Abuja, Nigeria — May 2, 2025
The Nigerian Media Innovation Program (NAMIP) hosted a workshop on Digital Media Content Strategy on April 29, 2025, as part of its continued efforts to support independent media organizations in their transition to digital-first operations. The workshop was facilitated by Chiamaka Die, Christina Akintoye, and Joy Una from Gatefield Media Foundation as they focused on equipping participants with actionable frameworks, tools, and insights to grow their audiences, deepen engagement, and drive sustainability through innovative content planning.
The session hosted over 60 participants from 24 media organizations within the NAMIP cohort, primarily comprised of editors, digital leads, audience engagement specialists, and newsroom managers. Participants engaged in interactive sessions designed to strengthen their capacity to develop and implement effective digital content strategies. The workshop also supported participants in articulating the value of a digital-first mindset in today’s media environment and creating newsroom-specific plans aimed at increasing audience reach and retention.
Workshop Highlights
The session opened with an exploration of the importance of adopting a digital-first mindset, laying the foundation for how newsrooms can reposition themselves in response to evolving media consumption trends. Participants were encouraged to rethink traditional newsroom workflows and align their editorial strategies with digital platform behaviours and audience expectations.
A major focus of the workshop was helping participants build effective content strategies tailored to their audiences and platforms. Through real-world case studies and practical exercises, newsrooms learned how they strategize content across formats such as video, newsletters, and social media, using storytelling as a tool to enhance visibility and engagement.
A key component of the session involved interpreting audience analytics to inform editorial decision-making. Facilitators demonstrated how to analyse platform metrics, draw meaningful insights from engagement data, and translate those insights into editorial actions that foster audience loyalty.
Lastly, participants developed a 30-day digital-first content strategy customized to their newsroom’s goals. These strategic plans focused on improving content planning, audience segmentation, and platform performance, setting clear priorities for implementation in the coming month.
Overall, the workshop helped NAMIP newsrooms gain a deeper understanding of audience-first content strategies and provided them with practical tools to experiment, adapt, and innovate in a digital environment. This effort is part of NAMIP’s broader objective to foster media sustainability and impact through strategic capacity-building across its cohort.
For a comprehensive summary of lessons learned during the workshop, visit NAMIP’s learning website.