Lisa Baraba is a content expert and entrepreneur based in Dar-es-Salaam. She has worked with several organisations including Amana Bank, Noesis Strategic Institute and UNICEF. We asked her five questions to learn more about her experience in the content business.
1. Why is content important?
“Andrew Davis said it best ‘Content builds relationships. Relationships are built on trust. Trust drives revenue.’ Businesses trade in trust, your content helps everyone get an insight on what you’re about. The more they know, the better expectations of the relationships. Hence better revenue.”
Your content helps everyone get an insight on what you’re about.
2. How would you explain the word “content” to a 5 year old today?
“I always tell my nieces and nephews, “my job is to help people say things better. So for instance you want a toy, you tell dad and he says no. Then you tell mom and she asks dad nicely and you get the toy. So I’m mom and companies I work for are you, the customers are dads.” It’s what you say and how you say it.”
I always tell my nieces and nephews, my job is to help people say things better.
3. What challenges did you experience in setting up a service business in Tanzania?
“The usual hurdles of any business but the greatest by far has been getting people to see the value I bring before any tangible work for them has been done. Especially given that my niche is so new, it is vital that they assure themselves that it’s worth the investment. 10 times out of 10 is it but that’s something they only see once they’ve hired me. Where’s a crystal ball when you need one?”
The greatest [challenge] by far has been getting people to see the value I bring.
4. What’s your opinion on how content is being used today?
“Not enough, minimalist in the bad way. Everything’s recycled and copy-pasted. The lack of enthusiasm and purpose behind what’s being shared is evident. Much can be done in strategizing and creatively sharing insights. We can’t reinvent the wheel but different cars require different kinds. So let’s branch out and create cars when we run out.”
The lack of enthusiasm and purpose behind what’s being shared is evident.
5. How can one sharpen their content consumption and production skills?
“Always look up and around. Things like mentorship and learning from the greats will definitely help elevate your senses and tastes.
“Looking around for ways to exercising those new senses, pro-bono projects and collaboration between content producers to mention a few. If we wait for money to incentivizing our learning we fall in a trap.
“Let’s prove to ourselves what we are capable of. Sell ready-made, ready-proven concepts more than on-demand, been-there, done-that solutions.”
Sell ready-made, ready-proven concepts more than on-demand.
Vijana FM thanks you for your time, Lisa!
Further reading:
Way to go Lisa! As a fellow content writer in TZ, I’m torn between promoting English-only services and Swahili services as well. How important do you think Swahili will be in, say, 3 years from now? I have always assumed it will, but judging from global trends, it looks like English is always going to be the language of the Internet?
Hi Imelda. Swahili is fast rising. I see more companies opening social media pages locally to better relate to us. Most people want content that speaks to their experiences and that means using the language. We can’t (en)force global trends but as storytellers our unique advantage is creating the space and bringing forth opportunities that’ll materialize better in those 3yrs. So do the ground work so we’re able to take advantage when the time comes!