[必見] Digital Quill:Isabella BandaによるSiGMA 2021でのコンテンツマーケティング

Isabella Banda, veteran content creator and CEO of WRITERS Group, spoke to Charity Ovbiagele about the digitization of the market and how content can become a pillar of the marketing approach.

Drawing on her background, Isabella has traveled the world, starting with her home country of Australia, helping technology companies like DocuSign adopt a more humanistic approach to marketing. She then moved to the UK and ventured into the global fashion industry, experiencing social media marketing for the first time before arriving in Malta and stepping into the world of iGaming through her work with LeoVegas. She noticed a gap in the market where high-quality content was turning into sales, and to fill it, she founded a writers’ group.

I started in 2019. I was in Greece when I launched my first project. My first project was for an affiliate in Norway and I was asked to do more than 500,000 words in about 4 months, which was a big job for your first project, but we had a really great experience and it formed an understanding of the fundamentals needed for this kind of work to do in the first place.

Charity then asked if he could elaborate on the multidisciplinary approach the group had, and how they could create content for different industries, including blockchain, e-commerce, and gaming.

We actually focus on a lot of different industries. iGaming and affiliates are our main areas. However, we have more than 35 writers around the world, and they are all very niche and specialize in different industries. Cryptocurrency, fintech, health, fashion, lifestyle, e-commerce, and more. The list is never-ending. However, in the beginning, it focused on i-gaming and affiliates.

Charity then turned to the impact of COVID on the industry. With the economy more digital than ever, online marketing has become an important part of the new economic model.

There will certainly be changes. Obviously, we will start as an online provider and everything we do will be done remotely. This year has really been shaped by COVID-19. So, we’ve seen that many brands have to start focusing on their online presence. Rather, in a slightly more sophisticated tone, instead of focusing on sales, we want to offer something more nurturing, exciting, and beneficial.

End clients spend much more time online. So I think the need for good content is the most important right now. As a matter of fact, we didn’t have direct contact with people and had a hard time having such meetings, but it certainly helped our business grow positively because everyone was focused on their online needs.

Regarding their services, Isabella talked about how the group provides content creation, translation, localization, SEO, link building, social media, marketing, and management.

As we know, SEO is very important for the growth of any business. It is becoming more and more important. Everyone is impatient and tends to go to Google and click on the first few links they come across. That’s why it’s so important to have quality content and SEO. People don’t sit there for years and scroll through it, trying to figure out which company is actually the best, so this really helps you rank.

At the end of her claim about content creation, she said that content is still king and everyone knows it.

It’s a way for businesses to speak to their audience. If you’re not encouraging them to take action and actually communicating with that audience in a way that makes sense to your brand, you’re missing out on value and growth for your business.

Finally, she talked about how happy she was to be able to participate in the Expo after the prolonged drought of COVID and how much she enjoyed the opportunity to rebuild her network.

SiGMA  2022

After a series of exciting conferences during Malta Week 2021, SiGMA Group is set to take the world by storm with the golden spires of Kiev and the snowy city of Toronto, a hub for drawing together the best and brightest parts of the iGaming world. At the next expo, visitors will be able to visit the UAE’s most advanced cities for three days of networking, panel discussions, and festivities. Stay up-to-date with SiGMA News.