𝘿𝙤 𝙣𝙤𝙩 𝙩𝙧𝙚𝙖𝙩 𝙮𝙤𝙪𝙧 𝙘𝙤𝙣𝙩𝙚𝙣𝙩 𝙖𝙨 𝙆𝙞𝙣𝙜.

𝙃𝙚𝙧𝙚'𝙨 𝙬𝙝𝙮.

=. =. =
𝐅𝐫𝐞𝐝 𝐢𝐬 𝐚 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬𝐦𝐚𝐧!

His business caters to the health needs of people by educating them about emerging health issues and best practices.

As a side attraction, they also offer some consultancy services for those with psychological and mental challenges.

He knows that the number of people in need of his services is on the rise daily - especially within Lagos State.

As a result of this he set up a little office - an outlet if you'd call it that - in the heart of Lagos State.

And because he was preparing to grow the reach of his business, he decided to take it a step further and he went digital.

When he was getting started with his online expression, he made a list of topics to create content around.

Once Fred got started with consistently posting to his online expressions, he stuck to his guns.

=. =. =. =
He brought a great content creator aboard the team. The drums were rolled and it was time to get the show on the road.

Week after week, amazing content was put out on his platform.

Blog Post articles. Infographics. Explainer videos. Almost every kind of content was represented.

Fred had taken the statement - 𝖈𝖔𝖓𝖙𝖊𝖓𝖙 𝖎𝖘 𝕶𝖎𝖓𝖌 -
to heart a bit too much.

What he did not really plan for were the results he was going to start seeing a few weeks after his content marketing campaign started.

Engagements were dropping.

Even those that had started showing enthusiasm towards his business suddenly began to lose it and withdraw.

Fred has to do something before his business finally folds into oblivion.

=. =. =. =
Fred, before your business folds up, you may want to consider addressing this.

Content is King - yes we know. But in the light of what is going on with your business, can we really say that content is King?

Let me paint a picture in your mind, Fred.

=. =. =. =
The Yoruba people have an interesting culture.

Across certain parts of Africa and the world at large, this culture is expressed, albeit in different forms.

When a man is about to go see the King and wants to make a demand from him, there is a protocol to accessing the presence of the King.

From a distance away, he begins to shower praises on the King. He calls the king good names, and thanks him for the great things he has done in the past.

While he dances before the King, the king sits on his throne with a huge smile on his face. His heart is made happy, and with time and consistent singing of the praises of the King, the man leaves his presence with his needs met.

His praise was a messenger, a tool for receiving something.

The aim was to make an emotional impression on the king.

Allow the scenario to keep playing in your head while we tie it off using your business.

=. =. =. =
Fred,

The statement - content is King- may be a bit too overrated.

Many business owners have taken it literally, to their peril.

Because of that, they believe that the most important element in their business is content, not knowing that content is just like the Praises in the scenario above.

Content is a messenger. It is what you send on an errand to get a particular response from the one who is the real king in your business.

In my book Fred, the king is whoever has the money and the power to transact with your business.

They can decide to buy from you or simply turn to the competition in the market.

But in any case, they have the money and it is your job to…

° Understand them very well so that like the man in the example above, you will know when and how to deploy your content such that you get a favorable response from them.

° Listen to them while you're at it - so you will be able to understand what they need and create content that resonates with them.

=. =. =. =
Dear Fred,

Incorporate this newfound knowledge into your next content marketing strategy and watch the difference.

Your business may be a great choice, but if you're not able to find who the real king is and treat him as such, you will soon be well on your way to getting tired already.

𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐦𝐞𝐬𝐬𝐞𝐧𝐠𝐞𝐫, 𝐚 𝐦𝐞𝐝𝐢𝐮𝐦.

𝐘𝐨𝐮𝐫 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐢𝐬 𝐊𝐢𝐧𝐠.

Don't get it twisted, Fred.

To your continued Business Success.

✍️✍️ Praise Ohanwe
Content Strategist

Ig - Praise_Ohanwe