Career lessons from Jeremiah Ajayi - Senior content marketer at Stears
Jeremiah Ajayi is a Senior Content Marketer working primarily in the B2B SaaS and Venture Capital industries. With 5 years of marketing experience, Jeremiah has played a pivotal role in shaping marketing strategies for several top-tier companies.
In this article, Jeremiah shared his career journey from dreaming about working as a scriptwriter in Hollywood to his current role at Stears and why VC marketing piqued his interest. Keep reading to learn more!
Tell us about yourself: What did you study at University? How did you get into marketing? What was your first job?
I'm not going to give you the answer you're probably expecting. I studied law at university but didn't get to complete it because I dropped out. And no, it was not a dramatic event or a sudden realization that led to my decision to drop out of school. Rather, a culmination of experiences.
To make sense of this, let's start from the very beginning.
From a young age, I was captivated by the art of storytelling. I’d write stories, and eagerly share them with my classmates, often focusing on cliche tales involving wicked stepmothers and love tropes. Eventually, my interest evolved into screenwriting. I aspired to be a Hollywood screenwriter, one with the repute of Aaron Sorkins and Shonda Rhimes (blame the influence of The West Wing and Grey's Anatomy).
Jeremiah’s screenplays from secondary school
However, as I grew older, the harsh reality hit me. Breaking into Hollywood was challenging even for American citizens, let alone a black African like myself. So I had to ideate alternative ways to make the best use of my writing skills. Interestingly, I didn’t get clarity until my “gap year” before resuming at Obafemi Awolowo University (no thanks to the incessant strikes). During this time, I tried out blogging, the first taste of what would become my career later on.
Although I cringe at my early blog posts now, back then, I believed I was working on the best personal development blog.
Sneak peek into Jeremiah’s debut post for his personal development blog
Sadly, this belief didn’t translate to consistency as I discontinued the blog after publishing about 5 posts. Nevertheless, this experience planted a seed that would continue to grow.
Fast forward to my first year at the university, my best friend, Tobi Abiodun, introduced me to the world of freelance writing. The idea of writing for clients abroad and earning in dollars felt almost magical to me as it was my first time hearing about it. It also made sense as it offered a sense of independence, allowing me to rely on myself rather than my parents for financial support. I was receiving a N90k monthly allowance, but I still didn’t consider it sufficient.
With Tobi’s guidance, I ventured into freelance writing while pursuing my degree. My first freelance writing gig was both exciting and nerve-wracking. I was tasked with writing a 10,000-word historical novel, and I was paid 0.8 naira per word. Despite this poor pay, I immersed myself in the project, sacrificing class time and devoting three days to its completion. My friends thought I was crazy, but I derived immense joy from crafting the narrative. Sadly, my elation turned into despair when I submitted the work to the subcontractor, only to be asked to return the money due to numerous errors and other issues. It was a soul-crushing moment, but it also served as a valuable lesson. I had to overcome the disappointment and push forward, determined to improve. I took on more projects and began charging higher rates.
In 2018, I came across a full-time marketing role at a small company called The Echo Digital. This position focused on SEO, a concept I was a little familiar with due to my blogging experience. Though my knowledge was not extensive, I had confidence in my ability to learn on the job. And so, I conducted thorough research, prepared for the interview, and demonstrated how I could optimize clients’ blogs based on my prior experiences. My efforts paid off, and I secured the job. The core of the job focused on teaching others about SEO—a daunting challenge for a beginner like me. However, I persevered, gradually mastering the intricacies of SEO, and it marked the beginning of my proper journey into the field of marketing.
Now, as for the exact moment I made the decision to drop out of school, I'll leave that to your imagination. Sometimes, the most impactful decisions are made quietly, without fanfare. It was a personal choice, one that set me on the path I'm meant to follow.
Jeremiah and some of his course mates at Obafemi Awolowo University
How did your parents react when you dropped out to fully focus on marketing?
They didn't freak out as they knew it wasn’t because of poor academic performance. In fact, my mom and I have a very close relationship, so she was well aware of every step I took, including how I had considered the effort-reward matrix. Nigeria’s formal education was holding me back at some point. Moreover, my mom knows I have a deep appreciation for learning, which is reflected in the 41 certifications I have earned so far. I’m also quite book smart and still have the dream of bagging an MBA from Ivy League in the nearest future. So she’s not worried at all.
On the other hand, my dad felt a bit ashamed because he had told everyone that I was studying law. But he has come to accept and trust my decision. Overall, they are supportive and not worried. It's just Jeremiah being Jeremiah, you know?
Tell us about a day in your life as a Senior Content Marketer
In my role as a Senior Content Marketer at Stears, my primary responsibility is to drive subscription growth through various channels such as SEO, email marketing, and push notifications.
To be honest, my days can be chaotic as my workstream is usually dynamic. But typically, my day starts by focusing on the email marketing component. I collaborate with an intern on my team to schedule newsletters, ensuring they include compelling subject lines, appropriate audience tags, and effective CTAs.
Following that, I engage in meetings starting from 9 am, depending on the day. One of our regular meetings is with the Insights Team. This meeting typically lasts an hour and allows us to exchange valuable insights on the economy. Next, I attend the Growth team’s meeting, where my team members share updates on our tasks, including progress, blockers, and next steps. Additionally, we have SEO updates meetings on Tuesdays to receive updates from stakeholders. Around 1 pm, I send out a push notification highlighting the article of the day. On certain days, I focus on writing Twitter threads and optimizing articles for better search visibility. I'm also responsible for creating the Stears Recap, which provides a rich summary of the articles published throughout the week.
During particularly busy times, I coordinate meetings with cross-functional teams to plan and execute marketing campaigns and product launches. Data analysis is also a significant aspect of my work. I frequently analyze the performance of the channels I manage, identifying both high and low points. Based on this data, I present insights and recommendations to the team, helping guide our decision-making and optimize our marketing efforts.
What is your process with data and analytics?
Before joining the Stears team, data was one of my biggest struggles. In fact, during my probation review after my first three months at Stears, a major highlight was that I wasn’t data-driven enough. So after my confirmation, one of the first steps I took was to familiarize myself with in-house analytics tools like Google Analytics, Metabase, and Mixpanel.
To enhance my proficiency with these tools, I actively pursued additional training. In 2019, I completed a Google Analytics course, which provided a foundation for my understanding. However, recognizing the need for improvement, I decided to revisit the course during my annual leave. I took the initiative to inform my manager about my intentions, highlighting my proactive approach and then practiced applying the knowledge to existing data.
By continuously expanding my knowledge of these tools and their functionalities, I am able to effectively analyze data, draw insights, and make data-driven decisions in my role.
Drawing from your knowledge of data now, what's one piece of advice you have for Smarketers regarding data?
In the field of marketing, integrating data analytics into your daily routine is paramount. It is crucial to stay updated on the insights you gather from your audience and leverage them to make informed decisions as you progress. But more importantly, note that data would not say everything; it is your job to extract meaningful narratives from the data and combine them with your intuition.
Finally, seeking assistance in comprehending and interpreting your data can be beneficial. Reach out to your fellow marketers, engage with communities, and observe how other professionals in the field are effectively utilizing data. Consider taking relevant courses to enhance your analytical skills. Continually investing in your personal growth and improvement will enable you to refine your data-driven decision-making abilities.
You have a web series called “The Investors’ Corner” where you speak to Africa-focused VCs. Can you walk us through that, why you started this web series, and what you hope to achieve with it?
In 2021, I embarked on an exciting entrepreneurial journey by launching my startup. Simultaneously, I had the opportunity to join an agency specializing in content marketing for SaaS and Venture Capital (VC) companies. Upon joining the agency, I quickly realized that there was an untapped space for marketers in VC. While there was an abundance of SaaS marketing content, VC marketing seemed relatively unexplored. Driven by my passion and the potential I saw in VC marketing, I decided to position myself as a thought leader in this niche. I developed a unique content flywheel called B.E.I.D, which helped me establish credibility and differentiate myself in the field.
As I contemplated my future career path, I recognized that transitioning to an in-house marketing role within a VC firm could be transformative. VC firms offered larger platforms where marketing played a significant role. Moreover, the exposure to various companies under their portfolio would provide invaluable insights into running successful businesses. It was a chance to build a great startup knowledge base and broaden my professional network.
In a bold move, I reached out to various VC marketers seeking advice and guidance. To my astonishment, one of my outreach attempts led to a response from Vincent Touati-Tomas, the Head of Marketing and Communications at NorthZone, a prominent VC firm known for backing companies like Shopify and Klarna. He mentioned a coincidental opening for a Content & Community Manager.
Jeremiah’s outreach email to VC marketers and Response from Vincent Touati Tomas, Head of Marketing and Communications at Northzone
It was an exhilarating turn of events! I eagerly submitted my CV and moved forward to the last stage, where I got rejected due to a lack of VC-specific experience.
Undeterred, I began exploring alternative paths to immerse myself in the industry. While internships were an option, I aspired for a more substantial role. That was when the idea of interviewing actual investors, general partners, and limited partners of VC firms struck me. Enters The Investors Corner, a biweekly series, in partnership with benjamindada.com, spotlighting Africa-focused investors.
Jeremiah’s pitch for “The Investors’ Corner”
The series seemed like an excellent opportunity to gain profound insights into the VC world, forge connections for the future, and empower fellow founders who faced issues such as limited funding and restricted access to information.
Initially, I experienced obstacles trying to get investors to speak to me, but with the encouragement of Benjamin, I persevered and secured interviews with influential figures such as Jake Kendall of DSF Labs and Zacharia George, the most active investor in Africa, among others I deeply admire. The journey has been nothing short of incredible.
What part of being a content marketer do you struggle with and what’s something about content marketing you enjoy?
My struggle with marketing is that sometimes, it feels like I have no control over the outcomes. It's like navigating through a labyrinth, where even the most well-crafted strategies may not yield the desired response from your audience. Various factors are at play, like the current mood or priorities of the audience or the overwhelming amount of information they're bombarded with.
Another challenge lies in the interdependency of marketing with other departments. A successful marketing campaign requires seamless collaboration with design, user experience, tech, and various other teams, and any misalignment can hinder the desired outcomes. It can be frustrating to have your marketing brilliance hampered by external factors beyond your immediate control.
Adding to the complexity, there's often a disconnect between management and marketers. Management sometimes underestimates the intricacies of marketing, expecting immediate and tangible results. This misalignment can create additional pressure and challenges for marketers, as they strive to meet unrealistic expectations while navigating the ever-changing landscape of consumer behavior.
Despite these challenges, I still love marketing because it is a manifestation of my childhood dreams. It also allows me to tap into my creativity, using words and psychology to persuade and captivate audiences. Witnessing the impact of marketing, the ability to influence and connect with others brings a sense of fulfillment that transcends the challenges faced along the way.
What life hack have you picked up over the years that people don’t talk enough about but has helped you?
Finding the right hacks to navigate through life can be quite tricky. What works for one person may not necessarily work for another. However, amidst this complexity, there are certain universal truths and principles that can guide us.
I’ll tell you a few stories demonstrating the life hacks that have served me over the years. One time, there was a position I hesitated to apply for because I doubted my qualifications. Despite my uncertainty, a friend encouraged me to take a chance, and so I did. To my surprise, I advanced to the next stage of the process. Although I didn't secure that particular opportunity, another one presented itself later, and I received an offer, landing me the role at Piggyvest.
It's funny how, if I had let my doubts hold me back, I would have missed out on such an amazing prospect. The lesson here is to embrace risks in life. Don't let self-doubt become a barrier to your progress. Sometimes, taking a leap of faith, even when you feel unprepared, can lead to extraordinary outcomes. Waiting for perfection means depriving yourself of potentially life-changing opportunities.
Allow me to share another hack with you: storytelling. You see, when it comes to landing a job, storytelling plays a pivotal role. It's about selling yourself and exuding confidence. It starts with a well-crafted resume, which serves as the first chapter of your story. Once you secure an interview, it's about presenting yourself authentically and persuading the hiring team that you're the best fit. Sometimes, companies value your ability to market yourself more than your technical skills. It's the confidence and self-belief that make a lasting impression. That's a valuable lesson I've learned.
Also, learn to acknowledge the role of luck and fate in your journey. Many of the significant career opportunities I've encountered have come unexpectedly. I never planned to work for certain companies, but chance played a substantial role in guiding me there. It's about being in the right place at the right time. For instance, I applied to Stears without expecting much, yet I received a response. The ensuing process was challenging, but I remained resilient, relying on online resources and seeking guidance from other professionals. Through sheer determination and proactivity, I managed to stand out among countless applicants. This combination of luck, intentionality, and perseverance has been instrumental in shaping my career trajectory.
Preparation is undeniably crucial as well. Engaging in continuous personal development has enabled me to stay ahead of the curve and feel confident when opportunities arise. I strive to be intentional in my pursuits, embracing new experiences and fostering a supportive community of friends who truly understand and appreciate the real me. This authenticity and sense of self-worth extend beyond the realm of work and have propelled me toward excellence, consistently pushing me to forge ahead.
Jeremiah delivering a session at the Think Business conference at Osun State University in 2021
You seem to wear many hats for work, how do you balance competing priorities?
I've learned to say no to things that may seem important but don't align with my priorities. I also endeavor to always create a schedule that highlights my most important goals and projects at a given time. By analyzing this schedule, I can determine how much time and resources I can commit to each task.
To stay organized, I use the Notes app on my iPhone to create to-do lists and mark off completed tasks. Writing things down helps me prioritize and eliminate unnecessary distractions.
Sneak peek of Jeremiah’s notes
I also make sure to allocate time for family and friends, as they contribute to my overall well-being. Using AI is another effective strategy. I leverage AI tools to automate and refine laborious aspects of my work (e.g., transcription, idea generation, editing), freeing up my time for strategic and creative tasks. I’m always looking for resources to streamline my workflow.
Ultimately, effective time management, ruthless goal prioritization, automation, and seeking support when needed maximize productivity and help me make the most of my time.
Jeremiah’s workstation
What can we expect from Jeremiah going forward? Any upcoming projects? Anything else you want to share?
Right now, I'm still focused on my current job, mastering it, and taking it to the next level.
Apart from that, I'll continue working on the Investors Corner series. Season two is in the works, and it might have a slightly different format, possibly including an audio format. Stay tuned for that.
Overall, this period is about continuity for me, rather than starting something entirely new. In the past, I often ventured into new projects every few months, but this year I am embracing stability and seeking growth within it.
Connect with Jeremiah Ajayi on LinkedIn and Twitter.
Join us for a Twitter Space with Jeremiah on Friday, 26th of May 2023 to discuss “Becoming a Content Marketer: How to build your writing and strategy skills”
