Project Title: Global-is-Asian
BACKGROUND
The Lee Kuan Yew School of Public Policy (LKYSPP) is a world-class autonomous postgraduate school of the National University of Singapore. Global-is-Asian is the school’s flagship digital content platform that focuses on policy issues in Asia and around the world.
BRIEF
From international relations to issues like inequality or water policy, how can an institution like LKYSPP leverage on their faculty — some of the brightest minds in the world — to share their expertise with the general public?
For that, LKYSPP approached Click2View to help develop a comprehensive content strategy that would cement their standing as a global thought leader.
RESPONSE
Right at the beginning, we knew that Global-is-Asian content had to comment on current affairs and world events, as well as showcase the research of faculty members to a wider audience.
To ensure consistency, we started by creating a content calendar that planned out all the ideas that could potentially become an editorial piece. After the story angle is confirmed, we matched them to relevant LKYSPP faculty members who could round out the stories with their research expertise.
To ensure that no stone is left unturned, in-depth research of the topic is conducted before our editorial team develops questions for the interviews with the professors. Quotes from the faculty members as well as data from their research is then incorporated into the editorial piece.
The result? An easy-to-follow article of scholarly calibre that allows readers to keep abreast of governance issues in a complex global policy environment. Stories cover topics that range from from vaccine nationalism to pandemic effects on the global supply chain and even gender policies. You can read all of them here.
The articles on the main site are amplified on LKYSPP’s social media accounts, as well as delivered regularly via email to their newsletter subscribers and LKYSPP students
As our working partnership continued to develop, we’ve also expanded the content hub to include a podcast series Foreseeable that features faculty members speaking about their areas of research, hosted by our editorial content director David Austin.
Listen to this one where Assistant Professor Yongwook Ryu speaks to David about a post-Trump Asia.
Click2View has also been turning their Asian Thinker Series webinars into standalone articles that summarise the main ideas discussed by experts during the virtual panel.
Ever wondered about the age of smart city developments and the digital economy?
OUTCOME
As a whole, the articles generate over hundreds of page views each. The email newsletter sent out to subscribers has also seen an increase in the number of unique opens over the months.
The Foreseeable podcast series does especially well, with some episodes garnering almost 800 unique page views, of which nearly a third are returning users.
