Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Unlock Business Growth: The Content Creation and Repurposing Playbook

Transcript

Unlock Business Growth: The Content Creation and Repurposing Playbook · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. The usual.
• 0:03
  There might be some interruptions in the background.
• 0:06
  Now today I want us to talk about using content to grow your
• 0:10
  business. Now, the reason why is because
• 0:12
  I've been having a conversation, or rather a series of
• 0:14
  conversations with a very, very, very long time listener, Wendy
• 0:18
  at a current place of work and a couple of things have come up.
• 0:22
  And so I'll make a podcast episode, you know, dedicated to
• 0:26
  those conversations exclusively. I mean, in in particular,
• 0:30
  because I think there's some things that me and Wendy are
• 0:32
  talking about that might benefit the rest of you listening on the
• 0:36
  podcast. But there have been some
• 0:37
  conversations around the role of content and how you can use
• 0:41
  content to grow your business. And I just realized that, you
• 0:43
  know, her, Olga and other people's bosses and other
• 0:47
  people's colleagues and business partners don't have a proper
• 0:50
  understanding of how you can use content to grow your business.
• 0:52
  And so that's the reason why I'm making today's episode.
• 0:55
  Now, before we continue, I'd like to shout out to Ruth Chuku
• 0:59
  who discovered the show on Spotify and reached out to me on
• 1:03
  WhatsApp. Her business is she does CAC
• 1:06
  registration. CAC is the Corporate Affairs
• 1:08
  Commission for those of you who are not Nigerian, that is the
• 1:11
  body that is responsible for registering all businesses and
• 1:15
  charities in Nigeria. And she loves the podcast.
• 1:19
  She said she's been implementing stuff that she's been doing and
• 1:22
  she has seen some business improvement.
• 1:24
  She she started doing that and I'm really, really happy to hear
• 1:27
  that. So I'm continuing the chat
• 1:28
  because I want to find out specifics of how it has grown
• 1:31
  her business. So I can also share it over here
• 1:33
  on the podcast so you guys can hear a testimony about how you
• 1:38
  don't necessarily have to reach out to me for paid engagement.
• 1:42
  You can listen to what I put out here for free, but just do with
• 1:45
  a pen and a paper and write down some stuff so that you can do
• 1:49
  immediately tomorrow because trust me, these things have
• 1:54
  these things have immediate benefits.
• 1:56
  I mean, for me it was something as simple as the psychology of
• 2:00
  sales or the psychology of selling, I think by Brian Tracy
• 2:05
  and Brian Tracy talking about how about how you can be pushy
• 2:12
  so long as you're talking to a person who has a want and a need
• 2:14
  and who can afford your products or your services.
• 2:16
  So you're only pushy when one of those things is missing.
• 2:19
  I mean, for me that that made a huge difference because I was
• 2:23
  always, I always wondered, because I can be direct.
• 2:25
  I always wondered like, am I too forceful?
• 2:27
  Am I too direct? Am I too this?
• 2:29
  Am I too that? That was not the problem was me.
• 2:31
  But then listening to Brian Tracy, I realized that the focus
• 2:34
  was off. I should be paying attention to
• 2:35
  the other person. Does this person want or need
• 2:38
  it? Can she afford it?
• 2:39
  Is there a sense of urgency? OK.
• 2:41
  If there is, then how am I being forceful?
• 2:44
  It's something they want. It's something they need.
• 2:46
  It will help that situation. And they actually want to make a
• 2:49
  decision next week. So I'm not being forceful.
• 2:52
  If I pick up the phone and I call and I say, you know how
• 2:54
  far, you know, we discussed, I think we're good to go.
• 2:57
  This is how this thing is supposed to.
• 2:59
  This is how this might help you. So the next step is, you know, a
• 3:03
  deposit for 40K. So let's move this thing
• 3:05
  forward. So, you know, how far are you
• 3:07
  guys ready to roll or what? You know, so simple things like
• 3:12
  that that you get for free. So I don't have to go and pay
• 3:16
  Brian Tracy if I don't know how much he costs these days.
• 3:19
  I'm surprised if he costs, if he costs maybe like more than
• 3:23
  $500,000 or something just to have him speak or something at
• 3:27
  your event, you know, so I don't have to go and pay him directly.
• 3:30
  But listening to stuff that he did in the past and making notes
• 3:35
  and applying made all the difference.
• 3:37
  And it can make a difference for you guys as well.
• 3:40
  So summary, Ruth Chuku, thank you very much for listening to
• 3:43
  the podcast and thank you for applying.
• 3:46
  The things that I've been saying here.
• 3:48
  Please check your WhatsApp. I've responded.
• 3:50
  So let me know specifically how it has LED, how things I have
• 3:54
  said here have led to business improvements.
• 3:57
  I want to know, I want to talk about it as a case study for
• 4:00
  those of you who are listening. You've been listening, Shar, and
• 4:03
  you think, OK, this is interesting, this is insightful,
• 4:05
  but you haven't applied anything.
• 4:07
  Please just take a pencil and a paper, write down one or two
• 4:09
  things. Tomorrow morning, 8:00 AM, apply
• 4:11
  the thing and then be persistent.
• 4:15
  Over time, you will start seeing results just like Ruth through
• 4:18
  seeing results. And please, Ruth, share the
• 4:20
  podcast with other people who might find this to be valuable.
• 4:23
  If you'd love to connect with me for a strategy session, the
• 4:28
  business audit or you have questions you'd like me to
• 4:29
  answer, the number is 08064662140.
• 4:35
  Country code is +234. For those of you who are not
• 4:38
  Nigerian, you can connect with me on LinkedIn.
• 4:40
  The name to look for is Tavishima Aide.
• 4:43
  I also have a YouTube channel by the same name.
• 4:46
  All right, so using content to grow your business, that's what
• 4:49
  we're talking about today. So I want us to run through 4
• 4:52
  main things. Basically I want us to define
• 4:54
  what content is, what kind of content we can put out, then
• 4:57
  look at expectations around contents and then also just a
• 5:01
  word about reusing content, repurposing and re sharing.
• 5:05
  So let's start off what is content?
• 5:08
  Whenever you hear me talk about content on this podcast, I just
• 5:11
  mean any photograph, any video, any audio, any graphic, any
• 5:16
  essay, any tweets, any, you get the point that you post on any
• 5:23
  website, any social media, any blog, any podcast, any audio
• 5:28
  sharing platform, any video sharing platform, any you get
• 5:32
  the point. And when we now move into the
• 5:35
  metaverse and we all start wearing headsets and we're
• 5:37
  spending on our time in the meta space or whatever it is that
• 5:41
  we're going to do, you know, content is also going to include
• 5:45
  any photo, any video, any audio, any graphic, any essay, any
• 5:49
  this, any whatever that we put up in no space.
• 5:52
  So content share is just everything as robot people will
• 5:57
  say Boo, Boo everything. Content is the everything that
• 6:01
  we're putting out on the Internet.
• 6:03
  Now, why do we put out these things on the Internet?
• 6:05
  Well, some people do it for different reasons.
• 6:08
  Some people have nothing else to rather to do with their time.
• 6:10
  Some people like to sow confusion because I keep
• 6:13
  receiving all these forwarded WhatsApp messages that, oh, if
• 6:16
  you take Coke and you mix it with this and I mix it with that
• 6:19
  and you drink it, you will die. Share this to 10 other people so
• 6:21
  that they don't die. Or if you believe that Jesus
• 6:24
  Christ is Lord and Savior and he's coming in 2025, share this
• 6:28
  and type Amen so that you can make it to heaven.
• 6:30
  And all these ridiculous things that I'm wondering, like who
• 6:33
  comes up with all this crap and you're just folding it up and
• 6:35
  down on WhatsApp and e-mail and everything anyway.
• 6:39
  So some people are putting out content because they're jobless.
• 6:42
  Really they are jobless. But then for those of us who
• 6:45
  have business orientations, we're trying to do something
• 6:48
  here. We're self-employed, we run
• 6:50
  ASME, we're trying to make some money.
• 6:52
  The reason why we're putting out content over on the Internet is
• 6:55
  because we're trying to drive engagement.
• 6:59
  I know some of you thought I was going to say drive, you know,
• 7:00
  like a Maybach or an SLK. We'll get to that eventually.
• 7:05
  But in the beginning, we're trying to drive engagement.
• 7:08
  We're trying to get people to engage with the content.
• 7:10
  Now the goal of driving engagement is we're trying to
• 7:12
  get people to know this is who we are, to know, this is what we
• 7:18
  do to know, this is what we sell to know.
• 7:23
  This is how our product or service can help them.
• 7:25
  And then also to make ourselves accessible so that somebody can
• 7:29
  slide into our DM to now say how much are you available?
• 7:33
  You know, stuff like that. So let me repeat the reason why
• 7:36
  we're putting out photos, video, audio, graphic essay on
• 7:42
  websites, social media, blog, podcast, audio, video sharing
• 7:46
  platform, Twitter, TikTok, everything as remember people
• 7:51
  say bubble. The reason why we're doing all
• 7:53
  this bubble is because we want to drive engagement from that
• 7:57
  engagement. We want people to interact and
• 7:59
  know that this is me. This is what I do.
• 8:02
  This is what I sell. This is what this is how what I
• 8:07
  sell can help you. And then also to leave me
• 8:10
  accessible so that people can slide into my DM, send me an
• 8:14
  e-mail, pick up the phone and give me a call or whatever that
• 8:17
  might lead to future buying conversations, hopefully.
• 8:21
  So that is the scope behind content.
• 8:25
  Let us bear this in mind because sometimes you get carried away
• 8:30
  in trying to chase what is trendy and stuff like that.
• 8:32
  And we forget that the reason why we're putting up stuff is
• 8:36
  because we have a purpose that we're trying to give in, drive
• 8:40
  engagement and that we're looking towards certain business
• 8:44
  outcomes. Please remember that.
• 8:47
  I'm saying this because I know. Oh, sorry, one moment.
• 8:50
  Let me put the phone on silent, OK, I forgot to activate the
• 8:57
  silent settings. So that's why, you know,
• 8:59
  something just came in just buzz, buzz.
• 9:01
  And where was I? So the reason why I'm stressing
• 9:04
  this is because some of you now you start off and you start off
• 9:06
  well, but then there will be this challenge and then this
• 9:10
  trend and then that trend and next thing you're following this
• 9:12
  trend, following this challenge for and then posting, posting,
• 9:15
  posting. I mean, like, let's not lose
• 9:17
  focus. We are not posting for the sake
• 9:20
  of posting. We have a goal in mind.
• 9:22
  So Please remember, do not get distracted.
• 9:25
  So if Kim Kardashian does something, maybe she poses in a
• 9:28
  bikini and the thing almost breaks the Internet and then you
• 9:31
  know, the Kim Kardashian something something challenge.
• 9:35
  If you can find a way to make that Kim Kardashian whatever,
• 9:38
  whatever challenge or the I don't know who's reigning
• 9:42
  amongst the boys now, I don't know if you can find a way to
• 9:45
  make this thing work. Hey, Aproko Dr. So now Aproko
• 9:48
  Dr. What's his name? What's his name now, this guy,
• 9:53
  he dresses funny, he has blonde hair, and then he wears the guy
• 9:56
  that did Wong Wong Wong Wong Wong Challenge.
• 10:00
  What's his name? Brain Jotter.
• 10:03
  Brain Jotter. So if you can find a way to make
• 10:05
  Wong Wong Wong Challenge and Brain Jotter and all that thing
• 10:08
  work for your business, fine. But don't get carried away
• 10:10
  posting all kinds of all manner of things in the hope of
• 10:14
  trending. Even though it is not relied,
• 10:17
  it's not tied into the business outcomes that we are trying to
• 10:19
  get at the end of the day. So what kind of content can you
• 10:23
  put out there? You know, I've spoken about
• 10:24
  photo, video, audio, graphics, essays.
• 10:26
  That is just the the species was my teacher used to say the
• 10:30
  specie. So that is just the specie of
• 10:33
  content that you can put out on the Internet.
• 10:35
  But then what kinds of content can we put out now?
• 10:37
  What is the thrust of the content?
• 10:39
  Now, as you've been listening to my podcast for the last one
• 10:41
  week, you already know my opinion on the best kind of
• 10:44
  content. And I say the best kind of
• 10:45
  content is educational content. So there's no need for me to
• 10:48
  repeat. But that's number one,
• 10:50
  educational content #2 entertaining content.
• 10:53
  That's what most of you are used to.
• 10:54
  And then there's a third, there's a hybrid infotaining
• 10:59
  content. The idea behind infotainment is
• 11:02
  you're trying to inform people and you're trying to entertain
• 11:05
  as well. So in my own opinion, I think
• 11:09
  educational content is the best and easiest to do.
• 11:12
  If you are talented and funny, you can do infotainment.
• 11:16
  That is what Apropos Dr. does. He puts out these videos, he
• 11:22
  makes you to laugh, but in the laughing, he's delivering
• 11:26
  something of value that look, you know what, HPV is serious.
• 11:30
  It's a serious form of cancer. If you don't check, you can end
• 11:34
  up killing yourself and you can end up infecting your sexual
• 11:38
  partners and your sexual partners can go on and infect
• 11:41
  other people as well. So go and check for HPV, you
• 11:44
  know, all these simple things. So he makes a So excuse me if
• 11:47
  you're listening right now. And OK anyway, no need for me to
• 11:52
  go into gory details, but let me just put it this way.
• 11:55
  So our Procho Dr. can make a video.
• 11:58
  You might have a funny caption about certain female body parts
• 12:02
  and you go and click. By the end of the day, you
• 12:05
  listen, you laugh, but then you learn about HPV, which can lead
• 12:09
  to cervical cancer amongst women and then things like that.
• 12:12
  So if you're funny, then yes, you can do that infotainment
• 12:15
  thing, but you know, that requires some talent.
• 12:18
  It's hard, which is the reason why I say everybody just do
• 12:20
  educational because you don't need to be talented.
• 12:22
  You don't have to be talented to do what I do.
• 12:24
  All you just need to do is to be educated about what you know,
• 12:27
  have a point of view and be willing to express it.
• 12:31
  That's all. So those are the kinds of
• 12:35
  content that you can use. So like my biology teacher would
• 12:38
  say especially so the specie is photo, video, audio, graphics,
• 12:42
  essays. But then the kind is educate
• 12:46
  people or entertain people or do entertainment like a proco Dr.
• 12:52
  If you've never heard of a proco Dr. just Google him and you
• 12:55
  know, you, you see what I mean? You know, very bright young man.
• 12:58
  Back to this whole thing about the purpose.
• 13:00
  Now you see a Proco Dr., He is a medical doctor, and then he puts
• 13:05
  out these videos and he makes people laugh and then you hear
• 13:09
  about things like cervical cancer and really, really
• 13:11
  interesting stuff. Now in watching, listening and
• 13:16
  laughing and being entertained, at the end of the day, you will
• 13:20
  have it at the back of your mind that this apropos Dr. is a
• 13:24
  correct doctor. He's a medical specialist.
• 13:26
  He's a, you know, whatever, whatever, whatever.
• 13:28
  And then he's available over on TikTok or Instagram or whatever,
• 13:33
  so that when you have certain medical challenges, you reach
• 13:36
  out to him. Or if you want to do certain
• 13:38
  collaborations, you want him to speak at your event or something
• 13:41
  like that, you reach out to him. So you see that this is how the
• 13:44
  whole thing works. And that is how content is
• 13:46
  supposed to grow your business. So if you never heard of him,
• 13:49
  just check Aprocho Doctor. But by the way, Aprocho Dr. is
• 13:52
  no longer, I don't think he's no longer raining again like that.
• 13:56
  You know me, I'm out of touch. I've already gotten off social
• 13:58
  media, so I'm never sure who is reigning, but this should be a
• 14:01
  perfect example. All right, now next
• 14:04
  expectations. This is something I need to help
• 14:09
  because some of you, some of you have the wrong expectations.
• 14:14
  Like this guy, brain jotter, we won't go challenge and all that.
• 14:18
  You didn't know him before and then today you know him.
• 14:22
  So it gives the impression that the guy just blew overnight and
• 14:26
  because of that, you have the wrong expectations.
• 14:29
  That's not how it works. The same thing with this
• 14:31
  podcast. You discover this podcast and
• 14:35
  you get the impression that, oh, this thing just blew overnight
• 14:38
  because now I'm close to like 30,000 downloads.
• 14:41
  You think I just blew overnight? These things are these things
• 14:47
  are a long a long time in the making for me.
• 14:51
  Been podcasting is like 4 ish 5:00-ish years.
• 14:56
  It's it's been a long time in the making.
• 14:59
  So sometimes you guys need to understand that sometimes you
• 15:02
  catch more of these things. You see the finished product and
• 15:04
  then it gives you the wrong expectation so that you when
• 15:06
  you're starting your own, you think that overnight you might
• 15:09
  you just blow like a broker doctor or like brain daughter.
• 15:14
  We need to have the right expectations now when it comes
• 15:17
  to using content to grow your business.
• 15:19
  See there are some people that yes, you put that one piece of
• 15:22
  content now and that content helps you to become a
• 15:24
  millionaire or something. You know, yes, they are those
• 15:26
  people. Or please bear in mind those
• 15:29
  people are outliers. It is not the typical way it
• 15:32
  happens. So if it happened for your
• 15:35
  neighbor like that, stop thinking it will happen for you
• 15:38
  like that automatically. That is not how it typically
• 15:41
  happens. So when it comes to content, the
• 15:43
  these are the expectations. Content to see results is
• 15:47
  usually a mid term to long term strategy.
• 15:53
  Let me repeat, it is usually a mid term to long term strategy
• 15:59
  in business. Traditionally when people say
• 16:02
  short term, mid term or long term, this is what they mean.
• 16:05
  If they say short term, it means something can click in six
• 16:09
  months to one year. Remember, we are talking about
• 16:12
  business. In business circles, if
• 16:16
  something is short term, it means that this thing can click
• 16:19
  in six months to one year. Midterm means this thing can
• 16:24
  click between one year and three years.
• 16:27
  I repeat, midterm means this thing can click, this thing can
• 16:32
  pop off, this thing can blow. Results can come in one to three
• 16:35
  years and then long term is this thing can click, this thing can
• 16:41
  blow, this thing can realize, this thing can materialize, this
• 16:44
  thing can manifest in three to five years.
• 16:48
  I repeat, it can yield food, it can blow, it can materialize, it
• 16:52
  can manifest, it can optimize, it can whatever in three to five
• 16:57
  years. So let me repeat, short term
• 17:00
  means six months to one year, mid term means one year to three
• 17:05
  years, long term means three to five years.
• 17:09
  So traditionally in business when people say mid term, short
• 17:13
  term, long term, that is what they mean.
• 17:15
  So if you've noticed what I heard, what I said, and if you
• 17:19
  go and check social media or business books, you will not
• 17:22
  hear anybody telling you that content is going to work in the
• 17:26
  short term. You will not hear anybody say
• 17:29
  that. So you guys get your
• 17:31
  expectations right. If content helps you pop off or
• 17:36
  blow in one year, that is unusual and we've hanged out for
• 17:41
  you and please bleed in and maximize this thing while it's
• 17:46
  working. But nobody, I don't know anybody
• 17:51
  on the Internet, whether Oibo or Nigerian or can or or Arab or it
• 17:59
  doesn't matter. There's nobody who says content
• 18:01
  is going to make you work. Is, is going to pop off in six
• 18:05
  months to one year. No, nobody.
• 18:09
  So content is mid to long. In other words, if you're doing
• 18:11
  this content thing, expect to be dropping stuff from day one
• 18:17
  until Year 5 before you can say, you know what, I'm done, I'm not
• 18:21
  doing this thing anymore. But truly, truly, truly, if you
• 18:26
  start from day zero and you continue to year 5:00 and you're
• 18:29
  not seeing any kind of traction, the problem is not that the
• 18:32
  strategy works. The problem is that what you're
• 18:34
  putting out is rubbish. It's a hard thing to hear, but
• 18:38
  you know, it's just the truth because you can't be talking
• 18:41
  about boring stuff like me. I do business and business is
• 18:44
  boring. Let's face it, is boring.
• 18:48
  Like one time somebody told me that, look, I should stop saying
• 18:50
  what I'm saying, boy. And I said, look, look, look,
• 18:51
  look, let's be honest. There are these guys the the
• 18:55
  honest bunch, Chinedu Nedua Sobia and what was her name
• 19:01
  again? NECA and working.
• 19:03
  There's four of them and have a very, very, very entertaining
• 19:06
  podcast is just based and end of this episode that they made
• 19:09
  about a Nigerian celebrity female who had sex with a snake
• 19:13
  in Hilton Hotel. So I told the person, if you
• 19:17
  have a choice between listening to my own podcast and listening
• 19:20
  to that episode, who you listen to?
• 19:21
  She now laughed. Yeah, it's the truth now like
• 19:24
  you for me too, when I heard that episode, I said in Nigerian
• 19:28
  actress slept with a snake in Hilton Hotel even me too I
• 19:31
  listened I said who is this actress when they didn't give
• 19:34
  her name? So don't bother listening to the
• 19:37
  episode you'll find out the name of the person.
• 19:39
  But I'm just saying look, facts is facts.
• 19:41
  People who always speak Gist over business podcast.
• 19:45
  So you can podcasting on something that is really dry and
• 19:49
  boring like business or like politics.
• 19:55
  OK, no, politics is not boring anyway, Gist Gist is going to
• 20:00
  gist podcasts are going to gain more traction than business
• 20:03
  podcasts and politics podcasts. But what I'm just trying to say
• 20:07
  is this, even if you pick the most dry subjects, like maybe
• 20:10
  you like, let's say you like planting flowers, so you're
• 20:15
  making a Nigerian podcast about planting flowers around your
• 20:17
  house, at least you will see some traction that OK, I started
• 20:21
  in year 1. 0 listeners, year 2500 listeners, Year three 1200
• 20:28
  listeners, year 42000 listeners. You can see that there is
• 20:33
  traction. So it might not be the millions
• 20:36
  of followers that you like, but you can see that you're making
• 20:39
  traction. And with that traction, you can
• 20:41
  assess where am I heading to, what should I improve, what
• 20:43
  should I delete, what should I, you know, you get the point.
• 20:48
  So what I'm just saying is that don't worry, you will see
• 20:53
  traction. If you are not seeing traction,
• 20:55
  the problem is not with the strategy.
• 20:57
  The problem is with you. Maybe you've picked the wrong
• 21:00
  topic. Maybe it's not authentic to you.
• 21:02
  Maybe you're not talking about it the right way, or maybe
• 21:05
  you're reading from a script. That's one mistake people make.
• 21:08
  You make a script and you're reading from a script.
• 21:09
  People can tell you're reading from a script.
• 21:12
  You get bored, you fall asleep. Well, that's the reason why
• 21:14
  nobody for you who are listening to this podcast now, I, I know
• 21:20
  for a fact 99.9% of you on Independence Day, you guys don't
• 21:24
  watch the president. You don't because you know that
• 21:27
  the president is going to take a sheet of paper, he's going to
• 21:29
  read from a script. It's boring.
• 21:30
  Before you know it, you fall asleep, blah, blah, blah.
• 21:32
  So that's why you guys don't pay attention to what the president
• 21:34
  is saying. Our public functions.
• 21:36
  If the minister is at the public function and he's talking,
• 21:39
  that's why you don't pay attention because somebody's
• 21:40
  reading from a script. So yeah, scripting is good.
• 21:43
  Or please stop reading from a script.
• 21:44
  Just take a script sort of like an outline when you're producing
• 21:47
  your content. Anyway, the long and short of
• 21:50
  what I'm trying to say is this. When you come up with a
• 21:52
  strategy, since we're not going to have results in the short
• 21:56
  term, when you come up with a strategy, so this is what it
• 21:58
  means. If you don't have money, just
• 22:00
  know you're going to invest time.
• 22:02
  Just know that this podcast that I'm broadcasting, this blog that
• 22:06
  I'm blogging, this YouTube, that I'm Youtubing, this TikTok that
• 22:10
  I'm tik toking. I'm going to be tik toking this
• 22:12
  thing for at least one to three years before I say I'm tired.
• 22:17
  I don't do again. That's the strategy.
• 22:20
  You're going to come up with a compelling content calendar,
• 22:27
  stuff that you think are going to resonate with your audience
• 22:30
  and you're going to give it one to three years before you say I
• 22:34
  no do I don't tire. Then if you have plenty of
• 22:39
  money, the strategy is the content that I'm going to make.
• 22:42
  I'm going to use money and boost the hell out of this content,
• 22:46
  promote the hell out of this content and get maximum reach
• 22:50
  and maximum engagement. So that is the way that this
• 22:54
  thing can work short term. It only works short time if you
• 22:57
  have plenty of money. So when you have plenty of
• 23:01
  money, the strategy is I will create and then I will use my
• 23:05
  dollars or my naira and boost the hell, promote the hell,
• 23:10
  advertise the hell out of this content.
• 23:13
  That is a strategy that CNN producers are using.
• 23:16
  That's the reason why Christine Amapour can start a podcast with
• 23:21
  0 followers and then all of a sudden boom overnight.
• 23:24
  You know, big podcast is because she has money to be advertising
• 23:28
  her podcast. Also because she has the name of
• 23:31
  the brand behind her. And it's the same thing with
• 23:33
  Bloomberg podcasts. Bloomberg the the an American
• 23:39
  all I say financial services company.
• 23:41
  That's how all their podcasts blew because they advertise the
• 23:44
  hell out of the podcast. I'll be listening to one
• 23:46
  podcast. I'll now hear an advertisement
• 23:49
  that so so so I started the podcast.
• 23:50
  I'd be like, really like they have a new podcast called
• 23:53
  Troponomics. So in one moment there's a pesky
• 23:58
  So I didn't realize that when I wound up windows.
• 24:02
  So 1 moment, this is going to sound really loud.
• 24:07
  OK, so I didn't realize that when I wound up the window that
• 24:10
  I trapped an insect here with me.
• 24:12
  Let me just let this thing out and then wind the window back
• 24:16
  up. Sorry about that.
• 24:19
  These are the wonders of making content live.
• 24:23
  All kinds of interruptions, all kinds of things happen.
• 24:27
  What was I now? So I'm saying I'm.
• 24:29
  So that's the way that you make your content blue if you have
• 24:32
  plenty of money. So Bloomberg people, that's how
• 24:34
  they make their podcast blue. Like this guy, what's his name?
• 24:39
  He's on CNN. The guy has some silver hair.
• 24:43
  What's his name? What's his name?
• 24:44
  What's his name? The gay guy, I can't remember
• 24:47
  his name. Anyway, so he started his
• 24:48
  podcast, he started advertising everywhere.
• 24:50
  And then it's the same thing. This musician Dua Lipa.
• 24:53
  So when Dua Lipa started her own podcast on Iradio, it was the
• 24:56
  same thing. They advertised it I heard.
• 24:57
  I checked and they only had one episode.
• 25:00
  Only one. She only published 1 episode.
• 25:03
  And you know, thousands and thousands and thousands of
• 25:05
  people. And I said wow, money is good.
• 25:08
  Like at the time I think I have 500 episodes.
• 25:10
  Say see me humble me. 500 episodes.
• 25:13
  How many subscribers? Ha, only one episode already
• 25:17
  thousands of subscribers, you know, So that's how it's because
• 25:21
  she has money to advertise. And then the same thing with
• 25:23
  Mrs. Obama, Obama's wife, what's her name, Michelle, Michelle
• 25:27
  Obama, former first lady. Her podcast is the same thing.
• 25:31
  Her books is the same thing because she has money to throw
• 25:36
  around. So if you have money, this is
• 25:39
  the strategy boost and promote the hell out of what it is
• 25:42
  you're making. Then you can get things to pop
• 25:44
  in less than one year. If you don't have money, sit
• 25:47
  down, be humble like some of us have been humble and just say
• 25:51
  that this Tiktok, I'm going to live and die on this Tiktok from
• 25:54
  year one to year three before I say I'm tired or what should I
• 25:59
  do next? Now, because you're going to be
• 26:04
  spending a lot of time in creating content.
• 26:07
  Or if you're like Mrs. Obama, you're going to be spending lots
• 26:11
  of money in promoting your content or in producing your
• 26:14
  content because creating content is either going to be time
• 26:18
  consuming or expensive. Please listen to me how to
• 26:22
  stress this again because we have the wrong expectations.
• 26:25
  It's not going to come easy. It is either going to consume
• 26:27
  your time or it will consume your money.
• 26:30
  There's no halfway. So because it will consume your
• 26:33
  time or it will consume your money.
• 26:34
  We need to learn how to make the most of the content that we
• 26:38
  have. That is why reusing content,
• 26:42
  repurposing content and re sharing content is very, very
• 26:46
  important. Let me repeat the same thing
• 26:48
  that they tell our children in primary school, OK, you don't
• 26:51
  have children, We have nephews and nieces.
• 26:53
  Your teachers are telling them reuse, repurpose, recycle.
• 26:57
  That's that's it. We do the same thing with our
• 26:59
  content. We reuse, repurpose and recycle
• 27:04
  and re share. That way we get the most out of
• 27:07
  it. I have currently over 1050
• 27:10
  episodes over here on the podcast where if you're on my
• 27:12
  LinkedIn, you notice that sometimes I share maybe 5-6
• 27:15
  times a day. It might look as if I dropped 5
• 27:18
  or 6 episodes every day, but no, I don't.
• 27:23
  On a good day, maybe I drop episodes every other day.
• 27:26
  That'll be maybe 3 or 4 episodes a week.
• 27:31
  But I am reusing old content from day one, from day 102 and
• 27:36
  from day 600 and something, and I'm repurposing it.
• 27:41
  That is how you start making a mark over on the Internet and
• 27:44
  then people start to notice you. And that's how some of you have
• 27:48
  been discovering me. So it looks as if I'm prolific.
• 27:51
  No, I'm not that prolific. It's just that I have a backlog
• 27:54
  of 1000 / 1050. And so because of that, if I
• 27:59
  share, even if I share 20 episodes today, it's not a
• 28:02
  problem because I have a backlog of over 1050.
• 28:06
  So I can reuse, I can repurpose, I can recycle, I can reshare.
• 28:13
  So you should be doing the same thing to make the most out of
• 28:16
  your content. So on some days, if I miss
• 28:20
  producing a a podcast, even for one week, I know I'll be
• 28:23
  disappointing loyal listeners like Ruth Druku and like Wendy
• 28:27
  who listen regularly. But at least I can still be
• 28:32
  repurposing old things, recycling old things.
• 28:38
  And then new people get to see me, get to know about me, get to
• 28:43
  engage with my content from there, get to get my phone
• 28:46
  number, get to send me a WhatsApp message.
• 28:49
  And for some people, it leads to business conversations.
• 28:53
  And then some of you end up becoming my client.
• 28:56
  That's how the thing works. So like they teach our kids and
• 28:59
  our nephews and nieces, reuse, repurpose, recycle.
• 29:04
  So reuse your content, repurpose your content, reshare your
• 29:08
  content, recycle your content. It'll make your life a lot
• 29:12
  easier. Some of you are worried if
• 29:15
  people are seeing, oh, if I repurpose, you will be seeing my
• 29:18
  post. And you guys, your concerns are
• 29:21
  your concerns are unrealistic. You don't know how busy the
• 29:24
  Internet is. Go and check your timeline.
• 29:27
  Do you realize how many people are posting on your timeline?
• 29:31
  Do you're asked how many? And you think that because you
• 29:33
  shared the post today on Monday, that if you share it again on
• 29:35
  Friday, people will say this guy doesn't have content.
• 29:38
  He's he's putting the same thing.
• 29:39
  He's putting the same thing. Believe me, nobody is noticing.
• 29:43
  You have to do a whole lot more. You have to do more than that.
• 29:48
  Trust me, your worries are unfounded.
• 29:53
  Now if you only have one video and you're sharing that video
• 29:55
  over and over again, OK, yeah, there's a problem.
• 29:59
  But this is my point. Let's say you start January of
• 30:02
  2020, January of 2025. That's the year I'm recording
• 30:07
  this episode. So that in January of 2025, you
• 30:10
  decide that this TikTok, you will live and die here and
• 30:13
  you're producing 1 TikTok every, let's say 2 Tik Toks every week.
• 30:19
  So that means January finish. Now that means you have 8
• 30:23
  Tiktoks already on your your feed.
• 30:27
  Then this is February 25th. So this last week in February,
• 30:30
  so let's say February now that's another eight Tiktoks.
• 30:33
  So now you have 16. OK, now this is the scope when
• 30:37
  it comes to reduce, reuse and recycle.
• 30:40
  You can take these same 16 videos and be posting them all
• 30:43
  over again on your Tiktok. Now that is ridiculous.
• 30:45
  That is stupid. Yes, you will now look at say,
• 30:47
  OK, this person doesn't have content.
• 30:50
  You keep posting on your TikTok how you regularly post, but you
• 30:54
  now take these 16 posts. You now be sharing the links on
• 30:58
  other places. So since you have 16 of them,
• 31:02
  let's say you have a Facebook account, there's nothing that
• 31:04
  stops you from sharing your TikTok video on your Facebook or
• 31:08
  your LinkedIn. Since you have 16, if you share
• 31:12
  for every week, you'll be able to share.
• 31:16
  I'll be for every week 4 * 4 that's 16.
• 31:19
  You'll be able to share for every week for one whole month
• 31:23
  before you start repeating yourself.
• 31:26
  And trust me, the thing that you shared one month ago nobody
• 31:31
  remembers. But yes, I used to feel ashamed
• 31:37
  to like people think I don't have content.
• 31:39
  So I understand where the fear is coming from, but just trust
• 31:41
  me, there's so much content coming out on the Internet that
• 31:43
  the thing that you shared one month ago, nobody remembers.
• 31:46
  In fact, the thing that you shared last week, nobody
• 31:49
  remembers. Maybe your mom, she remembers
• 31:50
  because your mom sees checking your Instagram, checking your
• 31:54
  LinkedIn, because she's worried. My son, my daughter, after we
• 31:57
  paid for masters, she refused to go and do this.
• 32:00
  She refused to go and do that. She says she must be doing
• 32:02
  TikTok. Her father-in-law let this
• 32:04
  TikTok work. So your mom is putting her eye
• 32:06
  on your TikTok. Yeah, so your mom will know, but
• 32:08
  nobody else knows when you are repeating, reusing, recycling.
• 32:13
  So reuse, repurpose, recycle your content.
• 32:17
  And if you know what, 30 minutes, let me just bring this
• 32:19
  to a close. So content is the photos, the
• 32:22
  videos, the audios, the graphics, the text, the essay,
• 32:25
  the everything that we put on websites, social media, blog,
• 32:28
  audio platform, video sharing platform.
• 32:30
  As you're about people say content is just Boo Boo the
• 32:33
  everything that we put on the Internet.
• 32:36
  Remember the goal, the goal is not just to trend for the sake
• 32:39
  of trending. So stop chasing trends.
• 32:41
  The goal is to get people to engage with you.
• 32:47
  When they engage you, they will know who you are, what you do,
• 32:50
  how you can help and it will make you accessible like a
• 32:53
  proper doctor. When you're accessible, some
• 32:56
  people will slide into your DM to say how far.
• 32:58
  Can you tell me more about this? OK, I have this problem.
• 33:01
  Can you help me treat this or dear Abroko Dr. I want you to
• 33:05
  speak up my event. How much will you charge?
• 33:07
  So that's the goal. Remember, there's nothing that
• 33:10
  you're going to do that will work in less than one year.
• 33:12
  If it works in less than one year, go and give thanks to God
• 33:17
  that He has done it for you and then try and maximize it.
• 33:21
  Most of you are going to be doing this thing for one to
• 33:23
  three years. So long as you're seeing
• 33:25
  traction, you're on the right path.
• 33:28
  If you are not seeing any traction, OK, then there's a
• 33:30
  problem. So the strategy is if you don't
• 33:32
  have money, sleep on this thing for one to three years.
• 33:34
  Give it your best. If you have plenty of money,
• 33:37
  produce content and then boost the hell out of this thing.
• 33:41
  Then remember to reuse content because the content you're
• 33:44
  making is either going to cost you plenty of time to make or
• 33:48
  plenty of money to make. So that's a pretty much if you'd
• 33:51
  love to connect with me for a strategy session for a business
• 33:54
  audit or you have some questions you want me to answer.
• 33:57
  The phone number is 08064662140. The country code is +234.
• 34:04
  Then connect with me on LinkedIn, the name to look for
• 34:08
  establishing my IED. I have a YouTube channel the
• 34:10
  same name as well. Thanks for your time and
• 34:12
  attention. I'll catch you guys at the next
• 34:13
  episode.