Decoding Digital Content Marketing - IAB SA

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Decoding Digital Content Marketing - IAB SA

The Interactive Advertising Bureau (IAB) is an advertising business organisation that develops industry standards, conducts research and provides legal support for the online advertising industry.

Season 1

  1. 01 What is Digital Content Marketing?

    EPISODE 1

    01 What is Digital Content Marketing?

    Official definition, key principles and the content spectrum. Host: Emma Odendaal (Digital Director, John Brown) Guests: Mpume Ngobese (Co-MD Joe Public United) Natalie Pool (Content Design Lead at VMLY&R South Africa) and Riaan Wolmarans (Head of digital, Arena Holdings) In this episode of IAB South Africa's Decoding Digital Content Marketing mini-series, Riaan Wolmarans, Head of Digital at Arena Holdings, Mpume Ngobese, Co-Managing Director at Joe Public United and Natalie Pool, Content Design Lead from VMLY&R talk to host Emma Odendaal, Digital Director at John Brown about the definition of digital content marketing. The expert panel discuss the framework of content marketing and how it exists within the greater digital marketing landscape in relation to other specialisms. They also explore key principles and explain their take on how marketers should use digital content marketing in their marketing mix, delving into how most agencies, brands and publishers in South Africa produce some form of ‘content’ but there is a need to find greater clarity by looking at the difference between content marketing, branded content and native content.

    36 min
  2. 02 How digital content marketing supercharges your marketing strategy

    EPISODE 2

    02 How digital content marketing supercharges your marketing strategy

    Marketing mix interactions, building audiences and digital ecosystems. Host: Sarah Browning-de Villiers (Chief Content Officer at Machine_) Guests: Gugu-Lisa Zwane-Johnson (Executive Head: Marketing, Public Affairs and Sustainability, Old Mutuall) Zodwa Kumalo (Group Native/Branded Content Editor, Arena Holdings) In this episode of IAB South Africa's Decoding Digital Content Marketing mini-series, Gugu-Lisa Zwane-Johnson, Executive Head Marketing Public Affairs and Sustainability at Old Mutual and Zodwa Kumalo Group Native and Branded Content Editor at Arena Holdings, talk to host Sarah Browning-de Villiers, Chief Content Officer at Machine_ about how digital content marketing can supercharge your marketing strategy. The expert panel discuss how content marketing interacts with ATL, TLL BTL and PR marketing strategies giving examples and stats where content marketing has shown to improve the ROI of other marketing efforts such as ATL campaigns. They also explore how to use content marketing to build audiences that can then be monetised and look at the importance of having a single ecosystem in digital.

    42 min
  3. 03 The Audience

    EPISODE 3

    03 The Audience

    Identify your target audience and create a content marketing strategy. Host: Anelde Greeff (Co-founder & Chief Content Officer | 2Stories) Guests: Brendan Cooper (Content Director and Strategist | Cedar) Justine Drake (Content Director | John Brown Media) and Charne Munien (VMLY&R) In this episode of IAB South Africa's Decoding Digital Content Marketing mini-series, Brendan Cooper, Content Director and Strategist at Cedar, Justine Drake, Content Director at John Brown Media and Charne Munien Strategy Director at VMLY&R, talk to host Anelde Greeff Co-founder and Chief Content Officer at 2Stories2 about the importance of audience-led strategy and planning when it comes to the content marketing discipline. The expert panel looks at what it means to be audience-first and how to define audiences with the use of triggered audience mapping and personas. They also examine how the iterative content marketing process allows for constant learning about segment audiences with case studies and best practice examples where a clear audience was successfully utilised in content marketing strategy to deliver results as well as to up-sell, cross-sell and increase retention.

    40 min
  4. 04 The Power of Purpose-driven Content Marketing

    EPISODE 4

    04 The Power of Purpose-driven Content Marketing

    How purpose can supercharge a brand's content marketing strategy. Host: Zodwa Kumalo (Arena) Guests: Noxolo Mafu (Creative Lead | BrandStudio 24.com) Pride Maunatlala (Founder | ar.che.ty.pal) In this episode of IAB South Africa's Decoding Digital Content Marketing mini-series, Noxolo Mafu Creative Lead at BrandStudio 24.com and Pride Maunatlala, Founder of ar.che.ty.pal, talk to host Zodwa Kumalo, Group Native and Branded Content Editor at Arena Holdings about the significant difference between brand storytelling (branded content) and content marketing, powered by a brand. The expert panel discusses why we, as humans, connect so intimately with purpose over product and the importance of purpose being authentically aligned to the brand. They also reference global and local best practice examples of brilliantly executed purpose-driven content marketing which highlights added-value content, led with purpose, that drives results and share their thoughts on 2021 trends that have seen audiences seeking purpose amidst the global pandemic and an increase in social awareness amongst consumers.

    47 min
  5. 05 What does digital content marketing success look like?

    EPISODE 5

    05 What does digital content marketing success look like?

    Demonstrating and proving impact of content marketing down the funnel. Host: Clare Trafankowska (MD/iProspect) Guests: Megan Singh (Business Intelligence/New Media) Marnus Nieuwoudt (Content/Machine) In this episode of the IAB South Africa's Decoding Digital Content Marketing podcast mini-series, you can discover what content marketing success should look like as Clare Trafankowska, Managing Director of iProspect and Vizeum, discusses key content marketing measuring points with New Media Business Intelligence Head, Megan Singh, and Machine Content Officer, Marnus Nieuwoudt. For those who are just starting out in content marketing, this podcast episode provides an excellent discussion case about what sort of measurement tools are available for each of the key content marketing performance areas, like search engine optimisation, brand awareness, lead generation and conversion. For those who are experts in the field, you can also gain valuable insight as our expert panel critically explores the best-suited attribution models for accurate analysis and relevant channel attribution, as well as content marketing's role in the gathering and use of first-party data

    44 min
  6. 06 The Future of Digital Content Marketing

    EPISODE 6

    06 The Future of Digital Content Marketing

    Host: Sarah Browning-de Villiers (Chief Content Officer at Machine_) Guests: Matt Potter (John Brown Media Group | Chief Content Officer) Lebo Lekoma (Sea Monster | Head Client Service) For the 6th and final episode of the IAB South Africa Decoding Digital Content Marketing mini-series, we look at where the experts think it's going in, The Future of Digital Content Marketing. Digital content expert and host Sarah Browning-de Villiers, Chief Content Officer at Machine, discusses the latest digital content marketing trends and innovations with London based Matt Potter and Cape Town-based Lebogang Lekoma. Matt is the Chief Content Officer at John Brown Media Group while, Lebogang heads up Client Service at Sea Monster, a specialist agency in gamification, animation, AR and VR. Listen to the panel discuss new mediums and channels and how you can create digital content that resonates with Gen Z audiences. We also delve into what brands and agencies need to be harnessing to be ahead of the curve and take a look at our cookieless future and the role digital content marketing has in building 1st-party databases.

    56 min
  • 6 Episodes

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The Interactive Advertising Bureau (IAB) is an advertising business organisation that develops industry standards, conducts research and provides legal support for the online advertising industry.

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