Stop treating your content like a hobby
You’re shooting yourself in the leg...
Dear Creative,
Wouldn’t it be something if we all got paid to do what we love?
Picture this:
You wake up to soft sunlight slipping through your window.
The sound of the ocean is the first thing you hear.
You stretch, barefoot, and walk over to the balcony.
The air is warm, the sky is blue, and the sea goes on forever.
You’re in the Bahamas.
All expenses paid.
Work feels like play.
And somehow, this… is your real life.
Before you ask God to barb you this style, let me ask you something.
Are you willing to treat that “fun” thing you do like it’s your 9–5?
Because here’s the thing:
If you want your creativity to fund flights, cover the bills, and afford your dream life, then at some point, you have to stop treating your content like a hobby, and start showing up like it’s a business.
And that’s exactly why, for this issue, we’re spotlighting someone who’s living proof that it can be done.
On paper, Niyi seems like the guy who doesn’t take life too seriously (because he doesn’t 😂).
You know the type. That one friend always cracking jokes, making everyone laugh, and somehow turning even the most awkward moment into a comedy skit.
I mean… he literally called himself a professional clown on the show 😭😭. So naturally, we didn’t expect anything too deep.
But then the conversation started and just like that, he dropped points that made us question a whole lot. Especially the way he talked about how he treats content more of a business than an art.
If you ask me, that shift in thinking might just be what every creative needs.
Niyi started out like most newbie writers, writing whatever came his way just to stay in the game. Now he’s a full-blown professional content writer, majoring in B2B SaaS and tech content.
And get this: he’s earned over $100k on Upwork (alone) in just 3+ years. Not bad for someone who once took on any writing gig, right?
So no, treating your content like a business doesn’t mean losing your spark or selling out.
If anything, structure gives your creativity room to grow, and helps you get paid while you’re at it.
🪄How to treat your art like a business (without losing the magic)
Creative to creative, I get it. We’re emotionally attached to the work we create.
So when a client asks you to redo a logo you were convinced deserved a Red Dot Award, it stings.
The truth is: clients aren’t paying for your deep, poetic thought process (as beautiful as it is).
Someone had to say it.
Your work is still a business. And business decisions aren’t driven by emotions (most times 😂).
So if you’re wondering how to keep your creativity alive and make it work like a business, here are a few tips:
💡Focus on client satisfaction, not personal satisfaction.
One of the biggest mindset shifts you’ll make as a creative is realizing that once you take on a task, you’re no longer creating for yourself.
You’re creating for your client.
When that clicks, your own satisfaction takes a back seat. In the words of Niyi:
“As a freelancer, your obligation to your client is to deliver.”
But what does “deliver” really mean?
It means the client is satisfied. Period. Point blank.
So while it’s easy to fall in love with your process, your ideas, and your work, focusing on the client’s goals makes your work more rewarding.
And no, this doesn’t mean sacrificing your creativity. All you have to do is infuse it in such a way that it aligns with what the client wants to achieve.
🗣️Have good conversations to scale up.
If you’ve watched any of our Season 1 episodes, you’ve probably noticed the white frame in the background with a quote that reads:
“Good content starts with good conversations.”
- Brooklin Nash.
(And if you haven’t seen any episodes yet, I’m judging you)
Anyway, here you go >>>
But seriously, correct me if I’m wrong, but isn’t it true that some of your best content or writing ideas usually come after a really good conversation? Or even from something you just overheard?
Niyi says his greatest skill is that he knows how to have good conversations, and it shows. That one skill has helped him land multiple high-paying gigs and long-term clients.
So, have good conversations with your clients. Know how to convince people and win hearts through your words.
That’s what separates being in your head from getting your work seen and scaling.
📢Hawk yourself unashamedly on LinkedIn (just make it professional).
Almost every creative cringes a little at the idea of becoming that person on LinkedIn. You know, the “I was opportuned to…” or “I’m excited to announce…” people.
But whether we like it or not, LinkedIn works.
It’s free.
It’s effective.
And it’s one of the easiest ways to land real gigs.
So instead of running from it, start building your presence there. Share your work. Let people know what you do and what you’re great at.
And please, don’t just slide into people’s DMs asking for jobs. Especially decision-makers and executives.
Let them get familiar with your name and your work.
💰Don’t feel guilty for charging for the work you do.
I’m going to hold you as I say this:
Just because it comes easy to you doesn’t mean it should come cheap.
That’s one thing I had to learn early on.
When you’re doing something you genuinely love, it feels weird to charge for it. Especially if it doesn’t feel like ‘hard work.’
And sure, doing passion projects for free is okay in the beginning. But at some point, you have to ask yourself how long you can keep doing that for free.
Charging for your work is simply placing the right value on what you bring to the table.
📩Cold emailing clients you’d love to work with.
We asked Niyi what percentage of his gigs come from Upwork versus cold emailing, and surprisingly, it’s almost a 50/50 split.
In fact, he says he actually prefers cold emailing.
Why?
Because when you take the time to do your research and craft a solid pitch, it can land you really good clients.
Will every email get a reply? Nope. And that’s okay.
Rejections (or silence) aren’t the end of the world. All it takes is one “yes” to change everything.
If there’s one thing you should take from our chat with Niyi, it’s that you need to stop sleeping on yourself.
In a few years, he went from figuring it out to making tons of money. He did this all by showing up, having conversations that matter, using the right platforms, and treating his content like a business.
And the best part? He didn’t gatekeep.
Catch the full episode, and maybe keep a notebook close.
You’ll need it.
🗺️ The Content Connect Roadmap
🎬We’re wrapping up filming for season 2
It’s been a pretty interesting couple of months sourcing for guests, prepping for interviews, and spending long hours on set. But we’re almost there, and we’re so excited about what’s coming.
This season, we’re bringing on 10 solid guests from across the content world.
And oh, the next time you hear from us, we’ll be dropping the official premiere date for Season 2.
So stay tuned!
💵Join us at Zikoko’s Naira Life Conference to unlock the secrets to financial freedom.
The Naira Life Conference will bring together finance experts, industry leaders, creators, and entrepreneurs who will share their own journeys and offer actionable strategies to make your financial dreams a reality.
Think: bold conversations, immersive workshops, and content tracks that hand you a playbook for building real wealth. It's happening on August 8 at the Jewel Aeida, Lekki.
Get tickets here to secure a spot.
We can’t wait to connect with you there!
🕵️ Keeping up with Content Connect
We could tell you what the team’s been up to lately, but something way more exciting just happened. 👀
Drumroll🥁🥁🥁
We have a new teammate on board!
Trust me, you’re going to want to meet them.
So instead of updates from Ade, Kene, Matthew, or Laolu, let’s introduce you to the newest brain in the room—our Content Marketing Intern! 🎉
Aaliyah is a 300-level Law student currently fighting for her life at the University of Lagos.
When she’s not drafting copy or cooking up content ideas, you’ll probably find her watching Mrwhosetheboss break down tech she absolutely cannot afford—yet.
Also, Lana Del Rey has refused to leave her Spotify Wrapped for four years straight. At this point, it’s a situationship. She has accepted it.
What else?
Aaliyah loves skincare almost as much as she loves money, and spicy food has a chokehold on her. Her indomie? It must have giant chunks of rodo, or it’s not complete. And if you hate amala, she honestly has nothing to say to you.
Just don’t meet her one on one😭
Fun fact: She’s the current Miss Law, and yes, she showed up on her first day at work in a jersey because why not? Also, if it’s pink or purple, there’s a 95% chance she’ll buy it—even if she doesn’t need it.
I’m a hundred percent convinced she’s excited to create magic with the team and maybe shake a few tables while at it 😉
Maybe we should be scared.
God abeg.
Post of the week!🤭
We shared a fun Meet the Team carousel on Instagram earlier this week, and let’s just say, our followers loved it.
If you missed it, now’s the perfect time to catch up and maybe even find your fave team member 😏
Anyway, that’s it for this week’s issue.
Till next time,
Melody from Content Connect ❤️
I learnt something and definitely well worth the read ... This is a gem