My dialog with Aisha was scheduled for 1 pm on the primary working day of 2023. It is 12.30 pm and as I sat on my swivel chair in my coworking hub, I seemed out the window and imagined what it feels wish to pack my luggage from Lagos to Mexico and London.
Snapped out of my creativeness by the horns of a Lagos shifting business bus, I went to her web site for the umpteenth time to flick thru. On her press web page, I found that she was named on Selar 100, a listing of the highest digital creators in 2022.
I could not wait any longer to fulfill this Content material Marketer, digital nomad and beneficiary of the UK’s International Expertise Visa. The uncommon dry Lagos harmattan breeze punctuates our dialog, whistling sharply as Aisha and I start to discover her expertise.
Meet Aisha Owolabi
My identify is Aisha Owolabi. I am a Content material marketer who began as a social media supervisor. I primarily work with tech or tech-enabled companies to develop content material concepts which are straightforward to interact with and assist meet enterprise objectives.
I have been practising for seven years and at the moment stay in London, England, after getting endorsed for the UK International Expertise Visa.
What impressed your transition from social media advertising and marketing to content material advertising and marketing?
After I was youthful, I wished to review drugs. I did a diploma for a 12 months in Drugs and Surgical procedure on the College of Lagos, however I did not get the required grade, so I ended up finding out Pure and Utilized Chemistry for 4 years.
One random day in my second 12 months of Chemistry, I used to be speaking to a good friend within the lab, and she or he talked about being tremendous busy along with her shoppers. I bought curious and requested her what she meant. She stated she was a Social Media Supervisor.
That was the primary time I heard something about Digital Advertising and marketing or Social Media Administration and I used to be perplexed. I cherished social media however by no means knew I might do it as a job, so I went again to my hostel that day and spent my whole time doing analysis.
By the subsequent day, I used to be signing up for programs. I began attempting the issues I used to be studying in my sister’s enterprise to construct a case examine for my resume.
I grew her social media accounts, created numerous content material, did numerous experiments and ran advertisements. Not lengthy after, I bought my first internship at a digital advertising and marketing company, which opened my eyes to all of the totally different areas of labor.
I did e-mail advertising and marketing, paid advertisements, PPC, web optimization, content material technique, content material creation, influencer administration, PR, actually every thing. I used to be the form of individual within the organisation who you referred to as while you wanted one thing finished.
It was nice as a result of it allowed me to strive my arms on all of the totally different areas of digital advertising and marketing and determine for myself what I wished to do going ahead. After a couple of years, I realised I loved content material advertising and marketing essentially the most.
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I cherished excited about methods and artistic methods to unravel issues utilizing content material. So, I made a decision to specialise, and naturally, that took much more programs and day-to-day expertise engaged on the job.
What does a typical day for a Content material Marketer seem like?
My typical day has numerous studying, writing and speaking. Content material advertising and marketing is actually considering of the way to make use of content material (which could be something from textual content, video, or audio) to unravel an issue. The issue is multifaceted within the sense that every one the stakeholders concerned have one. (The enterprise, buyer, companions, and many others.)
Content material advertising and marketing is considering of the way to make use of content material to unravel an issue
The enterprise’ drawback is likely to be how one can get its product in entrance of its viewers. For the client, the issue is likely to be discovering the suitable product. Typically, prospects do not even know they’ve an issue and that the organisation’s service can add some worth to their lives.
The place content material advertising and marketing is available in is considering the suitable technique, channel, time and content material to attach these two individuals—serving to companies remedy their issues and making prospects’ lives simpler by connecting them to merchandise/companies they require on the time.
What do you take pleasure in most in Content material Advertising and marketing?
Actually, it is inventive problem-solving. As a content material marketer, my purpose is to simplify the complicated for optimum affect. For instance, when you’ve got a technical B2B SaaS product, you should simplify what that product is doing and assist your prospects instantly see the worth proposition and what they’ll get by integrating or partnering along with your firm.
My goal as a content material marketer is to consider inventive methods to unravel that drawback, and that is what I take pleasure in doing. That technique of taking a step again, trying on the enterprise I am working for and discovering our distinctive promoting level. What’s one thing we’re doing that different persons are not doing? Why ought to anyone purchase it?
It is necessary to determine that internally and likewise look externally. For the target market, what are the important thing issues that they’re attempting to unravel proper now? What do they care about, and the way can we join our enterprise to what they care about utilizing content material? The place are they? Who’re the important thing decision-makers? The place can we meet them? What social media apps do they use? What do they learn? What do they watch? The place have they got enjoyable?
Additionally, there’s numerous collaboration—working with different groups to ship a foolproof marketing campaign that’s well-thought-out for the client. I might undoubtedly say that inventive problem-solving, technique and collaboration are the three primary issues I take pleasure in.
What’s that troublesome problem Content material Entrepreneurs battle with?
Let me begin by saying content material is that perform within the enterprise outdoors the product workforce that has to know essentially the most concerning the product, firm and business. You possibly can’t promote what you do not perceive and that information hole can get actually broad relying on how a lot you problem your self. For instance, I not too long ago joined an organization with a extremely technical product in an business I’ve by no means labored in earlier than.
For me, the most important problem has been understanding the business, our totally different goal audiences, the product, and the enterprise mannequin. That is most likely the toughest half as a result of the extra complicated it will get, the extra work you need to do, the extra supplies you need to devour, and the extra curious you need to be.
That is one thing many content material entrepreneurs can relate to as a result of Content material is a profession that means that you can unfold your wings and work throughout a number of industries, however the extra technical or the extra you go outdoors your consolation zone, the extra work you need to do.
Particularly if you find yourself already on the job and persons are making calls for of you, so you do not even have all that point. You possibly can’t be like, “oh, let me take three months to actually perceive this enterprise.” You must be studying and making an affect on the job. For me, what I’ve determined to do is to ask questions. I do not care if it makes me look silly.
In conferences, I am at all times the individual that goes, excuse me, what’s X? I’ve made that my character. It is necessary to be unafraid to ask questions and permit your self to study till you get to a degree the place you really know for a reality what you are attempting to promote. Dedicate time and be intentional about studying from consultants that can assist you perceive the corporate and the broader business.
What impressed your choice to depart Nigeria?
I barely slept on the twentieth of October 2020 after watching the Nigerian Military shoot at peaceable protesters throughout the #ENDSARS protests. I knew I wanted a break from Nigeria and could not proceed dwelling there for much longer.
At the moment, I used to be already working remotely for a worldwide firm headquartered in Mexico, so I considered exploring digital nomad visas.
I used to be nonetheless doing a little analysis, however the next day, whereas speaking to my supervisor, I informed her about my choice to depart Nigeria. She was conscious of every thing that had been occurring.
It was throughout our common 1:1, and I did not outrightly ask that they need to transfer me. I simply casually talked about that Mexico was on the checklist of nations I used to be contemplating, however she was so excited and instantly stated I ought to come to Mexico.
Following our dialog, my supervisor alerted the individuals workforce and never too lengthy after, the immigration course of began. The corporate processed my visa and paid all of the required charges to assist me transfer there easily.
One thing I discovered from that have is that closed mouths do not get fed as a result of, with the digital nomad visa, I used to be going to need to handle all of the admin and documentation alone, however simply because I discussed my choice to my supervisor, I did not need to do any of that.
How would you examine the work tradition in Nigeria, Mexico and the UK?
Working in Nigeria was an attention-grabbing expertise. I labored with startups largely in places of work, and once I assume again now, the considered commuting lengthy hours to an workplace day-after-day and nonetheless having insane expectations for productiveness is loopy.
Infrastructure challenges for somebody constructing a profession in Nigeria are extensively totally different. It makes numerous distinction while you begin working in a rustic that does not have these issues.
As soon as I moved to Mexico, I instantly realised I had extra time to assume and accommodate different pursuits past my 9-5. Folks understood the significance of taking breaks typically, and everybody trusted others to get their work finished.
There was the truth that I bought extra senior in my profession as nicely, however from a top-down perspective, even for the junior individuals within the organisation, there was that belief already given. And that belief was solely questioned when individuals weren’t assembly their calls for. It wasn’t one thing you needed to earn.
The UK, nevertheless, is fast-paced, particularly in my business. There are numerous issues to get finished with little time. However you may nonetheless see that respect for prioritising breaks as nicely. One other factor I would like so as to add is what the strains are blurry between work and life. Within the firm I work at, for instance, persons are inspired to convey their pursuits and hobbies to work and share experiences with colleagues with comparable pursuits to deepen the bonds and connections at work.
How did you get the UK International Expertise Visa?
The UK has at all times been interesting to me as a spot to stay, largely as a result of I’ve a lot of family and friends right here and the proximity to Nigeria. In December 2021, I visited London on vacation and talked extensively with a good friend in the identical business, Peace Itimi, who’s additionally within the UK on the International Expertise Visa. She inspired me to use for the visa despite the fact that I used to be very sceptical.
I knew the UK issued the visa to enterprise professionals as nicely, nevertheless it’s not as easy as it’s for tech professionals by way of collating your proof and paperwork. Though I had labored with many product-led organisations, the considered organising all of my work into evidential paperwork that might match the standards for Tech Nation appeared like a hurdle.
However I used to be satisfied to not less than strive, so I returned residence and browse via all of the visa pointers, collated my paperwork, and with my good friend’s assist in reviewing my proof, I used to be prepared to use.
I finally bought my endorsement on my birthday in March 2022 and moved to the UK in Might. I discovered loads via the appliance course of, primarily as a result of my software was initially rejected. So, I needed to ship in an enchantment earlier than the endorsement bought accepted. It is important to be open to alternatives as they arrive and search for methods to press additional earlier than you hand over.
What can we count on from you going ahead?
For now, I am specializing in settling into the UK much more and exploring the numerous alternatives for my profession right here. I am additionally offering entry to helpful content material and sources to assist younger entrepreneurs construct profitable careers via my neighborhood, Smarketers Hub.
Additionally Learn: 8 issues to get you settled within the UK as a International Expertise immigrant