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Rethinking Content: Planning for the Long Term

Content Marketing

As is the norm in the digital content world, things are always in a constant state of flux. One minute, the right keywords and grabby headlines are decreed the most important elements for an SEO-optimized story. The next, it’s content that elicits the most emotional response on social media (see Facebook’s ever-changing news feed policy here) that will dominate the news feeds.

But if there’s anything we’ve learned at Man Mo Media, it’s that no matter what the rules are and how they change, truly knowing your audience, and creating relevant content for them, is the only way to go. Tailoring one’s content or editorial/advertising policies to suit one specific digital platform might help one’s brand in the short term, but this could be at the expense of the brand’s own goals — and worse: when (not if) the rules change, it will be back to the drawing board once more. This is a game that digital publishers just can’t win.

So next time you publish a story or piece of content, consider this: is the goal to get more people to have an opinion on or reaction to it (which Facebook will take as an important indicator of relevance), or is it simply to educate and inform your readers? Do you really need someone saying “Nice one!” on the post, or do you simply want them to access this content?

Understanding why you’re creating a piece of content, will help you understand the best channels and methods to get the content’s message through. Instead of thinking, “What headline and what type of story should I produce to make it more popular on [insert platform here]?”, the question we should be asking instead is: “What channels and methods should I use to have this content accessed by the most relevant people?”

In other words: Don’t plan out your content for specific media platforms. But do choose the right media platforms and strategies to work for your content!

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Our book Hong Kong Food & Culture reviewed on SCMP

Our book “Hong Kong Food & Culture: From Dim Sum to Dried Abalone” was reviewed in SCMP’s Post Magazine this weekend.

Here is an excerpt, written by food critic Susan Jung:

Anyone who remembers HK Magazine,which ceased publication in October 2016, will recognise Adele Wong’s byline. The former dining columnist writes that this book is a way of reconnecting with her roots, having moved to Canada when she was young, then returning to Hong Kong a decade or so ago.

“These pages in front of you are my attempt at rediscover­ing a heritage that I hadn’t really lost, but at the same time never had a chance to fully grasp while growing up abroad. And what better way to learn about Hong Kong than through its rich culinary offerings?” she says.

“The story of Hong Kong can be found in humble cha chaan teng restaurants, old-school dim sum houses, colourful wet markets, classic herbal tea shops. It’s told by local butchers, street food hawkers, third-generation noodle-makers continuing their grandparents’ legacy.”

Check out the full story here:

SCMP Review

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We try to make content marketing easy and affordable for our partners

This just in! Our lifestyle website, The Loop HK, has launched a handy marketing tool for brands and companies looking to promote an event or product on its platform. It’s a simple Submit an Event page:

Submit An Event

Instead of begging for coverage from local publications and not having any control over when or how the content will be published, brands will know right away from The Loop whether their event/promotion is go or no-go, and also benefit from the edit team’s copyediting and writing expertise. If an event/promotion has been approved, a $250HKD listing fee will be charged. And that’s it!


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Win a hotel stay from The Loop HK!

Our publication The Loop HK is hosting a competition to give away FOUR hotel stays at Cordis, Hong Kong!

Having trouble viewing the ballot? Click here.

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Free Media Industry 101 Workshop

The Loop will be hosting a free workshop to introduce SMEs and startups to the workings of the media industry. Come join us on Wed Apr 27 at The Hive Studios in Kennedy Town to learn how journalists find their stories, and what you can do to introduce your brand to the right people in media.

The Loop x The Hive workshop poster
The Loop x The Hive workshop poster

Click here for the PDF