Identify your target audience and create a content marketing strategy. Host: Anelde Greeff (Co-founder & Chief Content Officer | 2Stories) Guests: Brendan Cooper (Content Director and Strategist | Cedar) Justine Drake (Content Director | John Brown Media) and Charne Munien (VMLY&R) In this episode of IAB South Africa's Decoding Digital Content Marketing mini-series, Brendan Cooper, Content Director and Strategist at Cedar, Justine Drake, Content Director at John Brown Media and Charne Munien Strategy Director at VMLY&R, talk to host Anelde Greeff Co-founder and Chief Content Officer at 2Stories2 about the importance of audience-led strategy and planning when it comes to the content marketing discipline. The expert panel looks at what it means to be audience-first and how to define audiences with the use of triggered audience mapping and personas. They also examine how the iterative content marketing process allows for constant learning about segment audiences with case studies and best practice examples where a clear audience was successfully utilised in content marketing strategy to deliver results as well as to up-sell, cross-sell and increase retention.