Serial entrepreneur Joanne Hope and seasoned content director Anelde Greeff have launched 2Stories, a new content collective. 2Stories offers boutique-level service with big-agency experience that turns the usual model on its head.
‘Imagine a traditional content marketing agency. We’re not that,’ explained chief operating officer Hope. ‘We are a new genre. Think smaller, and with way more flex appeal. We speak, write, strategise, conceptualise, plan, direct and produce content marketing fluently.’
2Stories believes in work that is driven by humans, not channels. Both founders bring a wealth of editorial experience to the table: Greeff spent 15 years at New Media in various roles such as head of content: food division, editor-in-chief of Eat Out and content director of Woolworths TASTE. She is currently also a director of SheSays Cape Town – Africa’s first chapter of the global movement focused on the engagement, education and advancement of women in creative industries.
Hope was general manager of the South African operations for global content marketing agency John Brown Media, where she oversaw operations and client service for Capitec, Life Healthcare, Old Mutual and BMW Mini amongst others. She is also the founder of cannabis lifestyle brand KushKush.
Together, Hope and Greeff believe in creating editorialised content that inspires and converts, because great stories can change the world – and there is never just one side to a story.
‘We love working with clients and brands that move society forward – and actively seek those stories out,’ said Greeff, who fills the role of 2Stories chief content officer. ‘Anyone can put content out there, but stories that help customers connect the dots is what gets them to the purchase faster.’
‘It’s the gentle art of anticipating what a brand’s audience really wants. What are they searching for? What questions are they asking? Digital targeting has become all data and no intuition about what real people actually want. We spend a lot of time helping brands find their intuition again.’
Collaborating with other agencies
Although a wholly independent agency, 2Stories embraces collaboration with other industry players by supplementing its above-the-line offerings with content strategy and content-creation services. ‘We don’t want to compete with traditional agencies. We want to help them optimise their offering to their clients and, more importantly, the end consumer,’ said Hope.