[СМОТРЕТЬ] Digital Quill: контент-маркетинг с Изабеллой Банда на SiGMA 2021

Content creation expert and CEO of WRITERS Group, Isabella Banda, spoke to Charity Ovbiashele about the digitalization of the market and how written content is the backbone of any marketing approach

Isabella has traveled the world, starting in her native Australia, where she helped tech companies like DocuSign develop a more humane approach to their marketing. She then moved to the UK, which allowed her to enter the global fashion industry and get her first experience in social media marketing before she finally made it to Malta, entering the iGaming world through her work with LeoVegas. Noticing a gap in the market for high-quality content that was converting into sales, she founded the WRITERS Group to fill it.

So, we started in 2019. In fact, I was in Greece when I created my first project. My first project was actually for a Norwegian partner company and we were asked to write over three and a half million words in about four months, which was a big challenge for one of the first projects, but actually we really had a great experience and it really shaped our understanding of what kind of foundation is needed for this kind of work, So it was definitely a great start.

Charity then asked if she could talk about the Group’s multidisciplinary approach and how it can create content for industries as diverse as blockchain, e-commerce, and gaming.

In fact, we focus on a number of different industries. iGaming and affiliate programs are our core business. However, we have a group of over 35 writers spread across the globe, all of whom are very specialized and industry-specific. So, we’ve got it all, from crypto to FinTech, health and wellness, fashion and lifestyle, e-commerce. The list is endless. However, for now, we have mainly focused on iGaming and affiliate programs.

Charity then moved on to the impact of COVID on the industry. As the economy digitizes more than ever before, online marketing has become an even more important part of the new economic model.

I definitely see a shift. Obviously, we started as an online provider and everything we do is done remotely. This year was really shaped by COVID-19. So we really saw that a lot of brands needed to start focusing on their online presence, a lot more came out with a slightly more refined tone of voice that was more caring, inspiring, and informative, rather than too focused on sales.

The end customer spends much more time online. So I think the need for good content is paramount at the moment. So actually, even though we’ve struggled with not being able to connect with people face-to-face and have meetings like this, we’ve actually seen positive business growth because everyone is so focused on needing it online.

Describing her services, Isabella talked about how the Group offers content writing, translation, localization, SEO, link building, social media, marketing, and management.

SEO, as we know, is very important for the growth of any business. It’s just becoming more and more important. People get impatient, and they tend to go to Google and click on the first couple of links they come across. And that’s why it’s so important to have quality content and SEO. It really helps you rank because people aren’t going to sit around and scroll through ages trying to find which company is actually the best.

Reinforcing her point on content creation, she stated that content is still very important, and everyone knows it.

It’s how companies talk to their audience. It’s how they get them to take action, and if you’re not actually connecting with that audience in a way that suits your brand, you’re really missing out on a lot of value and growth for your business.

In conclusion, she shared how happy she was to be at the exhibition after a long break due to COVID, and how great it was to get the opportunity to interact with colleagues again.

SiGMA 2022:

After the fascinating set of conferences that Malta Week 2021 has become, SiGMA Group plans to take the world by storm by visiting the golden domes of Kyiv and the snowy city of Toronto, where they will bring together the best and brightest representatives of the iGaming world. Our next exhibition will take us to the ultra-modern metropolises of the United Arab Emirates, where we will organize three days of networking, group discussions and celebrations. Stay up to date with the latest SiGMA News.