A content strategist has been assisting media and arts companies in Africa with developing and managing engaging narratives for the past ten years. When not working, this individual enjoys writing fiction and playing League of Legends. Since 2021, they have been involved with editing TC Daily and are known for their clever puns.
Describe your job to a five-year-old.
Think of having a big box of colorful storybooks that you want to share with friends. My job is to find those friends, let them know about the storybooks, and make them excited to read them every time a new one is released. I also make sure the storybooks are fun, easy to read, and interesting so that our friends keep coming back for more!
You studied law. What attracted you to working with media products?
Initially, it was part of my work as a journalist.
It provided me with the chance to learn various skills rapidly. It involves product management, front-end development, UX/UI design, performance marketing, and content strategy. I’ve even dabbled in creating expense sheets.
Furthermore, both law and products offer versatility as they can be applied in any sector or company.
What is a significant lesson you’ve learned from managing a newsletter that might surprise people?
One crucial lesson is that successful newsletters have a distinct voice or personality. Readers should easily identify who is behind the content.
For example, rather than recalling the name of a newsletter, readers often remember the person delivering the content. A personal voice in newsletters creates a sense of connection and familiarity, making readers feel like they are receiving notes from a friend.
What sets a remarkable newsletter apart in the current saturated media landscape where readers have numerous options?
Authenticity is key to standing out in the crowded space. To differentiate yourself, it’s essential to establish your unique voice and focus on creating content that resonates with you.
How do you evaluate the success of a newsletter beyond just open rates?
The measure of success depends on the newsletter’s objective. For newsletters aiming to drive engagement outside the platform, the click-through rate holds more significance than the open rate.
While open rates are essential, they are only percentages and can be misleading. It’s crucial to analyze actual numbers like clicks, conversions, or other metrics to gauge the newsletter’s true success.
If you could offer one piece of advice to someone launching a newsletter in 2025, what would it be?
Consistency is key, albeit challenging. Newsletters require continual attention to remain relevant and engaging over time.
Creating newsletter products for African audiences presents unique challenges. Can you discuss some of these challenges and how you’ve addressed them?
One major challenge is the level of email literacy within the target audience.
Throughout various companies, there has been a consistent finding that the target demographics in Africa may not be as email-savvy as desired. This gap poses obstacles to generating high-quality leads. Implementing a double opt-in sign-up process has been one strategy to ensure genuine reader engagement, even if it leads to a narrower subscriber funnel.
Is it possible for individuals to build lasting careers by developing newsletters and products for media companies? Do you see yourself pursuing this long-term?
Regarding the potential for long-term careers in this field, only time will tell. Many media companies have recognized the value of email as a space they can truly own. Whether through newsletters, podcasts, videos, or other products, there is longevity in creating engaging content that resonates with a defined audience.
Engaging with various tasks and wearing multiple hats in less funded sectors like media and arts keeps things interesting for me. As long as it remains engaging, I am enthusiastic about continuing in this field.