Date: 1st of February, 2020
Facilitators: Google Business Group, Lekki. David I. Adeleke, Terawork
Venue: Standard Bearers School
Facilitators: Google Business Group, Lekki. David I. Adeleke, Terawork
Venue: Standard Bearers School
The talent in the lineup was simply ridiculous and the decision to attend was a no-brainer. People came late and a program slated for 9 am didn’t start until ten. It felt like people assumed the Nigerian factor (of lateness) would set in; without realizing that their individual acts aggregate to what is the Nigerian factor. One day, when people make allowances for the Nigerian factor in their movements, it will have positive connotations. I hope.
David I. Adeleke took the first session on “How Nigerians Consume and Pay for Your Content”. He discussed content types, formats before making deductions from the data of the research intelligence unit of Business Insider. From the data, he (we) deduced that:
I. Data is expensive in Nigeria. (maybe unaffordable for most, really)
II. Charle, times be hard and people love escapist content high on humour. Help people feel good with your content as much as possible. It sells
III. Aspirational content sells
IV. Nigerians are big on values
V. Audio-sexual content sells
I. Data is expensive in Nigeria. (maybe unaffordable for most, really)
II. Charle, times be hard and people love escapist content high on humour. Help people feel good with your content as much as possible. It sells
III. Aspirational content sells
IV. Nigerians are big on values
V. Audio-sexual content sells
He highlighted two of the best ways to monetize your stuff:
i. create content that brands can sponsor
ii. creating content that people will pay for.
i. create content that brands can sponsor
ii. creating content that people will pay for.
Esoteric stuff is good, but if sale is the aim, one should create according to the demands of the market. A case study for how an outfit sold a particular content followed. David’s session ended at 11:18 am.
Peace Itimi took a session of “THE A-Z of Content Marketing”. She took the audience through the (condensed) four essences of content: informative, inspiring, educative and entertaining. Some of these overlap in many cases.
She talked us through the buyers’ journey — from awareness (let potential customers know you exist), to creating interest (capture their attention), consideration (further inform customers of what you do), conversion (foster a warm and personalized experience) and retention (encourage repeat business).
She talked about the building blocks of content marketing: vision, knowing your audience, metrics and so on. before delving into about Content Plan: content pillar, channels, format, type ratio (topical/evergreen), calendar and frequency.
Peace' talk on ideation was most important. You should keep a swipe file that inspires you and when brainstorming, go for quantity over quality. You can separate the wheat from the chaff later.
She amusingly literally ended her session with A-Z of content marketing. I’ll list a few: Incite action, have a budget, be consistent, be different, build an email list, focus on brand goals, find and fill a gap, be helpful, marketing, keep it short and simple, focus on user experience.
**********
PANEL TIME: Fu’ad Lawal, Aisha Owolabi (moderator), Ifeoma Amadi, Fisayo Fosudo
How/why did you start?
Fu’ad. Money, really. He saw openings for chemistry roles with a salary in the N25,000 region. He saw something for much more than that for writing roles and as he’d been writing for friends before, his decision was made.
What are the go-to tools/acts that have helped you monetize?
Ifeoma: Strategic positioning. Start by doing. If you’re targeting a brand, start without being commissioned. If you’re visible, you’re in mind and if you’re in mind, a window of opportunity will open if they are not doing you. In other words, action begets results.
Fu’ad: The starting point is always the audience. What do they care about and what would they pay for? You must find the best way to execute this? Then go through the data and choose a way of doing it that will fetch you money.
Fisayo: Analytics. That’s how he found out only 30% of his viewers are our people. He suggested answering a question in your content.
“…oh how does one charge an m3 battery?”Video caption could be: “how to charge the battery of an m3”. In other words, choose the format that will optimize visibility.Plenty stories. Lovely little, useful, easy-to-remember gems.
Piece of practical advice for monetization anyone starting out?
Fisayo: Don’t copy. Understand what they (your competition) are doing but find a twist. Be relatable. Find your spin.
Ifeoma: Learn to say no. Don’t accept nonsense price because you’re broke. Don’t copy.
Fu’ad: Copy….a lot! The first step into mastery is copying. You’ll find your voice eventually.
Fu’ad Lawal talked about payment. Money is always good but sometimes, not very often, exposure is really actually good. Then he spoke about organizing, networking and talking to each other. “Curiosity is content,’ he said. The panel ended at 2:02pm.
She talked us through the buyers’ journey — from awareness (let potential customers know you exist), to creating interest (capture their attention), consideration (further inform customers of what you do), conversion (foster a warm and personalized experience) and retention (encourage repeat business).
She talked about the building blocks of content marketing: vision, knowing your audience, metrics and so on. before delving into about Content Plan: content pillar, channels, format, type ratio (topical/evergreen), calendar and frequency.
Peace' talk on ideation was most important. You should keep a swipe file that inspires you and when brainstorming, go for quantity over quality. You can separate the wheat from the chaff later.
She amusingly literally ended her session with A-Z of content marketing. I’ll list a few: Incite action, have a budget, be consistent, be different, build an email list, focus on brand goals, find and fill a gap, be helpful, marketing, keep it short and simple, focus on user experience.
**********
PANEL TIME: Fu’ad Lawal, Aisha Owolabi (moderator), Ifeoma Amadi, Fisayo Fosudo
How/why did you start?
Fu’ad. Money, really. He saw openings for chemistry roles with a salary in the N25,000 region. He saw something for much more than that for writing roles and as he’d been writing for friends before, his decision was made.
What are the go-to tools/acts that have helped you monetize?
Ifeoma: Strategic positioning. Start by doing. If you’re targeting a brand, start without being commissioned. If you’re visible, you’re in mind and if you’re in mind, a window of opportunity will open if they are not doing you. In other words, action begets results.
Fu’ad: The starting point is always the audience. What do they care about and what would they pay for? You must find the best way to execute this? Then go through the data and choose a way of doing it that will fetch you money.
Fisayo: Analytics. That’s how he found out only 30% of his viewers are our people. He suggested answering a question in your content.
“…oh how does one charge an m3 battery?”Video caption could be: “how to charge the battery of an m3”. In other words, choose the format that will optimize visibility.Plenty stories. Lovely little, useful, easy-to-remember gems.
Piece of practical advice for monetization anyone starting out?
Fisayo: Don’t copy. Understand what they (your competition) are doing but find a twist. Be relatable. Find your spin.
Ifeoma: Learn to say no. Don’t accept nonsense price because you’re broke. Don’t copy.
Fu’ad: Copy….a lot! The first step into mastery is copying. You’ll find your voice eventually.
Fu’ad Lawal talked about payment. Money is always good but sometimes, not very often, exposure is really actually good. Then he spoke about organizing, networking and talking to each other. “Curiosity is content,’ he said. The panel ended at 2:02pm.
Lunch was served and people shook an unhealthy number of hands.
Femi Taiwo, the founder of terawork (partners of the program) gave a talk about globalization and content management. He contrasted pre- and post-globalization in music, football….before ending the session with candid advice on utilizing platforms, creating quality and emotive content and knowing your target audience.
The panelists took questions at 2:47 and there was a lighthearted argument of the “I am a lawyer too…” sort between some lawyers on the best/cheapest mode of protecting ideas. NDAs, trademarking and all that.
Genesis Onomiwo gave a short session on advertising, brand building, customer attraction, engagement and retention.
The program wound down with people winning gifts and vouchers from terawork. There was no single Nigerian ‘na God’ answer to questions on how to monetize content and that was deeply satisfying. It was a fine event.
Kudos all around.
Captaincue. Content Generator. Hell of a writer.
**This review was first published on Captaincue's Medium
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