anti marketing

Our Expertise is creating content

that makes the right people talk about you

We are a content marketing agency composed of journalists and marketing professionals that has been creating effective content for two decades.

Our goal is to help you stop wasting time on creating content that doesn’t work.

How can we help you make great content?

1. Identifying opportunities

We’ll conduct preliminary research including competitor analysis, identify exact target audience for the content, survey that target audience using internet panels and develop a content strategy that fits them the most.

2. Defining a strategy

We’ll pick the right kind of content to create that will fit the marketing strategy, your budget, the nature of your business, and the feelings we would like to associate with your brand. We will make sure that the content will be adapted to you so it will be relatively easy to produce.

3. content creation

We’ll help you (or create for you) the content, measure its’ effectiveness and adjust it according to the responses we get in order to reach our goals.

Video content

Podcasts

Content websites

Social media

Blog posts

Public relations

Content events

Influencers

OUR TEAM HAS WORKED WITH

באנר פייזר
באנר בנק סקסו
באנר מרכז השלטון המקומי בישראל
באנר המועדון התעשייתי והמסחרי
באנר המכללה האקדמית וינגייט
באנר קרן דה רוטשילד
באנר רשות החירום לישראל
באנר ארגון גננות מחנכות
באנר ארגון שחקני הכדורגל בישראל
באנר ארגון נכי צהל
באנר I24
באנר מפלגת קדימה
באנר ההסתדרות הרפואית בישראל
באנר עיריית קרית שמואל
באנר עיר ללא אלימות
באנר מכון ראות

OUR TEAM

EDDIE KANEVSKIE | Strategy

Strategic consultant for companies, institutes, and organizations with expertise in reputation building and crisis management.

* Wingate academic institute – Spokesman

* Givat Shmuel city – Spokesman

* INZ – Media consultant

* Political advisor to political parties

* Channel 1 – journalist

* Tehila marketing agency – copywriter

LIOR BARKAN | Creative

Marketer, lecturer, and entrepreneur specializing in building, marketing, and management for over two decades.

* Israeli school of NLP – Founder and GM for over 15 years

* Loox interactive marketing agency – CEO

* Independent business development contractor in Eastern Europe

* “Ghost consultant” to politicians

YURI SKVIRSKI | Video production

Director and editor who has worked for leading media channels worldwide, producing video ads & news.

* I24 news channel – Head of promo and video editing

* Calcalist – Former head of video department

* Fox news – news editor

* Russia today – cameraman and news editor

* IBA – news editor

DANIEL SALGANIK | Comic content

Comic content writer and scriptwriter for leading TV shows.

* Kan 11 – “Kupa Rashit” (Head cashier) script writer

* “Hakazavia” (The butchery) – script writer for Israel’s leading script written podcast

* Kan education broadcasting – “Levad babait” (home alone) script writer

* Teddy comedy channel – script writer

* Yediot communication & Shoken network – news reporter

HOW DID WE CREATE A CONTENT STRATEGY

THAT BROUGHT IN MORE VIEWS, LEADS, AND CUSTOMERS?

What did we do to create a blog with a monthly 24K unique visitors that generated more than 80-100K of income per month?

Israeli school of NLP
READ MORE

How did we create a campaign that drew more than 1M views in 1 week and got a vaccine into the Israeli government health fund a year later?

Israeli medical association
READ MORE

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Case study 1: The Israeli School of NLP

What did we do to create a blog with 24K unique visitors that generates 80-100K links per month?

Campaign objective: Using the Israeli school of NLP’s website to help it lead its’ niche by employing a precise content marketing strategy focused on its’ target audience.

Target Audience: Men and women who want to improve their communication, influence and persuasion skills in order to get better career and personal results.

Challenges: Target audience’s lack of awareness to the field of NLP and a very competitive field due to the combination of very few institutes that teach NLP and a limited amount of prospects.

Chosen methods: creating a blog and using an email campaign.

What have we done to improve the blog's content

Objective #1: Improve the retention of the blog by creating better posts with higher value to the target audience.

Execution: The first decision was to create a blog filled with tips that can be used instantly and get results. Most of the target audience weren’t aware that they were looking for NLP as a solution to their issues, so we focused on the results they were looking for.

מחקר נושאים

In order to do so, we built a list of 35 topics that our target audience were looking for when they were considering learning NLP. Current prospects phone calls were the source of this data.

We measured the response after writing about these topics weekly – Did the audience get into the articles? did they stay long enough to read? have they responded?

With the results in hand, we could refine a shorter list of 10 favorite topics so we can check the response of the target audience to different writing styles and different text lengths.

After testing different variations, we discovered that our audience enjoys reading content that has an introduction that shows why the topic is important before giving a solution.

Furthermore, although we’ve anticipated people will have less patience reading long texts We found that if the text contains high value information, it could be very long and still have great retention levels.

The amount of prospects interested in learning at the Israeli school of NLP had doubled each year because of the focus on the content and the ongoing adjustments to the target audiences’ response.

This increase in the amount and quality of prospects had increased the amount of registered students and allowed courses to be opened every month with an average income of 90K ILS.

NLP הצלחה שנתית

What have we done to improve the email campaign's content

Objective #2: Retention of potential customers and creation of lasting reputation through use of a newsletter.

Execution: Our goal was to deepen our audience’s trust in the institute and to increase the chance they’ll want to register for their courses in the future. In order to do so, we decided to send weekly updates about the content posted on the blog.

Our next challenge was that good content was not enough. If a person doesn’t open an email he receives, he won’t be able to read it. For that matter we’ve tested few variants – Is using the person’s name going to get better response rates? Is it necessary for the headline to be short? Is it better to use a positive headline?

כותרות NLP

We have found few interesting things: The first, is that people don’t respond well to using their name because of privacy issues or over-usage of this technique on them.

The second is that The headline’s length is irrelevant if it’s interesting and readable.

The third is that although negative headlines work better than positive ones, the email opening rates will decrease if we don’t change it from time to time.

Immediately after implementing these findings in our email campaign, our opening and CTR tripled.

Case study 2: Association on behalf of the Israeli medical association

How did we create a campaign that drew more than 1M views in 1 week and got a vaccine into the Israeli government health fund a year later?

Campaign objectives: on this project we had 2 major objectives: to raise awareness to the Cervical cancer and it’s treatment – regular checkups and vaccination.

The second objective was to encourage women to get tested regularly for the HPV that causes cervical cancer, and to get the vaccine against it.

Target audience: there were few major challenges during the campaign:

1. after getting exposed to the campaign, women are encouraged to take active measures (such as vaccination and/or tests).

2. preventing negative media commotion from groups and companies opposing the vaccine

3. recruiting more familiar female influencers that can persuade women to get tested

4. there is a competition with other health awareness campaigns for the news agenda.

Chosen measures: Instagram and Facebook Influencers campaign and traditional media campaign (radio, TV, Newspapers).

The campaign

Our premise was that cervical cancer is one of two types of cancer that can be prevented with relatively easy actions, and we decided that this would be the main message of the campaign.

Therefore we decided to use the slogan “putting an X on cancer” to lead the awareness week. In other words, women can avoid the HPV (put an X on it) if they choose to get tested and vaccinated.

The first choice was to create an integrated campaign of digital marketing campaign on social media, influencers campaign (strong influencing women that helped to promote the message) and PR campaign on traditional media (newspapers, radio, TV and main media websites).

During the awareness week we started rolling the Israeli medical association’s integrated campaign at the same time as campaigns in Europe and the US.

In order to prevent negative media commotion from groups and companies opposing the treatment that might interfere with the life-saving campaign, we started rolling the campaign on hand-picked media channels.

Strong influencing women were picked to lead this campaign and were asked to upload photos of themselves making an X sign with their hands and the message “During awareness week for cervical cancer I’ve marked an X on the cancer. I urge you to go to your gynecologist and mark an X on cancer today”.

Amongst the leading female influencers recruited to lead the campaign you might recognize Yael Bar Zohar, MP Ayelet Shaked, Former minister of sport Limor Livnat, the model Nataly Dadon and Adi Shilon.

More than 1 million people were exposed to the campaign in Israel, which was the target audience.