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Vibe Web, CommsWeek Ready for Conference on Content Marketing

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Till today, some Nigerian companies do not still understand why they need content marketing, let alone of its significance.

The fact remains that content marketing has become the most efficient and effective way for Nigerian companies to increase their online presence. Just having a company website will not cut it anymore.

This is the era of having social media platforms like Twitter, Facebook, YouTube, Pinterest to promote your brand and its message. It gives an outlet to connect with customers on a whole new level.

By creating quality content in forms of articles, video, surveys, blog posts, pictures, infographics, your company can directly inform and engage with your audience by using content. It’s not only about getting them to buy your product; it is about changing their views and behaviors regarding your company.

However, in developed countries content marketing is proliferating and the formula for content marketing strategy success in my view is not complex, hence Nigerian companies need to further trigger content marketing, as part of their overall digital marketing strategy.

The essence of developing content is to provide people the information they need. In order to be successful at content marketing, businesses must learn how to develop objectives, develop highly relevant contents.

The following are some of the key content marketing strategies any Nigerian company should adopt.

Attend Our Blogging, Content And Social Media Marketing For Business Success Conference 2015 On Saturday, September 5th 2015 – ONLY 4 SLOTS LEFT.

Conference Objectives

Every marketing strategy must have a well-defined objective, and content marketing is not left out. As with any other marketing initiative, the first step to launching a successful content marketing program is to define your objectives.

You should endeavor to ask yourself some critical questions like; what is my business trying to achieve and how can my content marketing strategy to help me achieve that? Am I trying to increase sales, engage new readers, and extend existing relation or what? These are some objectives which any content marketing strategy should have.

So you have to choose and define your objectives. Critically think about your objectives, define them and then work on them so you don’t get lost in the process.

Now that you have defined your objectives, you now have to move forward. This is the time to develop a clear strategy to achieve them.

Know Your Audience

Knowing your audience at the initial stage could be herculean, But having an in-depth understanding of your audience will help you create engaging, relevant content that will turn your audience into loyal customers.

Knowing your audience includes requires you to know what they care about, what their interests and motivations are amongst others. It will be thrilling to know that most successful businesses understand their customers while content marketers understand their audience.

Determine Your Content Type

There are specifically two phases of your content type. One is content that generates timely perspectives on news, this type of content is mostly and immediately seen by search engines.

The second is the contents that are always fresh and provide information readers seek.

This type of content takes longer to generate significant traffic, but will continue to draw visitors over time.

Look For Content Writers

Writing or developing content requires special skill; hence you need to employ skilled writers who will be able to develop content that will be compelling and good enough.

That is why determining who writes your content is an integral part of a successful content marketing strategy.

If you will be creating content, it has to be good enough. However, if you will be creating brand-aligned content or thought leadership pieces intended to engage consumers on your site or drive conversions.

Well Optimized Website

If you are developing a good content, it has to be published or posted on a website that is much optimized.

The next step to think about is where your content is going to live, the experience visitors will have the content, and how well that location is optimized for search.

If you publish content on a website, you will want to make sure the site is properly optimized for SEO, this will help to ensure that your site conforms to best practices.

It’s also important to create XML Sitemaps for your site so that all of your content gets picked up by the search engines.

If you are creating news content, you will want to create specific sitemap. Google’s Webmaster Tools is an immense resource for best practices in designing a search-friendly site.

Keywords

Understanding the concept of a keyword is very important. It remains one of the critical elements used in defining search traffic to your website.

Learning how your customers and prospects search on Google is relevant to your content marketing strategy.

Keyword research and discovery is a continual process. But if you don’t already have a web analytics package integrated into your website, look for standard solutions like Google Analytics.

Google analytics provides you with a preponderance of information on your current audience’s search habits, from which you can then leverage to inform your content strategy.

Promote and Share Content

There are very many ways of promoting your content. A company is not supposed to develop content and just publish it on the website.

Creating content isn’t just enough. As a content marketer or developer, you should be able to figure out how best to promote your content on various platforms.

However, the fact remains that it doesn’t matter how good your content is if nobody can find it. In addition to creating quality content, you must focus on getting the content to your audience when and where they want it.

Learn exactly how your company can grow their customer base, sales and revenue through blogging, content and social media marketing at this special 1 Day Live Event – SATURDAY SEPTEMBER 5TH , 2015 at Sheraton Lagos Hotel, 30 Mobolaji Bank Anthony Way, Airport Road, Ikeja. Register here: http://vibewebsolutions.com/solutions/blogging-content-and-social-media-conference/

 


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Nigeria CommunicationsWeek believes that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. So since 2007, we have devoted our energy to independent reportage of technology and how they affect lives.

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DHQ Indicts Brigadier General Abubakar Sadiq, 15 Others in Alleged Coup Plot againt Tinubu

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Defence Headquarters (DHQ) has made public the full names of 16 officers of the Armed Forces of Nigeria indicted by a Special Investigative Panel over alleged serious misconduct, including an alleged coup plot against President Bola Tinubu.

DHQ Indicts Brigadier General Abubakar Sadiq, 15 Others in Alleged Coup Plot againt Tinubu

The officers suspected to be involved in the coup plot include a brigadier general, a colonel, four lieutenant colonels, five majors, two captains, a lieutenant, a lieutenant commander and a Squandron Leader.

Major General Samaila Uba, director of Defence Information, disclosed this on Monday, stating that the panel had concluded its investigation and established that the affected officers had cases to answer.

According to him, the indicted officers will face a military Court Martial in line with established procedures and existing regulations.

Major Gen. Uba said the probe examined the circumstances surrounding the conduct of the officers and identified actions “inconsistent with the ethics, values and professional standards expected of members of the Armed Forces of Nigeria.”

He stressed that the exercise was purely disciplinary and aimed at preserving internal discipline, cohesion and operational effectiveness, adding that the Armed Forces remain loyal to the Constitution and Nigeria’s democratic order.

  • Brigadier General Musa Abubakar Sadiq (Nasarawa, 44th Regular Course)
  • Colonel M. A. Ma’aji (Niger, 47th Regular Course)
  • Lieutenant Colonel S. Bappah (Bauchi, 56th Regular Course)
  • Lieutenant Colonel A. A. Hayatu (Kaduna, 56th Regular Course)
  • Lieutenant Colonel Dangnan (Plateau, 56th Regular Course)
  • Lieutenant Colonel M. Almakura (Nasarawa, 56th Regular Course)
  • Major A. J. Ibrahim (Gombe, 56th Regular Course)
  • Major M. M. Jiddah (Katsina, 56th Regular Course)
  • Major M. A. Usman (Federal Capital Territory, 60th Regular Course)
  • Major D. Yusuf (Gombe, 59th Regular Course)
  • Major I. Dauda (Jigawa, DSSC 38)
  • Captain I. Bello (DSSC 43)
  • Captain A. A. Yusuf
  • Lieutenant S. S. Felix (DSSC)
  • Lieutenant Commander D. B. Abdullahi (Nigerian Navy)
  • Squadron Leader S. B. Adamu (Nigerian Air Force)

 


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Court Fines Airtel N210m for Unauthorised Use of ‘Nigeria Go Survive’ Song

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Justice Ibrahim Ahmad Kala of the Federal High Court, Lagos, on Monday awarded a total of N210 million in damages against Airtel Networks Limited for copyright infringement arising from the unauthorised use of a musical work titled “Nigeria Go Survive.”

Court Fines Airtel N210m for Unauthorised Use of ‘Nigeria Go Survive’ Song

The award comprises N200 million as general damages and N10 million as costs.
In addition to the monetary award, the court issued mandatory and perpetual injunctions restraining Airtel, its management, agents, servants, privies, successors-in-title and assigns from reproducing or further using the musical work, or any substantial part of it, for advertising, promotion, telemarketing, or other business purposes without the licence or authorisation of the copyright owner.

Justice Kala specifically ordered Airtel to remove “Nigeria Go Survive” from its list of songs used for advertising, business, telemarketing and promotional purposes across its network with immediate effect.

The judge held that Airtel’s use of the song without licence or authorisation amounted to restricted acts under the Copyright Act and constituted an infringement of the plaintiff’s copyright.

The judgment was delivered in suit No: FHC/L/CS/1822/2022, filed by Veno Marioghae Mbanefo, producer of the song.

In resolving the sole issue for determination, the court held that the plaintiff proved her case on the balance of probabilities.

Justice Kala noted that a perpetual injunction is granted after infringement has been established and is intended to protect the proprietary rights of the copyright owner and restrain continued infringement.

Accordingly, the court made the following orders: “That Airtel’s unauthorised use of “Nigeria Go Survive” for advertising, promotion and telemarketing amounts to copyright infringement.
“Mandatory injunction prohibiting Airtel from reproducing or using the musical work, or any substantial part of it, for business and promotional purposes.

“Perpetual injunction restraining Airtel from any further unauthorised use of the work.

“General damages N200 million awarded to the plaintiff for losses suffered as a result of the infringement. And N10 million awarded in favour of the plaintiff, considering the duration of the case, legal representation, expenses incurred, and the current value of the naira.

In the writ of summons filed by her legal team led by Clement Onwvenwunor, SAN, the plaintiff sought, among other reliefs, declarations that Airtel’s use of the song without attribution, licence or authorisation breached her statutory rights under Section 12 of the Copyright Act, Cap. C28, Laws of the Federation of Nigeria, 2004.

She also claimed substantial damages for copyright infringement and, in the alternative, requested an order directing Airtel to render an account of profits allegedly made from the infringement under the supervision of the Nigerian Communications Commission (NCC).

Airtel Networks Limited, represented by counsel led by Babatunde Amoo, urged the court to dismiss the suit.

However, after reviewing the exhibits and submissions of counsel, Justice Kala resolved all issues in favour of the plaintiff.

The court refused the plaintiff’s alternative prayer for an account of profits but granted all substantive reliefs relating to infringement, damages and injunctive orders.


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Tech Executives Double Down on AI, Talent and Adaptive Strategies to Lead in the Intelligence Age

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KPMG’s Global Tech Report 2026 reveals that organisations worldwide are moving beyond pilots and seeking to embed AI into core workflows and offerings, striving to scale investments. The new report identifies that while expectations are high and adoption is rapid; scaling can introduce additional complexity and returns vary widely.

  • 68 percent of organisations surveyed aim to reach the highest level of AI maturity by the end of 2026, yet only 24 percent are there today.
  • 88 percent are investing in building agentic AI into their systems.
  • 74 percent say their AI use cases are delivering business value, but only 24 percent achieve ROI across multiple use cases.
  • 90 percent plan to grow partnerships and tech ecosystems over the next year, yet 53 percent still lack the talent needed to bring their digital transformation plans to life.
  • 78 percent agree they must take more risks on emerging technologies to stay relevant.

The report asks: Can ambition match reality, and can organisations keep one eye on the next wave of innovation while delivering on today’s agenda?

“The future belongs to leaders who turn intelligence into advantage. Our research shows organisations are pushing past the early phase of ‘AI roulette’, placing scattered bets on multiple technologies, and are now increasingly focused on delivering value. When ambition meets disciplined execution, value compounds.

“Our 2026 Global Tech Report provides a synopsis of the critical things that high performers are doing better than most; a checklist for tech leaders looking to improve their organisational performance, emulate the high performers, and deliver higher ROI”. – Guy Holland, Global Leader, CIO Center of Excellence, KPMG International

”As Africa enters the Intelligence Age, the differentiator is no longer access to technology, but the ability to build the skills, governance, and operating models required to scale it responsibly. While organisations are accelerating AI adoption to drive productivity and growth, the real determinant of value lies in workforce readiness, executive alignment, and disciplined execution.

Those that invest early in digital skills, human-AI collaboration, and adaptive leadership will be best positioned to translate innovation into sustainable commercial and economic impact.” – Marshal Luusa, Partner: Technology & Innovation Lead, KPMG One Africa

 Key findings from the report

Tech maturity accelerates: Leaders set their sights on the top

Half (50 percent) of global tech leaders surveyed expect to reach the highest level of technology maturity in 2026, compared to only 11 percent today. This surge in optimism is fuelled by a move from isolated experiments to integrating AI and advanced technologies into core systems and scaling their impact.

High performers, those organisations leading in technology maturity, process maturity and value, are already reaping the rewards, reporting an average ROI of 4.5x, more than double the industry average of 2x. These leading organisations have progressed beyond pilot programs, prioritising the scaling of innovation and continually adapting to maintain a competitive edge in a fast-evolving environment.

Other organisations reporting higher ROI include smaller firms (3.6x), those with fewer cost pressures (2.6x), and transformation‑focused organisations (3.2x). The ROI pattern is equally nuanced: rather than a single investment ‘sweet spot’, clear ROI ‘zones’ emerge, from early quick wins to accelerating, enterprise‑wide value as maturity increases.

The age of agentic: AI adoption surges but innovation drives real business value

AI is now seen as a strategic necessity, not just industry hype. Sixty-eight percent of respondents are aiming for the highest level of AI maturity in their organisations. Eighty-eight percent of companies are already investing in agentic AI – autonomous digital agents transforming operations and decision-making. Seventy-four percent of respondents report that their AI initiatives are creating measurable business value, such as improved efficiency and reduced risk.

However, only 24 percent say they are scaling AI and achieving ROI across multiple use cases. This highlights the need for organisations to evolve KPIs beyond traditional financial and productivity metrics and build enterprise-wide alignment to fully realise AI’s potential.

The shift from AI experimentation to large-scale deployment is underway, with leaders working to embed AI into products, services, and value delivery.

Talent and agility power success: Human potential remains central

Human expertise remains central to digital transformation initiatives. Organisations are making significant investments in upskilling their workforce, building adaptive teams, and fostering cultures that embrace change.

Despite the rapid adoption of agentic AI, organisations still expect 42 percent of their tech workforce to remain permanent human staff by 2027 – only a five‑point drop from 2025.

High-performing companies plan to retain even more permanent human talent, with 50 percent remaining in place by 2027, revealing the continued importance of human expertise alongside AI. Despite these efforts, 53 percent of organisations report they still lack the talent needed to realise their digital transformation strategies.

Ninety-two percent of organisations surveyed anticipate that managing AI agents will become a critical skill within five years. The most successful organisations prioritise both technological advancements and people, empowering employees to innovate and adapt.

Strategic partnerships fuel growth: Ecosystems expand for the future

To overcome challenges and accelerate learning, 90 percent of organisations plan to grow partnerships and tech ecosystems over the next year. Strategic alliances are enabling access to specialised expertise, rapid innovation, and shared best practices.

As agentic AI and other advanced technologies become mainstream, organisations recognise the importance of building robust ecosystems that foster co-creation and continuous improvement. Nearly one-third of tech executives are planning to increase investment in centers of excellence, supporting cross-functional teams and controlled experimentation.

Preparing for tomorrow’s breakthroughs: Leaders embrace bold risks

The future is arriving fast, with quantum computing and Artificial Superintelligence (ASI) on the horizon. Leaders are already preparing for these breakthroughs, with 78 percent of organisations agreeing they must take more risks on emerging technologies to stay relevant.

The report urges organisations to maintain strategic foresight, invest in ethical frameworks, and build resilient, future-ready workforces. By balancing ambition with rational thinking and disciplined execution, tech executives are positioning their organisations to turn disruption into durable, compounding value.


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