In 2020, the IAB South Africa established a content marketing committee to highlight content marketing as a specialist marketing self-discipline. At the time, content marketing accounted for 20%* of all marketing spend globally. And for the primary time in South Africa, there was a definition for content marketing, spearheaded by IAB South Africa’s devoted committee.Together with a workforce of native business friends, the Committee developed a white paper and sequence of podcasts to share how audience-centric content — the place the model performs a supporting function — can drive loyalty and retention and broaden manufacturers’ buyer bases by owned audiences.“Fast ahead to 2024 and ‘content’ is ubiquitous,” says committee chair and Dentsu Creative’s content technique director Emma Odendaal. “Few specialist content marketing businesses nonetheless exist, many having been acquired by bigger inventive businesses who, by their acquisitions, hope to make use of editorial experience to convey relevance to promoting.“In the context of the altering nature of content, which might now be outlined as something from a social media submit to a weblog or a tv sequence, as an IAB committee we agreed that ‘content marketing’ not displays the business nor manufacturers’ marketing actions. Along with Razia Pillay, CEO of IAB South Africa, we determined to broaden our committee scope to incorporate all areas of brand-funded content manufacturing, specifically branded and accomplice content, native promoting and digital publishing throughout digital media codecs. With this new directive, the committee has relaunched as the Branded Entertainment & Content Committee.”The committee’s function stays the expansion, help and training of the business below this portfolio, encompassing content creation, whether or not entertainment or academic. Its imaginative and prescient is to highlight and reward excellence in brand-funded content, together with content marketing, branded content, native content and digital publishing throughout media codecs to help the media and marketing ecosystem.The Branded Entertainment & Content Committee’s targets embrace:Shining the highlight on brand-funded content to encourage creativity, promote excellence and greatest follow and elevate content in South Africa;Celebrating excellence in inventive execution and industrial/enterprise impression and selling brand-funded content as an efficient follow for model constructing and gross sales activation;Defining branded, native and advertorial content (and the gray areas in between);Developing appropriate measurement frameworks and benchmarks; andUsing the committee’s expertise and experience to develop business data across the classes inside digital publishing and brand-funded content.Content marketing, as per the committee’s authentic definition, will all the time play an essential function and the Committee will proceed to focus on excellence on this subject. Furthermore, the IAB South Africa goals to develop academic content and host webinars and alternatives round this burgeoning subject to have interaction with business leaders.The IAB South Africa is looking for nominations of members to its branded entertainment and content committee earlier than 5 pm on Friday, 12 July 2024. To nominate your self or an business peer, click on right here.To turn into an IAB South Africa member, go to iabsa.internet.
https://www.bizcommunity.com/article/iab-sas-content-marketing-committee-relaunches-as-branded-entertainment-and-content-committee-236347a
