Brew Time

In this special episode, I walk my content writer, Bea Abalti through a copy clinic workshop.

My copy clinic is designed to help you get over a content creation slump and figure out what you should be doing to create better blogs. 

Bea is my associate content writer and social media manager here at Indie Essentials, 

She also runs a business herself and has a new website. Bea has kindly agreed to do a recorded workshop where we work through some ideas of what she can and should be writing on her blog. 

So that you can get an idea of what happens during a Copy Clinic. 

I scour your content and help you come up with a plan to go forwards and create content differently. 

You'll end the Clinic with a firm plan of action and I'll be coming back with blog outlines for you (and checking in that you're doing the work). 

It's more than just having a conversation with me. You'll get insight on what you need to be doing and feel inspired about your business again. 

So while each Copy Clinic is unique to you - get a taste of what it's like on this episode. 

And if you've got a new business - there might be a few ideas in here for you as well. 

 

All the links: 

If you want to know more about having a Copy Clinic Workshop email me at [email protected]

Come and find me on LinkedIn

Follow this podcast on Instagram

Brew Time newsletter

 

How long should it take to create a blog? 

Over the years I've created hundreds of blogs. And researched what businesses who are killing it online do to create blogs that really work hard for them. 

In this episode I explain: 

>> How long you should be spending time on your blog

>> Why not all the time should be spent on writing

>> Some of the elements you need to be adding into your blogs

>> And why the editing process isn't once and done. 

All in the time it takes you to have a brew. 

All the links: 

Come and find me on LinkedIn

Follow this podcast on Instagram

Do you struggle to get a consistent tone of voice in your business and brand? 

Maybe there's a few people involved and it ends up a bit... messy. 

Or you're not sure what your tone of voice should be. 

I chat to Tone of Voice expert Nick Parker about how he got into Tone of Voice training, what his Voicebox product is and some of the good and bad examples of tone of voice on the market. 

Nick also talks to me about what it takes to create a weekly newsletter that people actually want to open (and even pay money for)

Plus there's a pig on a skateboard, horse whispering, and more. 

Links you'll need: 

Nick's Website

Go follow Nick on Twitter

Sherman Alexie

Tone of Voice examples:

Brew Tea Company

Octopus

Oatly

I'm on LinkedIn and the podcast posts on Instagram.

 

Are you wondering how to get more bang for your blog? 

How can you use one great piece of content and turn it into many other great pieces of content which will save you so much time?

Let me show you that by getting your blog's headings right, you will be able to repurpose your blog, or podcast content so much more efficiently, and save you precious time in the process.

In this Brew Time mini-sode:

>> Let's get back to basics with blogging.

>> See how you should structure and create a blog.

>> Take your blog, or podcast, and create way more pieces of content from it - and save yourself some time.

>> I can show you how to spend 90 minutes to create a week's worth of content from one podcast episode.

>> What are headings and why you should use them every few hundred words in your blog.

>> An easy way to create your blog's structure is to create an outline of what you want to say with headings.

>> How to use those headings as your starting point for repurposing your blog.

>> Everything you do from a piece of content to turn it into other pieces of content comes from getting these headings right.

>> If you practice and get it right it will improve your SEO and people's read time.

>> Why is the last thing I write the Headline and why it's the most important part of your blog.

All the links:

Get the micro-course to create a week's worth of content in 90 mins

Brew Time Newsletter

Top 10 tips for writing blog copy

 

In this week's episode I chat with Lynden Campbell, Head of Synchronisation at Domino Records about ethical tagging. We cover huge subjects like bias, language, and how ethical tagging in the music industry can increase our experience of music. Plus why we should be applying this across the internet in whatever industry you're in.

If you're a brand, then this episode is extra useful as Lynden explains what a brief needs to get the best possible music match for your content.

In this podcast we discuss:

>> What 'ethical tagging' is and why language is paramount for brands who are providing the brief for music on their content.

>> The bias that exists in music and the ethics of a 'positivity bias' and how this limits our cultural exposure.

>> Why the words we use matter when it comes to search within music and how we can apply this for relevant and appropriate searches across the whole of content.

>> Creating awareness of a content echo chamber - losing the beauty of finding something new.

>> Being aware of our filters and unconscious bias. As well as the algorithms that expose us to our cultural markers.

>> A positive dialogue that exists from developers (and others within the content world) to try change how we search.

>> Dr Julia Jones - The Music Diet - and how research is based around the musical tastes of those running the studies. And why we need to consider the world of music, other voices and counter-cultures.

>> The limitations of apps like Spotify for exposing us to music (and why we need to consider this for all content).

>> The problem of what is considered 'recognisable'.

>> It's not enough to whinge about the problem, you need to deliver a solution to address the problem.

>> How Lynden has been bringing ethical tagging to people's awareness to make a change.

>> Why using cultural reference points can help you talk to your audience and reach into certain communities.

>> Questioning the language and values we've been using for years.

>> What brands and content creators can do better when providing their briefs (and the tools they can use to do this).

>> The issues of broad briefs and the biases around the audiences brands are targeting.

>> How music can drive traffic to the website and ultimately result in sales.

>> Why brands need to understand what is it that the music will achieve for them rather than fully embodying the brand values.

>> And the need for the context when it comes to matching the right music for the content.

>> The importance of case studies to prove the offering and importance of music as if it is another cast member.

>> Why you need to trust the creatives to know what will resonate with people.

>> Why people believe you if you have a website and how that builds trust.

>> The problem of using limited search terms and why we wouldn't do this across content platforms.

Plus:

Lynden shares the secret of whether Phil Collins was in the gorilla suit in THAT Cadbury's ad.

How music can sell more cars than the offer of free petrol.

Lynden also shares some of the best adverts that she's worked on.

Then there's a bonus chat about AI and music. And Lynden shares a heartwarming story about the power of music within a care home.

And hear Lynden's answer to the Big Brew Question.

Links:

Lynden Campbell on LinkedIn

Ethical Tagging

Domino Records

Today's episode is all about why we need to be more considerate about our content and the benefits that come to the world around us as a result when we do.

There are 5.63 billion pages of mostly rubbish on the internet and that creates a lot of energy use collectively.

There is no such thing as an online business that does not have a carbon usage and we need to think about the impact of this when we create content.

Why you need to consider the quality of the content you put out for both being heard above the noise on the internet and putting less out in the world.

Consistent content doesn't have to mean constantly creating content.

What to do if you lose sight of WHY you're putting content out there (including a quick tip).

What you should ask yourself before you start creating a new piece of content and three benefits that will come from doing this.

Sign up to the Brew Time newsletter here.

I'm joined in conversation with Alexia Leachman, founder of the Head Trash Clearance Method. 

Alexia is an author, podcaster, and an all round marketing bad-ass. She shares some of her experience in marketing, and the fears that hold business owners back. 

We chat about: 

>> Dealing with trolls

>> The danger of giving away too much free content

>> The reality of running Facebook groups

>> What you need to build confidence and resilience

>> Owning your faults and fears so you can move your business forward

And Alexia tells us about the Head Trash Clearance Method, the clinical trials and some of the surprising outcomes for her clients. 

Links you'll need: 

Find Alexia and the Head Trash Clearance Method here

Fear Free Childbirth 

Connect with Alexia on LinkedIn

Sign up for the freebie

Find me on LinkedIn

Follow this podcast on Instagram

In this episode, I walk you through how long it actually takes to convert one main piece of content into a week's worth of marketing content.

Using a podcast as the starting point (not this podcast), I explain the steps I take to turn the audio content into a blog, newsletter and social media posts.

>> Find out the tech I use to make this happen

>> The steps I take to get each piece of content produce

>> And how long this actually takes me

>> Why you need to create a process that works for you

Then I look at how long it takes to create all these pieces of content from scratch and show you the reality about the time you can save by making your content work harder for its space and getting more bang for your blog.

If you'd like to get more bang for your blog (or podcast, or video) then I've got a handy micro-course jam-packed full of tips and ideas for you. Get it here.

All the links:

Sign up to the Brew Time newsletter here.

Get your content hack here.

This week I'm chatting to Lottie Unwin, founder and creator of The Copy Club, a network with a difference. And she's the Head of Marketing for drinks brand Nix and Kix.

Listen to this episode for some brilliant insights into building a small but mighty community and pivoting a business through lockdown.    Here's what we chat about:

>> Starting a networking group by not meaning to start a networking group. Allowing organic growth to develop an idea based on what people want and need rather than a master plan.

>> How Lottie used her need to bounce ideas off other heads of marketing to develop the seed of the idea that became Copy Club.

>> Letting a vision crystalise before you begin to drive it forward.

>> Harnessing co-learning can feel like a conversation rather than official networking.

>> Having people around you at work and in life that are interested in what you do.

>> Lottie's fundamental belief about networking and why this has attracted people to The Copy Club.

>> The importance of personal development within startups and how you can do this without a budget.

>> Why 'free events' are ineffective when they are hidden sales pitches and business development.

>> Having a 'no selling' rule and evolving beyond this to create a thriving freelancer community.

>> Nurturing a community first and controlling the atmosphere by design is key to creating a space where conversations can develop.

>> Why The Copy Club is called The Copy Club (which has nothing do to with copywriting). And is inspired by Shopping Safaris.

>> Challenging yourself to join up dots and create real innovation. And using time hacks from this.

>> The transition from in-person events to online events during lockdown. And how lockdown accelerated plans.

>> Growing a team as a small business. The difference between external perception and internal actions.

>> Giving a percentage of membership fees away to charity and why that matters to Lottie.

>> Harnessing the power of recommendations and referrals.

>> A membership where members get stuck in and make it special.

>> Tracking the right metrics for your business - and using that to make decisions.

Plus, Lottie tells us her big tip for your content and answers the Big Brew Question.

Come and join us:

Get the Brew Time newsletter

Follow the podcast on Instagram

Find Lottie here www.thecopyclub.co.uk

ClubHouse

Connect with Lottie here:

In this episode, I show you three ways you can reuse all that lovely email content you've written so that more people can see it than those who happen to be on your list the week you send it. 

But before I get into that, I look back at two months of podcasting and how I can keep improving. And why you should too. 

In this Brew Time not-so-mini-sode: 

>> The reality of pod fading and avoiding it. And the lessons you can learn from looking back regularly on your content. To create room for improvements.

>> Bringing yourself back to the purpose of your content so you don’t lose your way.

>> Learning as you go as you try a new content format.

>> I explain why you need to use your email content for other things and the different ways you can do this.

>> How to save your time by reducing the amount of content you create.

>> Re-purposing while still staying relevant.

>> Different ways you can use your marketing emails on other platforms.

>> How consistent content can help you create social media posts.

>> Why reusing your email content gives you some extra headspace.

>> How to stop the ‘disappearing content’ and keep it in view.

>> Building a habit of creating quality content rather than creating something new.

All the links: 

Sign up to the Brew Time newsletter here

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