CONTENT

thât
CONNECTS
From Unknown to Unforgettable

MUTE EFE
 Content That Connects
From Unknown to Unforgettable

Copyright © Mute Efe, 2020

All rights reserved

The right of Mute Efe to be identified as the author of this work

has been asserted by him in accordance with the copyright laws.

All right reserved. No part of this publication may be

reproduced, transmitted or stored in a retrieval system, in any
form or by any means, without permission in writing from the
author.

Design and Layout by

KINGSLEY OBIEFULE
+2347060969059, +234815813397
Content Contents

Introduction : .............................................. 04
What is Content? ......................................... 05
Medium of Expression : ................................ 06
Content Value: ............................................. 07
Your Life is a Content Factory: ...................... 08
Pay Attention to the Comments: ................... 09
Speak to Your Audience: .............................. 10
What is Trending: ........................................ 11
The C.U.R.V.E. Method: ............................... 12
Spread Your Wings: .....................................13
Selling without Selling: ................................14
From Content to Cash: .................................... 15
 Introduction

W
ill you like to move from being unknown to being
unforgettable? That is the power of the right
content.
In the social media world, only one thing matters – content.
Nobody cares about what you drive or how you look. What
they care about is the content you bring to the table and how
you present it.
This mini-book will show you how to move from being
unknown to being unforgettable through the use of content.
Well, as I stated, this is a mini-book, so there is no need for a
lengthy introduction. Let's dive in.

CONTENT THAT CONNECTS | MUTE EFE 04

 What is Content?
An online business dictionary defines content as both
information and communication. The total of the freshness,
readability, relevancy, and usefulness of the information
presented, and how it is presented.
Countless times I have had people tell me that each time they
come online, the visit my timeline to read what I have posted.
Content is why you keep visiting that person's timeline
whenever you are on Facebook. Because you know that
whatever he posts is fresh, readable, relevant and useful.
The qualities of being fresh, readable, relevant and useful are
what separates one person's content from another's.
Simply put, content is anything you share to pass across
information and how that information is presented.

CONTENT THAT CONNECTS | MUTE EFE 05

 Medium of Expression

There are only five ways in which information can be

communicated. Content, therefore, can only be expressed in
these five channels.
1. Text: This is the use of written words to communicate a
message.

2. Picture: A visual representation of the message to be

communicated.
3. Audio: The use of sound to communicate a message.
4. Video: The use of moving visual images to communicate a
message.
5. Animation: while a video is an actual recording of a still or
moving object, animation is a simulation of movement from
independent sketches of an object and used to communicate a
message.
There is nothing like content outside of these five.
These are the mediums through which you communicate your
message to your target audience.

CONTENT THAT CONNECTS | MUTE EFE 06

 Content Value
The value of your content is not determined by you. It is
determined by your target audience. Value is what the user
says it is. That means, content value or the value of any
content differs from person to person.
What is of high value to one may be of no value to another. Just
because something is of high value to you does not make it a
high-value content.
There is content and there is high-value content. High-value
content is about your audience; it is not about you. Your
content should speak to your audience. Speak to their needs,
problems, pain points.
Your audience is not interested in you. They are interested in
themselves. "What's in it for me?" is the question that they are
asking. How well your content answers that question is what
determines the value of your content.
In the end, while the medium of expression (text, picture,
audio, video, animation) is important, the substance of the
content is much more important.

CONTENT THAT CONNECTS | MUTE EFE 07

 Your Life is a
Content Factory

When it comes to creating content, you must realize that your

most compelling content will come from your life – your
personal experience.
Pay attention to yourself. Pay attention to your life. Everything
you do can be converted into content. That book you just read.
That conversation you just had. That visit you just made. That
church service you attended. That class you just took.
Everything can be converted into content.
You are virtually creating content on the go. Your life is a
content factory. All you have to do is listen and share the
experience. No one present in his or her own life can ever be
short of content.
The quickest way to generate content is to share from your
personal experience. Nothing gets attention like someone
sharing their personal story. You connect with your audience
when you share a personal experience.
Whatever you have been through is what billions of people out
there are going through. So, you easily get their attention the
moment you share your personal experience.

CONTENT THAT CONNECTS | MUTE EFE 08

 Pay attention to
the Comments
"You just generated content for me."
That was a reply I made to someone who commented on one
of my posts. He had a question to ask after reading the post
and I realized that I could write a full post on that.
The comments that people make on your posts can help you
generate more content to post about. Always take your time to
read through the comments made on your posts.
If one person asked a question, that question is most likely on
the minds of several others. You can decide to write a full post
on that to answer the question.
Comments are not for bragging rights; they also give
perspective and direction. They reveal the thoughts of your
followers and from their comments, you can know the
problems they have.
Combing through the comments you get is one excellent way
to generate high-value content that your target audience will
always appreciate.

CONTENT THAT CONNECTS | MUTE EFE 09

 Speak to your Audience

Have you ever read a post that made you feel you were reading
something published in a journal? Were you able to connect?
Most likely no.
Your target audience wants to feel you. Connecting is about
emotion. You connect when you can get them on an emotional
level. That is how you connect with people. That is how people
will connect with you. Don't speak to the wind. Let your
message be directed at the reader.
Participants at my classes will always tell me that it seemed like
I was right in their rooms talking to them. Meanwhile, I was not
even in the class with them. People who register for my courses
take the courses on their own. Yet they feel like I am with them.
I won't be surprised if you feel that way right now.
Using words like I, you, your, we, our, etc., bring your target
audience into your content. They get to see themselves as part
of the content. They are no longer just reading; they are
listening to your voice. They can hear you speaking to them.
When your target audience can hear you speak to them
through your content, you have connected with them.

CONTENT THAT CONNECTS | MUTE EFE 10

 What is Trending?

As at the time of creating this mini-book, the Coronavirus

disease (COVID-19) was trending. Trending topics are a
natural source of content that connects. Especially when you
are among the first to share their thoughts on the subject and
educate others.
You can leverage trends to provide content that connects with
your target audience. Global brands and organizations take
advantage of this all the time. You can, too.
Trends can be general or industry-specific. Knowing what is
going on in your industry will help you stay ahead of the pack
and provide high-value content to your target audience.
Industry news, local news, influencers, social media and web
resources are other means by which you can identify trends
and take advantage of them.
Nevertheless, only take advantage of trends you are certain
that your target audience will be interested in. Not all trends
matter to your target audience.

CONTENT THAT CONNECTS | MUTE EFE 11

 The C.U.R.V.E Method

The C.U.R.V.E formula was originally meant for email subject

lines but it is also applicable in content creation.
C.U.R.V.E stands for:
Curiosity: Raise curiosity in your target audience by placing
them in suspense.
Urgency: Create a sense of urgency. They either read it now
or they miss out on something important.
Relevance: Your content should be relevant to the needs of
your target audience.
Value: Relative worth of your content. The ability of your
content to impact and improve the lives of your target
audience.
Emotion: There should be an emotional connection between
the content and the target audience.
All five elements must not necessarily apply to all content you
create but the more the better.

CONTENT THAT CONNECTS | MUTE EFE 12

 Spread your Wings

Do you feel discouraged when you give out good content but
you get very poor engagement? Six hours after your post, you
get only 15 likes and 4 comments.
The engagements we get on our posts as comments help us to
know whether we are producing content that our target
audience wants.
When it comes to Facebook there are many reasons why your
post may have poor engagement. Weak title, poor introduction,
no CTA (Call to action), posting at non-peak hours, and even
Facebook's are some causes of low engagement.
Don't just post on your timeline and think that is all. You can
post the same content in several places to increase your reach.
I advise posting in groups you belong to.
While people wait for your posts to appear on their newsfeed,
group members usually visit the group to read content which
increases the chances of your content being read and engaged
with.
You may not be able to change Facebook's algorithm but you
can join groups where your type of content is appreciated and
post there. That is one of the ways to beat the system. Spread
your wings.
CONTENT THAT CONNECTS | MUTE EFE 13
 Selling without Selling

Have you ever read a post on someone's timeline and you

ended up sending the person a direct message asking if they
have any product related to something they wrote about even
though they never mentioned anything about a product in the
post? Well, I get that a lot. This mini-book is a product of such
messages.
Most people don't like being sold to. They want to be the ones
to make the buying decision. One way you can win them is by
providing valuable content without any catch.
With the right content, you can ask them to do something
without asking them to do it. This is also known as content
marketing.
Content marketing is educating your target audience without
mentioning your products. It is providing high-quality content
that is relevant to your target audience consistently. In return,
your target audience will become loyal to your brand.
It is about knowing your target audience and delivering the
content they want. And because you keep delivering the right
content that is valuable to them, they become loyal to your
brand and will naturally come to you when they need a product
you offer. It is the art of selling without selling.

CONTENT THAT CONNECTS | MUTE EFE 14

 From content to cash

Getting paid for creating quality content should be one of your

goals. Nothing beats the feeling of being paid to do what you
love.
There are many ways by which you can start getting paid for
the content you give out. But they are all about turning your
content into solutions for your target audience.
Some examples of solutions that you can create from your
content are eBooks, online courses, podcasts, coaching
services, etc. All of these become avenues to earn income.
Do you need a platform before you launch a product? Having a
platform like Facebook group, email list, etc., with tens of
thousands of people is helpful. However, it is not a rule. There
are many people without any of the regular platforms that are
still making sales.
An eBook, an online course, etc., do not require a lot of money
to create. So, even if all you have now is your Instagram
handle or Facebook timeline with some number of
followership, you can launch simple products like those I just
listed and start selling.

CONTENT THAT CONNECTS | MUTE EFE 15

 Other Resources By Mute Efe

The following are other resources by the author that you can
leverage for your personal, leadership and financial development.
Simply click on the link

to order.

Facebook Classes

1. Personal Transformation

www.paystack.com/pay/plapt

2. Entrepreneurial Mindset

www.paystack.com/pay/plaem

3. Personal Leadership & Goal-Setting

www.paystack.com/pay/plaplgs

4. Redefining Purpose
www.paystack.com/pay/plarpc

5. Personal & Family Finance

www.paystack.com/pay/plapff

6. Financial Freedom Masterclass

www.paystack.com/pay/plaffm

7. Community Mastery

www.paystack.com/pay/placm

CONTENT THAT CONNECTS | MUTE EFE 16

 Books
1. The Beautiful Life – Hard copy
www.paystack.com/pay/tblhardcopy
2. The Beautiful Life – eBook
www.paystack.com/pay/tbl
3. Get Naked Questionnaire (for singles) – eBook
www.paystack.com/pay/gnq
4. Are You Like Most People? – eBook
www.paystack.com/pay/aylmp
5. The Beginner's Guide To Start Earning From Facebook –
eBook
www.paystack.com/pay/tbg

CONTENT THAT CONNECTS | MUTE EFE 17

 About the Author

Mute Efe is the Founder of The

Leadership Tribe. An online
community with over 17,000
members with the vision of
raising global leaders.
He is the Lead Trainer at
Personal Leadership Academy,
a Facebook-based training
platform where participants are
trained on various programs
cutting across personal leadership, entrepreneurship, and
finance. Over 1,500 people have taken one or more programs
in the Personal Leadership Academy.
He is the author of several books including The Beautiful Life,
Get Naked Questionnaire for intending couples.
Currently residing in Lagos, Mute is married to Prisca and they
are blessed with a beautiful daughter, Zoe.

CONTENT THAT CONNECTS | MUTE EFE 18