The Multimedia Group Limited has taken another step towards deepening its digital media footprint by training selected employees in modern content creation, storytelling, and digital community building.
The two-day training, held from July 12–13 at the Hephzibah Christian Centre on the Aburi Ridge, forms part of the Group’s collaboration with the International Fund for Public Interest Media (IFPIM) and EcoHouse Africa.
Facilitated by digital media experts from EcoHouse, the training focused on building capacity in social media strategy, amplification, monetisation, AI tools, and effective community engagement across online platforms.
Participants were taken through practical lessons on amplifying content using strategic planning rather than relying on viral luck.
“If content is king, then amplification is queen,” one facilitator stated, stressing that no content goes viral by chance; it requires structure, timing, and leveraging the right platforms and people.
Employees were also trained on co-creating content with competitors, using internal networks to boost visibility, and aligning storytelling with Gen Z and Alpha Gen Z consumption habits, while maintaining relevance for existing millennial audiences.
During the sessions, the Chief Executive Officer of The Multimedia Group, Kwasi Twum, urged participants to rethink their roles in a shifting media landscape.
“People are not watching TV like before. Things have changed. So, how do we attract a large audience community? That’s your job now,” he said. “We must embrace the future, not resist it.”
The second session delved into content creation and monetisation strategies. Facilitators defined content as anything that captures attention, tells a story, and adds value.
Participants were encouraged not to overthink the creative process but to take calculated risks and consistently test what resonates.
Participants were urged to survey audience preferences, ask what shows they want to watch, and tailor content accordingly.
There was also an emphasis on collaborating with influencers and cross-promoting on internal company platforms to drive visibility and engagement.
Another critical component of the training explored how Artificial Intelligence (AI) tools can streamline content production.
Tools such as Descript AI, Adobe Podcast, Veed.io, and Pinpoint, amongst others, were introduced, with demonstrations on how they could assist in editing, voiceovers, transcriptions, and content planning, freeing up time for more creative output.
In a fireside conversation on Saturday evening, CEO of EcoHouse Africa, Beryl Agyekum-Ayaaba, and COO, Bright Ayaaba, shared their entrepreneurial journey, from launching a boutique magazine on campus to running a global brand representing multinationals in West Africa.
They also encouraged participants to find innovative ways to attract brands and differentiate themselves in a saturated social media space.
The final session focused on digital community building. Facilitators stressed that digital communities are the backbone of long-term audience engagement.
Participants were taught to foster interaction while moderating discussions diplomatically and safely.
The training highlighted that Gen Z and Alpha Gen Z are the new frontier of digital audiences. While millennials and older generations remain relevant, there was a strong call to develop content that appeals directly to the next generation, fast, authentic, and mobile-first.
Closing the training, Chief Operating Officer of The Multimedia Group, Ken Ansah, urged participants to apply what they had learned to help the company become a stronger force across the digital media landscape.
With this training, The Multimedia Group continues its transformation agenda to position itself as a leader in both traditional and digital media, while equipping its workforce with the tools to thrive in an increasingly competitive content market.
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DISCLAIMER: The Views, Comments, Opinions, Contributions and Statements made by Readers and Contributors on this platform do not necessarily represent the views or policy of Multimedia Group Limited.
