Describe the company – the elevator pitch …
Tybridge Media produces balanced, authentic and intelligent journalism for brands. We strongly believe in the principles of good journalism and how they lend themselves to giving a brand credibility in an era of information and content overload. We approach each project as a newsroom or editorial team might, seeing clients’ customers or users as a readership; we write for them, their passions and their consciences – as a magazine or newspaper might write for them.
How are you different?
There are a lot of companies out there churning out content. Most of it is generic, safe and uninteresting. People are starting to get bored of listicles and puff-pieces. They want intelligent, informative writing that speaks directly to them. That’s exactly what we do. When you read one of our pieces the brand behind it is silent, they have understood that they simply need to believe in the same things as their customers, so a piece about something they know their customers will be interested in is a lot more effective than a self-congratulatory article about production processes or brand ethos.
Why will the company/product do well?
Brands are starting to understand the value of brand journalism, consumers of ‘content’ are desperate for something deeper, more profound and more engaging; search engines are employing algorithms that favour good quality content over optimised or low-quality writing.
Where are you based?
We’re based in Tallinn, Estonia. We are all British with a background in journalism or public relations. Though our location is kind of irrelevant as we work with companies all over Europe, Russia and the UK.
When was the company launched?
As an entity the company was formed in June 2015, but all those involved have been following a similar path for the last 5 years at least, we just decided to bring it all together under one name.
What have been your biggest wins to date?
We’ve been very lucky to have some high-profile clients quite early on. However, we were particularly honoured to be chosen by the EAS/Enterprise Estonia and the Estonian Tourist Board ‘VisitEstonia’ to provide a series of articles to support their Autumn 2017 tourism drive. Current local clients include Proekspert software designers and Baltic Workboats shipbuilders, as well as international clients such as Finnair, GroupM, Costa Coffee and many more.
What type of people (market segment) are you trying to attract to your product?
Medium to large companies who understand the importance of high-quality content as part of their marketing plan. We originally thought that converting smaller companies to brand journalism was the way forward, but it proved to be ineffective. We’ve learned that our clients need to get what we do from the very beginning, this way they appreciate and understand the value of our work and we know exactly how we can help them.
What tips would you give to others looking to build their business?
Listen to advice, try things out, know when to drop something and concentrate on what works, and above all plan your time. It’s very easy to get overloaded with work and neglect the business itself. Set aside at least an hour each day for business development, and just make sure that you do at least one thing that moves the business on every day.
Tell us about your team?
Essentially the company is just me. However, I have a team of freelance journalists and PR specialists based in both the UK and Estonia that I work with on a daily basis. Between us we have some prominent media exposure, including UK and Irish national newspapers, online portals and magazines and Estonia’s largest national daily newspaper.
What are your long-term plans for your product/company?
We have room for new clients at the moment, having just taken on more freelance connections. I’m currently concentrating on Europe as a main source of our revenue, I believe there is still a lot of potential for us and those like us in this field.
What are your favourite tech gadgets?
For me personally, anything that enhances a story, that makes the process of telling a story more interesting, is exciting. Audio and video software today can allow you to do things that were unthinkable on a smaller budget even ten years ago.
What tech gadgets do you wish you could use to help you?
You know, I’m a journalist by trade, I started with a notepad (the paper variety) and pen, and even today it’s my go-to method for making notes for a story. Step-by-step, hey!
Anything else you’d like to add/we should have asked?
I think it’s important to dispel any myths about agencies providing the kinds of services we do, the main one being price. We have a fair pricing policy, we don’t generally believe in retainers (although one or two of our clients prefer them), and most importantly we believe in a simple pricing structure that allows the client to plan what they will need to spend to achieve their goals. Our pricing is touched upon here, but it’s always best to get in touch.
How do people get in touch with you?