Experts Highlight Strategies to Excel in Content Creation at UBA Business Series
Kayode Tokede
A group of experts at the United Bank for Africa (UBA) Series yesterday have urged content creators and brands to focus on authenticity, data and discipline to build trust and longevity in the digital economy.
This call to action came during the final edition of the UBA Business Series 2025 in Lagos, themed, “Content That Converts: Building Engagement in a Digital World.”
The event brought together marketing experts, influencers, and entrepreneurs to discuss how creativity and professionalism can drive business growth in an age of algorithms and attention scarcity.
In his welcome address, Group Head of Digital Banking, UBA, Kayode Olubiyi, affirmed the financial institution’s commitment to empowering entrepreneurs and small business owners through a series of groundbreaking digital innovations designed to simplify payments, expand access to finance, and improve customer experience across Africa.
“At UBA, our unwavering commitment to supporting entrepreneurs remains at the heart of what we do. We believe that access to the right tools and platforms is essential for success,” Olubiyi stated.
“Creating content strengthens expertise and brand trust. To shape the future, we must seize opportunities boldly and build globally competitive solutions from our local base,” he said
Delivering the keynote address, a marketing expert and Managing Director of Nitro121, Lampe Omoyele, said the concept of content has existed long before the digital age, noting that only its forms and platforms have evolved.
“Content is any communication that educates, engages, and entertains with the goal of influencing behaviour. What’s changed is how it’s created, consumed, and amplified,” he said.
Tracing the journey from the radio jingles and newspaper adverts of the 1960s to today’s AI-driven, multi-platform storytelling, he explained that modern consumers have shifted from being passive listeners to empowered co-creators.
“Digital has turned content into a two-way conversation. Today’s audience is impatient, mobile, and skeptical, they don’t just consume content; they challenge it, remix it, and respond in real time.”
Omoyele identified nine global trends shaping the future of marketing communication, including short-form video dominance, user-generated content, micro-influencer partnerships, AR/VR storytelling, and AI-powered analytics.
But beyond technology, he emphasized that the soul of content remains human, noting that trustworthiness and cultural relevance are now the foundations of brand equity.
In today’s marketplace, attention is scarce, but authenticity still sells, he said.
Speaking during the panel session, content creators agreed that authenticity and cultural alignment, among others are more valuable than volume of social media followers.
Kenyan actress and media entrepreneur, Catherine Kamau, recounted how local culture defined her most successful brand campaign with Zaron Cosmetics.
“They didn’t just plaster my face on a billboard. They studied our culture, our matatus, our slang, our vibe. They made the campaign part of everyday life. That’s why it worked,” she said.
Nigerian medical influencer Chinonso Egemba, popularly called Aproko Doktor explained how he built trust by humanizing medical information.
“People don’t go online looking for lectures. They want relatable advice. I had to switch from talking like a doctor to talking like a friend. Credibility comes from being consistent,” he said.
He stressed the need for creators to approach their work with strategy and structure. “Passion is the spark, but professionalism is the engine,” he noted
Nasiru Lawal (Nasboi), agreed, noting that “You can’t just chase trends. If brands can see themselves in your content, they’ll want to collaborate.”
Also, Elononam Ogbolu, a digital and echoed this sentiment, saying that success after visibility requires clear intention.
“When the show ended, I went straight to work. Every piece of content I create has a purpose. Fame is great, but purpose sustains you,” he said.
Group Head, Marketing and Corporate Communications at UBA, Alero Ladipo in her closing remarks noted professionalism and purpose in content creation.
She said creativity without structure rarely leads to sustainability, urging young creators to treat content as a serious career rather than a casual pursuit.
She applauded UBA’s leadership for turning the Business Series into a platform that supports not just the bank’s brand, but also the growth of Africa’s creative and entrepreneurial ecosystem. “These sessions aren’t just about marketing. They are about sharing knowledge that helps businesses and individuals grow,” she said.
