Content Marketing


At the recent Women of Rubies Media Visibility BootCamp, Erica Effah shared invaluable insights on how startups can harness the power of content marketing to drive growth and maximize brand visibility. Drawing from her expertise, we have outlined five key strategies that startups can implement to unlock the full potential of their content efforts. Let’s delve into these actionable tips to supercharge your startup’s marketing strategy.

Craft Compelling Content Tailored to Your Audience

To stand out in today’s crowded digital landscape, startups must create content that resonates with their target audience. Erica emphasized the importance of understanding your audience’s preferences, interests, and pain points. By crafting content that addresses their needs and provides value, startups can build credibility, foster engagement, and ultimately drive growth.

Embrace Authenticity to Build Trust

Authenticity is the cornerstone of effective content marketing. Erica highlighted the significance of staying true to your brand’s values and voice. Authentic content not only resonates with your audience but also builds trust and credibility. By sharing genuine stories, experiences, and insights, startups can forge deeper connections with their audience and differentiate themselves from competitors.

Harness the Power of Visuals to Captivate Audiences

In today’s visually-driven digital landscape, compelling visuals are essential for grabbing attention and conveying your brand message. Erica stressed the importance of incorporating high-quality visuals into your content strategy. Whether it’s eye-catching graphics, striking images, or engaging videos, visuals have the power to captivate audiences and drive engagement. Startups should invest in visually appealing content to enhance brand visibility and leave a lasting impression.

Maintain Consistency Across Digital Platforms:

Consistency is key to building a strong brand presence and staying top-of-mind with your audience. Erica emphasized the importance of maintaining a consistent content strategy across various digital platforms. By establishing a regular cadence of content creation and distribution, startups can reinforce their brand message and nurture relationships with their audience. Consistency breeds familiarity, trust, and ultimately, growth.

Measure, Analyze, and Iterate for Continuous Improvement

Effective content marketing requires continuous evaluation and iteration. Erica highlighted the importance of measuring key metrics to gauge the performance of your content efforts. By analyzing data and insights, startups can identify what resonates with their audience and refine their content strategy accordingly. Whether it’s adjusting the frequency of posts, experimenting with different formats, or optimizing for SEO, ongoing iteration is essential for driving growth and maximizing brand visibility.

In addition to the strategies shared, startups can leverage various tools to enhance their content marketing efforts and ensure maximum impact. Here are some recommended tools:

  1. Content Creation Tools:
    • Canva: A user-friendly design platform for creating visually appealing graphics and images.
    • Adobe Spark: Enables users to easily create stunning graphics, web pages, and short videos.
    • Grammarly: Helps ensure your content is free from grammatical errors and maintains a professional tone.
    • Hemingway Editor: Provides feedback on readability and offers suggestions to improve clarity and conciseness in your writing.
  2. Keyword Research Tools:
    • Google Keyword Planner: Allows you to discover relevant keywords and assess their search volume and competition level.
    • SEMrush: Provides comprehensive keyword research insights, competitor analysis, and SEO recommendations.
    • Moz Keyword Explorer: Offers valuable data on keyword opportunities, search volume, and keyword difficulty.
    • Ahrefs: Helps identify trending topics, conduct competitor analysis, and track keyword rankings over time.

By incorporating these tools into their content marketing strategy, startups can streamline content creation processes, optimize their content for search engines, and ultimately drive growth and brand visibility in the competitive digital landscape.


Erica Effah is a seasoned professional based in Toronto, with expertise spanning over 7 years in marketing and operations within the Direct-to-Consumer (D2C) and Business-to-Business (B2B) technology sectors. In today’s dynamic digital landscape, the role of content marketing has become more critical than ever in driving business success.

A Journey of Evolution

Erica’s journey into the world of content marketing is marked by a trajectory of evolution and innovation. Beginning as a digital creator, she cultivated her skills in crafting engaging content and building online communities. However, her passion for creativity and storytelling soon intersected with her corporate aspirations, leading her to explore avenues where she could leverage her talents to drive tangible business outcomes.

Bridging Creativity with Corporate Expertise

Transitioning into roles as a Marketing and Business Development Executive and Operations Team Lead, Erica brought her unique blend of creativity and strategic acumen to the forefront. Here, she played pivotal roles in devising and implementing content marketing strategies that not only captured audience attention but also propelled organizational growth. From B2B SaaS startups to global supply chain companies, Erica’s impact was felt across diverse sectors, where her initiatives contributed to navigating the complexities of scaling businesses from seed stage to securing Series A funding.

Driving Growth Through Innovation

At the heart of Erica’s approach lies a commitment to innovation and data-driven decision-making. By harnessing the power of analytics and leveraging insights to inform content strategy, she has consistently delivered measurable results. Whether it’s optimizing legacy facilities or spearheading organic marketing efforts, Erica’s ability to drive growth through innovation has positioned her as a trusted leader in the content marketing space.

A Vision for Business Transformation

As the founder of Erica Tiwaa Agency, Erica is on a mission to redefine how businesses approach content marketing. With a focus on efficiency, strategic thinking, and a deep understanding of the unique challenges faced by early to mid-stage businesses, she aims to empower organizations to unlock their full potential in the digital realm. Through her expertise, Erica is paving the way for businesses to navigate the complexities of today’s digital landscape with confidence and clarity.

Ijeoma Etuk is the Lead Content Marketing Strategist at InkJay Creatives and Contracts, with 3 years of experience in content writing, research, and editing. She holds a Bachelor’s degree in Biotechnology from Ebonyi State University.

With a focus on “Content creation with InkJay,” Ijeoma has successfully trained over 4000 business owners on how to attract their audience, target their market, build credibility, and generate sales through engaging, inspiring, entertaining, and educational content. She has also designed more than 80 customized content calendars that have helped brands and business owners achieve best-selling products. Testimonials from her clients consistently showcase her exceptional services and contribute to the continuous growth of her brand.

In addition to her role as a content marketing strategist and writer, Ijeoma is a Certified Virtual Assistant, proficient in various tasks such as social media management, email management, customer service support, data entry, lead generation, and general administrative duties. She continuously expands her skill set to provide comprehensive professional assistance.

Ijeoma’s work ethic and dedication are evident in her conscientious approach to her work and trainings. Alongside her professional pursuits, she is a devoted lover of God.

In this exclusive interview, we delve into the inspiring journey of Ijeoma Etuk. She shares her insights, challenges, and advice for aspiring professionals in the industry with Esther Ijewere.

Empowering Businesses through Engaging Content Creation

Ijeoma Etuk has dedicated her career to helping businesses attract their target audience, build credibility, and generate sales through engaging, inspiring, and educational content. With a focus on “Content creation with InkJay,” she has trained over 4000 business owners, equipping them with the necessary tools to succeed in a competitive market.

Designing Customized Content Calendars for Success

Recognizing the power of well-planned content strategies, Ijeoma has designed over 80 tailor-made content calendars for brands and business owners. These calendars have proven to be instrumental in transforming ordinary products into bestsellers. Positive testimonials from satisfied clients reinforce Ijeoma’s exceptional skills and the effectiveness of her content marketing strategies.

Balancing Availability and Demand

As a sought-after content marketing strategist, one of Ijeoma’s challenges lies in meeting the demand for her teachings. To overcome this, she has transformed her courses into digital products, ensuring wider accessibility for individuals seeking to enhance their content creation skills.

Certified Virtual Assistant and Beyond

In addition to her role as a content marketing strategist, Ijeoma holds the prestigious title of a Certified Virtual Assistant. She offers professional assistance in various areas, including social media management, email management, customer service support, data entry, lead generation, and general administrative tasks. Constantly expanding her skill set, Ijeoma remains at the forefront of providing comprehensive solutions to her clients.

Lessons Learned and Inspiring Figures

Ijeoma draws inspiration from her mother, who guided her in choosing her career path, allowing her to fulfill her purpose. Her sister, Lilian Gbarade, serves as a role model for balancing multiple responsibilities and excelling in all aspects of life. Ijeoma admires Oluchi Madu for her dedication to her brand and her commitment to helping individuals discover their talents and monetize them.

Tailoring Solutions for Individual Brands

When working with clients, Ijeoma begins by conducting page audits to understand the client’s brand messaging and feedback from their audience. This enables her to develop personalized solutions that align with the client’s goals. In many cases, a customized content calendar becomes a powerful tool in driving successful content marketing campaigns.

Guidance for Aspiring Content Creators

Ijeoma advises emerging professionals to embrace originality and consistency in their content creation endeavors. She emphasizes the importance of taking time to test and validate strategies, as well as gaining expertise in a specific niche to stand out in the creative writing sector.

Expanding Horizons as a Presenter

Aside from her content marketing role, Ijeoma serves as a presenter and co-producer for the Creative Solutions segment of Breakfast Delight, a prominent breakfast TV show. This segment highlights the creative contributions of individuals and companies in Nigeria’s Ministry of Micro, Small, and Medium Enterprises Sector.

Being a Woman of Rubies

For Ijeoma, being a Woman of Rubies means recognizing her worth, purpose, and practicing self-love. She believes in giving back to others without judgment or bias.

Connect with ijeoma

Facebook: Ijeoma Iniobong Etuk
Business page: https://inkjay.com.ng

Ijeoma Etuk is the Lead Content Marketing Strategist at InkJay Creatives and Contracts with approximately 3 years of versatility in content writing, proficient researching and editing diverse content. She holds a Bachelor’s degree in Biotechnology from Ebonyi State University.

How Ijeoma is helping professionals seal deals and bag contracts through her Tailormade content calendar

Ijeoma’s Momentum

She has demonstrated records of accomplishments in proposing, outlining and impacting business owners on the wheels of “Content creation with InkJay” where she has taught over 4000 business owners how to attract their audience as well as target market, build credibility and make sales while engaging, inspiring, entertaining and educating them.

Ijeoma Etuk

Designing Tailor-Made Content Calenders

She is known to have designed well above 80 tailor-made content calendars for brands/business owners, and these calendars can make any product become your Bestseller. Testimonials of her product/services from her clients make rounds, and her brand thrives on account of the never-ending positive reviews.

To being a content marketing strategist and content writer, Ijeoma has added a Certified Virtual Assistant badge to her badges from African Leadership group.

Ijeoma Etuk’s Socia Media Skills

She can professionally cater to social media management, Email management, Customer service support, Data Entry, Lead generation and General administrative tasks. At work/trainings, Ijeoma’ soft skills would get you. She is a lover of God and works conscientiously.


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