Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / How to Win the Content Creation Game: Quality AND Quantity

Transcript

How to Win the Content Creation Game: Quality AND Quantity · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. Before we begin, apologies
• 0:05
  because today I happen to be recording the episode in the
• 0:09
  middle of two arguments. So there's some people outside
• 0:13
  to the left having an argument in English and then outside to
• 0:17
  the right having an argument in Hausa.
• 0:19
  Now, this was not planned. It just happens to be, you know,
• 0:23
  how it is. I mean, I'm devoted to making my
• 0:26
  podcast recordings whenever, wherever I can afford to.
• 0:30
  So I just go ahead and I record it.
• 0:32
  So if you hear anything bleeding in through the background, it
• 0:34
  happens to be the, yeah, the arguments.
• 0:37
  So for those of you who understand how so, I hope you
• 0:39
  don't get distracted by the details of what these guys are
• 0:42
  arguing about to the right of me.
• 0:45
  So we apologies out of the way. Let's get straight into the
• 0:48
  show. Today I'm going to look at the
• 0:50
  quantity. Oh, sorry, no.
• 0:52
  Today I'm going to look at rather why quantity and quality
• 0:56
  are both important for content creation.
• 0:59
  Now, this is not a listener question.
• 1:01
  In case you haven't noticed, I've taken a break from
• 1:06
  questions for a while now because I have a list of topics
• 1:09
  that I would like us to talk about over here on the podcast.
• 1:12
  And that list has been growing and growing.
• 1:14
  And, and some of the questions that we've tackled over the last
• 1:18
  2-3 days and what we're doing today are related to social
• 1:21
  media content creation and those sorts of things because the our
• 1:25
  ability to use social media to put out content can impact the
• 1:31
  kind of sales conversations that we have with business.
• 1:35
  So these things are important. And so that's the reason why I'm
• 1:37
  taking time out to address some of these.
• 1:40
  And maybe after I knock off a couple of these issues, maybe
• 1:43
  five or six, then I can go back to to the questions.
• 1:47
  So today on the show, so excuse me.
• 1:50
  So today on the show, we're going to be looking at why
• 1:52
  quantity and quality are both important for content creation.
• 1:57
  If this is your first time of listening to the show and you've
• 2:00
  always worried about things related to content creation,
• 2:04
  then you're in for a treat. Lucky you because what we did
• 2:09
  yesterday was also content related and the day before was
• 2:14
  also content related. I can't remember the topics, but
• 2:17
  once you're done listening to this, skip back listening to the
• 2:19
  last 2-3 episodes and you'll be better off for it.
• 2:23
  So quantity and quality as it relates to creating content.
• 2:30
  And by the way, this is your first time listening to the
• 2:33
  show. Every single time I say content
• 2:35
  on this podcast. What I mean is anything that
• 2:38
  you're putting out over on the Internet, whether it's audio
• 2:41
  like I'm recording now, whether it's video for those of you who
• 2:44
  like Reels, or if it's photographs for those of you who
• 2:46
  are still using Instagram as a way to show our photographs.
• 2:50
  Or whether it's video for those of you who are putting our stuff
• 2:54
  on YouTube or maybe putting videos on your website.
• 2:58
  So if you create it or there's some element of creativity that
• 3:03
  goes into it and it goes up on the Internet, we are going to
• 3:06
  call it content for now. Easy, simple definition.
• 3:12
  So now why are we talking about this?
• 3:14
  We're talking about this today because the content is important
• 3:17
  for business growth. But I should point out that
• 3:20
  content is not a necessary component.
• 3:25
  You can build a business without social media and there are lots
• 3:29
  of people, whether in America, the UK, Niger, Afghanistan,
• 3:33
  Australia, wherever, that do build businesses without using
• 3:38
  social media. So I am not saying that you have
• 3:43
  to be on social media. I run into business people every
• 3:48
  other month who have successful businesses and they don't do
• 3:52
  gang, they don't do anything on social media.
• 3:55
  In fact, back in my event photography days, one of my
• 3:59
  biggest clients, a high spender, a High Roller, he's in the agro
• 4:04
  space, does nothing on social media, but is a certified big
• 4:09
  boy with the houses, with the cars, with the everything.
• 4:13
  So you don't have to be on social media.
• 4:16
  Excuse me to build a business, but if you choose to, it is
• 4:20
  going to be an important part for helping you achieve business
• 4:24
  growth. But it's not necessary
• 4:25
  component. Now, the reason why content is
• 4:29
  going to help is because we business people are always
• 4:32
  looking for ways to facilitate conversations because the more
• 4:37
  conversations we have with people, the more money we make.
• 4:40
  Content is just another way of facilitating those sorts of
• 4:43
  conversations. So for those of you who sell
• 4:46
  kitties products using Instagram, let's say you sell
• 4:49
  pajamas or you sell certain kinds of cream or certain kinds
• 4:52
  of toys, is the stuff that you put up that causes mummies and
• 4:57
  daddies to hit you up in DM to say how much do you have it in
• 5:02
  size 14? This one looks like it's a
• 5:05
  girl's colour. Do you have it for boys?
• 5:07
  My boy is a 14 year old, my girl is a three-year old.
• 5:10
  So that's the whole point of content, to facilitate those
• 5:14
  sorts of conversations. I've seen your stuff, I like it.
• 5:18
  Are you free? How much is it in this size?
• 5:21
  What are the side effects? All those kinds of
• 5:23
  conversations. That is the reason why content
• 5:25
  is important for business growth.
• 5:28
  But yes, I'll repeat it again, you don't have to use social
• 5:33
  media to build your businesses. OK, Now the reason why I'm I'm
• 5:38
  delving into this quantity versus quality debate is because
• 5:43
  people usually fall into two extremes.
• 5:45
  There are some people who say, and rightly so, that look,
• 5:49
  volume is the name of the game because there's no how you are
• 5:52
  going to get the algorithm to work in your favour if you're
• 5:55
  only creating one post a week. Depending on the industry, it
• 5:59
  ain't going to happen. It was a highly technical space.
• 6:02
  Like there's a fellow that I came across, not Nigerian anyway
• 6:06
  on the podcast. And what he does is accounting,
• 6:12
  tax accounting, but a very niche tax accounting thing in America
• 6:17
  where there are people in certain industries in the, in
• 6:21
  the contractor space, you know, people that build houses and do
• 6:25
  heating and ventilation and these sorts of things.
• 6:27
  So there's a particular, there are particular kind of tax
• 6:29
  problems that these people fall into.
• 6:31
  And this guy's content is related only to that.
• 6:35
  So he doesn't do general tax accounting.
• 6:38
  He doesn't do wealth building. He doesn't do this is how to
• 6:41
  save. This is how to invest.
• 6:43
  No, the only puts our content on those very specific issues and a
• 6:51
  very specific niche. So for someone like him, that is
• 6:54
  extremely niche, it's extremely valuable.
• 6:56
  Excuse me. So if he's only putting out one
• 6:58
  piece of content every week, sorry about that guys.
• 7:01
  It's the like I said that time of the year.
• 7:05
  So my kids, you know, the cold and the sore throat has done its
• 7:11
  round on them and has passed through.
• 7:12
  So I'm the one who's kind of battling now.
• 7:14
  So I'm halfway there, halfway not.
• 7:17
  So I was like, yes, I have. So for people that are making
• 7:19
  that kind of niche and specialty content, if they're only putting
• 7:22
  out one thing a week, it might be fine because it's going to be
• 7:26
  highly sought after by people who want that kind of thing.
• 7:30
  But for people like you, I mean that are doing things kind of
• 7:34
  generic or kind of general, because I am talking about
• 7:37
  business advice in general. And if you sell kiddies stuff
• 7:40
  over on the Internet, let's say you sell pajamas or baby cream,
• 7:43
  like I said, it's also kind of general.
• 7:46
  You're competing with a whole bunch of stuff.
• 7:47
  So people like us, we need the volume to be able to fight
• 7:52
  against the current trends in the algorithm because the
• 7:57
  algorithm is going to serve up what is the most popular.
• 8:02
  That's just how it works. So for regular folks like us, we
• 8:05
  need volume. So because of that, some people
• 8:08
  rightly say, look, we need volume.
• 8:11
  And so because of that, they start pumping out things every
• 8:13
  day and then they end up creating mediocre content.
• 8:17
  That is one extreme, people who recognize the volume, but then
• 8:21
  they emphasize only the volume and then they get mediocre on
• 8:23
  the content. Then there are those people who
• 8:27
  fall on the other extreme, which is we are going to be about
• 8:30
  quality. And I can speak first hand about
• 8:34
  these sorts of people because back in my wedding photography
• 8:36
  days, a bunch of them were my friends.
• 8:39
  They would only put out quality posts.
• 8:42
  They would only put out a picture that they think is
• 8:44
  quality that is the best composed.
• 8:47
  Well, Eddie said, well, let's see what else.
• 8:51
  You know, all the technical criteria put on, you know, for a
• 8:54
  perfect photo. And that's an extreme.
• 9:00
  So excuse me. OK, sorry about that.
• 9:05
  I had to hit pause very well and go and hack and clear my throat
• 9:08
  because I think it was getting disrespectful for me to keep
• 9:11
  hacking into you guys ears. So I was like, yeah, so I'm
• 9:14
  talking about people who fall on the other end of the extreme and
• 9:17
  only insist on producing quality content.
• 9:20
  Now it's also an extreme because the whole thing about quality
• 9:22
  sometimes becomes arbitrary. You're producing what you think
• 9:26
  is quality, not necessarily what your your potential audience
• 9:30
  thinks is quality. And then you fall into the trap
• 9:32
  of not producing enough. And so because of that, not
• 9:35
  enough people are seeing what it is that you produce.
• 9:37
  So those are the two extremes, and that's the reason why I'm
• 9:40
  delving into the debate today. So should you recognize volume
• 9:44
  and run the risk of creating mediocre content or should you
• 9:48
  recognize only quality and run the risk of not producing enough
• 9:52
  content that is going to be seen organically on social?
• 9:55
  Because with the way the algorithms work, depending on
• 9:58
  who is talking, you know, I'm not professional when it comes
• 10:00
  to social media. So it's just just I'm hearing
• 10:02
  the here and there. I've heard that some people say
• 10:05
  it's like 5% of your audience. Some people say it's only 2% of
• 10:08
  your audience that get to see what it is that you post.
• 10:11
  But either way, it's not fantastic if you have 2000
• 10:15
  people follow you on Instagram and only 5% of the people, if I
• 10:19
  have a chance of realistically seeing what it is that you post,
• 10:22
  I mean, do the math. What is 5% of 2000?
• 10:24
  It's not great. What is 2% of 2000?
• 10:27
  It's not great. So even the odds volume is also
• 10:32
  important. Now we also need to figure out
• 10:35
  what is the goal of having content on social media.
• 10:37
  It depends according to which heuristic that you use.
• 10:40
  Some people are coming from the KLT mindset, KLT that's know
• 10:45
  like and trust. So they want to create know like
• 10:48
  and trust. They want people to know them.
• 10:49
  They want people to like them and they want people to trust
• 10:51
  them. And of course, the whole point
• 10:53
  of know, like and trust is it should make business
• 10:55
  conversations a whole lot easier.
• 10:57
  So if you sell pajamas on Instagram or you sell babies
• 11:02
  products like cream for a nappy rash or whatever, you want
• 11:05
  people to pick up the phone and call you or send messages in the
• 11:08
  DM and they don't start pricing Groundnut, you know, so that you
• 11:11
  guys have productive conversations and you go ahead
• 11:14
  and do what it is that you do best.
• 11:16
  Some people, the frame mind for having content on social media
• 11:20
  and engaging on social media is to remain on top of mind.
• 11:23
  And that is because not everybody is in the market for
• 11:25
  your product or service right now.
• 11:27
  So I'm under no illusion that if I have 1000 people listening to
• 11:31
  this podcast episode right now, I'm under no illusion that not,
• 11:36
  in fact, not even up to half of the people who are listening to
• 11:38
  the episode right now currently require the services of a
• 11:43
  business development consultant or a sales coach.
• 11:45
  You know, it just doesn't happen.
• 11:47
  So another thing, depending on who you ask, depending on which
• 11:51
  industry, which countries or people say is anything between
• 11:54
  5% and 7% of people that are currently in the market.
• 11:57
  So in other words, if I have 1000 people listening to this
• 12:01
  podcast episode right now, realistically speaking, that 7%
• 12:06
  or 5% of 1000, those are the people who need my my services
• 12:10
  right now. But then again, of course, the
• 12:12
  people who are listening to the podcast right now most likely
• 12:14
  are going to be considering two or three other service
• 12:18
  providers. So even that 7%, it doesn't mean
• 12:21
  I stand a realistic short of closing business with them
• 12:23
  because they're talking to other people.
• 12:25
  So that is what this whole thing of remaining top of mind is
• 12:27
  about. The remaining 93% or 95% or 90,
• 12:32
  whatever percent who are not in the market right now.
• 12:35
  If I keep making these podcast episodes, if you keep putting up
• 12:38
  pictures of cute pajamas for those of you who sell kiddies
• 12:41
  pajamas, and if you keep creating educating content about
• 12:44
  this is how you deal with nappy rash or this is how you deal
• 12:46
  with nipple rash, or this is how you deal with postpartum skin
• 12:50
  dryness or whatever. If you keep putting on that
• 12:52
  content, then over time when the remaining 95% is now in the
• 12:59
  market and they are ready to go ahead, they think of you and
• 13:02
  they send you Adm or they give you a phone call.
• 13:05
  So those are some people. The benefit of social media
• 13:08
  remaining top of mind, that is the key way that they're looking
• 13:11
  at it. Some other people, the reason
• 13:13
  why they're using social media is for brand building.
• 13:17
  And that is because long term branding activity makes it
• 13:20
  easier for future sales campaigns to work.
• 13:23
  And I've been in those situations where I'm having a
• 13:25
  conversation with someone and the thing about my podcast comes
• 13:30
  up. Maybe the person is a Lister,
• 13:31
  maybe the person is not, but it seems to give some credibility
• 13:36
  that, OK, this guy's been in the game for a while, has over 800
• 13:39
  episodes. These things make conversations
• 13:42
  a whole lot easier, makes you look like a credible
• 13:44
  alternative. So that is one of the reasons
• 13:47
  why people engage on social, social media for brand building.
• 13:52
  And then the other people who are just trying to be really
• 13:54
  pragmatic because they're thinking of point of sales
• 13:57
  opportunities, they want more avenues for people to reach out
• 14:00
  to buy when they're ready. So that's the reason why they're
• 14:02
  on TikTok, on Instagram, on Twitter, on Facebook, on
• 14:06
  website, on everything. So that no matter where you want
• 14:09
  to make a purchase, they're there and they can take a
• 14:12
  purchase. So that is the goal of having
• 14:14
  content on social media, depending on how you look at
• 14:17
  things. If you're a KLT person, you're
• 14:18
  trying to build, know, like and trust.
• 14:20
  If you're a top of mind person, you're trying to remain top of
• 14:23
  mind so that when the other 90 something percent of the people
• 14:26
  are ready to purchase, they think of you.
• 14:28
  If you're a brand building person, you're doing this over
• 14:31
  the long term because you know that you build a sufficient
• 14:34
  enough brand. It sets you apart from the
• 14:36
  competition. And then when people see you,
• 14:37
  they be like, oh, you're that guy or OK, you're that girl.
• 14:40
  And it makes it easier to have a much more interesting
• 14:45
  conversation. Then let's look at this whole
• 14:48
  thing of quality versus quantity.
• 14:49
  What is quality? What is quality content on
• 14:52
  social media? Now, quality just means the
• 14:55
  thing that your audience finds valuable.
• 14:59
  I am not going to stress that because I already made a podcast
• 15:01
  episode yesterday or the day before about, you know, this
• 15:05
  whole thing of how you decide what is valuable, how you
• 15:08
  produce what is valuable. So when you're done listening to
• 15:11
  this episode, skip back. Listen to that one.
• 15:13
  And you'll be brought up to speed.
• 15:15
  You get the larger context of what we're talking about when we
• 15:18
  talk about value. Now, this is something that I
• 15:20
  have to stress. I stress then and I will stress
• 15:23
  again. Quality content on social media
• 15:25
  is the thing that your audience finds valuable and not you
• 15:31
  necessarily. Back to the photographer
• 15:34
  example. Like I said, there are
• 15:36
  photographers back in the day when I started who would only
• 15:38
  put out quality content in quote quality.
• 15:42
  That means the perfect portrait that is perfectly composed,
• 15:44
  perfectly lit, depth of field is perfect, contrast is perfect,
• 15:50
  composition is perfect, everything is perfect.
• 15:55
  And then you put that. But people don't give a hoot
• 15:57
  about your perfect photography. Maybe people are interested in
• 16:01
  other kinds of things or maybe you do different kinds of stuff
• 16:07
  that people like, but for some reason you think that that is
• 16:10
  beneath you. Look, we all have those moments.
• 16:14
  And for me too, it was also a thing because I believed that it
• 16:17
  was only was only spontaneous content, not pose, you know,
• 16:22
  things like that. That is the best.
• 16:25
  And I didn't like having errors up on My Portfolio.
• 16:29
  But for some reason I noticed when I was dealing with mothers,
• 16:33
  my standard for error and the standards for error was quite
• 16:36
  different. Because I remember one lady I
• 16:38
  did photos for and one headshot for the baby was out of focus.
• 16:44
  So I looked at it and the professional photography in me
• 16:47
  said this thing is blurry. So I removed it to be deleted
• 16:52
  later. And of course after everything,
• 16:54
  mom was wondering any more photos.
• 16:55
  I said it's just error shaft. So nothing good.
• 16:59
  Let me see the errors. And then I showed her and then
• 17:02
  she looked at the photo and she's like, oh, my God, see my
• 17:04
  baby. This is so fine.
• 17:07
  Are you there? You're wicked.
• 17:08
  So you didn't want to show me this photo.
• 17:09
  See my baby now? Isn't this a good photo?
• 17:12
  And I'm like, the photo is is is blurry, is out of focus.
• 17:15
  You say, no, it's not of focus. I see the effect is so soft.
• 17:18
  You saw this. You saw that.
• 17:19
  And like, OK, she likes it. So I gave it to her.
• 17:24
  What I'm trying to illustrate here is just that what do you
• 17:27
  think is quality is not necessarily not necessarily what
• 17:30
  your audience thinks is quality as well.
• 17:32
  So there's some push and pull. Have your own professional
• 17:35
  standards, but also try to keep an eye out there to what people
• 17:38
  find to be valuable. For instance, the podcast that
• 17:42
  I'm making right now, there are people arguing to my left,
• 17:46
  sorry, to my right in Hausa and to my left in English.
• 17:50
  Now, my, the people that I started off with in the media
• 17:53
  game, they will say that these episodes are terrible.
• 17:56
  And realistically speaking, yes, from a from a professional point
• 18:00
  of view, my podcast episodes are terrible because you can always
• 18:04
  hear something. A bird, a cat, a chicken, my
• 18:07
  children, my wife, a cow, cars in the background, what else?
• 18:15
  This one I tried to record outside the airport and then
• 18:18
  that's when the plane happened to be landing.
• 18:19
  So you can hear everything. So I know that professionally
• 18:23
  speaking, from a technical point of view, my podcast episodes are
• 18:27
  crap, I know. But I focus rather on the
• 18:30
  content, on the quality of the content.
• 18:32
  And I'm taking a gamble that you guys, even with the technical
• 18:36
  deficiencies, are listening because you find the content
• 18:39
  that I'm producing to be valuable.
• 18:41
  So it's both ways. I do the best that I can given
• 18:46
  the circumstances to minimize noise and distractions.
• 18:49
  But I'm trusting that your definition of quality is
• 18:52
  different than my own definition of quality.
• 18:56
  Someone who's coming from a professional background.
• 18:58
  So there's always the tension. So quality is what your people
• 19:02
  find to be valuable. Let that be your guiding light.
• 19:05
  And why is quality important? Quality is important because
• 19:09
  remember, I'm saying quality now not just from a technical point
• 19:12
  of view, but what your people find to be valuable or what are
• 19:15
  they, what they're interested in, what they will engage in.
• 19:18
  If it's not valuable to them, if it's not relevant to them, it is
• 19:23
  not tailored to them, then they will not engage and you will not
• 19:27
  achieve your purpose. Your brand building efforts will
• 19:30
  come to 0 because it's not relevant to them, so they will
• 19:33
  not see, watch, listen, click, download or share.
• 19:38
  If you're trying to remain top of mind.
• 19:40
  But they don't find the content to be tailored to them, to be
• 19:42
  relevant to them, to be entertaining to them, to be
• 19:44
  valuable to them. You will not achieve top of mind
• 19:47
  because they will ignore, ignore, ignore.
• 19:49
  And after a while, they will click on block or I think for
• 19:53
  Facebook and Instagram, they'll click on those 3 red dots and
• 19:56
  then they'll select show less of this.
• 19:58
  Then Facebook will ask reason reasons why and then they will
• 20:01
  select I'm no longer interested in this.
• 20:03
  And then that's it. You never come up in the
• 20:05
  person's timeline again. So top of mind strategy 0.
• 20:09
  If you're trying to achieve KLT know, like and trust, but excuse
• 20:13
  me, you're not focusing on content that they find to be
• 20:17
  valuable or relevant or tailored to them, then know like and
• 20:20
  trust. It's not going to work because
• 20:21
  they won't know you, because they don't see, they don't
• 20:24
  engage, they don't share. No one like you because you're
• 20:28
  irrelevant and they're not going to trust you because who are
• 20:32
  you? They don't know you.
• 20:33
  Why would they trust you? Then?
• 20:36
  Quantity. I've already said it at the top
• 20:39
  of the episode that quantity is important because there are lots
• 20:43
  of things on the Internet and the algorithm selves of the most
• 20:46
  popular stuff, you're competing with all kinds of random content
• 20:49
  content. So quantity is the only chance
• 20:51
  that you have for being noticed. I had to tell someone who was
• 20:55
  thinking of getting to the podcasting game.
• 20:56
  I had to be up front with the the person I look, there are
• 20:59
  lots of podcasts out there in Nigeria.
• 21:01
  A lot of them are just podcasts and that's what you're up
• 21:06
  against. And the truth is it's hard to
• 21:09
  compete with that kind of content.
• 21:10
  I'm here. I'm talking about sales and
• 21:12
  business development. But then they do and the other
• 21:15
  people on the Honest Bunch. Oh, and I love them.
• 21:18
  I listen to that podcast is a nice way to step down.
• 21:21
  But they have all these episodes where, you know, like they do
• 21:23
  was talking about a Nigerian actress who supposedly had sex
• 21:27
  with the snake at Transcope Hilton Hotel.
• 21:31
  Now let's face it, if most people are faced with the
• 21:36
  prospect of figuring out who was that actress and listening to my
• 21:41
  own show, you would think, OK, yeah, Tavi Shiman show is nice.
• 21:44
  I'll get back to that later. Let me just listen to this gist
• 21:47
  now about this disease and that, that, that, that.
• 21:50
  So there's other stuff that we're competing in and quantity
• 21:54
  is the only hope that we have, the only chance that we have for
• 21:57
  being noticed, being constantly in the stream.
• 22:00
  And that gives us a fair shot because there are lots of other
• 22:03
  things that algorithm is going to serve up, which happens to be
• 22:06
  much more popular because the thing that other Nigerian
• 22:10
  podcasters are talking about are much more popular.
• 22:16
  OK, sorry about that. Over 10 minutes.
• 22:17
  I'm trying to keep the episode short.
• 22:19
  OK. So anyway, let me just move on.
• 22:21
  So this is the crux of the matter Now, this whole quality
• 22:25
  quantity thing, does this mean that you have to produce content
• 22:28
  every day and quality content every day?
• 22:31
  Because you want to do quality and quantity, it means that you
• 22:33
  have to be producing content every day, right?
• 22:37
  And it has to be good quality content, right?
• 22:40
  Do you have to do that? The answer is no, because it's
• 22:42
  hard to produce quality content every day if content is not your
• 22:46
  business. There are some people that
• 22:48
  content is their business. They wake up, they set up the
• 22:51
  computer, and then they produce content for themselves or for
• 22:54
  other people. It's their business.
• 22:56
  You produce content every day, then, Oh yeah, sure, you can
• 22:58
  produce quality content every day.
• 23:00
  But for the rest of us who are parents or maybe even single.
• 23:04
  But The thing is you work in Zenith Bank and this thing is
• 23:06
  you're 95 or you're producing content because you're trying to
• 23:10
  promote your, your cakes, your, your baking service and things
• 23:14
  like that. You know, baking is your main
• 23:16
  job, not really sitting behind the camera and editing and all
• 23:22
  of that. So it can really be tough.
• 23:25
  So this is what I recommend to people that your social media
• 23:30
  strategy for content should be to create quality now, great
• 23:34
  quality right now. You don't have to create it
• 23:37
  tomorrow, but the one that you've created today, repurpose
• 23:40
  it for as long as possible. Repurposing is simply another
• 23:44
  way of saying reusing it, rekeeping it, repackaging it, re
• 23:49
  sharing it, reposting it, re whatever in it.
• 23:54
  Hope you guys get the point. So produce quality now, today or
• 23:58
  Monday. But you don't have to produce
• 24:00
  quality on Tuesday, Wednesday, Thursday.
• 24:02
  But what you produce on Monday, you can repurpose it on Tuesday
• 24:05
  and Wednesday and Thursday and Friday and Saturday and Sunday.
• 24:08
  And then you wake up next week Monday and produce quality
• 24:11
  content again one day and then repurpose it on Tuesday and
• 24:14
  Wednesday and and you see how it works.
• 24:17
  So you might find that you spent a whole month and you only
• 24:20
  produced 5-6 quality pieces of content.
• 24:25
  So actual production days was only five or six in a month.
• 24:28
  The rest of it is just repurposing.
• 24:30
  That way you have the quantity you need to be able to compete
• 24:37
  on the algorithm and then it has the quality so that when people
• 24:40
  see it won't be just like, oh, this one that produced was nice,
• 24:43
  this one that produced was rubbish.
• 24:46
  So if you're a Carpenter, you're trying to promote your carpentry
• 24:49
  business using social media, you can spend today, Monday and
• 24:54
  produce quality video. If you went and did a high end
• 24:57
  job for a developer, maybe while you guys are doing it, you took
• 25:01
  some videos for behind the scenes or whatever.
• 25:04
  And then on the final day you go through with the camera and you
• 25:06
  know how you do that walkthrough, you know, record
• 25:08
  everything and all that. So you do all of that and the
• 25:11
  video is recorded once today, on Monday, after everything is
• 25:15
  finished and cleaned, you now repurpose the video in several
• 25:20
  ways over several days. You record everything on Monday.
• 25:25
  On Tuesday you can do BTS behind the scenes while you're walking
• 25:29
  through talking about, oh, this is the level of care.
• 25:31
  This is the consideration I'll put into this project.
• 25:33
  This is the creative consideration.
• 25:34
  This is this is that you know, you're showing people the kind
• 25:38
  of artistry and skill that you bring to your work.
• 25:42
  Then the day after would be Wednesday you can feature only
• 25:48
  the bedroom, bedroom showcase. Then Thursday you can do only
• 25:54
  living room and then Friday you can do show off the kitchen
• 25:59
  detailing and then talking about that maybe Saturday we now share
• 26:02
  photos from the set and write some interesting captions.
• 26:08
  But you can see how one day's worth of videos and photos and
• 26:14
  everything can provide a week's worth of content if you have a
• 26:19
  good repurposing strategy. It all rests on repurposing.
• 26:23
  So it's the same sort of thing I'm doing with my experience, my
• 26:29
  experience with the podcast. That is how I produce both
• 26:31
  quality and volume. That's some people who think I
• 26:34
  record everyday and there's some people who think I record
• 26:36
  several times a day. So no, I actually try to record
• 26:42
  as many days as possible. If it's everyday, fine.
• 26:45
  It was only twice a week, fine. But The thing is, I am on
• 26:49
  LinkedIn multiple times a day, and you can find quality
• 26:53
  episodes, multiple episodes on LinkedIn if you follow me every
• 26:57
  single day. That is just because I record a
• 27:01
  podcast episode once and my aim is to repurpose it in
• 27:06
  perpetuity. So long as I live, I will still
• 27:08
  keep republishing some episodes, sharing some episodes, reposting
• 27:12
  some episodes, you know, and when I put money behind it,
• 27:15
  boosting some episodes. This is something I spoke about
• 27:18
  in my conversation with Gina because, sorry, not Gina and
• 27:21
  Xena Xena's delicacies. Yeah, from yesterday, the
• 27:24
  podcast listener that I shouted out to, the one who is based in
• 27:28
  pH University Uni Uniport. So as an example that I gave
• 27:33
  her, currently I have about 880 episodes of the podcast.
• 27:36
  If I'm going to share 10 episodes everyday on LinkedIn,
• 27:39
  it's going to be at least 88 days if I did my math right.
• 27:43
  That's roughly 2 1/2 months if I did my math right.
• 27:45
  If I did my math wrong, I studied law.
• 27:48
  Don't blame me. Yes, I know.
• 27:50
  My wife also studied law but she's also doing Cfas so I guess
• 27:54
  it's no excuse. I should stop saying that
• 27:56
  laughing. So any so my guest 2 1/2 months
• 28:00
  before I get to repeat another podcast episode.
• 28:05
  But The thing is, who is going to remember that?
• 28:07
  Hey Bros, this episode you shared today, you actually
• 28:10
  shared the 2 1/2 months ago. Who's going to remember?
• 28:12
  No one. And even if you're adding fans,
• 28:15
  remember for them, it'll be a good reminder.
• 28:18
  So I told her, look that don't be afraid because on your
• 28:21
  Instagram you have these, you have close to 1000 photos on
• 28:24
  your phone, you have more than 1000 photos.
• 28:26
  Like what are you afraid, afraid of?
• 28:27
  Repurpose, reuse, reshare, recycle, re re, you know, all
• 28:33
  the rethinks, redo the thing. Nobody, nobody's going to
• 28:39
  remember. If you're doing one photo every
• 28:40
  day, you have over 1000 photos, 1000 is OK, 365, blah, blah,
• 28:46
  blah. So that that would be like 2
• 28:49
  Abby, that was like 3, three years.
• 28:51
  That's over like three years before you repeat the same
• 28:53
  photo. So stop being scared.
• 28:56
  Some of you already have quality content that is sitting on your
• 28:59
  phone. You don't want to be.
• 29:01
  You don't want to be. What's that?
• 29:02
  Is repetitious? Is repetitious a word?
• 29:05
  You don't want to be repetitious.
• 29:07
  You don't want to be, you don't want to appear still or
• 29:10
  whatever. Just come with a good
• 29:11
  republishing strategy and you'll be fine.
• 29:13
  You have both the quality and you will have the volume.
• 29:17
  So in summary, what I'm trying to say is that quality and
• 29:20
  quantity of content don't have to be in opposition to each
• 29:23
  other because you guys are going to come across some folks on the
• 29:26
  Internet who will pitch their camp one way or another.
• 29:28
  They'll say, look at how to be on social media and every day I
• 29:30
  just want to create one quality post, ma'am, and then put it out
• 29:33
  there. I'm a professional and then some
• 29:35
  other person will be like look who professional don't help as
• 29:38
  in I have to conquer this algorithm.
• 29:40
  So I'm going to put stuff out every day whether it is subpar
• 29:44
  or not and then they do that. Sorry, one moment, guys.
• 29:51
  OK, sorry about that. I had to attend to someone
• 29:53
  briefly and I'm back. So I think I was summarizing
• 29:58
  before ending the show that quality and quantity.
• 30:03
  Yeah, it doesn't have to be in opposition to each other.
• 30:06
  You can do both and this is how you can do both.
• 30:09
  You have a republishing strategy.
• 30:11
  If you don't believe me, keep listening to the podcast, pay
• 30:14
  attention, maybe follow me on LinkedIn and you will see how my
• 30:19
  republishing strategy means I always have quality content in
• 30:23
  the time stream, even if I am not.
• 30:25
  So I see time stream, what was it called in the you know what
• 30:29
  is now as when you scroll and then things come up and come up
• 30:32
  is that time screen or timeline or time view, whatever it is.
• 30:35
  So I always have quality stuff and I always have quantity of
• 30:39
  the stuff out there. And that's the reason why I
• 30:42
  don't have to record quality everyday or produce quantity
• 30:46
  everyday because the quality in quote that I recorded last week,
• 30:50
  I'm going to repurpose it forever.
• 30:52
  So as long as I'm alive, the quality that I recorded on the
• 30:59
  200 or episode 150 or episode 2 or episode 700, I'm going to
• 31:05
  repurpose it, reshare it, reuse it, reclip it, repost it,
• 31:10
  reboost it, re whatever it for as long as I'm alive.
• 31:13
  And that's how you solve the problem of quality and quantity.
• 31:18
  So for those of you who have been nervous about what should I
• 31:22
  do, should I do every day and it's going to be subpar or
• 31:27
  should I just do it once a week And I've created a masterpiece.
• 31:30
  You know, that's, that's your actual solution.
• 31:33
  You can do it once a week and create that masterpiece.
• 31:35
  Just find a way of reusing that masterpiece, repurposing that
• 31:39
  masterpiece, re sharing that masterpiece.
• 31:41
  I mean, those of you who do video content, it's a strategy
• 31:43
  that you guys do already. You record only one video and
• 31:47
  maybe the full video is released on Instagram on Monday.
• 31:50
  But then Tuesday, you take a small clip and share a nugget of
• 31:54
  wisdom. Wednesday, another small clip,
• 31:56
  Thursday and Friday. So that's, that's what you do.
• 31:59
  So that's all for today, folks. Remember to connect with me on
• 32:02
  WhatsApp. The phone number is 08064662140.
• 32:06
  Country code is +234. Also connect with me on
• 32:09
  LinkedIn. The name is Tavishima Ayede.
• 32:11
  You can confirm the spelling of my name and e-mail address from
• 32:14
  the link where you're currently listening to this episode.
• 32:16
  Thank you very much for your time and attention.
• 32:18
  I'll catch you guys in the next episode and hopefully I won't
• 32:21
  have two people arguing to my left and to my right.
• 32:26
  It looks like the English argument is over and the House
• 32:31
  of conversation has toned down quite a bit.
• 32:34
  Maybe I should learn how so, so that, you know, when I hear
• 32:37
  people arguing like this, at least I'll have some nice juicy
• 32:41
  gossip to shout my wife when she gets back home.
• 32:43
  Like, hey baby, you know what you know in the day, this guy
• 32:45
  and this guy into a quarreling. And this is what the choir was
• 32:48
  about anyway. So enjoy your day.
• 32:50
  Catch you guys soon.