Timi Odueso, a seasoned content strategist, has spent the past decade helping media and arts companies across Africa develop and grow engaging narratives. As the driving force behind TC Daily, a popular newsletter, Odueso has mastered the art of crafting compelling stories that resonate with audiences. In an exclusive interview, Odueso shared his insights on building successful newsletters, the importance of authenticity, and the peculiarities of crafting newsletter products for Africans.

Odueso's journey into content strategy began with a background in law, which he leveraged to learn a wide range of skills, from product management to front-end development and UX/UI design. This diverse skill set has enabled him to approach content strategy with a unique perspective, focusing on the intersection of product development and storytelling.

One of the key takeaways from Odueso's experience is the importance of authenticity in newsletter creation. According to him, the best newsletters have a distinct voice or personality, which sets them apart from the noise in today's crowded media landscape. This personal touch is what makes readers feel like they're receiving a note from a friend, rather than a generic newsletter.

Odueso also emphasized the need to look beyond open rates when measuring the success of a newsletter. Instead, he recommends focusing on metrics such as click-through rates, conversions, or other relevant metrics that align with the newsletter's objective. This approach provides a more accurate picture of a newsletter's performance and helps creators make data-driven decisions.

When asked about the peculiarities of crafting newsletter products for Africans, Odueso highlighted the challenge of email literacy. Many target audiences in Africa struggle with email literacy, which can limit the number of high-quality leads that can be generated. To address this, Odueso has implemented a double opt-in sign-up process, ensuring that only genuinely interested readers subscribe to the newsletter.

Despite the challenges, Odueso is optimistic about the long-term career prospects of building newsletters and products for media companies. He cites the success of media product leaders, such as Alex Lieberman of Morning Brew, as evidence that there is a sustainable career path in this field. With media companies increasingly recognizing the value of email as a owned social space, the opportunities for growth and innovation are vast.

In conclusion, Timi Odueso's insights offer a valuable perspective on the art of crafting compelling newsletters and products for media companies. His emphasis on authenticity, data-driven decision-making, and adaptability in the face of challenges serves as a guiding light for creators seeking to make a lasting impact in the industry.