Tuiza : The Art of Creating Content In Collective Solidarity

Federico Guzmán created a beautiful modern art installation of Tuiza- the cultures of the Bedouin Tent in Madrid last week. Tuiza (in the Hassaniya Arabic dialect of the African Bidan) is the work carried out in collective solidarity, in togetherness. Collective solidarity refers to a state of social bonding or interdependency which rests on similarity of beliefs and values, shared activities, and ties of kinship and cooperation among members of a community (source). The reason I mention this today, on our Brandanew blog, is that we were lucky to be able to experience the art. And, more importantly, be blown away with the inspiration of the art of creating content in collective solidarity. Because, like I’ve said before, content is a team sport. I share some reasons today on why every content marketing team in your companies needs a Tuiza…

the inspiration and the art of creating content in collective solidarity

Tuiza- Inspiration and the Art of Creating Content In Collective Solidarity

In Hassaniya Tuiza means solidary collective work: coming together, participating and building something jointly. Therefore, Tuiza is the essence of Federico Guzmán’s project as he presents this huge Bedouin tent as a space for hospitality and conversation between cultures, workshops and other collective activities… (source)

Most content marketers tend to work sitting behind their computers or Tweetdecks, typing away to glory. It’s always good to have a small change, and do something more innovative and creative together as a team. Not only does it build a strong culture within your teams, but it helps bring about “a culture of content”. Culture is way different from strategies or steps towards your goals. Culture is ‘this is how we do things around here’. Creating a culture of content begins with the intent to do so. Seek people passionate to create or build and those that are strong enough to go beyond their fears of creating or sharing too much, or spending too much time on each piece. Culture is not built by counting every cent you earn per word, but by pushing yourself into the realms of learning and getting 10,000 hours of hard work to propel you passion.

7 reasons why collective creation is essential to the art of creating content

1. Collective creation enhances the team’s sense of ownership

2. Collective co-working spaces can be used for creative innovative idea-storming

3. Collective working enhances the creator’s sense of social sharing

4. Collective working helps you test ideas and concepts with others

5. Collective working brings a sense of joy

6. Collective creation can help push the lurkers to create

7. Collective creation helps build a culture of content/creativity

8. Collective working helps build an engaged community of creators

9. Collective working helps you enhance the final product by discussions and disagreements

10. Collective working cures you of creativity blocks

11. Collective working creates remarkable stories with a deep, rich narrative, those that cover various missing perspectives

People who create, are the one percent who don’t lurk. It helps to bring them together in inspired co-working spaces. Who are you bringing on your team next? 🙂


Upasna Kakroo

Upasna co-founded Brandanew in 2014 for the sheer love of storytelling and authentic connections. She has been blogging and documenting digital stories since 2003.