How to Market Multiple Passions Without Confusing People

Today on the podcast, I would like us to explore problems with content marketing strategies. That's for those of you who have decided to use a content marketing approach to put yourself out there into the world so that other Nigerian people know exactly what it is that you do and so that they can patronize you. And to come and to look at some issues, some problems that you have with your content marketing strategy and how we can, I'll, I

put it how we can fix that. All right, So First off, what is content marketing, especially for those of you who are listening to the podcast for the first time today. Now content marketing is a, some people say it's a new way of marketing, but it's not. It actually has been there for a very, very long time. For those of you who grew up in the late 70s and early 80s, you remember programs like Biker Mice from Mars on NTA 2, Channel 5, and all the stuff that Cadbury used to put out there.

Now there's some people who say that's content marketing, some people say that's advertising. But regardless of how you want to pass it, regardless of how it is that you want to look at it, there are businesses that for a very long time, what they've been doing is they've been trying to see how else can we get in front of our customers, our potential audiences, people who want our product, people who want our service.

How else can we get in front of them? And how else can we do that without making it an advertisement? Because if it's an ad, it's obvious they're trying to get something from them. So how can we kind of sneak our way into their subconscious so that when they are ready to buy, they think about us? So that is what companies have been doing for a very, very, very long time. So if Coca-Cola creates an advert, OK, well, not if they do because they do this every four years.

So for the World Cup, definitely Coca-Cola is going to excuse me, for the World Cup, Coca-Cola is definitely going to have an an advert there. So that one is an advertisement. You know, it's obvious. But then if Coca-Cola can think of ways of let's see what will content marketing be? You know what? OK, that's not a good example. So let me just scratch that. Sorry about that. You know, this, this is the problem of making podcasts, you know, live on the go, you make a mistake and everybody hears it.

OK, so let me just stick to an obvious example, which is this podcast. Now this podcast that I'm making is an example of content marketing. Now my potential customers and my potential audience, you know, potential stakeholders, business partners, you know, whatever it is, there are people who have certain kinds of business problems and I have the skill set to be able to solve those problems. So I come over here almost everyday and I make podcast episodes addressing these problems, sharing the best way for how these problems are supposed to be solved.

And then I do this for free. Now the scope is, in fact, one person has called me out and she said it was really masterful. And I told her that, look, nobody say you catch me out. That's that's the idea from the start. That's the whole idea. By doing this, people come across me and be like, yeah, Omar, this guy gets sense. And then I dropped my phone number 08064662140. A couple of people call, some people send text messages, some people send WhatsApp messages.

Now from there, that's how I convert some of you to customers. So that is what this is, content marketing. You put content out there, valuable content. People interact with it. People engage from there. The entire DM from DM phone convo from phone convo deposits, something hits my bank account. So that's content marketing. So a whole lot of what all of us are trying to do on social media these days is, you know, some kind of variety of content marketing.

So people who are putting up skits and putting up posts and you're hoping that people who like it. And then, you know, on our content marketing, it's just that the traditional way of content marketing, the older ways of content marketing, you're trying to put out something that is valuable to the customers. You know, more education, more infotainment, you know, that sort of thing. Not necessarily the skits per SE, which is one of the reasons why I tell you people, those of you who like hopping on trends,

like can you quit that? You're a business consultant, you're an architect, you're a whatever. Why are you doing ice bucket challenge? Why are you doing this challenge? Why are you doing that challenge? Like like for what? Like how is that going to help you? Yes, the whole thing is raining, the whole thing is trending, you know, but you're an architect, you're an architect. So if there's a crazy challenge now which comes up, maybe people start doing old Michael Jackson dance videos, you know, and then, OK, you want to do content marketing.

So therefore as an architect, you now start creating videos of you during the Moorwalk or, you know, dancing and screaming like Michael Jackson. Like, how's that going to help you? And forgive me, I deviated, but at least you guys have been able to get a sense of what I'm talking about when I say content marketing. So content is just anything that you put out over on the Internet, photo, video, audio, text, you know, whatever.

But the goal is we're hoping that people are going to see with it. Sorry, I say see with the people are going to see it, they're going to interact with it. And then from there, from the interactions, we get one or two conversations going and then we get to get customers and clients out of it. So that is the idea behind content marketing. Again, the definitions that I give over here on the podcast are not technically robust.

I'm just trying to get you guys to understand the spirit of what it is that I'm trying to say. All right, now let's go straight to the problem that I see on social media, and that is that some of you try to promote two companies or two business interests at the same time on your social media. I repeat, some of you, consciously and unconsciously, you're trying to push two companies at the same time on your social media.

It's not as if you have two Instagram accounts, Instagram A, Instagram B, OK, I don't know if you can have two LinkedIn accounts. I think you can have two Twitter accounts. I think I have 2X accounts, You know, So not be saying account A, account B, now account A, And then you're trying to put both things at the same time. And some of you say, hey, what's the problem? Look, this is the problem. It leads to a lot of confusion #1 you confuse your audience because if today you're saying you do this, tomorrow you're saying you're doing that.

What exactly is your area of expertise? What exactly? Since you're pushing too hard, at the same time, it's also going to affect the kind of inbound that you you get because confuse people, no goody buzz. Like for those of you who reach out to me, you reach out to me because it's clear what I do. If it's sales related, especially you reach out. If it's kind of marketing related, you reach out. A whole bunch of you once it's business related, you know, you reach out.

If I can't help you, I send you to someone else. But because it's clear now my views on dating and marriage and, you know, all the other stuff, you know, yeah, I talk about some of those things in the podcast, you know, but I'm just now on the side. It's not as if today I'm talking about business, then tomorrow I'm talking about relationship, then next tomorrow I'm talking about God. Not just one podcast. I'm just moving one thing, one message.

I'm going to confuse anybody. There's no hire anybody be on this podcast and be confused about what I'm about. In fact, some people decode the oldest guy, Money, money, money, money and then don't fade. Nah, Nah, this guy is too greedy and then they fade and that's all right. That's all cool. I'm trying to attract a certain kind of person. So you confuse your audience. You're not going to be able to get referrals from that, trust me, because this is Nigeria.

In Nigeria, we trust expertise. If you don't believe me, no problem. Think about it this way. Let's say your wife or your girlfriend, you know her birthday is coming up. You know she returned 25, she returned 30. You know, however old she is. And you want somebody to make the correct like badass, like correct dress for her so she will sleep for this her birthday. But then you know some guys in your crew or you know, some babes in your crew that you know, sometimes then they do fashion, but then sometimes then they do make up and then sometimes they do content creator.

OK, now when it comes to creating a dress for your babe or for mumsy or for your wife or let's say it's the other way around, you're a woman and you want to impress your husband, you want to impress your boyfriend, you know, in donate on, you know, 30354050 whatever you want. Make something you know good. They know somebody you're set up, you know, once in a while the guy they show you know, sometimes the guy they do solar panel.

You know what else? Another time the guy they sell crypto when the time comes now to pick somewhere to design it, which of you is going to call this person that is doing three things at the same time? The answer is absolutely 0, but then somehow you're doing it in your own business and I think this thing is going to work. Today you talk about one thing tomorrow you talk about another thing next tomorrow you talk about another thing.

The House of people, how are people supposed to come is come and start talking. You start chatting you up or how somebody supposed to say, oh, I know Chair Maka, she's the expert. Let me go and call my girl chair Maka. How now? Plus your messaging is going to be confused. Your content calendar is going to be messed up. The topics are going to be all over the place, good on forecast and that's not good. You don't want to know which messaging to prioritize.

How are you even going to prioritize that messaging? So let's say I was confused there and on this very same podcast, you know, on Monday, you know, at the talk business on Tuesday at the talk relationship on, you know, Wednesday, I talk God or something like that. You know, after a while, you know, like, OK, how am I supposed to prioritize it? I've been at sales 80%, you know, 2% got 1% relationship. Like how your messaging is all over the place, confused.

Then more importantly, you would have confused the algorithm. The algorithm should be confused. The algorithm will not know who to recommend you to or what to Abby shy. The algorithm will be confused. That's what I'm trying to say. So for me, every single day when I hop on this microphone, it's business, business, business sales, sales, sales money, money, money. So anybody who comes on Spotify and the person types, you know how to make money in Nigeria,

oh, what do you know? I show up or somebody types how to solve the sales problems. Oh, what do you know, I show up or the person types, a sales consultant, guess what, I show up. This is how I'm clear about the audience. I'm clear about the messaging. And then the algorithm too be very, very clear. That's the reason why if you don't believe me, try this, try this. If it doesn't work for you, come back and tell me. Go to any AI tool of your choice or go to Google.

Just go and type Nigerian Business Podcast. Go and type it. By the time you're done listening to this thing, if I pause this thing now, go and type it, I want you to try it and tell me that I didn't show up. I dare you do it and tell me that I didn't show up if I was not number one. In fact, if I know enter first five, let me know because I'm keeping my content marketing priorities really, really straight. I'm clear on the audience.

I'm clear on the messaging, and I'm not going to confuse the algorithm. So when people search for me, don't find, don't find me. And you should be doing the same too. By the way, I'm a note on content marketing. Sometimes people have the wrong expectations when they start doing content marketing. You think there's something you can do. Anything will just, you know, click automatically. Sorry, it doesn't work that way.

Content marketing has always been a long term play. So in other words, if you're trying to use content marketing for your business, especially if you're doing this thing organically, organically means, you know, they pay for adverts. So if you're not paying for advert, don't expect this thing to click in less than three years. You know, everything pops off in less than three years. You know, it's all good, but that can't be the main thrust of your business, which is the reason why I say in the beginning, you know, you do everything.

So you're putting on social media, you have a content, the content marketing strategy, but then you're also making phone calls. You're also going for meetings, you're also going for networking events. You're also asking people for introductions. You just go to run, you know, like that in the beginning, everything. Then eventually, a couple of things take off. So if I do this job right with the podcast, hopefully in a couple of years, I won't have to be chasing after people here anymore because the lead flow from the podcast, you know,

should be great enough. But anyway, enough about me. So the reason why we're looking at this today is because a good friend of mine, let's just call her, what should we call her? Let's call her Halita. Yeah. So a good friend of mine, Halita. I'm sure you guys, especially those of you watch Nigerian TV, you remember Halita. It's something my wife used to watch. I used to call it a Halita, the slave girl because it was a girl about a girl from the village in Plateau State who got hired to be a house help in a particular family.

And anyway, the girl ends up becoming the head of the the conglomerate because the family is a rich family, is a conglomerate and the housegirl now becomes the head of the whole company. So if you like that kind of Nigerian drama, although it's not on the air anymore, maybe if you check YouTube, you might find it. So Halita, HALITA. And by the way, this is not a sponsor. This is not an ad something, you know, DST VS not paying me money.

I'm just saying it's cool stuff. So a friend of mine, let's call her Halita, Halita is into podcast and audio production. So if you want your podcast to be made and you're not going to make the podcast like I make my own podcast, then you call my good friend Halita. And she's been making some traction over the last, you know, 1-2, three years. You know, she's been doing OK, not fantastic, but you know, she didn't move.

She didn't move small small because like I tell you guys, content marketing, you know, is a small, small something. It's not an overnight something, but then Halita also likes FX, that is foreign exchange, online trading, crypto, all these sorts of things. So once in a while she could have post podcast, podcast, audio production, audio production. Then sometimes she could have post, you know, FX, crypto, online trading.

One thing, one thing, this platform, that platform you see, and now the problems that I've been talking about become quite clear. Different audiences, She's talking to different audiences. The people where they find crypto, crypto, crypto. I guess they might not be necessarily into this whole podcast production, podcast production, different audiences then. Halita has done a good job of building some credibility in audio production and podcasting for like the last 3-4 years, but are now talking about FX crypto online, something like EDA

dilute high credibility, serious dilution because people with the CM before like, oh, OK, Halita, OK, OK, OK. Anytime podcasting, anytime anything audio, anything media may adjust buzzer, you know, it's like like what's happening? I wish, you know, they do audio again, you know, like, you know, the way our customers feel, the way they can think in their head. So it's diluting her credibility. And I reached out to her to have the conversation and luckily she took it well.

And so we've been talking about a couple of things now. Some of you asked, OK, Tavi Schumer, you've spoken about the problem, the problem, what's the solution? OK, solution is simple. You actually have to just pick one. I know those of you who are multi hyphenate, multi talented people, you don't like it when I say, but honestly, you have to, you have to pick one because my lecturer, I used to say, back when I was in OAU used to say,

look, you can't, if you, you can't be in two places at the same time. I make form, you know, sorry, I know it's kind of crude, but you, you get the point. So we got focus. Or if there's a way that you can harmonize these things, then I I guess so. So like for me, for instance, I'm interested in matters of theology and philosophy and then also relationships, which is the reason why I keep shouting at you people that look get married.

I don't understand what's going on. Young boys nowadays are afraid of girls. You can't even talk to babes. Like what's going on? If that's the problem, just hit me up 08064662140, call me, send me a text message, send me a WhatsApp message. It's a babe that you're like, you don't know how to start the conversation. No problem. I'm a sales coach, but you know, I'm also a Big Brother as well. Just reach out to me. Let's talk.

Let's let's see how we can make this thing happen. If you're a babe player, you're having no problems. No problem. Reach out to me. Let's let's, let's discuss because marriage is a good thing. Love is a good thing. So yeah, I just go about making my business contents once in a while. I drop some things. Yeah, some things philosophy, some things relationship, you know, I don't harmonize them, you know, So I'm kind of talking about like I have one message and then I'm sprinkling stuff about other things.

So you can do that, especially for those of you who worry about authenticity. But in Halita's case now, for instance, there actually is a way that she can harmonize it because pay attention, Halita waiting, should they do now audio production and podcast production, anything audio, anything media. So is it not possible that she can create a podcast around crypto, around trading, around forex, around all these things? So because part of her business actually create podcasts for other people.

She did promote her for her own channel, like, oh, we just produced this podcast for this person. You know, we just dropped this podcast for this person proudly sponsored by Halita Studio. Something, something, something, you know, like that. So nothing stops her from making her own podcast and then dropping it on the feed like that and saying, you know, proudly sponsored by, you know, blah, blah, blah. So in our way, you know, on our podcast as in she's into podcasts and audio editing,

editing, and she's producing podcasts for other people and then promoting it. And then whenever she creates her own podcast on crypto and all those other things, you know, just the same, whatever. Oh, forex trading is another way to gain wealth in Nigeria. Something, something, something, blah, blah, blah, blah, blah. Proudly produced by Halita Audio Studio, something, something. So there's a way that she can harmonize that actually, so she can share her expertise on both on podcasting and then on Forex,

but just coming from pushing the audio production angle. So because she's creating content around Forex, she's going to be able to talk about both matters at the same time. So that way, you know, people where they like crypto, forex, online trading, blah, blah, blah, they can subscribe to that crypto podcast, Forex podcast, you know, and then people that are interested in audio production and blah, blah, blah, blah, blah, they can be seen all these podcasts that she's publicizing as examples of her expertise and then reach out to her.

So anyway, that's pretty much what it is that I wanted to say today. So content marketing, it's a good idea. It's a very, very good idea, but we need realistic time, expectations. You should be thinking long term. So don't be frustrated that you've been blogging for one year and you haven't popped off. Or don't be disappointed that you've been podcasting for two years and you never see clients. Or don't be frustrated that you did produce skeets for for three years and you haven't got one single paying client.

Nobody has come to you for adverts. Nobody has come to you for promo. You know, don't be frustrated at all, at all, at all. That's why I made that podcast episode on Kolu and I can't remember the other guy's name is Kolu and Bolu. The Twitch, the stream on Twitch, the live stream, Nigerian live streamers and they used to be skip makers before. Just how you guys would see that Look, this content marketing thing, you know, it's beautiful,

it's glamorous. You know, other people hear your voice, other people see your face. You get one or two fans, but it's not quite as cozy as people think. And then when we start with the content marketing, just make sure. That you're not trying to push two companies or push 2 messages at the same time. Don't confuse your audience, don't confuse the messaging, don't confuse the algorithm. You know, pick one, pick one pick one and abandoned the others.

If you don't want to pick one and abandoned the others, OK, no problem do what I do pick one thing which is the main thing. Then once in a while you sprinkle some of that, you know, other stuff there so that people can can hear you. Or if you're like my friend Halita and it's possible to harmonize it, by the way, that's not her real name, by the way, but the rhymes. Halita. So if you're like my friend Halita, you can harmonize it no problem.

Harmonize them? No. So let me see, is that it? Yeah, that's it, pretty much. So if you'd love to connect with me, call me, send me a text message or a WhatsApp message on 08064662140. What's up? OK, You want to, if you'd like to join my WhatsApp channel, just hit me up and I'll hook you up for that. Then let's see what else? Oh yeah, the sales, the sales audit. So you want me to audit your selling frameworks or some of your business processes then WhatsApp me on the same number 08064662140.

And yes, when I said that's for those of you who are still in school, you know, you get one big way to school, but I don't know how you say what's up. No problem, just let me know. I just have help one guy sort his own relationship matter to you know, it was with the girl and I wasn't sure where do I head in. He didn't know how to have the conversation. You know, I helped him and today to the glory of God. Well, anyway, hopefully let me not speak too much because descent by is too far.

So to the glory of God, if all works well, we should be having a wedding pretty soon. So yeah, but I'm not a relationship coach. By the way. Bob, if you have some difficulty in that area, no problem, reach out. I'll, I'll help you find your better half too. Alright, so that's it. Thanks for your time and attention. I'll catch you some other episode.