Career lessons from content marketing trainer: Oche Writes
Oche Writes is a Content Marketing Trainer with over 5 years of experience. He’s worked with some of the largest brands in Nigeria to deliver top-notch content marketing strategies.
However, Oche Writes is not limited to his content marketing expertise alone. He possesses a remarkable talent for recognizing opportunities to expand and seize them as soon as they arise.
Keep reading as we dive into Oche’s marketing career and uncover his journey so far, key highlights, challenges, and lessons learned.
Tell us about yourself: What did you study at University? How did you get into marketing? What was your first job?
Hi, I'm Oche. I really wish "Writes" was my surname, but maybe in the future, I could convince my father for a permanent change. My full name is Oche Victor Ekoja, from Benue State, Nigeria. I chose "Writes" because when I got into marketing and the creative industry, I wanted something to use as an identifier for myself, something to represent what I stood for. At that time, I primarily communicated through writing. It was my major way of expressing myself and my ideas. So, naturally, I went with "Writes" because it perfectly captured what I already did and how I communicated my thoughts, ideas, and perspectives on various topics.
During my early secondary school days, I was known for my writing skills. My friends would often ask me to help them with their assignments, essays, and love poems. In my second year at the University of Port Harcourt, where I studied electrical and electronics engineering, I started writing poetry again; and it was my first foray into writing publicly. Writing has always been a passion of mine, and poetry became a natural outlet for me. I started sharing my poetry with others and built quite a large community around it. Eventually, I expanded beyond written poetry and dived into spoken word poetry. I also began exploring online platforms, particularly Facebook, as a means to distribute my work. It made me more interested in business and marketing, especially after starting a small business in school.
In my third year of school, I noticed a particular trend among final-year students in my school. They had their final year projects which involved research, data collection, and summarising their work in written form and they struggled massively with it. That's when I realized there was a need for someone who could assist them. Despite being an engineering student, I had a good understanding of various subjects and niches, so I decided to offer writing services to these students.
When I started the business, I wanted to learn how to market my services and reach people effectively. This curiosity and passion to scale served as a springboard for my transition into business and marketing full-time.
At first, I relied on word-of-mouth referrals. A friend who had worked with me recommended my services to his acquaintances, and it started to spread from there. I didn't have a structured marketing plan, and I'm quite introverted and shy, so I started a marketing approach called attraction marketing - which was all about finding the right opportunities and environments where my target audience will likely notice me and be interested in my offer. I went to the places they frequent, engaged with their friends, and created opportunities for interaction. Naturally, these people would inquire about the cost and my value proposition which eventually increased my customer base and allowed me to create different packages at varying prices, including higher rates for more comprehensive services.
After graduating, I realized that engineering wasn't the path I wanted to pursue. My interest was in marketing and business. So, my first job was with an NGO where I worked in marketing, helping them convey their brand message. However, it wasn't a paid job or a consistent gig. My first paid work came from a digital company where I worked as a content writer in a full-time nine-to-five position. I did that for almost a year, and it was during this time that I gained valuable hands-on experience in marketing. I had the opportunity to attend marketing meetings and interact with marketing heads, observing how they communicated, strategized, and collaborated.
When I left the digital company, I made a conscious effort to establish my online presence. I started using Instagram and Linkedin as platforms to share my message and engage in content marketing (which I successfully transitioned to in 2020). As I began teaching and discussing the importance of content marketing, over time, my audience grew, and I went from reaching one person to connecting with over ninety (90) thousand community members.
I also started receiving inquiries from people who wanted more guidance and clarification. These inquiries made me realize that I could monetize this expertise.
I remember one particular conversation I had with a fashion startup owner. She reached out to me seeking advice on content-related matters. We ended up having a lengthy phone call that lasted for hours. After our conversation, she asked me how much she should pay for the consultation. I was taken aback because I had simply been sharing my knowledge without expecting any payment. In my mind, I quickly calculated a figure and nervously mentioned it to her. Surprisingly, she didn't hesitate and immediately sent the payment to my account. That night, I reflected on the situation and realized that I might have discovered a new direction for myself.
Oche Writes Speaking to potential clients
From there, I structured an entire consultation and coaching plan, offering my services to others. As I started acquiring clients, the momentum began to build, and this marked the beginning of my journey as a trainer.
I've always seized opportunities whenever they arise, even if they scare me. That's been a key strategy for me. It also applies to the brand-influencing work I do now. When I joined LinkedIn, I simply started sharing my thoughts with no intention of building a massive community or securing brand influencer deals. It was just something I enjoyed doing. Surprisingly, people began to notice and appreciate my content. That's when I saw the potential to monetize it and started exploring brand influencer opportunities despite it being an untapped niche on the Linkedin platform in Nigeria.
Tell us about a day in your life as a content marketing trainer and Linkedin Influencer.
I believe in having a good balance between work and fun. I structure my days to be productive while still leaving room for enjoyment. Monday to Friday is usually more predictable for me. I start by waking up and responding to messages and pending emails. I'm working on getting a virtual assistant to help with that. Then I schedule my one-on-one training sessions with clients and group coaching sessions for companies. Once those are done, I have a clearer idea of how to manage the rest of my day. For example, for client training sessions, I may have two in the morning, two in the afternoon, and one in the evening. Some days are less busy, with only one or two sessions. In between, I work as a marketing consultant, so I attend marketing meetings and strategy sessions with the companies I consult for. I also take time to learn and have sessions with my own trainers. Evenings are more relaxed, allowing me to hang out with friends or indulge in my passion for films.
Weekends tend to be busier, with events to attend and additional training sessions when needed. To be productive, I treat managing my time like budgeting money. Just as you allocate your money to specific purposes, I allocate my time to activities.
Oche creating a video for a client
What are some of the biggest challenges you've faced in your career, and how did you overcome them?
In the early stages, one of the biggest challenges I faced as a creator was gaining trust. People were hesitant to work with creatives and doubted their abilities. This lack of trust was a common struggle for many young creators. However, I found ways to navigate it and earn people's trust; Instead of just telling them what I could do, I showed them by taking on free speaking engagements and building my online presence. By demonstrating my skills and delivering on my promises, I was able to establish trust and attract opportunities. Trust was a significant barrier for me, and it continues to be something I navigate as a creator. Even now, when approaching brands for collaboration, having tangible evidence of my work makes it easier for them to trust me compared to how it used to be.
Another challenge I faced, especially in the early days, was consistency. It was difficult for me to show up consistently and stay committed to my craft. Consistency is where the magic happens, but it took me some time to change my perception of what consistency truly meant. I used to think it was solely about the frequency of showing up, but I realized it's more about persistence. It's about showing up and sticking with it, even if it's not every day. I learned that being consistent twice a week for five months is better than doing something every day for a short period and then stopping. Once I understood this, I was able to create a schedule and show up consistently without the pressure of doing something every single day. Additionally, I found that batch-creating content was helpful. I would take advantage of days when I had a burst of creativity and create multiple pieces of content that I could release gradually over time, maintaining a consistent presence even on days when my creative energy was low.
So, trust and consistency were the two main challenges I faced as a creator. Over time, I've found ways to overcome them and continue to grow in my creative journey.
At your stage as an influencer and creator, do you still reach out to brands you want to work with? If yes, how do you structure your proposal for success?
Reaching out to brands and securing collaborations was an aspect I used to be hesitant about. Initially, I focused on attraction marketing, where potential clients would come to me through my online presence. However, as I grew in my career, there were certain brands or individuals I wanted to work with that might not be aware of me yet. In those cases, reaching out became necessary. But before doing so, I made sure I had something to show them. When reaching out to a brand or an influential figure, they would inevitably check out my work. For example, when I organized a Social Media Success Summit, I invited renowned speakers who were bigger than me in the business space. Surprisingly, most of them accepted because they saw the value in what I was already doing. They recognized my efforts and wanted to associate with someone who showed potential for success. This experience taught me that successful people like to align themselves with other successful individuals.
When it comes to reaching out to brands, I target specific individuals within the organization who would make decisions regarding influencer marketing collaborations. For instance, contacting the Chief Marketing Officer (CMO) proved more effective than reaching out to HR or the CEO. The CMO is often responsible for achieving sales targets and is open to conversations that can provide value and help meet their goals. When approaching brands, it's crucial to demonstrate the value you can bring and present it as a unique proposition compared to competitors. However, it's important not to overextend yourself and ensure the proposed value is reasonable and beneficial to both parties.
Another strategy I find effective is what I call pilot variation. It involves creating something specific for a brand without immediate payment or commitment. For example, I might develop a piece of content tailored to a particular brand and share it with them. This approach allows them to see firsthand what I can offer and the potential impact of working together. It serves as a demonstration of my capabilities and can lead to collaborations when the brand recognizes the value I bring.
These strategies have been helpful in reaching out to brands and securing collaborations in my field as a creator. By showcasing my work, targeting the right individuals within organizations, and utilizing pilot variations, I've been able to establish meaningful partnerships with brands and individuals I admire.
How do you stay up-to-date with the latest trends and best practices in content marketing?
I listen a lot. The best way to stay updated and informed about the ever-changing world of marketing is by listening and conducting thorough research. Even in moments where I have limited time, such as during an Uber ride, I take advantage of those moments to check out what's trending on Google Trends, Twitter conversations, and discussions in the specific areas I'm interested in. This helps me stay connected and understand what people are currently experiencing. My approach is not about creating something entirely new but rather tapping into existing conversations and building lessons and content that resonate with my audience. So, listening and research are crucial for my work, and Google is my best friend in this regard.
While I don't take many courses at the moment, I do have influential figures whom I enjoy listening to and learning from. Seth Godin, known as the father of new school marketing, is someone whose content I've consumed extensively. I'm subscribed to his email list and part of his community. Gary Vee and Ryan Serhant are also individuals I follow closely. These experts have weekly podcasts, email newsletters, and valuable content that I consume to learn and gain different perspectives. I find immense value in listening to and watching these experts. It's not just about the information they provide but also how they deliver it, which helps me refine my own communication style.
So, listening, researching, and learning from influential figures are the primary ways I stay informed and continue to grow in my field.
You wear many hats; what are your current streams of income?
When it comes to putting out content, especially on social media platforms like LinkedIn, people often wonder how I make money from sharing free content. The content I share essentially serves as a gateway to various other aspects of my work. Primarily, I'm known as a content marketing trainer. I monetize my expertise by offering training sessions to individuals who want to dive deeper into content marketing, gain more clarity, and learn how to effectively build their brand and communicate their value online. That's one way I generate income.
Additionally, my thought leadership in the content marketing space has opened doors for paid speaking engagements. Furthermore, I work as a marketing consultant, specifically for CEOs who aim to leverage LinkedIn as their primary platform. As LinkedIn is known for its professionalism and ability to reach target audiences, I assist these CEOs in strategizing their message and optimizing their presence on the platform. I take responsibility for the content they publish online and devise strategies to enhance their communication on LinkedIn.
I also provide consultancy services for companies seeking to enter or expand their presence in the market. This may involve consulting on marketing strategies and training their marketing teams.
In the past, I used to offer writing services, where individuals would hire me to write for them. However, I have shifted my focus away from that and no longer engage in as much freelance writing. These days, I'm primarily focused on coaching, training, consulting, and speaking engagements.
Can you share an example of a particularly successful content marketing campaign you've worked on?
I worked as a consultant/strategist and influencer for Sterling Bank's subsidiary called Alternative Finance. The goal was to create awareness and promote the various services offered by Alternative Finance, such as supporting small businesses with loans, enabling property purchases through instalment plans, and facilitating convenient car financing options.
To achieve this, we employed a three-step approach: awareness, interest, and conversion. Firstly, we focused on generating awareness by leveraging different communication channels to let people know about the new offerings from Sterling Bank. This involved utilizing my influence and audience reach to spread the message effectively.
Secondly, we aimed to create interest and desire among the target audience. Instead of adopting a sales-oriented approach, we prioritized education and provided valuable information about the problems our services could solve. By positioning ourselves as a helpful resource, we were able to engage with our audience and showcase the benefits of Alternative Finance.
Lastly, once interest was piqued, we facilitated the conversion process. People who showed interest were encouraged to subscribe and join the Alternative Finance community. We measured the success of the campaign through metrics such as the number of subscribers and inquiries received across various channels.
This campaign was highly successful, as it followed a proven model: creating awareness, building trust, generating desire, and ultimately leading to conversions. This allowed us to exceed the campaign's stipulated results.
In summary, my role in the campaign involved providing consulting and strategic guidance, leveraging my influence as an influencer, and working towards creating awareness, generating interest, and driving conversions for Sterling Bank's Alternative Finance services.
What piece of advice will you give to budding marketers in our community?
I always like to talk about starting out as a creator; the initial step is crucial. When I started, I struggled with self-doubt, constantly worrying if I would get things right, and I was trapped in my own thoughts. But starting is essential. It gives you a chance, a chance you deserve. This opportunity opens doors and allows you to try, fail, and try again. If you don't start, you deny yourself that chance. Once you begin, things don't necessarily become easier, but they become possible. If you take that first step, anything becomes possible. Don't forget that.
The second important thing is understanding that your greatest skill as a creator is not necessarily what you do. I once asked a web designer about their greatest fear, and they replied, "coding." We laughed because that's a skill expected of a web developer. When you claim to be a web developer, coding is implied. Your greatest skill as a creator is your ability to communicate your value proposition.
You could be exceptionally talented in your craft, but if people don't know about it, you'll only be slowing your progress. We develop our talents and skills to solve problems, not to keep them confined within our rooms. Your communication skills are your superpower. Always put yourself out there, share your talents, and constantly work on improving your ability to communicate. Personally, I'm exploring video now because the world is shifting in that direction, and why shouldn't I adapt?
What’s next for Oche Writes?
What’s next for me? For the next two years, I plan to slim down because I feel like my stomach is getting bigger. I'm hitting the gym for that. For more formal pursuits, I enjoy creatively finding ways to solve problems and meet needs when necessary. I have several projects planned for this year, and it's shaping up to be my busiest year as a creator. I can't reveal all the dates just yet, but I want to share that I'm currently working on a mentorship platform. I've been receiving a lot of requests for mentorship, and I've been hesitant due to my own workload. However, I'm now focused on creating a mentorship platform where young creatives can come, and I can personally guide them, helping them build a solid foundation for their own journeys. I hope to release it publicly soon, and it's something I'm really excited about.
Connect with Oche Writes on Linkedin, Twitter, and Instagram.
Join us for a Twitter Space with Oche on Friday, 30th of June 2023, to discuss “How to win as a marketer on LinkedIn.”
