In a previous article, I discussed the role content should play in building modern brands. Below are six actionable steps brands can take to step into their roles as publishers, and connect with audiences through content. Align your content strategy to the overall brand and business strategies. Content should be…

In the new attention economy, brands are turning away from traditional marketing channels and investing in “content,” that elusive word that refers to anything that’s media-based and not purely labelled as advertising. …

Without access to good data, artists can’t understand their audiences and make the right decisions to grow their careers. Why are the standards so low in the music industry, and who benefits? — As part of my work with Delfina, I regularly conduct audience audits for organizations and brands. This means taking a deep dive at analytics across platforms to draw insights about audience behaviour, and suggest ways to increase customer/fan engagement via content.

Brands are increasingly behaving like charities, but that’s not what customers want or need. Responsibility starts with companies taking stock of the impact they have just by virtue of existing. — I will remember 2020 partly as the year my inbox and social media accounts flooded with messages from brands expressing concern about the state of the world, and promising they were there to help. …

These days, change appears the only constant in Africa’s largest cities. Across the metropolises of Lagos, Nairobi, and Addis Ababa, half constructed apartment buildings reach toward the sky. New roads quickly find themselves overburdened, unable to carry the ever-growing flow of cars and buses that compete to conquer every square…

Medicine’s most exciting areas of research is picking up where it left off 40 years ago. — Could it be that magic mushrooms, LSD and ecstasy users were right all along? Since the early 2000s, psychedelic research has picked up where scientists left off in the 1970s, when most Western governments classified psychedelics as prohibited. New studies, conducted mostly in the US, Britain, Switzerland and Israel show…

Nairobi’s new matatu map could help revolutionize public transit in the developing world. — Flavie Halais To the untrained eye, this map looks like any other public transit map for a major city, and makes navigating Nairobi’s transit system seem like something you could do with your eyes closed. Except Nairobi’s formal transit system collapsed years ago, leaving a few city-run bus lines catering…