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.