01 What is Digital Content Marketing?

09/30/21 • 36 min

Decoding Digital Content Marketing - IAB SA

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. IAB SA Digital Content Marketing Definitions July 2021 · IAB South Africa · Connect with Emma · Connect with Mpume · Connect with Natalie · Connect with Riaan · Interactive Advertising Bureau (IAB) South Africa · Facebook · Twitter · Instagram

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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. IAB SA Digital Content Marketing Definitions July 2021 · IAB South Africa · Connect with Sarah · Connect with Gugu-Lisa · Connect with Zodwa · Interactive Advertising Bureau (IAB) South Africa · Facebook · Twitter · Instagram