Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / When Content Becomes Your Competitive Advantage

Transcript

When Content Becomes Your Competitive Advantage · 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, this is an out
• 0:05
  and about episode, so expect to hear some interruptions in the
• 0:08
  background, especially a fellow to the left of me who's
• 0:11
  listening to Hambalambe first thing in the morning.
• 0:14
  So just in case you get some of that audio bleeding in through
• 0:17
  the background, for those of you who are not Nigerians listening
• 0:21
  to the show right now, Hambalambe is OK.
• 0:25
  I don't know the chap's real name, but he's he's sort of a
• 0:28
  social activist influencer type who has his own radio station.
• 0:34
  It's called Human Rights Radio, 101 point something FM, really
• 0:39
  popular guy who takes up social courses and things like that.
• 0:42
  So he's really popular in this, Yeah, in this part of the world.
• 0:46
  So if you're thinking about exploring different parts of
• 0:49
  Nigerian media, Nigerian culture, you know, stuff like
• 0:52
  that. He has a YouTube channel, so
• 0:55
  check him out as well. He is entertaining.
• 0:59
  Yeah. Like I said, they do social
• 1:00
  courses and stuff, but he's also an entertaining fellow as well.
• 1:03
  So for those of you who are not Nigerian, I'm not familiar with
• 1:06
  him by Lambert. You know, check him out on
• 1:07
  YouTube. Might be some good entertainment
• 1:09
  to start your day. Because even though he's a
• 1:12
  social activist, he he is sort of a comedian.
• 1:16
  OK, so now let's head straight into the topic for today.
• 1:19
  And today I'm going to look at content as a Moat.
• 1:22
  Now this is not part of the questions from listeners or
• 1:29
  audience. There's just a number of things
• 1:31
  that I think how to talk about content related.
• 1:35
  And then after that we can get back to listener questions.
• 1:37
  Now, I've interacted with one shop in the last day or two who
• 1:41
  found me because I was looking for content marketing ideas, a
• 1:45
  podcast that is built around content marketing ideas, but not
• 1:48
  run by a foreigner. When we say foreigners in this
• 1:53
  context, because you know, this is a podcast by a Nigerian for
• 1:57
  Nigerians. But of course those of you who
• 1:58
  are listening from America, Denmark, UK, some Germans
• 2:03
  listening to the podcast find that surprising.
• 2:06
  So in this context, when we say foreigners, we just mean non
• 2:10
  Nigerian, but we don't mean lesser than.
• 2:12
  So anyway, he was looking for this kind of content and then he
• 2:16
  found my stuff. And anyway, I'm glad that people
• 2:20
  are finding me from searching other things.
• 2:22
  But however, I do want to point out, just in case there happens
• 2:26
  to be another chap or another lady listening to this podcast
• 2:29
  right now who was looking for something about content
• 2:32
  marketing. I just want to let you guys know
• 2:35
  that, yes, I am currently talking about content, content
• 2:40
  production, content marketing, all these sorts of things, but
• 2:44
  I'm only talking about those things to the extent that they
• 2:47
  can help us boost our sales. And I'm looking at things
• 2:52
  primarily from a sales and business development perspective
• 2:55
  because I am not a content marketing specialist, I'm not a
• 2:59
  content production specialist, I'm not a social media expert.
• 3:03
  I'm none of those. My primary area of interest and
• 3:07
  specialty is sales selling, particularly personal selling,
• 3:14
  which is those situations where you are one-on-one with a
• 3:19
  potential customer and you're having the conversation and
• 3:22
  trying to close the sale. When I say one-on-one, I don't
• 3:25
  mean face to face. It could be over the phone, it
• 3:28
  could be via e-mail, Instagram DM, LinkedIn DM.
• 3:32
  But that is my area of specialty, those one-on-one
• 3:36
  conversations. So if you're someone who is in
• 3:38
  this whole content marketing, e-mail marketing, social media
• 3:41
  marketing space, you could say that my speciality is
• 3:44
  conversions. So you've done your mass
• 3:47
  marketing thing, you've done your e-mail thing, you've done
• 3:50
  your social media thing. You're now trying to get people
• 3:52
  to convert into being a customer.
• 3:56
  People have emailed in, people have called in, and you now want
• 3:59
  them to become a paying customer.
• 4:01
  That is my speciality. So that's just the caveat that
• 4:03
  if you've been looking for content marketing and things
• 4:05
  like that, then yes, come along for the ride.
• 4:08
  But just know that this is a limited, it's a limited number
• 4:14
  of episodes that I'm making that's going to be devoted to
• 4:18
  content, content marketing, social media content production.
• 4:22
  I might talk about these things time and time again.
• 4:25
  But sales, that is the primary focus of this podcast.
• 4:29
  And if you check the title of the podcast, it's in there.
• 4:32
  It's sales for the Nigerian business person.
• 4:37
  You know, it's not content for the Nigerian business person.
• 4:39
  So just letting you guys know so you won't feel like I did a bit
• 4:42
  and switch like you came here for content and social media.
• 4:46
  And then later on I start talking about sales.
• 4:48
  So this podcast is actually about sales.
• 4:51
  I talk about other things, marketing, content, everything,
• 4:55
  so long as it supports the primary mission of sales.
• 5:01
  So now that I've gotten all the disclaimers out of the way,
• 5:03
  let's go straight into content as a Moat.
• 5:08
  Typical fashion, who would have to define what the Moat is?
• 5:11
  So you guys know what it is that we're dealing with because some
• 5:13
  of you know what the Moat is in terms of, you know, you watch
• 5:16
  all those adventure things that your kids watch and you know, so
• 5:19
  there's a castle and the castle has a protective barrier, has a
• 5:22
  Moat. And yeah, that is essentially
• 5:25
  what a Moat is. A Moat is a protective barrier.
• 5:28
  Now, the use of the word as a Moat, you know, I'm not an
• 5:32
  academic so I can't give you a, an academic treatment of when
• 5:37
  the words had been used in the business context.
• 5:39
  But I got familiar with it back in my uni days when I used to
• 5:42
  read material from Morning Star and from hanging around other
• 5:47
  weird, weird students. You know, back then would have
• 5:49
  thought of those students as weird because entrepreneurship,
• 5:53
  business was not a thing during my time.
• 5:56
  People were bred to be part of corporate Niger.
• 6:00
  That was the whole air that was in the atmosphere because back
• 6:04
  then in Nigeria when we were growing up, you know, military
• 6:07
  era, the military is out of the way or passenger comes in,
• 6:10
  Nigeria is opening up and there's lots of trade, there's
• 6:13
  lots of promise. The economy is developing.
• 6:15
  So my set, we were bred to be part of corporate Niger and not
• 6:19
  really to be entrepreneurs, risk takers, business people,
• 6:23
  self-employed people, that sort of thing.
• 6:25
  So there were some of those weird kids who used to read
• 6:28
  those sorts of material in my class, you know, people reading
• 6:31
  personal development, people reading investing, people
• 6:33
  talking about Warren Buffett and all those things.
• 6:35
  So back then was when I came into knowledge of this whole
• 6:41
  thing about emote. So it's a concept that has been
• 6:44
  used in investing and emote basically is something that
• 6:48
  helps a business maintain the competitive advantage, a
• 6:51
  competitive edge. So for Warren Buffett and for
• 6:54
  Morningstar, they'll actually invest in businesses that have
• 6:57
  the Moat that has a competitive advantage.
• 7:00
  The scope is if your business has a competitive advantage,
• 7:03
  then the competition cannot copy you.
• 7:07
  If they can copy you easily, then they can compete with you
• 7:10
  easily. Then they can compete with you
• 7:11
  easily. Then your prospects for
• 7:14
  maintaining leadership in the market, you know, goes down and
• 7:17
  that hampers your profits. So that is the idea behind a
• 7:20
  Moat. There is something that you have
• 7:23
  that other people don't have, and because you have that other
• 7:26
  people can't copy you because they can't copy you, they can't
• 7:30
  compete with you. While they can't copy and
• 7:32
  compete with you. You remain a leader in the
• 7:34
  market. While you remain a leader in the
• 7:36
  market, you keep working in that cool moolah.
• 7:38
  So that is the whole idea behind the Moat.
• 7:42
  Now, some of the competitive moats that you guys might be
• 7:46
  familiar with is technology. You know, when somebody develops
• 7:49
  a certain kind of technology that nobody has, nobody else,
• 7:54
  that nobody else has. Oh, by the way, sorry, that
• 7:57
  wasn't me fighting. That was just someone driving by
• 7:59
  on the motorcycle, one of these power bikes, you know, because
• 8:02
  we have, you know, Abuja is becoming like Lagos.
• 8:05
  So in Lagos you guys have biker clubs or biker gangs or
• 8:08
  whatever. So we get some of them in Abuja
• 8:11
  every once in a while. What was that?
• 8:14
  Yeah, So competitive advantage. So that's where the motive is
• 8:17
  basically something that gives you a competitive edge against
• 8:20
  all the other people. So the question that we're going
• 8:23
  to explore in this podcast now is how content can be used as a
• 8:29
  Moat to give you a competitive edge.
• 8:32
  Now, remember, if you've been listening to the episodes of the
• 8:35
  show from yesterday, the day before and the day prior to
• 8:39
  that, whenever I say content, what I mean is anything that
• 8:44
  you're putting out on the Internet.
• 8:46
  So if you're putting blog posts, if you're writing text, that is
• 8:49
  content. If you're taking photographs,
• 8:51
  that is content. If you're sharing pictures, that
• 8:53
  is content. If you're creating audio like a
• 8:54
  podcast, that is content. If you're creating video like
• 8:57
  YouTube or Reels or Instagram or TikTok Reels or whatever, that
• 9:03
  is content. So anything you put out on the
• 9:05
  Internet, that is content. Loose definition.
• 9:10
  So how can we create a competitive edge, a competitive
• 9:16
  advantage by throwing things out there on the Internet.
• 9:19
  If this is your first time listening to the show, listen to
• 9:21
  the ones that came prior yesterday, the day before, the
• 9:25
  day before that. You'll also get some more ideas
• 9:28
  about why content, what content is, why content is important,
• 9:32
  and how to execute a a content play.
• 9:36
  So the primary way that content helps us to have a competitive
• 9:40
  edge is that it helps us to establish thought leadership,
• 9:45
  because thought leadership is not easy to copy, and even if
• 9:49
  you copy it easily, you cannot copy it quickly.
• 9:53
  That was my strategy when I started this, when I started
• 9:58
  podcasting years ago, I knew that podcasting was difficult.
• 10:04
  I knew that having a single cohesive, unified system of
• 10:09
  thought around any topic is hard and trying to trying to create
• 10:16
  content around that, trying to articulate your ideas around
• 10:20
  that is hard. So I knew that even if people
• 10:24
  try doing it, lots of people will start see how difficult it
• 10:27
  is and they will fade away. They will disappear.
• 10:30
  That is the reason why you're finding my podcast, because I've
• 10:33
  been doing this a couple of years and I currently have over
• 10:35
  880 episodes. So I would like to think I'm
• 10:40
  better than the other guys and girls.
• 10:43
  Well, truth of the matter is that yes, there's some quality.
• 10:45
  I'm better than them. I'm smarter than them.
• 10:48
  I'm more articulate than them. Yes, there's some of that.
• 10:50
  Well, truth of the matter is the reason why you found my podcast
• 10:52
  is because I'm still here. The other people gave up in
• 10:56
  month one, week 1. Some people made it as far as
• 10:59
  year one, I'm still standing. Other people have given up
• 11:05
  because thought leadership not easy.
• 11:08
  And that is the reason why I'm here.
• 11:10
  And my theory is that if I continue at this, in another
• 11:15
  maybe 10 years, when people talk about sales in Nigeria, in
• 11:22
  theory, I should be the only one standing.
• 11:25
  OK, well, not the only one person because the other people
• 11:27
  out there who are also doing good work.
• 11:29
  But my theory is that in another 10 years, I should be the most
• 11:32
  notable one in this space because I'm doing the work with
• 11:36
  the podcast trying to establish thought leadership.
• 11:40
  So it is not going to be easy to copy because other people will
• 11:43
  see the light, they will see that OK, this thing works.
• 11:46
  Like this young man is actually gaining some advantage,
• 11:50
  especially the others who have been in the space before me,
• 11:53
  because I've only been in the game a couple of years.
• 11:56
  I mean, I've been started off as a wedding photographer a decade
• 11:59
  and a half ago, been involved in a bunch of other businesses,
• 12:02
  whether successfully or unsuccessfully.
• 12:04
  And that is what made me realise that sales is the pivotal reason
• 12:08
  why businesses succeed or not. It's not because of
• 12:12
  macroeconomic climate. It's because of whether you can
• 12:15
  sell, excuse me, whether you have the skill to be able to
• 12:18
  sell or not to sell. But what I'm trying to say is
• 12:22
  that while I was a wedding photographer, there were already
• 12:23
  people who were in this space being business consultants over
• 12:27
  the last 15, you know, 20 years. So eventually one of them is
• 12:30
  going to wake up and realise that.
• 12:31
  Look at this small boy, this guy that used to be a photographer
• 12:34
  before, he's now doing business consulting.
• 12:36
  This podcasting thing works. Let me start podcasting.
• 12:41
  The content I've put out will be a competitive mode because
• 12:44
  there's nothing you can do to get rid of my 880 episodes and
• 12:47
  the number of years that I have been podcasting.
• 12:50
  The best they can do is to try and catch up.
• 12:52
  But I will always be a leader in the space because I started.
• 12:57
  By the way, I was not the first. Other people have started before
• 12:59
  me, but the others gave up. Day one, week one month one,
• 13:03
  maybe year one. But I have kept going.
• 13:06
  So that is how thought leadership helps you to
• 13:09
  establish a competitive mode because gives you some credit.
• 13:14
  Your established thought leadership and thought
• 13:17
  leadership is not easy to copy. Even if you try and copy, it'll
• 13:20
  be clear to other people who the leader is and who the photocopy
• 13:24
  is. So you can do the same thing
• 13:26
  whether you're a Carpenter, whether you're a catering,
• 13:28
  whether you're a tax consultant or whatever.
• 13:33
  So let's say the catering things, food photos, that's
• 13:35
  easy. Everybody can do food photos.
• 13:38
  How about food videos that help you establish thought leadership
• 13:43
  or establish brand? Now that is not easy to copy
• 13:48
  because everybody has a phone and everybody can whip out and
• 13:50
  take photos. That one is easy.
• 13:52
  If you do start doing a video based strategy, whether you're
• 13:56
  talking about recipes or trying to show your personality or
• 14:00
  useful contents around content, around planning for events or
• 14:04
  dieting or whatever angle you want to take, that is much more
• 14:08
  difficult. And I can assure you that in
• 14:10
  your city, if there are 20 of you that are caterers and you
• 14:14
  want to establish thought leadership using content and you
• 14:18
  try to do video content, which is hard.
• 14:20
  I can assure you there are 20 of you and 20 of you start can
• 14:24
  assure you by the end of year 115 of you would have given up.
• 14:27
  And then there's just five of you who are left in the space
• 14:30
  and who are left in the race. Because sometimes it's not
• 14:32
  really a matter of who is the best.
• 14:33
  It's a matter of who is least willing to.
• 14:37
  Yeah, who is least willing to give up.
• 14:39
  Sometimes it all bores down to that.
• 14:41
  Then apart from helping establish thought leadership,
• 14:46
  oh, by the way, the whole point of all these things that we're
• 14:49
  doing is to increase sales. If you establish thought
• 14:52
  leadership, you establish know, like and trust and all of that.
• 14:57
  The hope or the aim rather, is that when it comes down down,
• 15:02
  when it comes time to making a choice, that people think about
• 15:04
  you as #1 and they're not going to be so price sensitive when
• 15:08
  they're talking about you. Because by chilling with you
• 15:11
  over your podcast or your videos or your blog post or your
• 15:14
  whatever, they would see that there's lots of value to doing
• 15:19
  business with you. That goes beyond the price.
• 15:22
  Then content also builds brand loyalty because the more people
• 15:27
  know you, the more people see you, and the more people engage
• 15:30
  with you, it fosters a stronger connection.
• 15:35
  So whether it is liking the photos every day or liking the
• 15:39
  podcast every day or listening every day or something or
• 15:43
  sending you messages once in a while, whatever it is that
• 15:45
  people do in engaging on the daily or on the weekly or
• 15:50
  monthly or yearly fosters stronger connections.
• 15:54
  Now, this brand loyalty is another way of distinguishing
• 15:56
  yourself or differentiation yourself.
• 15:59
  Differentiating. Sorry about that.
• 16:02
  Differentiating yourself from the competition.
• 16:05
  Oh, sorry about that. OK, 15 minutes.
• 16:09
  Let me wrap this up. I don't want this to be a 30
• 16:11
  minute episode. I wasn't.
• 16:14
  Oh, yeah. So, yeah, distinguish yourself
• 16:17
  from the competition. Yeah.
• 16:19
  So that's what also content helps you do.
• 16:23
  Yeah. Because it really sucks to be
• 16:25
  part of the crowd. By the way, this whole thing
• 16:28
  about competition and distinguishing yourself,
• 16:30
  everybody complaints about it. People say that markets are
• 16:33
  saturated and people say my industry is saturated, blah,
• 16:36
  blah, blah. OK, back to the catering thing.
• 16:37
  And we will say all the catering industry in Lagos is saturated.
• 16:40
  Everybody's a caterer. Well, see The thing is, I have
• 16:44
  bad news for you or good news rather rather good or bad
• 16:47
  depending on how you take it. Every market is saturated.
• 16:52
  There is no market that is not saturated, especially when we're
• 16:57
  thinking about things on the SME front, the small and medium
• 17:00
  scale enterprises. The reason why is because with
• 17:04
  the Internet and with the democratization of information
• 17:09
  people have, the how is not the problem anymore.
• 17:12
  I want to be a wedding photographer.
• 17:14
  I can go to YouTube and learn. You don't have to go to Abafumi
• 17:18
  Aloha University anymore and be part of the theatre arts
• 17:21
  department and then study media and blah blah blah.
• 17:24
  Then graduate in four years to become a photographer.
• 17:26
  You don't need to do that. In fact, it's been at least 20
• 17:31
  years since anybody had to do that in Nigeria to be a
• 17:33
  photographer because information is readily available on YouTube.
• 17:36
  The problem now is to be able to raise some money, collect more
• 17:39
  money from Mom C, create some some money from Pop C from your
• 17:43
  rich uncle, and then you go out by your camera and then you
• 17:46
  begin. So it's the same for whatever
• 17:48
  the profession. Some people complain that
• 17:52
  journalism is now saturated because everybody has access to
• 17:59
  the phone, everybody thinks that they're a reporter.
• 18:01
  So it's not particular to any industry, all industries,
• 18:04
  because everybody's a wedding photographer, everybody's APR
• 18:07
  specialist, everybody's a journalist, everybody's a
• 18:10
  Carpenter, everybody's a fashion designer.
• 18:12
  Everything is saturated. Every business, whatever is
• 18:16
  saturated, there's too much competition.
• 18:19
  So the goal is not to try and find a business that has not
• 18:23
  gotten any competition yet. I mean, that is possible and
• 18:26
  good luck trying to find that. The goal is to distinguish
• 18:30
  yourself or to differentiate yourself from the competition so
• 18:33
  that people think in terms of you and the others the same way
• 18:37
  that people think about Coca-Cola and the others.
• 18:41
  Well, Coca-Cola, maybe Pepsi and then the others.
• 18:44
  So that's the goal. You can't stop the others from
• 18:47
  getting into the space. You just want the conversation
• 18:49
  to be you and the others and content is one of the ways that
• 18:53
  you can make it you and everybody else.
• 18:57
  So what was that? Yes, how content help.
• 19:00
  It also helps you to boost your SEOSEO is a search engine
• 19:04
  optimization. I don't talk about that a bunch
• 19:06
  on the podcast because really I think that's as long as you're
• 19:08
  paying attention to as long as you're trying to make sure that
• 19:11
  your content is useful and valuable to people, you'll be
• 19:13
  easy, easy to find over the Internet.
• 19:16
  So while I've been doing this podcasting game, I've not paid
• 19:19
  any attention to SEO. So I don't do any keyword thing,
• 19:23
  I don't do any tagging, I don't do backlinks, I don't do this
• 19:25
  that, I don't do none of that. My focus is on making sure that
• 19:28
  I'm producing the most valuable content ever and people find me
• 19:33
  accordingly. So I'm not saying don't do SEO.
• 19:37
  You can do your SEO and pay your consultant so that you guys pay
• 19:42
  attention to your keywords and come up with a link building
• 19:46
  strategy and optimise for web speed and all the things that
• 19:50
  you SEO people do. I'm just saying that if you try
• 19:53
  and create valuable content and make sure you distribute
• 19:55
  accordingly that you'll be easy to find over the Internet.
• 19:59
  And that is one way that content helps to build a more for your
• 20:05
  business because. The more content you put out and
• 20:07
  the more widely you distributed, it makes you more findable over
• 20:10
  the Internet. And if you're more findable than
• 20:12
  your counterparts, than your competition, than the other
• 20:14
  people in this space, then the chances are it will give you a
• 20:18
  business some sort of protection over time.
• 20:22
  Now, I've said something here in passing that I want to
• 20:24
  emphasize, and I'll use that to wrap up the show.
• 20:28
  I said something about creating the content and then promoting
• 20:32
  and distributing it wildly. Sorry, wide Lee.
• 20:36
  Yes, widely promotion and distribution is the key.
• 20:43
  That is the main thing here. Please pay attention for those
• 20:48
  of you who are interested in content and you want to use
• 20:51
  content as part of your business strategy, creating the content
• 20:56
  without a strategy or without tips or tactics or without the
• 21:00
  discipline of distributing your content on a daily, on a weekly,
• 21:04
  on a monthly, whatever your cadence.
• 21:07
  In fact, it shouldn't even reach monthly.
• 21:09
  I think monthly is too much. We should be thinking daily or
• 21:14
  we should be. We should be thinking daily and
• 21:16
  weekly. Promoting your content on a
• 21:18
  monthly basis. I don't.
• 21:19
  I don't think that's going to get you anywhere.
• 21:21
  By the way, it depends on the industry that you are involved
• 21:24
  in. If you don't have that part of
• 21:27
  the program locked down, then you are going to be wasting your
• 21:30
  time. I was spoken about my experience
• 21:32
  podcasting and I told you guys how over the first three years I
• 21:36
  will just make the podcast and I didn't promote.
• 21:39
  What I was thinking was let me make the podcast if the useful
• 21:42
  people will see it. If people see it, they will
• 21:43
  share it. If they share it, more people
• 21:45
  will come. And it took me 3 years to get to
• 21:48
  5000 downloads, three years, Then heading into then into year
• 21:57
  four, halfway into year 4, I decided to start promoting only
• 22:03
  on LinkedIn. And in six months I went from
• 22:07
  5000, I think to about 12,000. Now you guys didn't hear me
• 22:11
  correctly. I might be off, maybe you know,
• 22:14
  a few 100 here and there. But the, you know, I'm accurate
• 22:18
  when, when I'm talking about in terms of growth from year one to
• 22:21
  year 35000 in year four, the first half I start, I'm able to
• 22:28
  more than double that to roughly 12,000.
• 22:32
  In other words, the content was always there.
• 22:35
  People did not really start seeing it until I started
• 22:38
  promoting and distributing. So it's not enough to make your
• 22:43
  reels, to make your podcast, to make your blog post, to make
• 22:47
  your whatever it is that you're trying to make, to promote your
• 22:49
  business. If you just make it and you
• 22:50
  upload that thing once, you have no thought around how you're
• 22:54
  going to repurpose, how you're going to distribute, how you're
• 22:56
  going to promote, it will not serve you.
• 22:59
  It is when you now have a strategy for distribution and
• 23:02
  promotion that things start popping off, which is the reason
• 23:07
  why you, dear listener who's listening to the show, that is
• 23:10
  the reason why you're discovering me now and you
• 23:13
  didn't discover me in year one. You have always been looking for
• 23:16
  this kind of content, but you didn't discover me back then
• 23:19
  because back then I was not promoting.
• 23:21
  Right now, I am actively promoting on the daily.
• 23:25
  I'm pleased. Your promotion should be on the
• 23:26
  daily or on the weekly. If you're doing promoting on a
• 23:29
  monthly, I think that's it's not going to work.
• 23:33
  I don't think it's going to work.
• 23:34
  So distribution and promotion is the main thing.
• 23:36
  If you want to know how, I think yesterday's podcast was devoted
• 23:40
  to that. I was trying to show you how in
• 23:42
  the argument of quality versus quantity that you can produce
• 23:46
  quality content so long as you have a strategy for repurposing
• 23:49
  it. That way your quality content
• 23:51
  gets shared over and over and over again.
• 23:54
  So once you're done listening to this episode, if you're
• 23:56
  interested in the whole thing about how do you distribute, how
• 23:58
  do you promote, how do you repurpose, how do you reuse, how
• 24:00
  do you recycle content, then listen to yesterday's episode
• 24:03
  and you get caught up to speed. So OK, 25 minutes.
• 24:08
  OK, I've already gone over anyway, so that's all I have for
• 24:11
  you guys today. Summary content can be used as a
• 24:14
  mote to protect your business and to set yourself apart from
• 24:17
  the competition. So give it a try.
• 24:19
  You have nothing to lose except the time that you spent invested
• 24:24
  in promoting. Sorry, in creating the content
• 24:27
  the way you create. Remember, you have to promote as
• 24:30
  well. And hopefully over time, you're
• 24:32
  going to be able to reap the rewards of establishing thought
• 24:34
  leadership, getting brand loyalty, and also boosting your
• 24:42
  find ability, if that's a word. You'll find ability over the
• 24:44
  Internet, making it easy for people to find you over the
• 24:46
  Internet. So thanks for your time and
• 24:48
  attention. I'll catch you guys at the next
• 24:49
  episode. My name is Tavishima Ayede, I'm
• 24:52
  the host of the show. You can connect with me on
• 24:54
  LinkedIn. The spelling of my name is in
• 24:56
  the link. We're listening to this episode
• 24:57
  and my e-mail address. In case you're an e-mail person.
• 25:00
  My phone number is 08064662140. You can connect with me on
• 25:08
  WhatsApp or send me an SMS. Might take me a couple hours,
• 25:11
  but I definitely will get back to you before the day is up.
• 25:15
  If you hit me up on if you hit me up on WhatsApp, if you send
• 25:19
  me an e-mail, I'll get back to you.
• 25:21
  Yeah, most likely tomorrow ish. If you send me LinkedIn request
• 25:26
  and all that. Yeah, you'll hear from me in a
• 25:28
  couple of hours. So thanks for your time and
• 25:30
  attention. I'll catch you guys at the next
• 25:32
  episode.