business imperative to always be connected to the media, no matter what day or time, and be swift with a response. This is where we come in. For more than a decade Isentia’s media intelligence... continue reading

Content with ROI: How one Wechat article made a brand $1M in 36 hours

No one’s immune to the charms of great content. We’ve all been there: How many of us can say we’ve never been tempted to splurge on something we didn’t strictly need because the content made it so appealing? What if there were fewer barriers between content and checkout, so you didn’t have time to think twice and delay the gratification of an impulse purchase? Maybe you’d now be $2000 poorer and the proud owner of a DJI Mavic drone. That Youtube... continue reading

China’s Internet user reaches 731 million, equals the entire population of Europe

According to a statement by China Internet Network Information Centre (CNNIC) released at the end of January 2017, China’s online population reached 731 million, up 6.2% from the end of December 2015. There are now more Chinese netizens than the entire population of Europe. Not only does China have the world’s largest online population - 53.2% of Chinese people are online – it also has the highest average global internet penetration... continue reading

The changing face of communications

The passing of notes in school was always fraught with danger, but was the most effective way to getting a timely (although rarely important) message to a peer. Unfortunately, it’s not that simple for an organisation. Communications is changing and more challenging, and there are a few key aspects we need to be aware of to have success in finding our voice in 2017. The speed of dissemination Whether it was a nightly ritual in front of the 6... continue reading

King Content stays ahead of the field with multiple awards

King Content, an Isentia company, continued its run as the most successful content agency globally at two international industry-wide events, winning gold at the Content Marketing Association Awards in London for best distribution strategy for the Think Progress Lenovo campaign, and receiving awards in five categories at the Native Advertising Institute 2016 Awards in Berlin on 16 November. On the back of winning best Content Marketing... continue reading

Size isn’t everything: Social media’s micro-influencers

A tweet by Katy Perry or an Instagram post by Taylor Swift might get their global followers buzzing. But size is no longer everything in the world of social media marketing. Since the advent of social media, brands have looked to influencers and online celebrities with huge followings to promote their products to an audience in a way that traditional advertising struggles to do. However, just as social media influencers have challenged... continue reading

2016 Double 11: Global brands focus on the world biggest online shopping day in China

A week before November 11, 2016, on Wechat(the most popular social media/ messaging app in Asia)articles that mentioned “Double 11” (aka “Singles Day Promotion”) already exceeded 41,000 within that week according to Isentia’s social listening reports. During last year’s event, Chinese consumers spent a record 91.2bn yuan (USD$14.3bn, AUD$17.5bn) online during the 24 hours of Singles Day, more than double compared with American consumers’... continue reading

Five social media metrics you should be tracking

Facebook reactions, Instagram hearts and retweets – if your business is on social media, there is a seemingly endless list of metrics you can use to track the outcomes of your social media marketing efforts. But how do you quantify the real value of a like or the benefit of engagement? If you want to substantiate the value of your business’s social media, here are five metrics you should be tracking. 1. Engagement rates on posts Measuring... continue reading

SEO: In-house, or outsource?

Companies big and small know the significance of improving online visibility and reach, specifically keeping up with trends and the latest online marketing techniques. However, there is always room for improvement when it comes to setting and achieving SEO goals. Many businesses are still unsure when deciding whether to outsource or keep services in-house. It’s a common dilemma, particularly when implementing a search engine optimisation... continue reading

How to secure your Facebook business page

As technology develops, cyber offenders are also keeping up with the latest tricks and workarounds to succeed. The cost of cybercrime continues to grow, with a report from Juniper Research predicting  a $2 trillion bill by 2019. Hacking, stealing personal data, cyberbullying and more are rampant on social channels in particular. While most may think only personal data is at risk, your Facebook business page is also vulnerable to hacking.... continue reading

Four things social listening and data analytics have in common

Social listening provides valuable insights into your customers’ online behaviour. Thanks to recent advances in technology, getting to know your customers' habits and activities is easier than ever. Where once companies relied on information extrapolated from surveys, digital data analysis now enables us to look at vast amounts of information in very close detail. Marketers can access digital reports in real-time that include information relating to... continue reading

CSR may paint a pretty picture – but it gets real results too

Corporate Social Performance (CSP) – aka Corporate Social Responsibility – can often be swept under the rug in favour of more traditional money-making activities. However, zero efforts can be as strong a brand marker as a $1 million investment. So which end of the spectrum would you prefer to be closer to? Here are three reasons why your organisation can benefit from a strong Corporate Social Performance strategy.   “We will... continue reading

Keeping up with SEO trends: Schema markup and unique content

For many years, businesses have acknowledged the importance of Search Engine Optimisation (SEO) to boost online visibility, but this tactic has gone through rapid changes just to keep up with search engines’ constant algorithm updates. Some SEO moves from the past may not be suitable for today’s strategy - including link building activities, keyword stuffing and ‘abusing’ the anchor text. These techniques from the past are... continue reading

Why you need inbound marketing

When it comes to marketing, businesses have traditionally focused on broadcasting messages through costly mediums such as television, cold-calling and mass-scale direct mail. Today, inbound marketing is fast becoming integral for marketing strategies both for B2B and B2C businesses. Inbound marketing is a highly effective way to attract prospects relevant to your business, with the added benefit of being budget-friendly. What is inbound... continue reading

​How to make your webinar a success

A successful webinar is one that contains uniquely fascinating content, is promoted astutely, and is positioned and distributed in the way best for you. This guide takes you through what is required to maximise the immense possibilities of a webinar. The rise of the webinar over the course of the past 10 years represents one of the most important evolutions in content marketing. It is a strategy central to any content campaign that aims to be... continue reading

What blockchain technology could mean for media and communications

Blockchain technology is one of the many great disruptions this year. But what does it do? How does it work? And what application can it have for the marketing and communications industry? This article explores the creation of blockchain technology, and the impact it has on media and communications. A matter of increased security Born as a result of the development of Bitcoin (a form of cryptocurrency), blockchain technology currently makes up... continue reading

Messaging mastery on the big four social media platforms

Great content is about tailoring your messaging to your audience. Here we consider how you can make your posts on the big four social media platforms work harder for you. With so many platforms for consumers to engage on today, brands need to consider how messages are presented across multiple channels so as to make the most of each platform’s individual tools. Each platform has its own tone, etiquette and rules of engagement based on... continue reading