Category Archives: Content marketing

How do you feel about sharing your expertise freely? 🤗 I know it feels scary and you worry you’ll never pay your mortgage by giving away all your secrets for free. I used to be the same, but now I feel differently – so I’m sharing my experience (freely lol) to help you spread value and still get paid what you’re worth.

Should you share tips for free online?

I’ve spoken to plenty of people who are nervous about giving away all their expertise for free and I used to be the same – are you?

😩 I worried my audience would never pay me for anything.

As I was working on a plan to promote my online content writing course, I hired a business coach to grow my confidence and gain valuable skills about how to position and promote myself and my business.

My coach told me there’s no such thing as giving away too much value.

This shifted something for me and changed my attitude to content marketing entirely 💡

Ahead of the launch and during the run of that course, I started using some of the course content in snippets on my socials each week to give a teaser of what we were learning and working on.

The response was fantastic.

I didn’t upload the entire course for free, but I used elements of it in my social media marketing and people loved it.

It didn’t take away from the experience of the people on the course, but knowing I’d helped people along the way, whether they were here for the odd freebie or investing in the full support, was a lovely feeling.

Plus, it saved me time creating content from scratch and optimised the time I’d spent working hard to create the course content. More bang for that buck!

⚠️ REMINDER: Most of the info you have to share is available out there on the internet somewhere.

I say, if someone has the time and motivation to scour the web, compile and implement it all, good for them.

Most people don’t, and they work with you for accountability and personalised support rather than those free resources.

So, how do we go about it?

3 tips for sharing your expertise freely (while still getting paid)

1️⃣ Make it bite-sized

Say you’ve created a masterclass, online course, or talk. While you have the option to upload some or all of it as a lead magnet, you could also chop it into much smaller snippets.

Nobody sees or actions all your posts, so you could potentially drip-feed every single part of it into individual social media posts.

Plus, doing things this way saves you so much time creating content from scratch and optimises the excellent work you’ve already put into existing stuff.

2️⃣ Remind people what it’s like to work with you

OK, so you’ve done the above and created a graphic post featuring a quote, stat, insight, or challenge from your masterclass or online course.

As you share it, remind your audience of the difference between scouring the net for free tips and working with an expert.

Accountability, personalisation, consistency, collaboration – what would you add? If you’re not sure what clients pay you for, ask them!.

3️⃣ Upsell your paid services

Sharing your expertise freely is all about planting this seed: “if she shares this for free, imagine what you get when you pay to work with her!”

So, as your call to action, you can direct your audience to your paid services. For example:

‘Was this useful? This is a taster of the incredible things you’ll master when you sign up for my new group programme – DM me CALL to book a free call to find out more.’

Has this changed your perspective on sharing your expertise?

Let me know your thoughts by commenting on my socials or dropping me a message.

Get support marketing your business

You don’t have to do all of this stuff alone btw!

If you need more support actually getting stuff like this done, you have plenty of options.

Join Content Club – a monthly accountability community to share ideas, get feedback, have your questions answered by a professional, and connect with like-minded peeps who will cheer you on!

Learn online at your pace – develop lifelong content writing skills and switch on your content brain by downloading my online content writing course. You get lifetime access to all six masterclasses to binge or work through at your own pace.

Work with me 1-1 – book a discovery call to explore your options if you prefer personalised, intensive support to keep you on track.

Do you ever see people talking on Instagram stories and wonder how the hell they do it so naturally without an ounce of visible fear? Do you feel like it’s genuinely impossible for you because of debilitating nerves, self-doubt, and a deep-seated paranoia about you being the laughing stock among people from your high school and ex-boyfriends?

Believe me when I tell you I FEEL THIS. I was that person. Now? I regularly open up the stories tab and post myself waffling about content marketing with zero fear or paranoia. And if I can achieve this turnaround, so can you.

First of all, let’s explore why it’s a great idea to challenge yourself to speak on Instagram stories.

What are the benefits of filming myself for social media?

There are so many compelling reasons to swallow the nerves and be more visible on your social media, and Insta talkies are the best way to reach people if that’s where your audience hangs out.

Here are five huge benefits of filming yourself for social media.

1. It’s authentic

To connect with your ideal customer, you have to show up as yourself in all your flawed and imperfect glory.

There’s nowhere to hide on Insta stories (well, aside from the filters), so it’s a great way to be your authentic self for all to see.

We want to hear your voice, see how you look, talk, and act behind the gloss of any professional images you use.

2. It invites connection

Following on from the authenticity point, THIS is what invites true connections.

By showing up as your real self, people can see themselves in you, and warm to aspects of your character and personality that wouldn’t be visible otherwise.

When I started talking on stories, I got so many messages from people saying they felt like they would be friends with me and I was someone they’d love to work with – this simply hadn’t come across in the same way via graphics and written captions.

Are your audience members getting that opportunity to get to know the real you? If not, talking on your Instagram stories is the fastest way to rectify that.

3. It directs people to your content

The algorithm might not be showing your great feed posts to the right people, so showing up on your stories gives you another bite of the cherry.

Tell them about your latest post then link to it, or simply speak out the caption and share the message an alternative way for people who prefer story tapping to feed scrolling.

4. It’s less permanent than other social content

Instagram stories disappear after 24 hours, so I see them as a fun way to play around with different ideas without committing to them being accessible online forever.

Doesn’t that take the pressure off when you compare it to a video on your website homepage?

Use it in this way to develop your confidence and see what sort of content your audience responds well to, then you can extend your content marketing strategy to incorporate more permanent forms of video that feature the things that worked well on stories.

5. It’s quick!

Ever spent ages writing a caption, then analysed it to death and talked yourself out of posting it? You could open up your Instagram app right now and have a story video filmed, captioned, and posted within 5 minutes. Isn’t that an appealing prospect?

We all want more time to spend on things we love and want to explore more deeply. Talking on Instagram stories is one of the fastest types of content creation, so don’t overlook it if you’re keen to save time on creating content.

9 tips to overcome your fear and start talking on Instagram stories

It took me 18 months of running my own business before I plucked up the courage to start talking on Instagram stories.

(See stills from my first ever attempt here).

🤦🏻‍♀️ I know it feels like a level of bravery you do NOT possess right now.

😬 And there’s always an excuse not to – feeding the cat, doing your hair, or finding your phone (this one made me laugh).

But trust me also when I say you will NOT regret it and the response will be so positive – leading to an inbox bursting with warm leads and friendly support 🫂

So I’ve put together nine tips to coax you onto camera 🎥

1️⃣ Find a place you feel most comfortable – for me that’s in the car or on a walk (as long as there’s no one nearby).

2️⃣ Make a few bullet point notes so you have a clear plan, then place them behind your phone to glance at.

3️⃣ Practise a little to get used to the weirdness that is talking to your phone.

4️⃣ Start bold – don’t “just jump on” (I’m still guilty of this and working on it!). Prepare a strong opener that jumps into what you’re going to say to grab attention.

5️⃣ Post it right away before you can overthink and talk yourself out of it!

(Nobody is paying as much attention as you think – in a nice way).

6️⃣ Do it regularly once you start – it honestly becomes second nature before long.

7️⃣ If you’re feeling in the zone after, batch record and save several as phone videos to use another day.

8️⃣ Talk like you normally do – be yourself! Swear words, slang, accent – make sure it’s authentic or you’ll struggle to maintain someone else’s voice.

9️⃣ Smile! 😃 (nerves made me look SO miserable on my first attempt looking back! #rbf)

Get support with content marketing for your business

Talking on your Instagram stories is one important element of your content marketing strategy. But, all the elements must work together towards a common goal for your content to be effective. And when I say effective, I mean attracting the right people, engaging them, and turning them into clients.

If you need help gaining the confidence and direction to talk on Instagram or video, this is something I help with.

A good content mentor covers every aspect of your content marketing. From creating a strategy to growing your confidence, I’m your one-woman cheerleader and hype squad for all things content.

Fancy a chat to see if we vibe? Book a discovery call – it’s free and we’ll explore where you’re at and how I can support you to be where you want to be.

I’m not one for resolutions in general. I’m more of a gentle, positive shifts kinda gal. BUT this year I’ve decided to be bolder in my business and push out of my comfort zone. Are you the same? With that in mind, I’m challenging you to set one – or more – of these BRAVE content marketing intentions to spice up your engagement, enquiries, and excitement this year. Who’s in?

What is content marketing and why do I need it? 

Before we dive in, let’s quickly refresh on why content marketing is a pivotal part of your business’s marketing strategy. Trust me when I tell you, you should not overlook content marketing this year if you want this to be the year you positively thrive.

Content marketing is the creation and sharing of free stuff like blogs, social media posts, videos, Reels, ebooks, and emails that share information, entertain, and educate your audience without directly selling.

You’re helping, not aggressively forcing people to sign on the dotted line.

Here’s why content marketing is crucial for your business strategy if you want to grow this year:

• It’s generally free if you do it yourself, so only costs your time
• It’s SO effective – being helpful is everything to a customer during the exploratory stages of the buying journey
• It builds your reputation as a good egg
• It amplifies your online presence and visibility in a competitive field
• It sets you apart from others doing similar stuff

So, are you game?

Let’s make some brave steps into the content marketing world with some BOLD resolutions.

Five brave content marketing intentions (to push out of your comfort zone and see your business THRIVE)

Talk on video

I’m starting with this one because it was a BIGGIE for me, in two ways.

One, it was a massive fear. I genuinely thought it was impossible for me to do. I’m naturally introverted and despite the fact I left high school in 1998, I was sure someone from the popular group would see my Insta stories and ridicule me (reality check: they didn’t know who I was then and definitely don’t now!).

Two, it was hugely effective form of content marketing for me when I finally plucked up the courage to start filming my little car videos outside the school gates.

I really believe this was the moment ideal customers started feeling connected to me, which made them engage and want to work together.

Have you done this yet? If you still can’t bring yourself to speak on Insta stories or film a video of yourself, is it time to put on the big girl pants and give it a whirl?

Trust when I say that if I can do it, honestly – you totally can. I’ll do a separate post with some tips for you, but if you need help more urgently, message me.

Write a blog

Do you ever feel like you don’t have the right words to articulate what you want to say? Maybe you get it down in some form but feel it’s not interesting enough to publish.

I’m not really sure if I’m supposed to say this as a content writer, but I genuinely believe most people can write.

Importantly, we’re not talking about busting out that GSCE English essay tone that felt forced and unnatural. This is about writing how you speak, your way, and just f*cking publishing it.

If you really struggle writing, try recording voice memos and either typing them up or using a website like Otter to transcribe them for you (the free package currently offers 300 minutes in 30-minute slots).

You know blogs are my absolute fave form of content marketing.

So, if you’ve been following me a while, you’ll have heard me blabbing on about benefits like having a bank of content to break down into multiple emails, social posts, videos and more from one blog. Or how they help dream customers find you on Google and position you as an expert in your niche.

Need a kick to get going? Start here!

Give something big away for free

OK, so this might not be daunting in the way the first two are, but I’ve spoken to plenty of people who are nervous about giving away all their expertise for free and I used to be the same.

I would worry my audience would use the free tips and never actually need to pay me for anything, defeating the object entirely.

But then a wise woman told me there’s no such thing as giving away too much value, and this shifted something for me and changed my attitude to content marketing entirely.

While running my online course live in February 2022, I used some of the content in short snippets on my social media to give a taster of what we were learning and working on.

Knowing I’d helped people along the way, whether they were here for the odd freebie or investing in the full support, was a lovely feeling. And honestly, most of the info we have to share is available out there on the internet somewhere.

I say, if someone has the time and motivation to scour the web, compile and implement it all, good for them. Most people don’t, and they work with you for accountability and personalised support rather than those free resources.

Does this change your mind?

What could you give away to your audience for free to boost your visibility or build your email database?

Film a Reel

You – yes, you – can film a Reel. Before you start telling me you’re a dinosaur and it’s out of your reach, hear me out.

Reels are designed to be easy to create.

At the most basic level, you literally upload a video of some trees blowing in the wind, click the text button, write something meaningful and hit post.

There are plenty of other things you can add as you go along, but it’s really not as hard as you think. Plus, right now Insta is still pushing Reels as its preferred type of content, so it’s likely to get you more visibility than a grid post or a story.

You can also save the video and use it on your LinkedIn and Facebook, to get more bang for your buck.

I follow a couple of Reels tips accounts and save the trending audios they recommend using, as this raises your chance of being seen. I also go through life filming random clips of said trees, myself, and other things so when I come to create a Reel, the audio and video is already banked and I simply have to add music and text.

So, how about it? Do you dare?

And if you do, will you tag me in your finished Reel so I can go celebrate you?

Show up as YOU

From my three years’ experience of running my own business and putting it out into the world, the most important thing I’ve done to build my visibility and earn trust from my audience is actually showing up as myself.

I used to envy other people’s polished selfies, wistful scenery shots and succinct captions.

But then I realised we’re all different, and the only way we can attract people who share our vibe is to be fully ourselves through the content marketing we put out into our little corner of the internet.

For me, showing up as myself means:

• Filming waffley Insta stories from my messy car
• Being honest when I’m feeling sh*t personally rather than putting on an act
• Sharing that I’m sometimes posting on the fly and haven’t always got a perfectly mapped out plan for my content (this was big – I thought you’d think I was crap at my job, but hey, even content writers are human lol)
• Posting make-up free dog walking selfies with a spontaneous caption because it sprung into my head
• Writing in my own style, even if it’s long-winded and features my weird witticisms and random Taylor Swift lyrics.

So, tell me – how is authenticity going to look for you?

Find your content community this year

If all of this seems scary and you wish you had a circle of mates cheering you on from the sidelines, making you accountable to actually do content marketing properly, giving you confidence, sharing your content, offering you inspiration, posting lovely comments, and generally being your personal hype squad, this is what it’s like to be in my Content Club.

We meet once a month for a Zoom, and this year I’m adding virtual coworking onto it so we can decide what to do with our content and actually get it done there and then, how about that?

Find out more here or drop me a DM to chat.