A multistep content creation process from Patience Rain Atsango

Patience Rain Atsango, Brand and Sales Strategist, joined Dave Nel to talk about her multistep content creation process and her vision for Kenya as we look to the future.

One of the areas she shared with us was her multi-step process for putting out the right content.


1️⃣ Research.  Before you begin randomly creating content, research what people want to know.

2️⃣Analyze your audience.  Where are they?  What types of content do they want to consume? 

3️⃣Plan out your calendar.  When do you want to release pieces of content?   

4️⃣Test!  Can you test your content?  This will allow you to iterate and improve.

Give a listen and remain curious.

Audio Transcript

Dave Nel
from Kenya patients, it is wonderful to see your smiling face this afternoon. And also our first lady on on the African channel. We haven’t yet had one. So you are our superstar first guest. There you go. Thank you for joining us. Do you mind if we just start out by you telling us Who is this wonderful lady who’s on the call with us today, all the way from Kenya.

Patience Rain Atsango
Hi, everyone. Thank you so much, Deb for this invitation. It’s actually an honor. And I’m also grateful for everybody that is part of this coffee collaboration and enablement in Africa. My name is patients’ rain at sango. I’m from Africa, Kenya. And I’m the founder of digitech brands. I’m also the brand and strategy strategist at the company. And so I am here to just you know, just have this conversation on how you can we can push forward the sales processes in Africa so that we can grow our businesses together.

Dave Nel
Wonderful. Thank you. And thank you so much for for making the time for us. You sound like a lady who’s got a lot on her plate at the moment. Eddie, a few minutes we can have with you is a absolute gift. Thank you so much. I know that the last time we chatted, you were telling me about your lofty visions for companies in Africa. Do you have a passion for that? Could you tell us a little bit about that as we start?

Patience Rain Atsango
Right. So through discovery, I actually realized that and I think I shared with you the last time that every single day, especially here in Kenya, we have more than 3000 businesses being registered. However, in the first one year or three years, a lot of this business is shut down. And probably statistically, probably one or 10 out of the 3000 actually are able to survive. And so my wish was that I see Africa, businesses growing into becoming fortune, you know, 400 500 companies in the world. Because if you look at Africa, it’s actually a rich nation, you know, in agriculture in demos and all these things. However, when you look at a country like Egypt, that is not really blessed agriculture is actually producing more food than most of the African countries get they are a dry land. So I really wanted to pursue that and figure out what do they do differently that we don’t. And so I set out to start digitech brands in order to build sustainable brands for Africa, by Africa. So this is why did you check brands was formed, so we can seven salvage the businesses that are already established? Or starting out?

Dave Nel
It’s amazing. I mean, I didn’t actually notice 3000 new companies a day. I mean, that is that is massive numbers, yet, almost none has become large listed global companies. It’s it’s, yeah, it is sad. Yeah. And I know that your business that you’ve established, does work with lots of sales, professional sales enablement, professionals across content, specifically, you’re great at building content. And that’s one of your good things. And we chatted that you’ve come up with your own process for building the right content. Could you talk to us a little bit about that process that you’ve come up with?

Patience Rain Atsango
Right? Again, when you will, you want to establish or you want to establish a business or a brand in the space of, you know, the big giants already, you need to like really build, you need to position your brand well. And putting out the right content is the most important thing. I’ll give you an example, a very simple example of you Deb as a brand, I wouldn’t know about you, if your brand wasn’t out there, you have to put yourself on LinkedIn, so that I’m actually able to know who that is. The same way with businesses, we can’t know that you are selling coffee or pizza, if your brand is not out there. So what kind of content would you want to put out so that people can actually relate with your brand and also know what you do and who you really are in the community. So the main goal basically was to build content that is rich in what people are looking for, and content that really makes people want to buy and associate with your brand.

Dave Nel
Okay, and and I know that you had mentioned that when you’re building that rich content, that you had a process that you that you recommend that people go through when building that that content up. Could you talk to us a little bit about what that process looks like we’ve got lots of sales enablement and sales professionals on the call want to To build content for themselves, and we’ve got the expert here. So could you share with us a little bit how you do? Yes.

Patience Rain Atsango
Today, I’ll just give you a five step process. The first one is research. Before going out there, you need to do your research very well. You want to position either your business or even yourself as a brand. You need to do enough research on what do people really want? What are people searching for? What are people hungry for? So that when you’re writing out content, you’re not just waking up in the morning and deciding today you’re writing a caption, even think about what are people really moving towards? What kind of content? What is trending in the current market? You know, what problems do you want to solve in the society, you need to do your research enough, because when you start building content is not you’re not going to be doing like every single day, you’re going to have a process, you can even take six months, where you want to build enough rich content that you can even use for the next three years. A lot of mistakes people make is that you build content every day, you want to post it and you want it to get traction. No content is a long term agenda, you have to build content over a long period of time establish it. The second thing is that you have to, after you’ve done your research now come to the creation of the content. Again, when you’re doing creation of content, you want to analyze your audience. What do what do your audience read? Where can they be found? Are they on Facebook? Are they on Instagram? Are they on Twitter? Do they love reading ebooks? Do they do a lot of white papers? Do they access products on the website, you don’t want to do content that you want to use it on Facebook, for example, you can choose an E book on Facebook, but you can use an E book on your website, and so on and so forth. So when you’re creating content, you have to think around that. Then another thing is that the number of days also affect people’s moods, like on a Monday is a very busy day for a lot of people, including myself, I don’t want to go on Facebook, and start reading a blog. I want to go out there and get an encouragement about sales, about marketing, about business. So why don’t you do like Monday, I’ll be doing motivational content. On Tuesday, I want to give people information, right? Probably you want to write a research process, you want to explain something more, because you don’t want to be coming onto every day I’m gonna sell I’m gonna sell, you also need to show authority, you know, you want to show authority upon who you are, and what you’re selling. So you can write a little bit something about what you do. Like for instance, I do a lot of coaching for businesses. So I can go there and talk about, let’s say, enterpreneurship startup process, you know how to create, for example, how to create a planner, content planner, I can give you a freebies, you know, information on when as the you might want to sell something, you know, remember, you’ve already given for information on Wednesday, now you can sell people know that you’ve been giving them free good and important information. So they want to buy from you. So and maybe on Thursday, you want to share a case study, I actually sold this product. And this is my testimonial, right? So you want to keep feeding people with information as you’re building and also growing your brand trust. That’s something people need to understand you to build and grow your brand trust, which is extremely important. Then once you’ve created your content, you need now to plan your calendar. How do I distribute this content, which channels when and all this stuff. Then for example, if you are a trainer, I am a trainer, I do personal branding, training, and business brand training. So if I am going to train I want let’s have developed a course, I want to share a course with a group of 10 people, for example, even if my course is worth, you know, $1,000 I don’t want to sell something that I’ve not tested in the market that I don’t feel people really want it.

Patience Rain Atsango
Yeah. So I can tell people, let’s say on LinkedIn or Facebook, I have this course and I’m giving it for free, and it’s worth this amount. Then they come on board for free. They attend and they give you testimonials. So what are you going to do with those testimonials? You’re going to do those interviews as testimonials to actually market your product. Alright, so there’s that. And then another thing about testing, testing really enables you to iterate, improve and develop your content even further. And you’re going to know that if you’ve tested your product or your content in the market, you’re going to have an idea. Should I keep iterated this content? Or should I keep using the same for some using so testing your content in the market really gives you a leverage and not only content, even your product? If you want to sell let’s say pizza, you want to do sampling maybe in a mall and know if people really love Your flavor and all that. So every single product, whether it’s a training course, whether it’s a product you want to sell, you have to do.

Dave Nel
Oh, I think we lost patience for a second there. I’m assuming we have a bad internet connection. Let’s wait and see if she comes back to us. While we wait. While we’re waiting for her, I did hear a couple of things that I guess is really, really important. The first one is make sure that you’re there. She’s back. We lost you for a second patience.

Patience Rain Atsango
Sorry, guys. I think network misbehave.

Dave Nel
We are in Africa, things do go up and downs. That’s absolutely fine.

Unknown Speaker
Yes.

Dave Nel
So you were talking about the actually you’re using pizza as an example. And you were saying make people to taste it?

Patience Rain Atsango
Right. And once you do that, you will know are you on the right track? What do you need?

Dave Nel
I think we have lost patience. And fortunately, it seems like we’re having some issues. Patients, you’re back

Patience Rain Atsango
again, I’m having downtime or network. Sorry, guys, you know, since we say working from home, Safaricom is not blessing us enough.

Dave Nel
Not a problem. So you were saying outside of testing? Is there anything else that you add into that process? That five step process?

Patience Rain Atsango
Yeah. So after testing now is when are you can know if you’re going to write her it, like change your content, or you keep using the same content over and over again?

Dave Nel
Okay, that’s fantastic. Yes. And, you know, I’m thinking to myself, it doesn’t matter whether your audience is an internal audience, if you are a sales enablement practitioner, and you’re delivering content, or whether you’re delivering content outside of your organization to the market, this kind of five step process looks like it would work either way. You know, that research is planning the days, I never thought to myself, do I send out a content on a certain day, depending on the mood of my audience? So that’s very helpful. Thank you. And then test, test test, right, every single time. This test is absolutely, and it’s so important. When you think about courses that you have tested in the past, have you had any big learnings that you just never knew? Until you went out? And and did the test?

Patience Rain Atsango
Yes, yes, I actually did, I did develop an entrepreneurship course, for small businesses, because I realized a lot of small businesses really make a lot of mistakes. So having started a business before my first business was actually an IT company. And I made a lot of mistakes. When I was starting out, I was young, and all that. And so all these mistakes, I sat down and realized I lost a lot of money. And I was like, What did I learn and pick from this, then I was like, let me build a course, especially around finances. And a lot of startups or small businesses that are just starting out. The CEOs don’t have a salary, they don’t pay themselves. They don’t have a salary structure. If you earn a million inside the pocket, whatever you earn, it’s you as people don’t really have a structure that a certain percentage needs to go back to building the brand or the business. And so having learned from those mistakes, I decided to build a course that is going to help startups to actually become productive over a long period of time.

Dave Nel
Fantastic. It’s that I guess, of testing your your ideas, testing your Yes. And yeah. Did you end up helping the businesses in the end? Yes,

Patience Rain Atsango
actually, during the course, a lot of people are asking a lot of questions that I had not really captured in the course. You know, don’t ask questions outside my course. And I’m like, you know what, this is actually very important. So I would go back research. I am a great learner. I study a lot of books, I do a lot of YouTube coaching. I watch a lot of YouTubes. I attend a lot of courses by other trainers. So I’m a great learner. So I had to go back and do research and know what is this author talking about here? What is this train I really have to capture here, and even had to pay for classes in order for me to build and grow my content. And right now that particular content is not only used for SMEs, but even for medium and enterprise clients.

Dave Nel
It’s amazing. It’s amazing and on something that you’ve said there, that I also need to Stop doing myself more is in in your courses when you are delivering them to your audience, whoever they might be, listen to the questions that are being asked, because those questions might be the things that help you reinvent that content, or tweak it or evolve it. Don’t just Yes, questions like, note them down, go back, and readjust your content based on the types of questions that you’re getting.

Patience Rain Atsango
Right. And as a business owner, as a CEO, as an intrapreneur, as a C level, person, in any company or any business, you need always to be on the ground, know what’s happening with the customers know what the customers are saying, You can’t just wait for your employees, or for your team members to give you feedback, you have to go on the ground and learn what is happening. Because first time information is very, very important. It’s always correct. And it will help you to make decisions faster as a business owner, so that you don’t keep making the right missed the wrong mistakes.

Dave Nel
Absolutely. Second, get your hands dirty. I mean, you outsource that responsibility at the end of the day. And I see that all the time with sales enablement professionals is there’s a, there’s a gap between you and the client, and you don’t know what’s going on unless you actually go and engage and get your hands dirty. And do your own research. As you were saying,

Unknown Speaker
yes,

Dave Nel
yes. Wonderful. Well, patients, I think that this five step process to putting together good content for whatever it might be internal or external doesn’t really matter. It’s certainly going to help a lot of our guys out there, thank you so much for sharing it with us. I’m interested, it’s a it’s an agile framework that you’ve put together, that helps people, you know, develop a step by step process for content, but we also work in Africa. And and you’ve actually started businesses in Africa sold in Africa and have been quite successful. Is there anything that you would share with our audience, that is a unique challenge when selling and, and growing businesses in Africa?

Patience Rain Atsango
Right, um, the biggest challenge, and for this one, I’ll talk about startups, guys who are just starting out a business, you have this brand grand idea, and you want to lay it out there. A lot of people start businesses, because maybe they want an income, maybe they don’t have income. And so they don’t really start the businesses without from a point of vision. And so once let’s say you sell a book, and it gives you $100, that $100 goes into your use your daily use. So there’s not really really planning, and also, when people get even big contracts, or tenders and all that, because initially, you didn’t have a plan to grow a generational business, you end up also spending that money, probably if we had Lamborghini in Africa, people be buying them after their first tender, you know, so there’s a lot of that culture where people don’t have a wider vision of where you want to take. I’ll give you an example of the Asian community, especially the Indians in the US really build generational businesses where they keep inheriting for their children and children’s children. But in Africa, the nature of business is that once somebody is gone, the business is done. You know, and I think that is the culture that we really need to change that you can actually grow a business like Toyota, and other people take it after your way gone, you know, so that culture has to really stop. And it has to stop from the point where you need to live within your below your means, actually, so that when you get more income, or you get a bigger deal, you don’t just think about moving to a bigger house buying a bigger car, you want to think about where is this business in the next 10 years. So this that that part, that disadvantage of, you know, a lot of Africans have grown in, let’s say, hardships. So once you start earning something little, it’s like you want to pay back for all the days that you really struggle, you want to pay back, you want to use everything. So that is one of the biggest challenges. And also, I think for the investors when they come in because of the culture that we’ve developed, we don’t have a vision. We just want to work around what can pay our bills, and that is one of the biggest biggest struggles, especially when I’m talking to startups, SMEs, and I’m trying to really open their minds to think wider. People try to have really minimal growth process. They really don’t have that vision. And I also have worked with past individual brands, I’ve worked with a lot of individual brands, they come to me, they tell me, I am employed, but in the next five years, I want to build a house. I want to you know, do this and I look at their income and I’m like, No, you’re not building a house. So let’s look at what how you can grow yours. From where you are, how do you build your personal brand? How can you secure an extra income without necessarily, you know, interfering with what you’re currently doing. So I’ve worked with, with a couple of people that can give testimonials if they are watching today. And I’ve really, really seen people grow from where they are, to where they’re really supposed to be.

Unknown Speaker
Sure.

Patience Rain Atsango
So and that’s a mindset. It’s a mindset thing in Africa,

Dave Nel
it is, it is a mindset, isn’t it. And I mean, you’re, you’re trying to change the mindset of 3000 companies a day that are being registered, you have huge, huge task ahead of you. And I mean, part of our part of our channel is to showcase talent like you around the around the continent and around the world. So I want to give you a minute or two to brag about something that you’ve done, that you are incredibly proud of that you would like to share with, with our community, if you if you don’t mind.

Patience Rain Atsango
Alright, so six months ago, I happen to work with a small company, I would just mention its name is caulking, smart party, they were just starting out. It’s a manfacturing, I had not worked with the manufacturing company before. And so this guy had bought, brought in the iron sheets and was like, I want to sell these, you know, iron sheets all over Kenya. And I was like, before we even go into the sauce process. Let’s work on our strategy. You know, so we build a marketing strategy, we look, we did research on our competition, I helped hire the sales team and the administration team, having the right team is important for every business. So after securing the right team, and putting the right strategies, marketing strategies, we were also given the job of being a marketing agency for that particular client. And the client had estimated that in a year, they would be able to sell all the iron sheets. Good thing is that within a month, they had nothing to sell. So the problem was, how do we bring in new materials. So the whole idea of bringing up this company is that you can’t sell without a process, you need to have a plan, you need to have a strategy before going all out there. And building this vision in Africa, I cannot do it alone. You know, I have to train people and other people train more. Africa is a big continents and my wishes that we are able to tap into each and every country. probably in the next five years, we have like presence in each and every country so that businesses can be sustainable Africans can change their mindsets, and they can know that our economy can actually move this world. If If Safaricom m pesa was developed in Africa, then what really is impossible in Africa, we have all the resources that we need, we just need to change our mindset and build brands that are going to be felt like Amazon and the rest of the world. Yeah, absolutely.

Dave Nel
And you know, I just love that story. Thank you for sharing it with us. Because I think to myself, want to sell you want to go and create this massive company, well, you’ve got to be patient, slow down. Yeah, think about your strategy, think about where you’re going. So it’s all in all in the name, hey, patient, so you’ve just got to slow down and be patient. And in a month, you will shell out all of your stuff. That’s, that’s absolutely amazing. I really

Patience Rain Atsango
have so much to Lord, especially to businesses, not just startups, mid level and enterprise, but to even businesses that are already established on how they can really, you know, retain that big brand, you know, retain that customer experience that I may not share here. But I hope through some of these sessions, we’re able to capture a lot of things, even how to be a great salesperson how to go all out and do bread sells how to build your personal brand for your career, you know, we have all these contents. And I hope as we keep doing this, it’s really going to help a lot of people in a lot of businesses in Africa.

Dave Nel
And I think thank you so much patients, we will definitely have you back to talk. Maybe our sales people can build their their personal brand. I think that will be a very interesting, interesting,

Patience Rain Atsango
yes, how they can create data.

Dave Nel
Absolutely. For now, what we’ve got is a five step process to building content. Thank you for sharing it with us. And I assume that if there are any people out there who are building content, and would like a thinking partner to just think with and and bounce their ideas off, they are more than welcome to reach out to you. And from what I’ve seen, you’re always happy to share and and give feedback to anyone who wants it.

Patience Rain Atsango
Yes, yes. I’m really, really happy to do that.

Dave Nel
Fantastic. Thank you so much patience, and we will definitely have you back again. Thank you.

Patience Rain Atsango
All right. Bye. Thank you, everyone.