In a nutshell, tell us about the story of BrandX Live.
BrandX Live is about to celebrate its one-year anniversary of online publishing. We saw an opportunity to deliver industry-focused websites with a consumer perspective to a broader audience than old-school B2B publishers. Traditionally, a publication like our education site, EducationDaily, would just focus on teachers and other administrators working in the industry. But we know there is an active audience of parents and students who want to better understand the industry and find opportunities that help them get the most out of the education system.
There are also teachers and administrators who want to know what is going on, and where there are opportunities to do their jobs better and to grow their own careers. In a similar way, our building industry site Build-It is engaging building industry professionals and home & renovation enthusiasts in better understanding industry developments and products to help them get on with it. Our team based out of the WOTSO Robina office includes our talented sales and administrative staff, but we also have a WFH editorial team based around the country with content directors, editors, and journalists.
BrandX Live is known for creating smart and valued content across various media. Could you give us an insight into the creative process behind your content strategy?
Right now, so much of the content we all read online is an advertorial, written by inexperienced writers at generic content agencies, or is AI-generated. Our articles are written by humans who are passionate about the material they are publishing, while also experienced in their respective industries. Every day the team participate in supportive editorial meetings to share and develop story ideas before doing the work of proper journalism – research, interviews, and then writing the stories. We want our stories to be topical and relevant for our audience.
We all know people’s tastes are always evolving, and so are their interests. How do you stay ahead of the game and keep content as fresh as their needs and interests?
Because our journalists are connected to the industries they write about and are mature professionals, they understand the issues and culture of their respective areas of interest. They draw from experiences talking not just to professionals but also to everyday people who are engaging with the industries they cover. Our journalists are always keeping an ear out for stories our audience connects with.
What’s next on the horizon for BrandX Live?
The media advertising industry is volatile right now, so we are being cautious and not getting ahead of ourselves by growing too quickly. Our concern is in supporting our existing products and giving them what they need to strengthen and evolve. That said, we do have a major new title that we are set to launch soon and have other digital products on our roadmap.
How are you finding the WOTSO experience at our new site in Robina? How has WOTSO supported your business growth?
The WOTSO workspace provides us with simplicity, flexibility and certainty. The facilities are fantastic, and this environment has truly lifted my team. We have recently increased our team, and being able to grow into another workspace hassle-free is one less thing I must plan for.
