stones balanced on beach

Creating long-term brand value and embracing digital minimalism

It’s time to communicate deliberately; to forge deep connections, create long-term brand value and embrace digital minimalism.

This year I will contribute by creating space, not adding to the noise.

In my work as an intuitive copywriter and content creator for heart-centred, soul-driven entrepreneurs and business owners  I will be focusing on supporting people ready to deliberately devote their time and energy to  building their brand and sharing their message to create long-term impact and lasting legacy.

It’s time for creating words with purpose and meaning, designing content that has a long lifespan, not simply creating pieces for the sake of a generic marketing strategy.

You’re unique, and your business is too. 

If you’re like me, you’ll feel driven by a deep desire to create transformation in people’s lives; to inspire, engage and empower your audience. And when you’re led by the heart in this way, the ‘old-fashioned’ way of doing business, marketing and sales simply won’t feel aligned any more.

You want to create an impact, leave a legacy and most importantly, create value in all you do – whether that’s a 1-1 service for a client or a conversation with a stranger.

You’re not here to make a quick buck and jump straight onto the next trendy thing. You know longevity is the key. You have natural gifts, talents, expertise and experience and you want to share that with the world.

And you definitely don’t want to get stuck on the content creation treadmill – you’ve been there before and you don’t want to be there ever again!

How to show up in 2021

Showing up in 2021 is about bringing value to the table; ensuring your words convey your message, passion and story in a way that empowers your reader and supports them in creating the space they need to be the happiest version of themselves.

After the global pandemic and associated challenges throughout most of 2020, everyone has grown weary of the noise in the online space.

If your inbox is anything like mine, you’ll have noticed a surge of emails over the last 3 weeks as we ushered in a new year.

But here’s the thing…

You have a choice

You have a choice what you choose to allow into your life.

People. House stuff. Digital stuff.

It’s all a choice.

On a recent podcast episode by The Minimalists, someone asked how to stop the clutter coming back into their home after a period of decluttering. And the lighthearted initial response was: ‘Stop going to the store and bringing stuff home!’

This same principle can be applied to the digital space: 

  • If you want to receive fewer emails, start unsubscribing and deleting.
  • If you want to be interrupted less by your phone (and therefore free up more headspace to get into the ‘flow’ of aligned creative work), turn off notifications, put your phone on silent or airplane mode, or even leave it in another room.
  • If your energy is dampened by the negative energy of news reports on TV or radio, switch off.

(I haven’t watched the news on TV since about 2013 and it’s honestly been the best thing for my creativity, flow and alignment to my inner truth.)

Creating content with long-term brand value

I love to create content that lasts. 

And there’s a beautiful win-win combination here: creating content that people can access over and over again for years to come means that you have the potential to reach a large number of people through one piece of work. So whether you’re selling something or simply sharing information, you’re creating a greater return for the time, effort and money you invested at the outset.

For example, if you’re a home cook, nutritionist or wellness advocate, a recipe eBook may take you a few weeks to put together, but when it’s done you can share it with the world and potentially touch the lives of thousands (or even millions) of people.

(I started writing eBooks back in 2015 in my former life as a food coach and plant-based cooking expert and always do a little happy dance when I make a sale of one of my recipe eBooks through my website.)

connections and collaborations

If 2020 showed us anything, it was the power of human connection. More importantly, the negative effect on our mental health and wellbeing when we’re deprived of meaningful connections with our loved ones.

In the business space, I’ve always felt as if truly magical things are created when experts bring their knowledge, expertise and passion together with a shared high-vibe energy.

In my work as an intuitive copywriter, I’m blessed to be able to birth some incredible pieces of content into the world. Throughout 2020, I completed various projects for a client (a high level coach and self-love and relationship expert) using a technique known as…

repurposing content

Repurposing content is when you take one existing piece you’ve written or produced, and use some of it (or all of it) to convert it into something else of value for your audience.

For example: a Facebook live video could be used to create a blog. The blog could include a ‘top tips’ section. These top tips could then be made into a separate PDF download to be used as a way to attract people to sign up to your email list. All of that from one initial 15 minute live video to your Facebook audience!

Of course, there’s an element of work involved in creating these additional pieces, but the key factor is that you’re not starting from scratch! No staring at a blank screen wondering what to create! (Note: if you are staring at a blank screen and feeling the need to create, go back to the start of this blog and feel back into alignment and flow.)

Investing in professional support

If you’re already maxed out on time in your business (or you’re stuck in lockdown, trying your best to home-school young children, look after the pets, feed everyone snacks at 15 minute intervals and the wifi keeps crashing), then investing in professional copywriting or content creation support to repurpose your content could be one of the best investments you ever make.

With one of my client’s projects last year we started with a very broad brief: To create blogs, social media snippets and a ‘coaching process’ document from four 1-1 coaching case study audio recordings. (All the coaching clients involved gave their permission for the recordings to be used in this way.)

From approximately eight hours of recorded footage, I produced four blogs, four sets of case study notes answering specific questions, multiple ‘Teachables’ that could be used across all social media platforms or as a starting block for future ‘How To’ articles, and a coaching ‘process’ document that showed my client’s incredible expertise in a way that filled her with gratitude and illuminated just how amazing she is at the work she does with 1-1 clients.

In a later project, I wrote 65 short 250 word pieces to accompany small videos which had been edited from a week of Facebook live challenge Q&A sessions. If my client shared one per week, she’d have over a year’s worth of social media content!

This is the power of repurposing content.

I see it as… Repackaging your brilliance!

No more mindless consumption or soulless production

2021 is the start of a global shift in values and mindset.

While many of us have been feeling the positive energy of this new dawn (the Age of Aquarius) since 2012, it’s only now that the energy is truly shifting towards love and human connection.

There’s been an element of competition, hustle and achievement over recent years that has paved the way for a more gentle approach to online business.

It’s time to stop chasing numbers, mindlessly consuming everything in sight (every course, every podcast, every live video…) and producing endless streams of bland content just because you think you ‘should’.

This paradigm shift ignites the need for sustainable business, more self-nurture and kindness, more intuitive connection and meaningful communication.

What we all want now – both as creators and consumers – is less clutter and less noise.

Be part of the solution, not the problem.

Create space for yourself, and in doing so, you’ll create more meaningful content that has the impact and longevity you desire to drive forward your brand while ensuring you spend less time working and more time living life to the full.

Follow your heart, tune into your soul and do what lights you up the most. 

With love,

Lorraine xx

Ps. Fancy creating some magic with me in 2021? Pop me an email or slide into my DMs over on Instagram.

 

 

Do you need a content strategy?

What is a content strategy and do you need one?

As business owners and entrepreneurs, part of our daily work includes raising our visibility, building relationships with potential clients and collaborators and increasing our credibility amongst our audience.

In the online space there are four main ways in which we can do this:

  • Written content: blogs, articles, social media posts and engaging with online conversations.
  • Video content: Facebook live videos, Instagram video, video stories, YouTube, LinkedIn …
  • Audio content: podcasts, radio interviews, online interviews.
  • Visual content: Instagram, Pinterest, other social media channels

When it comes to creating content for your business, you probably naturally favour one of those over the other three; it’s the one that comes the most easily to you and the one you enjoy the most. Equally, you’ll also have a preferred type of content that you use for education and personal growth or entertainment.

Personally, I love consuming written content. I love to read well written articles, books and inspiring blogs, but statistics show us that video content is being consumed at a record level (thanks mainly to smartphones). According to HubSpot, 78% of people watch online videos every day and by 2020, online videos will make up more than 80% of all consumer internet traffic (Source: Cisco).

When it comes to podcasts, listeners are apparently loyal, affluent and educated, with 45% of monthly podcast listeners having a household income over $75k. Almost half of podcast listeners tune in at home, with 22% listening while driving. Smartphones have overtaken computers and tablets as the preferred device for listening to podcasts. (Source: podcastinsights.com)

So what do these statistics mean for your business and the type of content you produce?

There are two ways to look at this…

Firstly, you could stick with your main style of content creation and do it REALLY well so that you become known as the expert in your industry and naturally attract ideal clients who really love what you do and how you do it. (And engaged, ideal clients buy…simples!)

Secondly, you could diversify your content creation so that you cover at least two of the four main types of content: video, aural, photographic or written. So if you currently stick to writing, perhaps it’s time to add in some video; or if you’re all over photographic content then perhaps it’s time to add more written content in the form of guest blogging. Of course, there are numerous combinations possible and each has to not only appeal to your audience, but also be exciting and energising for you to produce (because as a business owner you’ll be producing a lot of content and it’s very time consuming!).

do you need a content strategy

Which leads us on to Content Strategy…

A content strategy is, in essence, a plan of the type of content you’re going to produce alongside a schedule or calendar. For example, you might decide to create one blog or video a week, one social media post every day and send an email to your list once a month. Within that schedule you can then define certain topics or themes for specific dates that coincide with the types of content your audience will be searching for: e.g. January is often about weight loss, while the school summer holidays might lead to a spike in searches for how to entertain bored children!

But before you create a content strategy you must be clear on your audience, your message, your services and your brand’s vision and goals for the year ahead as well as having clarity on everything your brand stands for so that all content remains in alignment. If you’re still in the early stages of your business and haven’t got all this sorted yet, then make that your priority. Once everything is clear you’ll find that creativity flows more easily and attracting the right audience will happen organically.

The benefits of creating (and sticking to) a content strategy are:

  • The content is more likely to stay true to your brand image, values and goals.
  • Regular content will create more engagement from your audience (and higher engagement = higher sales).
  • As your visibility and credibility increase, you’ll become known as an expert in your field which may open up new and exciting opportunities.
  • Regular content can be tracked and statistics analysed in order to create an even more focused strategy for business growth and increased sales.
  • Focusing on one platform for a sustained period can help you to understand whether it’s bringing you the engagement and customers you desire, or whether it’s better to switch platform (or content type).

What are your plans for 2019? Have you got a strategy and content calendar all planned out? Or do you prefer to ebb and flow with your feminine energy? Or perhaps it all feels too overwhelming and you’d rather stay snuggled underneath your duvet with warm, homemade banana loaf and a cup of tea?!

As for me… I’m putting together my vision and goals for 2019 and breaking that down into smaller chunks for content planning. I’ve been back in my happy place for the last three months creating lots of blogs and I really love writing pieces that inspire others to make changes in their life or business. However, after researching stats on video and audio consumption, I know that in order to keep up with the fast-growing world of online content, I have to diversify.

Whether that will be behind a camera or a microphone, you’ll just have to wait and see!

Lorraine xx

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Photo credit: Jakob Owens @Unplash

 

You’ve got this fire burning in your belly

You’ve got this fire BURNING in your belly …

🔥  a desire to make a difference

🔥  a message that needs to be heard

🔥  a truth that must be told

But, the reality is, as much as you LOVE what you do, you spend a lot of the time overwhelmed by all the ‘stuff’ you feel you need to do on social media to promote your business, build an engaged tribe and be seen as the expert in your field.

What if …

… there was someone on hand who completely understood your business, supported your mission, could talk your language AND thought you were completely AWESOME? (because you are!)

And imagine…

… if that same person was your content creation angel 👼; someone who would consistently create engaging, innovative and interesting blogs and articles for your business every month so you could sit back and do the REAL, deep, core work you do with your clients?

🔥🔥🔥 How much brighter, stronger and hotter would your fire burn in 6 months time if you had a bigger audience, an engaged tribe of people who ❤️ ❤️ ❤️ your energy, pay 💰💰💰 for your products or services and 😃😃😃 tell everyone how happy they are?

If you have a passionate, clear message, an existing biz and a soul-driven purpose but are lacking time, energy or skills to create consistent, high quality content, then working with me could take you to the next level – a place where you feel abundant, relaxed and filled with vitality and enthusiasm to continue to rise.

Click here for package prices for blogs, articles and website copy.

Ready to crackle and sparkle? Let’s chat!

Lorraine xx