Brew Time

Anthony Cotter’s health-conscious mother and party-friendly father raised him and his older brother in Queens, New York.  After his mother’s passing on Christmas Eve, Anthony and his brother moved in with their drug-addicted father. 

From living in the streets and battling addiction and poverty, to building a successful career and business Anthony has turned his Movement, Meals, Mind & Money philosophy into Whole Life Goals. 

Join me and Anthony as we have a virtual brew and discuss everything around his business and life's journey, plus why he only does the content marketing that brings him joy. 

Links for you: 

Whole Life Goals - https://wholelifegoals.com/search

Anthony on LinkedIn - https://www.linkedin.com/in/anthony-cotter-40362720/

When your launch is keeping you awake at night, you need to get organised and get some kick-ass sales content on the go. 

In this episode, I take you through what content you need for the next launch in your vegan and ethical business, how to spot the people who want to buy from you and the big thing that people miss. 

And I give you a checklist of all the practical things you need for launch content. Plus, what you need to do when it's all going a bit wrong. 

All the links: 

There are five bits of data that you can easily track in your vegan business that will help you make better content decisions. 

Putting data at the heart of your content strategy will help you understand where your clients are coming from, whether your content is attracting the right kind of people and where you can take a step back. 

In this episode, I cover the five things you can track that will help you ask the right questions when it comes to making content for your business. This is true whether you're a vegan and ethical business or if you sell anything else. 

Plus, I take you through some of the ways I think about the data so that you can start analysing it better. And where you can look for more information to make sure your content is leading to sales. 

Links for you: -

Sales pages - we spend hours slogging over them and then get crickets. 

This week, I talk through some of the sales page pitfalls that could be stopping someone from buying from your vegan business. And what you can do to put it right. 

I'm covering: 

- Why there's a pricing debate when it comes to sales pages and what you should really be thinking about

- How you need to frame the cost so people see the value

- What key elements you might be missing from your sales page

- And the one thing you need to get right to make your sales page convert. 

Give me 20 minutes of your time and I'll give you some real pointers to help you with your next sales page. 

Links for you: 

Do you prefer plant-based or vegan to describe what you do? Which label is best for your business? 

As someone whose been vegan for coming up to 20 years, I am most bemused by the divisive conversations about using plant-based versus vegan when it comes to describing vegan. 

In this episode, I talk about what plant-based actually means and why that is different to saying you are vegan. 

Plus, when you should use 'plant-based' over 'vegan' and when you shouldn't. And why you need to get this right for your customers. 

Links for you: -

If you run a vegan business, especially a business that involves food, then the go-to content is often to create recipes. 

But what if by going down this route you’re creating yourself more problems than you’re solving? 

I cover when you should definitely use recipes for your vegan content and when you should probably get creative in this week’s podcast episode. Plus, I share some of the downsides of creating recipes for your content, even when you are a food or cooking-based business. 

Links for you:

“The internet industry pumps out the same carbon emissions as the aviation industry,” says Kayleigh Nicolaou from Kakadu Creative.

We have a virtual brew and discuss why this is not being discussed as much as it should and what businesses can do about it.

Plus, we chat about the hugely important benefits of being a purpose-led vegan business and how much impact you can make by putting your values front and centre.

Kayleigh has some wonderful insights into how you can check the sustainable performance of your website. And she shares some brilliant tips on how you can make your website greener.

Kayleigh explains the benefits of a sustainable website are:

• Great usability
• Fast site speed
• Light carbon footprint
• Reduced bounce rate
• Improved search.

So, why would you not build a sustainable website? Check out the full episode for everything you need to know about making your website work harder and have a positive impact.

Links for you: -

Connect with Kayleigh on LinkedIn - https://www.linkedin.com/in/kayleighnicolaou/

There are two sides to creating sustainable content for your vegan business. The first side is being physically sustainable. What happens is you start with a content plan to create a certain amount of blogs, posts, videos etc. And this works amazingly for a month or so but then it all falls apart.

The reason this happens every time is because you haven’t set a habit in place and that habit is not based on the strategy of your business and marketing. Nor is it taking into account your time and resources. Often it’s completely based on generic online advice.

So you need to make your content strategy and delivery plan sustainable for you.

You need to look at your resources, the outcome you want, and the return on investment of your time. Are you getting the results you want from everything you invest? Is it bringing in sales? If not, that’s time you could be using to bring in sales.

Or more realistically, you need to start creating better content that brings in sales. While at the start of anything you need to put in the time and effort to build momentum. It takes more energy at the start than when you’ve set the foundations in place.

Either way, what you do needs to be sustainable. Do you have the time for everything you want to do every single week? If not, look at what you can do on a consistent basis.

The second side to creating sustainable content is whether it is environmentally sustainable.

Every piece of content we create carries with it a co2 price so is the content you create worth to co2 that it costs? And if so, are there ways you can offset this in your business?

Find out more and how you can create sustainable content in this week’s Brew Time podcast. Listen using the player above.

Links for you: -

Cara Melzack is the founder of the vegan and sustainable knitwear brand, Cara & The Sky. With over 10 years of fashion industry experience and knowledge, Cara launched the brand in 2019 and it has grown exponentially to now be selling in boutiques across the UK, Ireland and Canada. All while starting a family and the brand in lockdown.

She joins me for a virtual brew to chat about: 

>> Starting a knitwear business in lockdown while starting a new family

>> The unforeseen difficulties of logistics

>> Why creating a vegan and sustainable business is vital now and in the future

>> The amazing benefits of producing knitwear in the UK

>> Why the provenance of your clothes matters for sustainability

>> What it means to be body positive in your content

>> The power of photography - and the considerations you need to give to communicate with images across cultures

>> The secrets behind building a successful influencer campaign

Plus, Cara tells me about why Instagram has completely changed the direction of her brand. Why she sticks to the platform. And how she leverages her skills to build a brand that stands out in a crowded marketplace. 

Find Cara: 

What can we learn from how a historian tells stories of our past for how we can create better content in our business? 

Kaye Jones from The Herstorian joins me for a virtual brew and to discuss how she unearths hidden stories throughout history and makes them relatable and relevant for all people. Whether you like history or not. 

We dig into: 

>> The elements a story needs to have the greatest impact

>> Why our history is like a jigsaw missing most of the pieces

>> How we can bring intersectionality into our work to create more equity

>> What we can learn from how history is taught in schools

>> How we can get our audience to stop and listen instead of scrolling on by. 

Plus, Kaye shares how she started The Herstorian during lockdown and why it needs collaboration to thrive. What we can do to create better connections. And how business for good can make a deeper impact if we look at share how all perspectives of history shapes our lives. 

Kaye also enlightens me as to the hidden penises (peni?) on the Bayeux Tapestry and why turnips do not make a great education tool. 

About Kaye: 

Kaye Jones is a historian, former history teacher and teller of diverse histories. She runs The Herstorian, which helps educational publishers to step up their game and create content that reflects the diversity of all students.

All the links: 

Mitali Deypurkaystha joins me for a vegan brew and to talk about why writing your own business book is perhaps the ultimate piece of content a business can create. 

Here's what you'll learn over this chat: 

>> How self-publishing can give you the same quality as professional publishing houses when done right

>> What you need to write a business book (and it not take years)

>> The best time to write a business book

>> Why leadership needs this crucial piece of content

>> And what you need for a values-based business 

Plus, we chat about veganism, cats, and discover why my cooking skills are lacking. 

Ellen Donnelly from The Ask joins me on this week’s podcast.

Ellen explains how she got into business coaching and started her own business at the start of lockdown. Plus, how she’s bringing her experience from other industries to help business owners get clarity now on the kinds of businesses they want to build.

This episode is brought to you in collaboration with the Happy Tea Company. - https://www.happyteacompany.co.uk/

We have a virtual brew and chat about:

>> How to use the opportunities given to you to guide your path into business
>> Having no safety net can be a huge driver to make a business work
>> The power of free content and how this can give you a proof of concept
>> Ellen shares why it’s important to practise your craft and why you could do this through your content
>> Why you might want to consider email marketing as a series that pulls together bigger thoughts in episodes
>> Ellen shares her approaches to blogging and creating a newsletter
>> Why using your clients as inspiration for content is crucial
>> How Ellen develops her ideas and makes connections between her content and that of others
>> Why you need to take people on the journey with you - Ellen shares that her newsletter readers are some of her best leads. Plus, other opportunities come from putting your thoughts online.
>> We talk about Ellen’s article about whether your personal brand is harming your business and the sharing this article has
>> We discuss online burnout and the dangers of putting all your energy into content creation
>> Plus, the upsides of having a personal brand of your business
>> Ellen shares some key advice on how to avoid burnout and enjoy being online more
>> Why you need to consider a business model when you start in business
>> Benefits of using Substack and why you need a solid process for your newsletters
>> Trade-offs between paywall and free content
>> Ellen shares the honest experience of what it's like when you start your own business and how you can cover the bills while building the excitement
>> How you spend your time and money is important, especially when you want to achieve a dream
>> Ellen shares the power of community when building a business
>> Why enjoyment is key to creating content that works and resonates

Where to find Ellen:

You should always practise what you preach. And this week I'm sharing with you why this podcast is changing. 

I've looked at the stats and want to improve this podcast. What the stats tell me is that you don't listen to podcasts in a linear way. You dip in and out when you need something. 

They also tell me that you enjoy listening to the conversations, the virtual brews, with the awesome business owners and content creators. 

So I'm going to be redirecting my efforts into more of this. To make these episodes the best they can possibly be for you, my listener. 

Because it is vitally important you listen to your audience, you notice your analytics and then LEARN from them. 

Not churning out content every week because you think you have to. But doing what people want. It's not about me, it's about you. 

In this episode, I look at what we can be tracking with our metrics to make a better impact on the world and be more sustainable as a business.

As a vegan business that supports ethical and sustainable businesses, measuring your green data should be part of your regular metrics. 

For 10-mins of your life, find out: 

>> I look at what are the usual metrics you should track as a base and what you can add to this

>> What are green metrics and why you should track these

>> I share my own hypocrisies when it comes to sustainability and green metrics

>> Why you should have the green data ready for when someone holds you to account for your sustainability (and you should be held to account for these actions)

>> Green data may not seem like a marketing metric but it is a positive metric to measure and can be used as content

>> Why having an online business does not make you carbon neutral

>> And why we should consider the usefulness of our content creation to try to reduce energy use as part of incremental gains

>> How we can all be taking small actions to improve our CO2 usage both in business and in our life

>> I share a compelling reason to start measuring your green data now

>> Why you should be aligning your core values to the kind of data you measure

By reducing our content churn, we will be making our businesses more sustainable and creating better content that works harder. It’s better for us, for the world, for our audiences and business.

If you want your content to make an impact and truly connect with your audience, then you need to go deep when it comes to branding. 

What is the optimal amount of time to spend on your content? Spend no time on your content and you’ll get no leads so your sales will fall. Spend too much time on your content and it can impact how you run your business and not necessarily have a return on investment.

For 10ish minutes of your life you can find out:

>> The danger mindset of the DIY approach
>> Why you need to figure out how much time you spend on your content
>> What you need to do to work out how long you’re spending on content
>> The different categories you need to monitor
>> How to work out what content you should be spending more time on and what you should stop doing
>> How to use these exercises when you’re building your marketing team
>> And why even established businesses need to look at their content time.
>> How to work out the costs in content creation
>> Why trying to do content that you don’t enjoy is a total waste of your time
>> How to create more time when it comes to content marketing

Plus, you can use this data to show how long content creation does take and what kind of return of investment it can bring.

All the links: 

Lucy Orton joins me in conversation this week to put content, positivity and building a positive mindset into perspective for business owners. 

Lucy explains what is a self-sabotage coach and how they help business owners. Plus, her journey to becoming a certified coach through her career and how that plays into the work she does. Why Lucy wants to work with a strong sense of purpose and drive to help them be better about themselves and create a better outcome for them.

In this long podcast episode Lucy shares:

>> Why it’s important to have research to back up the work you do and the content you create
>> How the language women use can impact their successes
>> How we can change our internal monologue to create better outcomes in our lives and business.
>> Ways in which your sense of identity can impact your learning experiences
>> Why it’s important to see the positives in every situation
>> Lucy shares why she started a podcast and how it supports the marketing strategy in her business
>> Not letting the idea of there being too much out there from holding you back
>> Understand what suits you better when it comes to content and do that rather than what you think you should be doing
>> Focus on what feels at ease and without effort
>> Finding topics, themes and angles when you feel like you won’t have enough to say
>> Why you need to celebrate the small achievements in your content and what you should do if you find this challenging
>> The importance of creating a bank of self-esteem and to recognise your own awesome.
>> Why it helps to be pragmatic about content
>> Batching or not - we get Lucy’s insights into this and what works for her.
>> Making allowances for adjusting your content plan when you need to
>> We chat about toxic positivity and the danger that can pose when you’re creating content
>> Balancing positivity and presenting a polished view of your world - and how to avoid building a belief around yourself
>> Importance of switching off
>> Lucy shares her inspiration for her podcast episodes and how she gets her content ideas.
>> Why it’s okay to repeat content - even podcast episodes
>> Lucy’s ingenious way of supporting her clients with her podcast and her plans for a second podcast
>> Why Lucy doesn’t blog and why this is a good thing
>> How to make your content feel like it’s not work
>> Giving yourself permission to say no

Lucy also shares her favourite platform for creating content and where you can find her. Plus where you can better focus your energies instead of using social media platforms that do not fill you with joy.

About Lucy Orton:

Lucy Orton is a certified positive psychology coach, podcaster and expert on self-sabotage. Her popular weekly podcast 'Self-Sabotage To Success' is in the top 5% of podcasts globally and has reached no.7 in the UK Apple Entrepreneurship charts.

Lucy empowers her listeners and clients to step away from mindset gremlins and a critical inner voice and into their rightful space in the world. Lucy also works with creative teams and organisations to help them retain, support and empower their female talent and is particularly passionate about championing women so they are able to completely shift how they see themselves, creating huge and lasting impact for themselves and others.

Links you'll need: 

In this podcast, I look at the elemental that create a good newsletter and what you need to do to get people looking forward to getting your email each week.

We get 121 emails on average every single day. So how do you get someone to open your marketing email and not delete it?

I go over the different kinds of newsletters you might want to create and why each of these works. And why you may want to consider charging for people to get your newsletter.

Plus, I share why I no longer ask for you to sign up to my newsletter so get my Actually Useful Podcast Show Notes, which are worksheets that go with each podcast episode.

I also look at why you need to think about your newsletter as a magazine. Then I give you a quick exercise to do to help you understand what really makes a good newsletter.

I share the four different kinds of newsletters that you can make. As well as the one you might want to avoid as it’s so difficult to get right.

I go over the importance of creating a community around your newsletter. And the idea that I pinched from another newsletter which I reckon everyone should do.

Plus, I explain why you should feel proud for getting even one person signed up to your mailing list. And why building a list is far harder than ‘the experts’ will tell you. But that there are ways to encourage the right kinds of people to sign up.

All the newsletters mentioned in this podcast:

This week I’m joined by marketing coach and flipping all round brilliant person, Janine Coombes. We chat all about branding, personal brands, positioning your products, the all-important pricing issues and how micro-businesses can create offers that your audience wants to buy.

It’s a packed episode and a whole lot of fun.

For an hour of your time, find out:

>> Finding your own brand voice and how long this has taken Janine to get her distinctive voice.

>> Why you need to create a coherent brand for your business - even if it’s just you.

>> How Janine developed her distinctive images and why these tie in with her brand identity.

>> Why sometimes accidental branding can work for your business.

>> How to have an expressive brand online without being loud

>> Janine shares her process of adapting her business to changes and how she’s developed her new group programme.

>> Janine’s 3P’s of Promise, Package and Price to create a compelling offer.

>> Some of the difficulties around pricing

>> The dangers of the power hour and how to overcome this

>> Why changing from a day rate or hourly rate needs a shift in business model.

>> Why getting a tighter positioning will help everything click into place with your business.

>> Why Janine means by: “better marketing for much less effort,“ and why this applies beyond marketing.

>> The all-important question you need to ask yourself when it comes to creating your packages.

>> Why you should do what you want when it comes to your business.

>> Putting your red flags into your content to deter people who you don’t want to work with - and do the same with your green flags.

>> The kinds of decisions you want to make around words when it comes to your brand voice. And how this can help you attract the right audience.

>> Janine’s approach to content and her passion for blogging.

>> How Janine ranked no. 1 on Google for her target search term and what result this brought to her business.

Plus, we discuss what is better - personal brand or business name. And when you might want to use one over the other.

LinkedIn expert Sabrina Lee joins me on this week's episode to discuss her top advice for building a business on LinkedIn and how vegan businesses can adapt to a changing marketplace. 

Listen to our conversation where we chat about: 

>> Selling on LinkedIn

>> Only focusing on one platform to get rid of the overwhelm when it comes to online marketing

>> How Sabrina used her fundraising experience to pivot into training plant-based business on LinkedIn

>> The importance of being yourself online

>> How to do video for LinkedIn when you don’t feel comfortable being on camera.

>> Why you need to get over yourself on LinkedIn to build your confidence

>> Being brave on LinkedIn

>> Why personal posts will always do better than sales posts on LinkedIn

>> The changing marketplace for vegan and ethical businesses

>> Why being vegan is no longer enough to be a USP

>>  And why your business may not be as green as you think.

>> How an experiment to share prices on LinkedIn came with some interesting results and why you should be doing this.

>> Why you need to think about posting content as only a part of a bigger strategy - plus what you should be doing on LinkedIn

>> Using your LinkedIn as a testing ground

>> The biggest mistake people make on LinkedIn

>> Sabrina’s top tip about creating a strong network on LinkedIn

>> And what you can do to stay organised if you don’t use a scheduler.

>> Plus Sabrina’s advice to stand out online as a vegan business

Find out if you’re using all the features on LinkedIn and what both Sabrina and I have discovered about Creator mode at the time of recording.

And we look at why businesses might need to start tracking their ethical data.

Plus, Sabrina shares some amazing tips on things you can be doing on LinkedIn from today so you can improve your networking on the platform.

All the links you need: 

What is a content strategy? In this bonus podcast episode, I cover everything you need to know to create a content strategy that will work for your business. 

It covers all the bits you need to think about and what you need to have in place to pull together a content strategy that will bring you more clients. 

Find out the difference between an SEO audit and a content audit. Plus, when you'd need to use each in your business. All in the time it takes you to drink a brew.

The conundrum of whether you need an SEO audit or a content audit. Can you even have one without the other? 

For 10 minutes of your life find out:

>> The difference between the two kinds of audit

>> Times when you'll only want to do a content audit

>> Why you probably should schedule in time to do both

>> The benefits it will bring to your business and set you apart from your competitors and peers

>> Examples of why you might not need an SEO audit or strategy

>> One test to determine which kind of audit you need to be doing and when. 

Stick on the kettle, have a brew, and listen to SEO or Content audit.

All the links: 

This follows episode 33 where I talk about how to create a content audit and I explain what you need to do with your content audit once you’ve created it.

But don’t worry if you’ve not listened to episode 33 yet. This episode is still going to be packed with great tips that you can use in your business.

>> I give you three things you can do with your current content
>> What you need to look for in your content so you can stand out from your competitors
>> Why you need to deliver your message more often
>> And why you should question everything
>> Plus the actions you need to take as a result of analysing your content.

And I share my Why-Game method of getting to the heart of what your content should say.

All of this in less than 10 minutes. Stick on the kettle, have a brew, and listen to 3 things to do with your content audit.

All the links:

In this short 10-minute episode, about the time to have a brew, I share everything you need to know about doing a simple content audit. 

This episode covers: 

>> The steps you need to take to create your content audit

>> How you should organise your content

>> Ways to categorise your content

>> Making decisions for current and future content

This will help you get a better overview, make your content work harder and give you a juicy to-do list for making your content better. 

It can even be part of creating a bigger content strategy so you can start creating less content and still get results. 

Join our conversation where we chat about: 

>> How Amy got into doodling and creating content from these pictures. 

>> And how her creative release which was not to do with work brought her to new lines of work. 

>> Using doodles to feel comfortable on social media and represent yourself rather than trying to do what everyone else is doing. 

>> Ways in which images can be used as a means of communication beyond Instagram and cartoons

>> How you can practise your craft while training and use what you create as content

>> The curse of perfectionism when it comes to creating art and the dangers of self-editing

>> How Amy has brought more of her personality into her work and why this matters

>> Why professional doodling looks easier than it is to do professionally but why it is so accessible. 

>> Why content creators and business owners need to start creating their own visuals and how they can approach this

>> The power behind hand-drawn work and showing your imperfections. 

Amy also talks about her current project to create doodle stock imagery. And how this will help add personality to your business. 

Plus, how you can stand out by being more thoughtful about the artwork you use alongside your content. 

Why daily drawing can help you develop your skills and make you considerate of how you can apply this to your business. 

Why content repurposing took the stress out of content creating for Amy and resulted in better work. 

The emotional and energy ties you have to your work and why constant creating can be draining. 

“No one wants to turn up in the same dress to the party. Hand drawn stuff can do that for your content.” 

What is content marketing? 

At its very best content marketing answers the questions that your ideal audience is asking and helps you create a community around your brand. 

But how do you do this? 

And really, shouldn't this be the goal of all marketing? 

All covered in the time it takes you to drink a brew (or coffee)

Content Marketing is not advertising. And I explain why in this week's brew-length episode. I use the helpful analogy of different kinds of listening to explain why content marketing serves a different purpose to advertising your products and services. 

I also cover: 

>> The difference between disruptive and interruptive communication

>> Why broadcasting is not the same as content

>> What content marketing is at its very best

>> And why you need to be listening to your audience first before talking all over them. 

Plus, I've created some Actually Useful Podcast notes, which you can get sent to you every single week with the podcast newsletter. 

If your strategy for Google Analytics is to ignore it or create a pretty spreadsheet so you feel like you're doing something, then this episode is going to give you the kick up the butt that you need to actually get up close and cosy with your data. 

I know that using Google Analytics is not the fun side of doing content. For most people, it's a thing they set up once and then forget about. But if you don't know whether or not your content is working for your business then why bother doing it at all? 

This episode I give you a cautionary tale about the dangers of ignoring your analytics and what you should be doing with all those numbers. Because who doesn't love a spreadsheet? 

In this episode you'll hear: 

>> My cautionary tale of epic prat-face proportions

What tools do you need to help you blog better? 

In this week's episode I give you a run down off the tools I use to help with my blogging and why I think they are awesome. 

These include: 

>> The app I use to stop me getting distracted online

>> Where I source and edit my images

>> And why you don't need anything fancy to blog. 

Plus, the importance of a cup of tea when it comes to writing a blog. Of course. 

In this brew-length episode, I share my blog writing process with you so that you can start creating content that can be repurposed at speed. 

Listen and find out: 

>> What you should do first when it comes to writing your blog

>> How to write a great intro

>> What you need to think about aside from the writing. 

And if you want more from this podcast then check this out: 

Your About page is one of the most important pages on your website. Yet so many businesses make this one common mistake and it creates, well, boring About pages. 

It doesn't have to be this way. 

In this brew-length episode I cover: 

- The one thing businesses do on their About page that they shouldn't

- What they should be writing instead

- And why it matters to your potential clients. 

If you want to write a kick-ass About page that really converts, then bung on the kettle and listen to this episode. 

Links for you: 

But how do you know what quality content is? 

In this brew-length episode, I talk about how data can help you create better content. And improve your existing content.

In this episode I explain:

>> How to make sure you measure the right thing

>> How to do a content audit using your data in your Google Analytics and using tracking links on your social media posts

>> More ways to get an idea of what is working for you

>> How to create content that people want to read

>> How you can use data to tweak your existing content

All the links:

In this week’s episode, I’m talking you through three different ways you can repurpose your content. Listen below to find out how you can save time and headspace.

For 10 minutes of your time discover: 

>> How you can take the content you created, such as your blog or podcast and turn it into a newsletter.

>> The importance of headlines and subheadings as your main key points for repurposing your content.

>> How you can turn it on its head and use your newsletter to create a blog or a podcast.

>> The ways you can expand that content and make it richer.

>> How you can turn your main piece of content into several social media posts.

>> What will engage your audience. So they comment and start a discussion on your social media posts.

It’s all about saving time and getting your structure right in the first place.

All the links:

Using a case study from Instagram account, Girls on Hills, I take a look at how you can leverage a social media platform and bypass the need for a blog.  

Show notes - the takeaways

>> Girls on Hills don't have a blog or newsletter so their social media works super hard for them.

>> You need to be 100% clear about who you are talking to.

>> Show your audience in your posts

>> Potential customers need to be able to find you. They relate to what it is you do.

>> How to get people spending with you on Instagram

>> Their packages are so clear and it's incredibly well-targeted.

>> Their content is aspirational and educational.

>> It's proof that you can do things incredibly simple.

All the links:

In this brew-length episode, I am chatting about SEO, or Search Engine Optimisation. This is what ensures people can find your website, or piece of content when they are using a search engine like Google or Bing.

Getting to the first pages of the search engine takes a lot of hard work. So I share the one tip that will help you bring your content to the top.

In this episode I explain:

>> What are backlinks and how they help build your authority online.

>> A different approach to building backlinks.

>> And how you can speed up the process.

>> How to naturally start collaborations with the businesses in your field that can help give your SEO a boost.

All the links:

If you're waiting for your website to be built (or maybe you've built your business without one) then I've got ways that you can create blog content without needing a website. 

But if you do have a website - listen anyway - I cover how you can use these tips to repurpose your blog content and reach a wider audience. 

In this episode I explain: 

>> Why you might not need a website to build a business

>> What you can do if you're waiting for your website to be built and want to get content out there

>> How you can put out blog content without using your website 

>> Or repurpose your content to a wider audience if you do have a website. 

I give you three different ways that you can create content without using a website. And I explain how this can be a huge benefit for your business. 

This episode also comes with a big fat warning about building your content strategy off your own platform.

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

All the links: 

In today’s episode, I want to chat about how to get more consistent in your blogging. Whether you lack inspiration or lack time, listen to this podcast for tips that will help you get organised and create a blogging schedule that you will stick to.

In this episode, I explain:

>> How often it’s more about lacking inspiration and lacking having a plan.

>> How to create a blogging schedule.

>> That consistency means turning up at a specific time, regularly.

>> That it’s important to find the frequency you are comfortable and happy with.

>> How showing up with good content is better than showing up every week.

>> That planning in advance will ensure you stick to your schedule.

>> How outsourcing the publishing of your blog could save you time and money.

>> The importance of treating yourself and your business as a client to meet your deadlines.

Often having that accountability to someone else is the thing that keeps you going.

All the links:

Alright, I've not been podcasting for long enough to have a proper say on it but I can see enough pros and cons of both podcasting and blogging to understand whether or not it will be right for your business. 

In this brew-length episode of the podcast, I go through blogging v podcasting to help you decide which format you should be using in your business. 

And look at the realities of both kinds of content. 

In this episode I explain: 

>> How long it really takes to create a podcast

>> The pros and cons of making podcasting your main piece of content

>> All the good stuff that comes with podcasting

>> Plus, the pros and cons of blogging for your business

And I talk about how you can decide which is the right format for you and your business. The reasons you might find blogging harder. And the benefits of blogging over podcasting. 

So if you're wondering which is the better marketing medium for your business - blogging or podcasting - this is the episode for you. 

And what you need to do no matter which format you decide to use.

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

All the links: 

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 fiona@indieessentials.co.uk

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: 

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: 

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:

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:

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.

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: 

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.

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.

>> 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:

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: