Content Mix & Principles

Content Mix

Developing and distributing quality content has always been centered at the heart of our marketing and communications strategy. We always maintain a core focus on sourcing and curating content that adds real value to each Wavumbuzi audience, reinforcing our credibility, relevance and vision of entrepreneurial mindset development.

As a rule of thumb, we try to ensure that all communication channels sustain a content rule of thirds, whereby each channel publishes an equal split of content in the following categories.

Promotional Content (33%)

Content items with a strong call-to-action message to promote the Wavumbuzi Challenge and encourage the participation of teachers & learners. These content types include:

• Challenge & Winner Announcements

• Registration Reminders

• Testimonials of previous challenges

• Showcase Videos

• Event Invitations

Community-Driven Content (33%)

Sharing industry-related news, articles and thought-leadership pieces from local entrepreneurs and industry experts. Content buckets include:

• Success stories of African entrepreneurs

• Inspirational & motivational quotes

• Expert tips from other entrepreneurs and/or educators

• News from latest African innovations

• Articles & reports about the future of employment

User-Generated Content (33%)

We always seek to share the ground-level impact stories and photos of Wavumbuzi in the lives of teachers & learners in order to recognize and celebrate the users who are deeply involved in the challenge. Sharing the personal experiences of users inspires a larger community of teachers to get involved. Content includes:

• Photos and Videos of teachers & learners pre-and during Challenge editions.

• Photos of workshops, virtual events, school visits & activations.

• Prize-givings and award celebrations

• Testimonials from inspiring teachers and learners

• Impact stories

• Network Partner feedback

Content Principles

Leveraging Our Key Messages

When producing and sourcing content, it is important that the messages we are communicating are aligned with and reinforce the messages identified in our Key Messages Model, and leverage the intrinsic and extrinsic motivators detailed in our Target Audience profiles. This ensures a consistent repeat message across all touchpoints with our key audiences, which strengthens the trustworthiness and credibility of the brand.

Contextualised Content

It is important to understand that our audience profiles can change across age groups, location, gender, and many other demographics; and as such we have to adapt and tailor our content production efforts to appeal to all of our unique user profiles. It is our focus to remain relevant and mindful of the needs of our users at an individual level. On this basis, we ensure that our communications are contextualised for different audiences across the region. This is typically achieved by consulting local/regional experts, engaging local influencers and popular personalities, and including local team members in the content production and review process.