Innova DDB engages UPSA students on the art of content creation


Staff of Innova DDB Ghana, a renowned full-service agency and a member of the Ninani Group, have engaged Digital Marketing students at the University of Professional Studies, Accra on the art of content creation at a short lecture held on the campus of the university.

Emmanuel Amankwa, Creative Director at Innova DDB addressed the students on the evolution of content creation from the traditional era to the digital age.

He said, “In the pre-digital era, content creation was dominated by traditional media outlets such as newspapers, magazines, radio, and television. Access to content creation tools and distribution channels was limited, and controlled by a select few media conglomerates. With the advent of the internet, the landscape of content creation underwent a seismic shift. The rise of user-generated content platforms like blogs, forums, and early social media sites empowered individuals to create and share content with a global audience. The emergence of social media platforms such as Facebook, Twitter, YouTube, and Instagram further accelerated the democratization of content creation.”

He added, “The evolution of content creation has been characterized by a journey from centralized control to decentralized empowerment. The democratization of content creation has empowered individuals to share their stories, ideas, and perspectives with the world, shaping the digital landscape as we know it today.”

On the subject of the past, present and future of content creation. Ivy Mintah, Content Creator & Community Manager at Innova DDB, highlighted how technology is transforming the industry and advised students to keep learning to stay on top of their game. She said, “Technology has played a pivotal role in revolutionizing content creation. AI-generated content, virtual reality, and augmented reality are reshaping the industry and creators can leverage these technologies to enhance their content. One of the ways to utilize the benefits of technology in order stay on top of your game is through continuous learning. In a rapidly evolving landscape, adaptability and continuous learning are key. It is important to stay updated on industry trends, honing new skills, and embracing change.”

Fafa Mccaughly Head, Strategy and Digital at Innova DDB also highlighted some of the trends and best practices in content creation and how to monetize it.

“Having a solid content strategy is crucial for success. It is crucial to ensure that you properly identify target audiences, craft compelling narratives, and measure success. By developing a clear content roadmap aligned with business objectives, creators can drive meaningful engagement and growth. In order to create revenue from content creation you must explore various monetization strategies, including advertising, subscriptions, sponsorships, and merchandise. However ethical considerations are paramount in content creation and you must prioritize transparency, authenticity, and responsible data use in all aspects of content creation and distribution.”

Innova DDB Ghana, is one of the subsidiaries in the Ninani Group of companies, and a leading advertising agency in Ghana. Earlier this year the group also had a strategic partnership to enhance the educational experience of Westfield Bridge College students through a series of thought leadership activities that will bridge the gap between academia and industry practice.

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