This was a crash course on how brands can leverage content to constantly find, engage and convert target audiences considering that: 1. consumer behaviour changes on the go, 2. today's audiences have diverse tastes, 3. prospects go through sales funnels across devices, 4. some formats perform better by channels and buyer's stage. I dived into how business can stay evolve with their customers through every stage of the buyer's journey, across devices and every phase of their lives. I also shed lights on building blocks of storytelling which brands like Apple, Pepsi, Amazon, etc have used over the years win more customer to themselves. This course was delivered at a recent Masterclass hosted by Digital Media & Marketing Meetup Nigeria (DMM Nigeria), sponsored by Association of Digital Marketing Professionals in Nigeria (ADMARP). The masterclass was an interactive session where seasoned digital marketing and media professionals from various sectors of the economy across Africa exchanged ideas and shared case studies of how they have grown their businesses with engaging content. Would like to connect? Instagram: https://www.instagram.com/obadeyemi_ng/ Linkedin: https://www.linkedin.com/in/obadeyemi/ Twitter: http://twitter.com/obadeyemi

1. Leveraging
Content
FOR GROWTH IN BUYER’S
JOURNEY

2. Come Ride with Me
Who be this guy?
How it started..
Waa ti ma gbo..
What’s this all about?
No be me get’am, buh
Wetin content fit do..
Kini big deal?
Where do I start from?
Content all the way..
Serving it hot hot..
How big are you?
Finally, my brethren …

3. Who be this guy?
MUMMY CALLS HIM ADEYEMI… FRIENDS CALL HIM YEMI OO… BAD GUYS CALL HIM CK..
BAE CALLS HIM BABY..

4. Certified Workaholic Good Tune Rocker PT Party Rider
Anon Chef Since 1999 Low-key Red Devil Upcoming Show Host

5. How it started..
It’s all freestyle.. writing for fun.. looking for trouble, sometimes asking for numbers he never called.

6. How it started…
How it’s going..
Hobby evolved into volunteer gigs,
jobs and major campaigns.

7. How it’s going..
Journey cuts across Content
Marketing, SEO, Lead Generation
and Strategy.

8. Waa ti ma gbo..
History has it that Benjamin Franklin started what we call content marketing today.

9. Waa ti ma gbo..
In 1732, he started publishing the
Poor Richard’s Almanack to
promote his printing business.

10. What’s this all about?
DEFINITIONS, MY THS, THOUGHTS, VERY VERY HOT TAKES ON WHAT CONTENT
MEANS AND WHAT IT DOES NOT…

11. Content as seen on the streets..
Create content that will go viral
Create as much as possible till one blows
Great content will promote itself
Content works for certain types of
business
Video is the most engaging content type

12. Interesting takes on content..
Information designed for consumption, seasoned for enjoyment, and packaged to
share. - Scott Hepburn
Relevant, compelling, timely and valued knowledge and/or entertainment. - David
Erickson
Content is anything produced & published either sporadically or planned. And this
content can be used to then create more content. - bigboxcar
Foto, video, blog, infographic, interview, article, montage, editorial, review, mashup,
meme, story, song, how-to, lists, tips. - MjGlobalCom
Information that is useful, has a context, easy to consume, device agnostic, shareable
and non-intrusive. - contenttribe

13. Summary of definitions..
In other words, content can be:
Information -practical, functional, tactical
Experience - Useful, Purposeful, Outcome
Oriented

14. Life's a piece
of content!
Informational Emotional

15. Life's a piece of content!
My personal take? Whether what we feel minute by minute, what we are
happy, sad or indifferent about.. Whether we communicate verbally or
nonverbally…
Everything about our lives is content. How we
express it to deliver a desired message or
make an impression is what differs…

16. No be me get’am, buh
HERE ARE SOME CONTENT PIECES I WISH I CREATED…

18. Wetin Content fit do..
Same business will have different objectives per time.. different
products/services have different USPs. How do you consistently develop
engaging content that addresses your business objectives or sell your
USP?
Establish whether you want to use content
to sell emotional benefit or solve a problem.

19. Scenario: Both are our ideal customers, we need to sell a book-keeping app to them…
Problem: Suggest content ideas to reach, nurture and convert them.
Tips: Sell emotional benefit or solve a problem.
Tech Startup CEO Marketing Agency CEO

20. Kini Big Deal?
WHY SHOULD PEOPLE REALLY CARE ABOUT YOUR CONTENT?
HOW DO YOU CONSTANTLY ENSURE YOUR CONTENT IS RELEVANT TO PEOPLE ACROSS
DIFFERENT PHASES OF THEIR LIVES?

21. help people survive
help people thrive
help people be accepted
help people find love
help people achieve
aspirational identity
help people create, find
or bond with a tribe

22. Solve a Problem Sell Emotional Benefit
help people survive help people be accepted
help people thrive help people find love
help people achieve aspirational identity
help people create, find or bond with a tribe
Question???
TOYOTA vs ROLLS-ROYCE… What will be the purpose of your content marketing and why?

23. Unsolicited advice..
For every piece of content you create.. for SEO, social media, pitches,
presentation, whatever... use this as your acid test to ensure it meets one
of the basic human needs of your ideal customers,
because people don’t really care how much
you know until they know how much you really
care…

24. Where do I start from?
CREATE AND DOCUMENT A CONTENT MARKETING STRATEGY TO ENSURE CLARIT Y,
DIRECTION AND CONSISTENCY..

25. Getting Started..
AMBITION
• Identify genuine ambitions, pain
points or what really matters to your
audience
CHALLENGES
• Clarify the challenges preventing them
from achieving these ambitions
SOLUTIONS
• Outline how you can help them
achieve these ambitions and the role
your content plays in this.
Develop a MISSION STATEMENT…

26. Develop your plot..
Who will be the HERO of your content/story?
What genuine AMBITION will your hero have?
What CHALLENGES will your hero have to overcome?
What will happen if your hero FAILS to overcome the challenges?
What will happen if your hero SUCCEEDS in overcoming the
challenges?

27. Tell your story..
Make your audience the HERO who has an AMBITION,
but has certain PROBLEMS to overcome to achieve it.
Be the GUIDE who helps your hero with a plan or SOLUTION.
Offer a CALL TO ACTION, what hero needs to do next in order to WIN.
And, be clear on what may happen if hero FAILS.

28. Unsolicited advice..
Even for the same business or product, your reason for embarking on a
content marketing journey will change from time to time…
Your content marketing strategy will vary from
business to business, product to product. Regardless,
add value and stay relevant..

29. Case Study –
Think Different
 HERO?
 PROBLEM?
 GUIDE?
 SOLUTION?
 CALL TO ACTION ?
 WIN?
 FAILURE:?

30. Case Study – Think Different (Apple)
HERO: The misfits, the crazy ones, the rebels, the troublemakers,..
PROBLEM: They are being judged/vilified because they don't follow rules
GUIDE: Apple - helping their audiences be who they are
SOLUTION: Affirm their personalities, celebrate them
CALL TO ACTION: Telling them to think different
WIN: Change the world by thinking different
FAILS: Become irrelevant or ignored if they try to fit it

31. Winning with content..
People quickly lose interest in our story when we position as the HERO...
BRANDS that make their audiences the HERO of their stories often build
strong BRAND EQUITY and cult-like LOYALTY...
Always resist the temptation to be the HERO of
your own story.. Be the GUIDE.. Show your
HERO how to WIN...

32. Content all the way..
HOW TO LEVERAGE CONTENT IN ALL BUYING (FUNNEL) STAGES?

34. Unsolicited advice..
Look at how many pieces of content you create monthly, try to
balance them in volume and quality across all funnel stages.
Use the right CTA in each content piece to
nudge your audience to take a step to the
next stage.

35. Serving it hot hot..
EVER WORRY ABOUT HOW TO EVOLVE WITH YOUR AUDIENCES WHILE LEVERAG ING
CONTENT MARKETING? AS IN, NEVER TO BE CAUGHT UNFRESH.

36. Serving your
content hot hot..
Consumer behaviour changes on the go...
Today's audiences have diverse tastes ...
Prospects go through funnel stages across devices...
Some formats perform better per media channels and
funnel stage ...
Why should you bother about
staying fresher than Agege bread?

37. Serving your
content hot hot..
Re-purpose same content piece into different formats..
Bring your good old content back to life..
Update top performing pieces with new ideas..
Update old pieces with recent trends, findings &
testimonials.
How to always stay fresher than
Agege bread?

38. Article (Blog & Paid Posts) Video (YouTube, IG & FB) Image (LinkedIn & Twitter)
You don't have to create something that is TOTALLY NEW ALL THE TIME...
Learn to spice things up a liru bit..

39. How big are you?
What should you measure? How should you measure it?

40. Investment is mostly clear from the point of creating the content pieces… So, how do you
calculate RETURN?
Almighty formula: For instance:

41. How big are you?
These are the factors that determine the value of RETURN:
Funnel Stage
Content Idea
Content Type
Objective
CTA

42. Scenario: Both are our ideal customers, we need to sell a book-keeping app to them…
Problem: Suggest content ideas to reach, nurture and convert them.
Tips: Sell emotional benefit or solve a problem.
WFH GUIDE: Top 10 Restaurant with Free
Remote Working Benefits in Lagos.
DIY GUIDE: File Your Monthly Taxes in 5 Steps,
without Paying an Expert.
Tech Startup CEO Marketing Agency CEO

43. FUNNEL STAGE TOP MIDDLE BOTTOM
Business Objective Awareness Consideration Conversion
Marketing Goals Capture Leads (1,000) Get FREE Users (500) Sell Subscription (100)
Content Idea
File Your Monthly Taxes (DIY GUIDE)
Content Format Downloadable eBook
(Landing Page + Blog *
Ads)
Event (Webinar ft Tax
Consultant * Email)
Video (Recorded
Webinar * Email *
Flash Sale)
CTA Download DIY GUIDE Download Bookkeeping App Subscribe or Upgrade
Account
Return No. of Leads No. of FREE Users No. of PAID Users

44. Finally, My brethren …
Test different approaches, iterate & scale.

45. Test the spirits..
Learn from your best performing ideas
Know content type that works best for
funnel stage
Find the best CTA for each content type
and funnel stage

46. And remember..
You can't scale what you can't measure
You can't measure without a framework
You can't have a framework without strategy

47. Make we link up..
adeyemi@contentkrush.com | contentkrush.com/blog | twitter.com/obadeyemi