South China Morning Post focuses on growing international audience



Michael Chu, director of marketing at South China Morning Post, shared his company’s experience repositioning business to expand readership at the INMA 2015 World Congress on Sunday.

South China Morning Post exists in a competitive market, with more than 12 local competitors and four major international competitors, such as The New York Times.
The media company faced a crossroads when it set out to grow its audience: continue investing in local audience or grow a new, international audience. The company chose the latter.
In its global expansion strategy, South China Morning Post aimed to package content in a way that transports well on social media and could become palatable to global readership. Informational info-graphics and lists are a large part of the company’s social media strategy.
Creating for social media is not about simply creating fun content, Chu says. It’s about creating a format that makes great content easy to share and understand.
Before the brand’s repositioning, 90% of South China Morning Post’s audience was based in Hong Kong. After the company’s efforts, 30% North America and Europe, 30% from Asia Pacific, and 30% comes from Hong Kong, China, and the rest of world.
Chu sums up the keys to success for SCMP:
  • Find your niche.

  • Embrace social.

  • Keep it simple.

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