SCMP announces its move into the content marketing space

SCMP Group has launched a dedicated ad-funded content unit called SCMP Brand Post, offering advertisers the ability to build content around their brands.

The dedicated unit is available on all of SCMP's English and Chinese digital platforms and offers what it called a "much sought-after channel for marketers and brands to deepen connection with their target audience."

SCMP Brand Post has already worked with HKT Premier, The Venetian Macau and Henderson Land Development to create sponsored content around their brands.

HKT Premium's Brand Post, titled "Premier Living", centred around quality home environments; and Henderson Land Development's Brand Post, named "Neighbourhood Treasures", explored the unforgettable eateries and places of interest in Island West.

The Venetian Macau crafted a Brand Post in Chinese on SCMP's Chinese lifestyle website to present its various events and promotions in a dedicated online channel entitled "Cotai Strip".

"In a native advertising environment, brands are able to draw consumers closer to them unassumingly,” Romanus Ng, general manager of SCMP Advertising and Marketing Solutions, said in a press release.

He added that the move was a natural one for the publishing group, which was recognised for its ability to create quality content for readers.

"The content, be they stories, photos or videos, are relevant to the consumption habits of their consumers while not directly promoting the advertising brands.

SCMP said from January to September recorded over 10 million monthly page views and was visited by 2.8 million monthly unique users.