UGBS Department of Marketing and Entrepreneurship Partners with Promasidor for Content Marketing Lecture
On 16th December, the Department of Marketing and Entrepreneurship at the University of Ghana Business School (UGBS), led by Dr. Sheena Lovia Boateng, Senior Lecturer, UGBS, partnered with Promasidor to deliver a lecture on content marketing for UGBS students. The lectures that took place on the Main UGBS and Accra City campuses aimed at preparing students for the competitive job market.
Mr. George Ayensu, Media Manager at Promasidor, gave an overview of Promasidor’s products and operations across the globe, and shared insights into the fundamentals of content marketing and content marketing at Promasidor Ghana. Mr. Ayensu emphasised the importance of understanding your audience, indicating that knowing their preferences, behaviours, and needs forms the foundation of effective content creation. He also explained that marketers must determine how to effectively distribute content, ensuring it reaches the intended audience.
Mr. Ayensu mentioned that content should be tailored to specific platforms, depending on the target audience; and shared with the students some content from Promasidor Ghana that were both television and mobile-friendly. He also emphasised the need to choose a suitable schedule, as timely content delivery can significantly impact its effectiveness. He pointed out that failing to get content creation right could result in a loss of customers and hinder a brand’s ability to achieve equity. He further explained that packaging and presentation must align with consumer preferences and cultural norms to resonate effectively with audiences. Additionally, he mentioned that music plays a key role in content marketing, often enhancing a product’s recall value.
Mr. Ayensu clarified that content creation is not always about advertising but requires storytelling and trends to stay relevant and memorable. He, therefore, advised the students to consider future target audiences when creating content, ensuring that it has a lasting appeal and aligns with evolving consumer preference. Again, Mr. Ayensu stressed that when employing the services of an influencer, their personality and relevance must align with the brand’s image and values to ensure authenticity and help build a connection with the target audience. As such, he urged students to be aware of the saturation levels of media platforms and adapt their strategies accordingly.