SPH relaunches BrandInsider to ramp up content marketing efforts

Formerly known as The Content Studios, Singapore Press Holdings (SPH) has relaunched BrandInsider, renamed after its popular product BrandInsider.

BrandInsider is a content hub allowing brands to create and cultivate their own voice on SPH platforms such as The Straits Times Online, AsiaOne, The Business Times and Lianhe Zaobao. The team was founded in 2014 and focuses on content marketing offerings.

According to The Straits Times, the team has doubled in headcount since 2014 and has worked on more than 60 brands such as Audi Singapore, Manulife, Singapore Airlines and Delta Air Lines.

"As SPH Digital's content marketing vehicle, BrandInsider combines the finest in SPH's heritage of credible journalism, and the best practices of content marketing to innovate and create impactful native content that allows advertisers to amplify their brand message," Cynthia Loh, BrandInsider editor, said in a statement to ST.

The publisher also recently invested SG$6.8 million in content marketing firm Brand New Media Singapore (BMNS) to offer advertisers video solutions for integrated marketing campaigns across multiple touch points.

Marketing has reached out to BrandInsider for more comments.