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.

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.

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