This Master Class is aimed at providing content marketing tips, tools and insights to leverage the right content across various digital marketing platforms. The focus will be on how to create target content, platform specific content and how amplify content to meet marketing objectives. It will also focus on understanding AI behind platforms to create content that will drive audience engagement. This Master Class will also look at customer data platforms to amplify and measure content using real-time analytics and trends. Key Takeaways: Creating Impactful ContentUsing AI and Analytics to Create Tailored and Platform Specific Content Using Customer Data Platforms to Amplify and Measure Content Marketing Success.

1. MASTER
CLASS
Keshantha Naidoo
MARKETING DIRECTOR
CHANNEL REACH
JOHANNESBURG ~ OCTOBER 19 - 20, 2023
DIGIMARCONSOUTHAFRICA.CO.ZA | #DigiMarConSouthAfrica
Content Marketing: Digital
Content Creation, Content
Analysis, and AI in Platforms
Impacting Content

2. Master Class by Keshantha Naidoo
DigiMarCon South Africa 2023
20 October 2023
Content Marketing: Digital
Content Creation, Content
Analysis, and Algorithms

3. DISCUSSION POINTS
CONTENT
CREATION
AI
&
ALGORITHMS
DATA
&
INSIGHTS

4. 2

5. • Research before Execution
• Understand Audience Behaviour by channel
• Know Platform Capabilities
• Create Platform Specific Content
• Videos, Reels, Images, Text, Music are different on each platform
• Understand how Al and Algorithms rank content by platform
• Focus on Creative Strategy
• Create authentic and tailored content
• Using AI to Generate Content?
• Always Quality Check
• Tweak content to your brand voice and strategy
• Remember to have a human centric focus
DIGITAL CONTENT CREATION

6. SOCIAL CONTENT

7. VIDEO CONTENT
• Are you prioritising video content?
• Are you diversifying your video content across
platforms?

8. ALGORITHMS AND SOCIAL MEDIA
Space for image ,if needed,
If not needed then delete block
and extend text across the length
of the page.

9. • Get to know who’s on these platforms and if they’re your audience or target market
• Utilise only the platforms relevant for your audience and brand
SOCIAL MEDIA PLATFORMS
Social Media:
Instagram - 2 bil users monthly
TikTok - 1 bil users monthly
Facebook – 2.9 bil users monthly
Pinterest – 465 bil users monthly
X – 564 mil users monthly
Messaging:
WhatsApp - 2 bil users monthly
Video:
YouTube - 2.5 bil users monthly
Source: Statista 2023

10. 3

11. • Customer Experience Platforms
• Social planning and amplification
• Analyse and measure success of campaigns in
real-time
• Use insights for new strategies and campaigns
• What’s Trending – Hashtags, Keywords, Content
Sentiment
• Customer Data Platforms
• Integrate platforms with current customer data
• Utilise data from website searches, social media
post engagements, in-store activity to deliver
tailored content and product/service offering
CONTENT INSIGHTS, ANALYSIS AND DATA
Are you utilising customer data platforms to amplify and measure content success?

12. Marketing Automation Software
• Use existing customer data for marketing campaigns
• Action campaigns seamlessly and efficiently
• Scalable marketing campaigns across platforms e.g.
emails, websites, social
• Get more insights on customer engagement to inform
personalised content and digital strategies
MARKETING AUTOMATION

13. 3

14. Keshantha Naidoo
kesh@channelreach.net
www.channelreach.net
+2783 260 5606