Content Marketing for Crypto: Building Trust & Driving Sales in Nigeria

Hello and welcome to the show. Today's episode is being recorded at my desk and the kids are home, so expect to hear some noise in the background. Now, the goal of this show is free business education, so Please remember to share, promote and talk about the show so that people in Nigeria and abroad can benefit from the discussions on the questions that we tackle over here. Now, listener participation is strongly encouraged on this podcast.

So please call SMS or WhatsApp me on 08064662140. The country code is +234. Again, the number is 08064662140. Today, I want us to look at content marketing as a tool for getting customers and we're going to use as a case study. We're going to use crypto Bros and crypto babes. I'm not sure you know what the female equivalent is. You know, I hear about crypto Bros all the time, but so I've just been up the time. So the case study is going to be crypto Bros and crypto babes.

The reason why is because if I remember correctly, I think my last listener interaction was at the last podcast episode that I recorded was the one where I was talking to a listener of the show and and he was a crypto and currency trader and he wanted to know how to get people to buy beyond their budget. And I think that's the episode where I went into detail about how sales is not about convincing people to do something, but rather it's about looking for people who already have pre-existing motivations who think that there's a problem.

And then it's just a matter of aligning our own product or service to show that what we have can help them solve that problem. So that's a more helpful and useful, useful perspective that we should have. So during our session, if you remember the episode, if this is your first time listening to the podcast, then after you're done listening to this, just skip back one or two episodes. Listen to that, and then you should get some more perspective on some of the things that we're talking about here.

So during our session, he agreed that he needed a longer sales funnel. That was a suggestion that I made and I also suggested that he should incorporate elements of education into it and relationship building so that way he could better nurture people into buying or into investing time and money into his own products. Now for those of you who are listening for the first time watching sales for Nil, OK, fancy time. But basically, it just means any means of communicating with people or building relationships with a huge number of people in the hopes that a few of them will buy from you at a future date.

So before the advent of the Internet, if Johnson and Johnson's, for instance, released a new kind of diapers and they threw it out on TV, the hopes was that who knows, maybe a million people will see it, but out of the million that sees it, maybe certain numbers of parents or something like that. And then, you know, you throw it out, a million people see it and then maybe 20,000 people buy. So just think of that sort of concept, but now applied to the Internet where deliberately you're putting content out there to attract people so that the more that they engage with it,

the more that they get interested, the more that they read, the more that they participate and the more that they walk with you at the end, at the end of everything, the stages that you've designed, a few of them will end up buying. Now it's called a funnel just because if you draw it out on a sheet of paper, it's called the funnel because at the beginning, whatever ideas that you send out, 2 million people will see it.

And then maybe they take the next step 800,000 people and then maybe the next step 500,000 people and then the next step 300,200 thousand 100,000. And then eventually, you know, maybe 1000 people will buy or something like that. So that is a funnel. Now the funnel that he was using was WhatsApp based. He would send out WhatsApp broadcasts and According to him, even though at the time I didn't believe it or how did I say anyway, who keeps stats on these things anyway?

So I can't blame the guy for saying 50% because you know, there are lots of times that we assume that you're doing something and it's 50% effective. Then maybe when you check, you will now see that oh, OK, it's not really 50%, it's more like 30 or 20. So According to him, send the WhatsApp broadcast, 50% of people respond. So in other words, if it sounds like 200 broadcast, maybe 100 people will answer. So you can see the final beginning send to 200 only 100

people answer so wide at the top is now getting narrow. So send the broadcast, 50% of the people will answer from there. He will try to close the deal. And he said almost everybody would say, oh, no, no, I was just curious. So the reason why I recommended that education should be a part of the sales process is because if people are telling him that they're curious, you know, that's, that's gold. That's, that's gold. That's market feedback.

It's, and when it comes to sales, we really have to roll with the feedback because you can't push against the market. I mean, the market is the market. The customers saying are saying whatever it is that they're saying, you know, we can't, it's no matter how strong. I mean, people are changing their mind. So if roughly everybody's saying, I was just curious, then it only makes sense that education needs to be a part of your sales process.

You're educating people, you're taking them along, getting them from curious to comfortable. From comfortable. They now feel like they're competent. Then from there they feel like, OK, let me take a trial or let me take a demo, Then maybe when they trial do something or the demo do something, then they might be willing to purchase. If you remember, for those people listening for a long time, you will know that my brother and I tried FX trading,

currency trading, and this was typically the process that the companies used to use back in the day. You put out some material on currency trading. You know what is currency trading, blah, blah, blah. How do you do currency trading? Can you do it safely? This is that that people consume the content, eventually they feel OK with it. You offer them a trial account on your platform. Like for my brother and I, I can't remember the platform that we traded with.

This was a very long time ago now from demo account now you know, I feel like, OK, I've got a handle on this thing. And then after that, you know, they say, OK, you're doing good on the demo account. So how far now? Just try some small, just try some small coins, put some narrow behind this thing and see how you can trade. And so it's pretty much that same sort of thing. So what I recommended to him is not an original, is not something original.

In fact, it's obvious. So it's a safe suggestion to to try out. But before I continue with this episode, I want to give a very strong warning. I want to give a caveat to everybody who's listening right now. This episode is not an endorsement of crypto and it's not an endorsement of alternative investment classes. I repeat, I am not endorsing crypto and I am not endorsing foreign currency trading, currency swaps, currency,

anything, or what people consider alternative investment classes. Personally, I think that most people should stay away from these asset classes. I repeat, most people should stay away from these classes and these are my reasons. Number one, a lot of these things are speculative, crypto currency trading, blah blah blah. Speculative just means I'm going to do some sharp, sharp short term buying. I'm going to buy now and hopefully another person will buy it from me at a higher amount.

Then I'll make a profit. There's nothing wrong with that kind of behavior. In fact, back when my brother and I, when the commodities, commodities business, we ended up having to do some speculation, we bought some soy. We'd hope they'll be able to export the soy. But then because of currency and government policy and stuff like that, it actually turned out that it was much cheaper for people to import soya beans from America.

You don't believe, you know, to Niger boys, Ben way boys, we go and buy all this soy thinking that we can export the soil to America and it turns out that even people in America, sorry in Nigeria Gongo, it was cheaper for them to buy from America. The only problem was if you're going to buy from America at a cheaper price, you know it takes a while you pay they have to ship the thing, you know blah blah blah. So or more the thing don't make sense because even me, I was running around in Abuja, I

checked some companies that produce some soy products because there's some companies that make soy milk. Soy milk is really sweet. If you haven't tried it, you should try it. My father gave it to me, used to buy it for me when I was, you know, little like primary school and nothing tastes real nice, really nice. Although I'm the only one in the family who used to like it. So I checked some soy milk companies on people that produce like soy flakes and things like that, calling them up, trying to see if I could hook up a purchase, you know, because time was going.

So I discussed with my brother and I was like, well, you know what? We bought at this amount, Let's just wait it out seasonally. This is what will happen. The price should rise in another, you know, X number of weeks, X number of months is OK, No problem. So we spoke to one of my uncles. I'll be my uncle in law. We can put it that way. And then we kept it with him. And yeah, that's what we did. We speculated. So essentially we bought soy at X hoping to sell it at X plus YZ

and they make a profit. So people speculate all the time for different reasons. Now, the reason why I say people should stay away from this is because speculating in soy itself is difficult enough not to. Now talk of speculating in currency or speculating in crypto and other kinds of assets like this crypto derivatives, the skills that you need involve technical analysis and market analysis and the average person is not educated in these sorts of things, which is why I say most people should stay away.

If you have gone and taken it upon yourself to educate yourself, that's perfectly fine, but the average person is entering into this sort of thing blind. So please, in my own opinion, most people stay away. There's also a level of fundamental analysis or knowledge that is required that the average Nigerian person does not have. You need to understand what is your cryptocurrency, what is the underlying tech to it, what is the underlying philosophy behind it?

You know, on and on. And lots of people don't understand these things. So you're trying to buy something speculatively cheap to sell it. Hopefully when the price rises, you have no reason to found your hope that the price will rise. It requires a high level of sophistication basically and a lot of Nigerians were not at that level yet. Even when you both people's self, they're not at that level yet. Lots of them who are trying to get involved in these sorts of things.

In fact, Speaking of sophistication, even trying to secure your assets when it comes to these things is a problem because you know, most of us from our normal banks, you know, we're used to two factor authentication, you know signing then the thing will now send you your bank will now send you OTP on your phone or you have to use that dongle that generates an OTP or something. So even normal 2 factor authentication, lots of us are not using, not now talk of cryptocurrencies that require.

Anyway, since it's not my field of expertise, let me just leave it at that. But that is the reason why I say most people, most Nigerians should stay away from this kind of crap because if you are not thoroughly educated in the space, if you do not have a firm understanding of these sorts of things, then don't go playing and throwing your money around where you do not understand. So that's my caveat. I don't want people to listen to this episode.

I do think I am endorsing or I am saying that people should go ahead and start trading in these assets. I'm sorry, one moment I have to attend to something quickly and I'll be right back. OK, I'm back. I'm done with my caveat. I'm done with my warning. Just so that none of you won't quote me outside, I said that Tavish and I said we should all go and do crypto. I didn't say that. OK, so now we're looking at content marketing to see how people who are involved in this space so that crypto brews and crypto babes can use content marketing to move their market forward, can move their ministry forward.

Since in the experience of this chap that I spoke with, a lot of the people that he's trying to get to do business with him are saying, oh, no, no, no, I was just curious. I just wanted to learn small. So content marketing can be used to make sure that your audience, your target audience understands this space #1 and then also to grow in a relationship with you over time. As they're understanding small, small, and as they're growing in a relationship with you, small,

small, you guys are relating, you know they're consuming your content. You know they're ping you, you answer one or two things, you know that kind of thing. Everybody's getting familiar. Over time, it will make it easier for deals to begin. They close because right now there's too much at stake. This technology is not familiar yourself. They don't know you. So how can you just send, you know, four or five WhatsApp messages and then you expect someone to start dropping some serious money?

No, no, it doesn't work that way by the way, content marketing for those of you who are just listening for the first time, it just means you create valuable content, valuable blog posts, valuable articles, valuable videos, valuable Tik Toks, valuable Instagram, real valuable, whatever it is that is meant to attract people and that people will engage with overtime. Remember your target audience because I'm telling you, I know this one from experience.

There's no point where you putting out something like OK, let me view my experience. I put out one TikTok. I can't remember what the thing was about and the thing blew. I mean, by my own standards, I consider that blowing because the thing got like 10,000 reviews and I was like what? The 10,000 reviews and then the comments on it was mostly no disrespect to, but mostly, you know, small, small girls, you know, like Malaysia or not talking about how cute I was,

man, my sister-in-law, she laughed die. I like she was abusing me. She was like, so you're a fine boy. I see all these small, small girls, all of them, they think they think you're a fine boy. They think you're a fine boy. You, you, you expired goods as in they laughed me honestly, my family, they really laughed me. So what I'm trying to make is this, I put something out. I'm hoping that people who are involved in the business space will see it and will begin to relate with me.

And over time, I hope I'll do business. But then I put out the content. I get 10,000 views. And then he's Asian, small, small girls talking about how fine I am. I'm like, who don't help? I'm trying to make some money here. You know, I don't care about how handsome I look. Whether I'm handsome or not is beside the case. So as we're putting out these blog posts and articles and the videos, the goal is to attract and engage your target audience.

The goal is not to blow. The goal is not to go viral. Please, viralities is not, is not helping anybody If it is viral amongst your target audience, they're beautiful. So if that thing went viral amongst Nigerian business people, excuse me. And then from there, 10,000 views, maybe the next week, like 200 people are blurring off my phone. And then from there, maybe I was able to secure gigs for the next four months straight ahead.

That would be beautiful. The mission accomplished. So please, that's the frame of mind that we should be looking for this type of thing. So I'm putting out the content, blog post, TikTok article, video, podcast, everything. So excuse me. And we're trying to attract the target audience. When I say valuable, I like to stress that look valuable, it's not about you. Valuable is about the audience. It's about what they think is valuable, not you.

Because you will find as you enter into business for those of you who have not started, that you think some things are valuable, but the market doesn't agree. There are some podcast episodes that when I record them, I go and I tell my wife like, babe, it's over, it's all over. It's done. I recorded the best podcast episode ever. Like I forget like man, no other episode. And then next thing after one week, only four lessons.

I'm like, how far? And then there's some episodes I make and I'm like, anyhow, sure, I've done it. Let me just record it. And then next thing you see 100 and something and climbing. I'm like, I bought how the one that I made that was sweet and juicy for downloads, this one that I made that was rubbish. It started with 100 and then The thing is sliming. So it's just one of those things, what we think is valuable, it's not necessarily what the market thinks is valuable.

So please, crypto Bros and crypto babes, you know it's not about you. We should be thinking about the audience, what they think is valuable. Now let me give you the cheap code, the assay, cheap code, the cheat code. How can you put out valuable content? Just answer all the questions that people have, Nigerians have when it comes to crypto and currency trading. That's it, full stop. There's no need to come up with a brilliant content calendar.

Just think about it. How long have you been involved in this crypto and currency thing? Let's say you've been doing it like six months or like one year. What are the questions people have been asking you? One of the questions probably has been asking you, Mumsy has been asking you, your brother and your sister, all your colleagues at work, the people you've tried to collect money from to do crypto and currency trading.

What are the questions they've been asking, asking you? Go and write down all those questions on a sheet of paper or pull out your phone, begin to type. Just tap out all those questions. Then now your goal is how am I going to make content that answers all these questions? Full stop. That's your valuable content there. Don't try and be too smart about this because The thing is, the questions that people have been asking you, mumsy popsy, people in church, people in the mosque,

people in the office who wonders how Kunle is doing, currency, crypto, trading crypto, about what is crypto, And then they're asking you questions. The questions that they're asking you, especially the people that you have tried to collect money from, the questions that those people are asking you are precisely the kind of things that when you enter into the market, those are the kind of questions that people will ask you.

So it's not about what you think is a wonderful question. You might think it's wonderful to talk about the real technical, the main technical things, you know, the history of cryptocurrency, how cryptocurrencies were formed. Who is the person that founded Bitcoin? What is the excuse me, what's the sorry about that? We're doing a lot of talking and then also a minor cold. My little son, he has Qatar and you know he drank Sprite.

Something was telling me I should not drink drink that Sprite. But I was thinking how can I let this Sprite waste now? So I just look in and drank it. I said, you know, hopefully nothing will happen now my Qatar has started. So for those of you listening who have kids and you're prone to cold and Qatar, if your son or your daughter has a cold and they drank from a bottle, don't drink from it or else you end up like me battling a cold.

So where was I now? So those are the questions that most people have. So it's not about who started crypto, who started Bitcoin, who started this, who started that? Or does it not plan? It's not about what you think is important. It's about what the other people think. So now I just did a small Google search, Gemini search actually, I came up with the following questions that people might have when it comes to crypto because since I'm not in that space, I

can't tell you what kind of questions you'll be asking. And so this is what I came up with. Is cryptocurrency legal in Nigeria? And yes, there are lots of people who are asking those questions. Is cryptocurrency legal in Nigeria? Now, who they regulate themselves? Is this SEC? I'll be, is this CBN? I'll be in a Ministry of Finance. People ask those questions. Then what People ask about government regulations on crypto trading.

Yeah, like I said, people ask SEC, CBN or Ministry of Finance. Then people also want to know, if I invest in this, this, this, and then I also put some money in crypto, how is it going to affect all my holdings? People also wonder, is crypto safe to invest in? People also wonder how can I protect my crypto assets from fraud? In fact, for me, that's my own biggest hang up. You will talk about wallet, wallet, this protocol, that protocol, but then the system is supposed to be built on total anonymity.

So I don't know who you are. You don't know who I am. Like anyway, let me not go into each other. So how do I protect my assets from fraud? That's a question another one, what are the risks involved in crypto and currency trading Another question that people might ask is which are the best and most reliable crypto exchanges in Nigeria? Then there's the obvious question, how do I buy and sell cryptocurrency in Nigeria?

There are lots of people who have that question then how can I use cryptocurrency for international transactions? I know about this one from personal experience because, you know, because of the issues of sending, you know, sometimes people outside want to send pounds back or send dollars back and, you know, government regulations change or GTV bank changes my policy or something. And then it's hard. And we've been hearing from other countries that there are some people who now send money home using crypto.

So, you know, people ask like it's something my brother has asked me. Oh, I've been hearing this just, is it true people are sending money crypto, How does that work? So people have those questions, how can I use cryptocurrency for international transactions? Then how are cryptocurrency profits taxed in Nigeria? Some people want to know that kind of thing. If I drop 50K and I'm able to make a killing and that 50K translates into 5 million naira and I want to cash out, you know, I don't want to tax me,

how much would they tax me? Then? What is the potential for profits in crypto trading? People want to know that then yeah, how can I avoid losing my my money? So these are just some of the questions that I came up with. All right now, your content marketing strategy, if these are the sorts of questions that people have been asking you since you started your crypto business, you can build it around these topics comfortably.

The only thing you have to do, like I said is you'll be creating video, blog, podcast, TikTok, reels, whatever it is that you like answering these questions. Don't worry, you won't run out of questions because The thing is by the time you wake, make one video asking is cryptocurrency legal in Nigeria and then you give your own opinion. Some people will comment, some people will ask questions from those comments and questions where you will get ideas for other videos.

That is how I can assure you, you will never run out of topics. Never, never. So now the advantage of the content marketing approach for those of you who are crypto Bros or crypto babes is like I hinted at the beginning, is going to build some trust and authority, especially if you're producing content for the local market. Because I've been seeing some stuff on crypto and you know, stuff like that. But if you would have created this content, you're writing as if you're writing to people in the UK or writing to people in in, in America, You forget that there are people here home grown who have these questions and don't know all the grammar and all the Magana Magana that you guys are writing.

In fact, there are some people who reach out to me and they're like, Oh, thank you. Finally, your podcast breath of fresh air. I didn't even know that there was anything I was made from the for the local market. And it was one of my core thesis when I started this this podcast. Now, look, it's not as if this information is not out there. It's there. It's just that it's being made for audiences that are in America and in the UK.

And I thought, look, it would be a good idea to start taking some of these concepts and show how they apply in the Nigerian context. And I started making this podcast and the thing seems to click and people seem to like it. So crypto Bros and crypto babes put this content out. But just remember that you're writing to people here at home. In fact, if you want to know how to do it, go and look at the Indians because I've checked some Indian podcasts on marketing, on crypto, on let's see what else.

I can't remember, but I've tried a few and you know, they talk as if they're talking to themselves. In fact, that's one of the reasons why it's hard for me to follow those podcasts because they start off in English. They're talking and talking before you know it look house language and before you know it do enter language. And of course, I don't speak any. I don't speak, you know, Hindi or, you know, Punjabi or whatever the language is.

Sorry. Please, my Indian audiences, those of you who are listening, you know, I beg no vex when it comes to these sorts of things. International travel, you could say I'm kind of ignorant because to be honest, I spent most of my life in Nigeria. I spent some time in the UK and then I was back. So I can't say I know the world like that. So I beg no vex, no insult. So you're going to build some trust and authority. Just know that you're producing this thing for a local market because it's not as if you're trying to get money from people in the UK and the USA anyway.

You're trying to collect money from the people who are here, you know, your colleagues, your uncles, your aunties, your customers, you know. So trust and authority produce for the local market. Trust me, it is going to yield rewards. Then you're also going to get an engagement, also going to get audience growth because people are looking for this content, especially if you're talking to a Nigerian audience, you're not trying to sound foreign.

You're just talking as your everyday normal self. There's going to be engagement. There's going to be audience. When I say engagement, what I mean basis, people will have some questions. People whether writing to say is a lie or people actually writing this. Oh, it is true. This is my experience or people writing to say I find this interesting. Can you tell me some more? Yeah, I wish I do be engagement. Then there's going to be lead generation and conversions because there's some people who are already educated, who know what's up.

They see you, you look like a trusted somebody you think kind of makes sense. There's some people who want to talk business straight. I've had some things like that happen to me on this podcast where somebody reaches out and the person is straight up like, hey, look, been listening to the podcast, blah, blah, blah. This is exactly how I think we can work together. I need you to put together a proposal so we can do this, this and that that that.

That's happened to me twice. You know, normally I like to talk to a person, get to know them, ask a couple of questions, but two people have showed up to say, hey, what's up? Don't know need. I already know this is what I need, you know, let's get in. Of course, I still try and slow things down because I want to be sure that, OK, look, this direction that this guy is thinking we need to go, like, are we sure that's actually where we need to be?

So I still try and tap things low. But yeah, two people so far in the last year have come in and basically the attitude has been I look at the small talk, let's just go straight. Let's just do this. So there's going to be lead generational conversions, and then of course it's going to be brand awareness. I mean, you never know, it never hurts to have a brand. So let's see what else? So basically content marketing just means you're going to be creating text blog posts, you're going to be creating audio,

podcasts, graphics, whatever it is that floats your boat. Now the next question is which kind of media should you choose? Because some people are going to ask, you know, should I be doing photo or video? Should I be doing podcast? Now, this is the real thing, Abby, sorry. The ideal thing. The ideal thing is this. You should be thinking about your audience and what your audience is most likely to consume. That is what your focus should be.

Or you should be looking at the Internet and see where your audience, where they hang out, where they congregate and then the kind of media and then produce you to match that. So if you're checking and it looks like tech, sorry, not tech, crypto community in Nigeria mostly hang out on Twitter then OK, problem solved. You will be spending most of your time on Twitter and you should be producing blog posts that you can share the link or podcast, you share the link on Twitter or you know, whatever,

but share. Those are the questions you should be asking yourself. Now in the absence of data and assuming you're not strong enough to do what is required. For me, I like to be practical and if you noticed, even for my own podcast, I took a practical approach. I think the most practical way to start with is just to start with the kind of thing that you find easy. The one that you find easy, that's the one you should do.

The reason why I recommend it is this, if it is easy, you can't do it consistently for the long term. I've been podcasting for over 5 years. I know some Nigerians who have been podcasting for over 7 years, you know, to good business results. But The thing is, because podcasting is a skill set that some of us find easy, we just go ahead and more just do the podcast. If it's easy, you will do it. And when it comes to content marketing, consistency is key.

One step forward, 2 step back. It doesn't work for content marketing. In fact, there's some cases where it's harmful. So just start with the one that you can do consistently. Now, if it's really easy and comfortable for you to do, the problem is you think you should probably have less hang ups about it. I mean like me, I don't have hang ups about podcasting so if I have the sniffles and no problem I'll still send it. If I cough and I hack and I'll apologize and I'll still send it, you know, I just do wish I

and I send it. No hang ups. If you have hang ups or video and you think your make up needs to be perfect or you have implode on your nose and then stuff like that, then trust me, you will not do video, at least not to the level of consistency that needs to get the job done. So for me, since I'm in sales and business development, the most effective thing actually should have been a blog and a newsletter. But The thing is, I'm a good writer.

I've fancy myself to be a good writer. I've been writing since secondary school as the president of Press Club in Saint Gregory's College. SW ecoye peace out to any Gregorians who are listening to this podcast. So I've been writing from T and The thing is I know that writing requires a lot of work. Unfortunately, to put out a good post, 100 words, 1000 words, you know, unfortunately it requires some work. You write first draft.

No, you now edit. Sometimes, you know, you even sleep and then wake up. You now see that I could have done it like this. I could have done it like that. So writing takes a lot of time. That is the reason why I chose audio. So even though I'm a better writer, I chose audio because audio is easy. Whip up my phone, talking to the phone, save from saving, upload to Spotify from upload to Spotify, create title from create title, hit publish pop and then I'm done.

So while it might take me one or two days to write a decent and correct blog post for podcasting, if I talk for 30 minutes and then create title and let's say Napa, sorry, Napa, Internet is useless that day. Bottom line shall one hour Max. I'm done with the podcast episode Max one hour, I'm done. Unlike a podcast, unlike A blog post, one hour just means you've written first draft first if you wanted to be his correct blog post or correct newsletter.

So those are the reasons why I chose audio because it's it has an easier time commitment and the results are now I've done over 1000 episodes, actually close to like 1090 something and I have over 35,000 downloads. There are some people who say you would have made more progress if you had a blog. I agree. But The thing is, at least with the blog, I would have been doing start, stop, start, stop. Maybe one post a week, Max 2

post a week. Well, the podcast I'm sometimes I'm doing 5 or 6 in a week. So yeah, maybe I could have made some more progress if I had a blog, but at least sticking with what's easy and comfortable. I've been able to keep out this for for slightly over five years and I'm making some progress. So now I ward on expectations. Content marketing requires a long term strategy, long term effort. So don't expect immediate results.

If you need money in February, March, do not start doing content marketing in January. It's not going to work for short term results. Try other tactics. That is why I've made other podcast episodes talking about how you can try direct response marketing and you know, stuff like that. Those are the ones that bring short term results. Quick, quick, quick. Content marketing is not quick quick. You don't start in January and then see results in August.

That's not how it works. Then content marketing also requires consistency. So pick a cadence that you can keep up with. If you're going to say I'll be doing this thing weekly, then be doing weekly. If you're going to say I'm going to be doing this thing monthly, then be doing monthly. Although if you ask me, monthly is too small. There's too much stuff going on over the Internet and people are being pulled by all sorts of things.

So your monthly thing is not going to spark any interest in nobody. Nobody like the Honest Bunch. I just checked my podcast, This thing, The Honest Bunch to drop down an episode where they interviewed Judeo Kosoko and Judeo Kosoko is talking about the Nigerian entertainment industry. Of course I added to the list now, I mean Jido Kosoko is talking. Of course I I want to go and see what's up. If you're dropping something 111111 every month, you can't compete.

Think about it. Now Jido Kosoko has been interviewed. That is 1. Then this whole thing with this lady in in the Senate that they said that Acquabio sexually harassed her. You know, maybe she'll drop another interview. I think there are things that people want to pay attention to. The thing is piling, piling, piling. You come and say you only drop 1 episode a month and you think people will notice? Nobody will notice. I'm begging you, the worst you should do is weekly.

That's just begging. I'm begging you're in a highly specialized fields. Like maybe you're a brain surgeon. Oh, that is different. If you're going to write once a month about groundbreaking techniques in brain surgery, something that is totally different. The market is not big, it is highly specialized. The people that are highly educated, the people will look for your content. Nigerian brain surgeons will look for your content.

If you are the authority on that, that sort of thing. Well, for those of us who are not creating that kind of highly specialized content, you know, in medicine or in bio, bio mechanics or something, please at least be dropping this thing once a week at least for people to stand the chance to see it. If not, your thing will be buried in the feed. You will post it today. Judy Kosakos interview will drop today. Young will move down.

This woman will talk about sexual harassment. You will move down again, there'll be another news story about another guy in Lagos who has butchered his girlfriend. Y'all will move down. Somebody will post baby pictures that oh I just gave birth and then everybody on your feet become, we say congratulations for working and they do down, down, down, down. Before you know it, your post has gone down and is buried in the timeline.

Nobody has seen it. So please, I'm begging you guys, content marketing, I beg more than do at least weekly. Now final thing, do not get upset if your friends and family members don't engage because I see some people they, they take this thing personal. You know you're doing content marketing. Your wife is not. Your wife is not liking and sharing you now get angry at your wife. Please leave your family and friends out of this.

If they don't promote your content marketing, just relax. Leave them out of this because they are not your target audience. So stop begging your wife, your husband, your younger brother, your sister, your pastor. Stop begging them to be engaging and be sharing. They're not your audience. Spend your time and efforts in making sure that your content gets to the relevant audience. So let's leave family members out of this.

They should not cause unnecessary quarrel. So yes, it will take you maybe 7 hours to record a video or something and if your wife likes and shares it, it will be good. But if she doesn't like it and she doesn't share it and quite frankly she's not even paying attention, don't be catching feelings. Anyhow, like she loves you and she's supporting you in different ways. Same thing if you're a woman, your husband loves you and supporting you and your boyfriend loves you.

You know, in different ways. But The thing is you're talking cryptocurrency, but you know, if your boyfriend sells cement or is much more concerned about his Ankara business, like you can't blame him. You know, the gap between Ankara and crypto, you know is wide is huge. I'm not that I'm mutually exclusive anyway, but any you get my point. So let's not start getting angry because our friends, our family members are not promoting our content.

We should be looking at relevant audience. In fact, I am happier when friends and family members don't engage because if your friends and family members are pushing it out, it could actually have a negative effect. Remember the algorithms are watching. If the algorithm see that every time you drop an episode, it is shared by 500 people, but of the 500 people that share it, it only gets one view. It will look like what you're producing in no get value and then they won't promote it.

But then if you post your thing judging and it is only engaged with genuinely by maybe maybe 10 people, click of the 10-5 people watch and the algorithms are seen that consistently every week. Five people are watching every week. Well, my national are OK on the percentage level. As in five people out of 10 are consuming this thing. Let's begin to promote it. Small, small, small. So it's not about the numbers. So if you come from a big family like I do 'cause my grandfather from my grandmother see 12 kids,

the other man who was associated with, you know, like 8 kids, like 10 kids. So we're a huge family. So if you get your family that every time you think drop they should now everybody should now boost promotes. You know, actually could be having a negative effect because the algorithm will see you drop it January 1st. You think you shared by 600 people by the end of the only two people watch it. Percentage wise, it don't make sense. 600 people promoting only two people watching.

It's not it's not making sense. But if you post it and then 10 people see to watch percentage wise, it tells a different story. You have hope you'll be climbing small, small. So let's be patient. Let's stop harassing our family members. Let's see. OK, so summary, crypto Bros, crypto babes, if you have a short funnel and your funnel is broadcast, people that broadcast, are you interested from interested, Come on by. If that strategy is not working,

there are other strategies to build interest that involve educating people, nurturing relationships, and the good thing is you end up with a much more sophisticated and informed customer at the end of the funnel. The person knows what's up, the person knows the risk, the person understands, and then they're willing to take the next step with you. So think about it. But remember, if you're thinking about longer sales funnels,

using education strategies or using a content marketing strategy, remember it is a marathon and it is not for everyone. If you don't have what it takes, don't start because it will be disappointing for you to invest three months starting this whole thing and after three months, you say whoa, I'm tired and then you give up. You just wasted three months of your life. All right, so that's all folks. Have you got questions or sales in marketing?

Then call SMS or WhatsApp me on 08064662140. Again, call SMS on WhatsApp on O 806-466-2140. The country code is plot 234 for those of you who are not Nigerians. Thank you for your time and attention. I'll catch you guys on the next episode.