How do we create authentic content? How do we plan our content in a way that does not feel unorganic? These are questions I asked Hannah Flores, an Authentic Marketing Strategist and Founder of Digital Nourishment.
What you will learn in this episode:
- How to create authentic content
- How to find your voice
- How to plan and create a content schedule
- The importance of fun and YOUR voice
About Hannah Flores:
Hannah Flores is an Authentic Marketing Strategist and Founder of Digital Nourishment.
Using her authentic marketing method, Hannah helps wellness entrepreneurs to market their business whilst staying true to their values.
Hannah has over 14 years of digital experience and has worked for some big brands including Time out, Match.com, P&G, and Microsoft.
Hannah founded Digital Nourishment 4 years ago and now specialising in marketing for solopreneurs and small businesses owners in the wellness space. Her mission is to give entrepreneurs the tools, strategy, and support they need to build the confidence to get visible and attract their DREAM clients!
Hannah does exactly this in her new membership - The Visibility Collective ™
Connect with Hannah:
TP: Hi, today we are speaking about content planning. My guest is Hannah Flores. Welcome to the podcast.
HF: Hi, thank you for having me.
TP: Thank you for coming. You have worked for well-known businesses and brands. What made you create your own business?
HF: Yeah, so actually, if I'm going to be totally honest, it wasn't a plan. It was something that happened. So I have got a six year old son, and when I was on maternity leave with him, I actually got made redundant and I was working for an agency at the time, like a web and mobile agency. I started looking for part time flexible marketing roles. Turns out there aren't many of them. And so I started looking at, you know, setting up my own business and I started doing some consulting for somebody locally, a local personal trainer. And it just kind of went from there, really. So it wasn't something that I set out to do, but I'm so glad that that happened. And it's just really something I will never regret it. And I think being made redundant gave me that push to start where I might not have done it otherwise.
TP: How it turned out or how did you start? Was it easy for you to find new clients as you basically started from scratch? You couldn't take any of your boss's clients
HF: Yeah, exactly. And I was doing something quite different at the time. So I was I was an account director managing a team so with developers and designers. So it was quite different. If I'm going to be totally honest, it was quite gradual. And I guess I was lucky because I had been made redundant. I had got you know, it wasn't a crazy payout, but I got a payout. I got enough money to not have to panic. So it was gradual. Like I said, I started doing some consulting for somebody locally that I knew. And then I just kind of went from there, really. I, the first thing I did, which is what I recommend to clients now starting out, is I got in those are Facebook groups and I went and offered up, you know, "Would you like a free one to one session with me?". And I sort of I live in Hertfordshire, so I've just kind of nearish London and I met a few people in London and did some free sessions and it kind of went from there. But yeah, I think it's worth saying it was gradual. It wasn't like suddenly two months and I'm fully booked.
TP: OK, so you are like almost everybody else.
HF: Yes, exactly. Sometimes you hear about people being fully booked straightaway. I don't know. But it seems to be rare.
TP: Yeah. Part of me is really happy because now you have different kind of experience you can share.
TP: So you are a marketing strategist, and for marketing, we need some kinds of content. What is great and authentic content that would gain attention and attract more of our dream clients?
HF: Yeah, I mean, I think really, you know, I call myself an Authentic Marketing Strategist. So this is what I'm always talking about. I think really authentic content is the content that allows our viewers, our audience to really get to know us. And yes, I think video is brilliant. So I was having a conversation with somebody this morning about video, but it doesn't necessarily have to be video. It could be written, it could be audio like this. But I think it's about being really real and genuine and sharing with the world what you stand for and what you don't stand for. You know, I'll give you an example of that. One thing I always tell my clients is, "Yeah, talk about why you do what you do. Your why, your values, your passion." But also on the flip side, talk about what really annoys you about your industry. Like, you know, are you a nutritionist or a dietician? And it drives you mad that people are always saying, you know, "Lose weight really quickly". And so that is another really good way to be authentic. I think so rather than just saying the same thing that everyone else is saying, actually make a stand and say, "Do you know what, I don't agree with this. Whatever is this quick, you know, lose weight quickly. That's not what I teach. And I teach this and this is why I'm different". So, yeah, there's many different ways that you can create authentic content, but I think, yeah, it's really just allowing people to get to know you. So not feeling like we have to do these kind of perfect Instagram photos and have a perfect filter and everything is perfectly written. It's like actually sometimes get on a live video without your makeup on and just chat. And I hope that answers that.
It's about being really real and genuine and sharing with the world what you stand for and what you don't stand for. - Hannah Flores, Podcast Step Up & Thrive
TP: Yeah, it actually answers. So you mentioned, "OK, you go and write and say what you think about". But still, when I started my business I was so worried and I pondered in the morning, "Oh my God, what I'm posting today? And it was really a pain in the ass.
TP: So how can we make all this process much easier? Do you have any, any tips or tricks, what we could do?
HF: Yeah. And I think it's a really common thing. You know, I even struggle or have struggled with it myself. I think really there's one key thing and that is planning. So I'm not actually into really, really rigid planning. But if you rely on every day I used to do this, I would say, "Oh, I'm going to do a post every day to Instagram". So every day whilst running my business and looking after my son and doing whatever else I had to do, I would have to make sure that I opened up Instagram, found an image, wrote a caption. It just doesn't happen. I think it's impossible to be consistent if you do it that way.
TP: So really have a plan. And you know, what I advise people to do is plan a minimum a week in advance. But if you can do two weeks, brilliant. And then, you know, some people scheduling tools are brilliant.
HF: They're there to help us with this problem. Some people don't like using them, so you don't have to use them. But I think have an idea of what you're going to post, because if you are just winging it and thinking at 6pm, "Oh my goodness, I haven't posted anything". It's just, it's impossible to be consistent. Right. We've all done it. And then you think, "Oh, I'll just post tomorrow" and then it doesn't happen. So I think planning is the really important thing in terms of like sort of practical tips of creating a content plan or content calendar. What I always say is start, so if I'm working with clients, will map how we might map out the next two or three months. But we're not literally writing every post three months in advance, but for the bare bones of a calendar. First, start looking at national days, so, you know, Easter, Mother's Day, Christmas, etc. then look at Awareness Day. So like I have a wellness awareness days calendar that I created. That's a great place to start. So with Mental Health Awareness Week, we've just had International Women's Day and you can plot that. I literally just use a google spreadsheet, there's loads of tools you can use, I find that to be the best one, plot those dates in and then look, are there any dates that are key to your industry? So, again, let's use a nutritionist as an example. Are there like some big events going on or things like that? Plot those in and then you can start plotting in what's going on in your business. So you have a new product coming out in a month or a new service or you're speaking at an event or you're going on a podcast or whatever it might be. And so that's, pillars I think that's the best way to do it, sort of gradually pull out those dates. And then the other thing, you know, without spending hours talking about this is to have your content pillars or your content themes. So choose, you know, three or four themes that you talk about and just talk about those things and always come back to them. So, like, for me, I talk about visibility a lot. I talk about content planning, like we're talking about today. I talk about strategy and I talk about mindset. So have those. They can be quite big, broad themes. But again, I think that helps you to be really focused, because what I find I do it myself is I go, "Oh, that's interesting. Something I don't know, a new tool just come out. I'm going to write a post about that". All this is happening. And what we're doing then is we're thinking about what's interesting to us, not what necessarily is interesting to our audience. So if we have content, pillars and our values that we can come back to, we can just always kind of rein in. And then people know what to expect from us. But really, my number one thing, as I said at the beginning, would be having a plan. I think if that was like the one takeaway, I would say plan.
TP: So, yeah, I don't have to worry from 6:00 a.m. till 6 p.m. "Oh, my God, what will I do?" But then check my plan and say, "Oh, it's this kind of subject and this kind of post".
HF: Yeah. And I think, you know, another thing just to add on to that is what in an ideal world you would have content scheduled. So say now if I had the next two weeks of social media post scheduled and if I was going to be super organized, I might have my emails and my blog posts as well, already ready to go. But that doesn't mean that you can't post something, you know, just randomly or last minute, so what I think is really good is to see that like a backup. So you know that if you do nothing for two weeks and you just go about your business and your life, you know, let's say three or whatever, three to five social media posts are going to just be published for you and then you can go on and interact with people. You know, I'm all about the genuine engagement as well. But if suddenly you read some news or something happens and you think "I really want to share a piece of content about that", you can do that as well. And so I think that's the thing is you don't want to just rely on that type of content. You want to have a backup, but you're also being too rigid, and I think it can feel stressful for people as well
TP: Because life happens.
HF: Yeah, exactly. Yeah. But what, you know, I think the whole "What do I post?" thing is it is the most common question that I get asked, and I'm sure it probably is for all marketers because it is something that people really struggle with. And, you know, I've got I have content prompts that I share with people. So, again, if you're, I mean, you could just literally Google this or, you know, follow me on Instagram or look at other marketers. And it's just that thing of like when you literally don't know what to post. So it's not a wellness awareness day. You haven't got a service. There are little things you could do, like just talk about your life, what you're doing. You know, we're recording a podcast now. I could write a, I could write a post about that. Or before we started recording, I was walking home and I was listening to another podcast. I could share a post about that. "I've just listened to really interesting podcasts about marketing here in my top three takeaways". So I think that's another thing, is just be inspired by what's all around you as well. And I realize for anyone starting out, this is going to feel like I'm giving a lot of, a lot of tips at one time. But I think sometimes we get so rigid and we think, "Oh my God, I don't know what to post". But I often find that if I just kind of relax a bit and don't overthink it, something will come to me. And I, you know, what you will find is that the really interesting content marketers and storytellers that I follow, one of the big pieces of advice that they will give is just consume other content. And it doesn't have to be about your niche, what you do. But, you know, regardless of books, listen to the podcast, read the paper and see what other what see what people are sharing and doing well. And I think that inspires you as well. So if you're again, let's use a nutritionist example. If you're a nutritionist, don't just follow nutritionist on social media, follow loads of different random people and see what they're doing.
TP: Mhm. Okay. My time or my days would be pretty full.
HF: Yeah. Yeah. I mean I guess it's just tapping into things that you might do anyway. So you know I'm a content market, so obviously I love consuming content and it doesn't feel that stressful for me. But again, just make it tie into your day. Like if you there's no harm in talking about your morning routine or what you've just read or, you know, people believe or not people want to know that stuff because they want to get to know us.
TP: Being more personal, being more available, more visible.
HF: Yeah, absolutely. I think that's so right. And I think, you know, of course, when people are following me as a marketer, they don't just want to hear about what I had for lunch and what podcasts I'm listening to. They want me to actually give them advice as well. But I do think yeah, like you say, being available and personable really helps because, you know, if you work with mums, for example, it can be really interesting for you to talk about the fact that you are a mum if you are one as well, you know, that kind of thing. So it's letting you know. Going back to authentic content, I think it's letting people get to know you and but only as much as feels comfortable to you. So you don't have to tell the world everything, but let them have..
TP: A little wild card.
HF: Yes, exactly. Exactly. But yeah, exactly. It's just letting them have a little glimpse into your life, I guess. And what makes you tick.
TP: Okay. Thank you so much. And now it's time for our Quick Tips section. And this is something that we do regularly on our podcast. And my question is, what is your biggest revelation about content planning and creation?
HF: My biggest revelation. I think that it doesn't have to be a really painful, arduous task, it can actually be fun. And I know...
HF: Yeah! I can see your face being like "Really?". You know what? I'll give you an example. Even though I'm a marketer, I have struggled with reels on Instagram, which is obviously quite a new thing. And I have just started making them. I had a real mental block about it, like, "Oh, what am I going to do? Everyone's going to judge me". And then once I just started thinking, just get over it, just try it and see what happens. And I, I think that is my biggest revelation is that it's just about testing. We put stuff out into the digital world. It either works really well and we get loads of comments or it doesn't. Either way, it doesn't really matter. It's still learning. And if we share a video and we really dislike it, we can delete it. So it's yeah. So, you know, I think that's the thing is like. Yeah, kind of have fun with it and just see it as an opportunity to get to know your audience and let them get to know you and just, yeah, I know, I know some people are going to be listening to me like "It is not fun to have to do a video" or whatever, but I think just play around with that. That's you know, that's my that's been my biggest revelation really is that it doesn't have to be this really serious, difficult task.
TP: Oh, I so much love all those entrepreneurs who say that fun is actually the main purpose of their life.
TP: You are also my favorite person.
HF: Thank you.
TP: No, but it's real because people are making even business. You have to be so serious. You have to be so sort of like in the box so that everybody could get what you are doing and no way you can have fun. No way you can enjoy yourself while you are doing good work or while you're doing your business then. Yeah.
HF: Yeah. And I think, you know, it's for a lot of people like myself and I think, you know, it's so common is that they might have had a sort of corporate job before, a lot of us then, you know, become an entrepreneur, start up our own businesses. And I think certainly for me, I was like, "How do I talk?". That was my first thing literally when I started my work Instagram account. "What tone of voice do I use? Am I really professional? Am I serious? I don't know". And it's taken me a long time to be like I just talk like me. And I think that's the thing. Like you say, if you are a jokey, fun person, get across in your content. If you are a little bit more quiet and you're a bit more introverted, fine. Let that be your content. But I think it's that I don't know. Yeah, like you say, we have this idea... Don't we? What we should be saying and how we should behave. But people just want to get to know us. There's you know how I was recording an episode of my podcast this morning. We were having this discussion like there are always going to be hundreds of other people that do the same job as you, whether you're a nutritionist or a marketer or a business coach or whatever. But people will choose you because you're unique. And that's what we need to tap into. I think I've got this whole model in my membership dedicated to this called "The Power of You", because we can think that these things are all negative, like, "Oh, I'm a bit scary, or I stumble over my words or I'm a bit brash" or whatever, but actually some people are going to love that and want to work with us for that reason. So I think it's good to own it.
TP: Even weird humour, what most people don't get.
HF: Exactly because some people are going to love that and that's going to be, you know, their favorite thing about working with you. So, yeah, whatever.
TP: Thank you so much. These were really great tips. And I, I really hope that entrepeneurs listening to this episode now, "OK, I don't have to be so serious anymore". So if our listeners would like to know more about you and follow your work, can they do so?
HF: Yes, I think the main place to hang out online and engage with people is on Instagram. So my handles are @digital_nourishment. So that's a great place to connect with me or over on my website. I've also got a podcast as well called The Authentic Marketing Show, where I interview guests like this and have chats about marketing and everything, you know, marketing mindset and everything in between. So they are the best places to find me.
TP: And I know that you have a great gift for everybody who have listened this episode.
HF: I do. So I've got a free PDF that people can download, which is my top hacks to never run out of content ideas.
HF: Yes, exactly. So some of which I've touched upon in this episode. But now that will go into more detail as some tools that I use, which I mentioned in there. And yeah, it really is like an evergreen system that you can just keep using it, rinse and repeat. And then the idea is that, yeah, you never have that mental block, hopefully.
TP: Thank you so much. And and message to everybody, please download and your life will be easier. Definitely.
HF: I hope so. I hope it's helpful.
TP: Thank you once more, Hannah. It was really great having you here and wish all the best.
HF: Thank you so much for having me.
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