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In August 2018, Tiso Blackstar Group established an internal content creation team to specialise in attracting readers through highly engaging content without creating meaningless clickbait articles.
In August 2018, Tiso Blackstar Group established an internal content creation team to specialise in attracting readers through highly engaging content without creating meaningless clickbait articles.

Tiso Blackstar team attracts more than one million UBs and two million pageviews with innovative content strategy

MARKETING NEWS

Issued by Samantha Pugh - Apr 24th, 12:01

In August 2018, Tiso Blackstar Group established an internal content creation team to specialise in attracting readers through highly engaging content without creating meaningless clickbait articles. 

This has been achieved through the careful curation and production of engaging articles published across various digital titles at the company, including TimesLIVE, BusinessLIVE and SowetanLIVE. In March 2019, the team’s articles attracted close to one million unique browsers (UBs) and resulted in more than two million pageviews.

Riaan Wolmarans, managing editor: digital at Tiso Blackstar Group, ascribes the team’s success to its unique editorial approach that supports and amplifies the main stream of news stories published 24/7 across the group’s digital platforms.

“We’re fortunate to work in an environment where we can make use of the skills of talented journalists already employed by Tiso Blackstar Group. With this base, we can create content that holds additional appeal for readers, keeps them coming back for more, and draws more eyeballs to our websites for longer,” says Jessica Levitt, who manages the team consisting of – surprisingly – only three individuals.

The team’s output varies and no “beat” is more important than another – the content ranges across all beats, including general news, politics, sports, business and entertainment.

Reardon Sanderson, general manager: group sales & marketing for Tiso Blackstar Group, stresses the team plays an essential part in delivering value to advertisers by creating content that not only brings readers to these websites but keeps them there for longer.

“It’s what our advertisers are after, and the team is evidence of the commitment we have to delivering what our clients need,” says Sanderson.

To ensure its content hits the mark, the team has three key commandments when deciding what to publish: the audience will tell you what they want to read; capitalise on talent within the group; and keep an eye on digital tools that help us understand readers’ interests. 

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