In praise of content marketing

ByJarvis Sankey

Jun 28, 2022 , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,


Just before my appointment as head of Adspace Studio – the native advertising and marketing and information advertising outfit for Media24 information – my ten years-prolonged profession in journalism culminated as managing editor for News24.

In 2018 a few significant everyday living events converged – I was completing my MBA at Wits Small business College, I turned 30 and I was pregnant with my first daughter. It was a excellent time for self-reflection – which resulted in my vocation-shift.

Our professional teams worked (get the job done!) tirelessly to produce a sustainable upcoming for our newsrooms, and I knew my journalism history coupled with my MBA would make me a good in shape for this workforce. I accepted a function on our professional division as Head of Native Promotion shortly soon after finishing my business enterprise experiments – and I’ve not appeared back.

I now lead a dynamic group of writers, videographers, podcasters and designers. We provide our associates journalistic storytelling solutions, with commercial clout.

Why should really brands think about information?

The Material Advertising and marketing Association estimates information marketing accounts for 20% of international advertising and marketing expend[1] – and that is established to increase. This doesn’t surprise me. Millennials and GenZ have altered the deal with of obtaining by aligning their shell out with manufacturers that have reason and a story. We’re seeking for emotional, sustainable connections[2] and content material is the greatest way to converse model objective.

Professional articles goes past solution and price it is not about selling a solution or a support – it is about communicating a sentiment or emotion by means of content material that is handy and applicable to the consumer.  Makes keen to forgo a tough promote in favour of a ‘slower burn’ approach enjoy the gains of faithful, highly engaged communities. I see this 1st-hand in my globe: two new, concurrent strategies for a banking customer yielded regular periods of webpage of 28 and 26-minutes respectively for prolonged-type prepared information – really astounding in our cluttered notice economy.

South African brands should have even far more impetus to make investments in content strategies. As a nation, our storytelling traditions are wealthy and robust, and our content campaigns’ better-than-normal engagement instances recommend neighborhood audiences are prepared to commit their time – and precious facts – in information strategies.

What’s the future massive thing for content advertising and marketing?

Goal-pushed content marketing and advertising is key for 2022 and beyond. I can’t strain this enough: audiences are clever to virtue signalling and greenwashing. Inauthentic or misleading promoting campaigns are a waste of everyone’s time. Alternatively, make investments in information that uplifts the reader and does fantastic for nearby communities. It’s not just the correct thing to do – it would make small business sense.

Exploration shows 42% of surveyed millennials explained they would deepen their relationship with brand names that positively affect culture or the ecosystem[3]. I’m proud to direct the workforce that has been awarded WAN-IFRA’s Digital Media Africa Award for very best branded written content four-a long time in a row (2018 – 2021).

Adspace24 just lately gained Greatest in Africa in the Most effective in Exhibit at the International Information Media Association’s (INMA) 2022 Global Media Awards, for City Push & ABSA Cash Make Around. All of all those campaigns were being intent-driven, with content material that either uplifted nearby communities or the reader on their own.

What tends to make the information atmosphere best for content material campaigns?

At Adspace Studio, our exceptional proposition is commercial content material that meets our publisher sites’ highest editorial benchmarks – hosted in trustworthy, manufacturer-protected information environments. My content material team all have publishing backgrounds – we know material and we know our audiences which makes us uniquely positioned to develop journalistic quality content material, with professional effects for our brand name companions.

But, as BuzzFeed’s Jonathan Perelman famously reported: If Written content is King Distribution is Queen. Our electronic footprint reaches 21m UBs though our print readership exceeds 10 million South Africans. Herein lies our key weapon: we’re able to provide tailor-made information to qualified audiences throughout our network to make sure the right human being is observing the suitable material, at the right time.

See our operate on //  

Look at the remarks on written content marketing and advertising from our ‘We have Great News’ webinar held on 5 May possibly, make sure you simply click on the url below


[1] The Point out of Information Marketing in South Africa: IAB South Africa, 2022

2 Meet up with Technology Z: Shaping the Potential of Shopping: McKinsey, 2020

3 The Deloitte Worldwide 2022 Gen Z and Millennial Survey




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