The relationship between content and creativity | Ep. 54 Content Magic with Lindsay Smith

Welcome back to Content Magic!

Today I'm talking all about nuture content. What it is, why you need it and how to create it.

I'm getting real honest in today's episode - comparison, self-doubt and feeling like a loser - none of it is off the table.

Tune in to feel less alone in this entrepreneurial journey!

00:00 Even pros face challenges; quick recovery helps.
05:38 Working with diverse small business owners is rewarding.
08:01 Clarifying nurture content for non-promotional periods.
12:13 Transparency builds trust, creating super fans, driving sales.
13:46 Focus on nurturing content for superfan conversion.

Lindsay [00:00:00]:
If I'm going to be super clear on what I'm really good at, I'm very good at nurture content. If you have an online business, you're creating content. And the way you create content is more important than ever. It's really noisy out there and learning to stand out is the only way. Hey, I'm Lindsey and I'm the host of the Content Magic podcast. All about being an entrepreneur and creating kick ass content to market yourself and your business. I have a not so secret superpower for copywriting, marketing, marketing, and content. And I've helped hundreds of folks just like you show up with a ton of confidence in the online space.

Lindsay [00:00:39]:
I've been doing this content thing for 20 years and I believe the real magic is a combo of intuition, creativity, and strategy. You can create content for your business without losing your mind. I promise. So tune in every week for tangible content tips, inspiring guests, and some real spicy opinions. Probably mine. Ready to dive in? Let's go. Hi, friends. Welcome back to the podcast.

Lindsay [00:01:04]:
I am your host, Lindsay, and today I want to chat about a couple of things. So one of my business values has always been transparency. So even if I wanted to fib to you, I cannot. And sort of like what you see online is the same Lindsay that you're going to get everywhere else. I only know how to be one Lindsay. There is no such thing as, like business Lindsey, and at home Lindsey, we're all the same person also. I mean, that's just consistent brand voice. But it's, it's.

Lindsay [00:01:43]:
I'm all one Lindsay. Which is interesting because this is something I've been thinking about too. I was like, you know what, if I was like, super unethical, I could for sure be a millionaire. But also it would mean that I was being super unethical. So that is another thing that I just cannot do. Even, you know, and I've had various mentors sort of push me in different ways, and it just never really felt right. Here's what I want to talk to you about. So last week I got sucked into like a comparison trap of doom.

Lindsay [00:02:19]:
And even though this is something that I often talk about with my clients and sort of how to avoid it, I'm not necessarily immune to it. So, you know, I'm, I'm a human being. Even though I'm really good at content and copywriting, I'm still a human being. And so sometimes that happens. I think the difference is that I've been doing this for so long that I can recover quickly from that kind of Stuff. And it was like one of those days, it was a couple days actually where I was just like, you know what, maybe it's better to just go work at the grocery store or, you know, go back into advertising. And I went down this spiral of doom. And then, you know, it kind of took me a day.

Lindsay [00:03:09]:
I had a bit of a pity party for myself and then I just was feeling like, honestly a bit of a loser because I was just like, so and so is doing this and so and so is doing this and what's wrong with you, Lindsay? And maybe you're terrible at this. And so I had a good pity party for a day and then by the next day I was kind of like, oh, okay. And I kind of got back to work, however. So one, I want you to know that I'm not immune to any of this stuff that I talk about with my clients. And it, I think you, this is the other thing. You just have no idea what is going on behind the scenes of these people, these so called people that you're comparing yourself to. One, if you're on their email list, if they're showing up in any of your social platforms, you can mute those people. Even if they are lovely.

Lindsay [00:04:07]:
Even if they are lovely, it's fine. You can mute them because there is no sense in making yourself nuts. So, yes, this is a step that I took. Even though these people are lovely, it just was like there was some trigger stuff that I just was like, okay, this is not great for you, Lindsay. So just mute, mute, mute, mute, mute and carry on. Anyways, and then the very next day, I came up with a fun new offer. Oh. Which is available, by the way.

Lindsay [00:04:39]:
It's called Holiday. What is it called? It's called Holiday Jingle Content Bundle. So essentially for those of you who have perhaps ghosted your email list or ghosted your social platforms and the holidays are coming up and you're like, I really want to take some time off and like hang out with my family and trim a tree and drink some eggnog. You can outsource your holiday emails and some social captions to yours truly and I will do them for you. So just go to lindsaysmithcreative CA holiday and you can find all the details there. Also, it's super accessible because again, well, that's another one of my brand values, accessibility. And the other thing I want to talk to you about is how I've sort of my own behind the scenes is that I've been sort of quietly shifting my niche a bit over here in my Intro. I talk about online business.

Lindsay [00:05:38]:
However, if I sort of look more closely at the clients I've been working with, I am very fortunate to work with a lot of small business owners, which is a little bit different than online service providers. And I think, you know, when I think about who I've been fortunate enough to work with, you know, estheticians, hairstylists, professional organizers, you know, people who put gift boxes together, I see that there is a common thread here in that, you know, the general sort of business advice that's out there for. Even though these, you know, small business owners absolutely have an online component, it's not always quite the same. For example, you know, equality Lead magnet is not necessarily the best method to build an email list for somebody who has a local audience. So I have seen these awesome clients is sort of a new challenge and sort of like a mathematical equation to try and figure out how to help these businesses create, not only create content, but to get more customers and get more sales has been a really kind of fascinating process that I really want to dive more into. So that's one change that's sort of been happening behind the scenes. The other thing that's been happening behind the scenes is that I, it's, it's interesting because I've been doing this for so long and because I have so many different areas of expertise under my area because being a copywriter and being, you know, and creating content, I've been doing this for so long. Yes.

Lindsay [00:07:37]:
There's absolutely various types of copy. I can write. I can, yes, I can, I can write sales pages. Yes. I can write your nurture sequence. Yes. You know, we can talk about your launch strategy. However, if I'm going to be super clear on what I'm really good at, I'm very good at nurture content.

Lindsay [00:08:01]:
Which means, you know, the way I classify it is it's like the in between content. So if you think about anytime you're selling something or you have, or you're, you have a promotion of some sort, right. And you're putting out content about that, whatever it is, you're sending an email, you're putting out social content about it, you know, you're doing like a bit of a podcast tour and talking about that new thing that is, you know, that's your sales content. But the in between stuff is, I think where I'm hearing from my market research is where people are getting stuck. You're ghosting your list because you're just like, I know what to do when I'm selling something, but I don't know what to do in between. You're probably ghosting your social channels a bit because you're like, I know how to show up when I have something to offer, but I don't know how to show up in between. So I've been working on getting really clear on that and exactly what nurture content is and why you need it. So.

Lindsay [00:09:07]:
And it's. And again. Right, right. Like, it's the same with working with small business owners, which I've been doing over the past year. I just didn't really realize it until someone else pointed it out to me and I was like, wait a minute, I'm already serving this audience. And so when it comes to nurture content, I think the way I see it, especially this year, I think most of us have seen that there's been a huge shift this year. There's been a big shift in how people are buying. Yes.

Lindsay [00:09:37]:
There was an election in the U.S. i think that took up a lot of people's mental energy. Right. But I think even before then, there's so much choice out there. There's so much choice. I think what's happening is consumers are getting overwhelmed and they're also becoming more skeptical about what they're investing in and what they need. So the way I see it, nurture content is going to become far more important than ever before. So, for example, I have my free call every Tuesdays.

Lindsay [00:10:16]:
Every Tuesdays. Every Tuesdays I have a free community call. We talk about content. That to me is nurture content. Nurture content doesn't necessarily have to be free, but that is a form of nurture content. I'm nurturing relationships, building relationships. And also, like, I could call it a lead magnet. Sure, it's a lead magnet, but it's also nurture.

Lindsay [00:10:46]:
It's also nurture content because that call is me showing up in my expertise and my authority and people get to know me as I am. And then, you know, and then, and then. So this is the process. Nurture content creates super fans. And then the super fans, when you have something to sell, those are the people waiting for you to sell something. Those are the people who are going to buy the thing when you're selling it. So the nurture content, right? It's like the in between stuff. Yes.

Lindsay [00:11:24]:
There's storytelling. Yes. It's about adding value. Yes. It's about educating. It's about all those things. But it's now more than ever, it's so important. Like, essentially, that's what marketing is.

Lindsay [00:11:36]:
Right. Like we're all building relationships and we're nurturing relationships. That's essentially all what marketing is on a small scale. So for example, the community call I host every Tuesday, that is something I would consider nurture content. Because I show up with my expertise and my authority as a copywriter and a content strategist. I often give the people on the call content ideas. Sometimes we talk about a content theme. So this is a way for people to get to know me.

Lindsay [00:12:13]:
And like I said, transparency is big over here at Lindsay Smith creative headquarters. So you know my, you know my, my greatest, one of my greatest successes is that online Lindsay and you know, in person Lindsay or on zoom Lindsay is it art match? It's the same. So those people get to know me. And then if nurture content is doing its job, those relationships that you're building, those become your super fans, essentially. So then because you're building trust and authority here, and then when you do launch something that's available to buy, your super fans will buy it. So, for example, I worked with a personal trainer over the summer, and she's wonderful. She's great. And the process of how I found her, well, one, I met her in person first at a conference, and I was like, I really like her.

Lindsay [00:13:16]:
Then I creeped her content and I was like, okay, she's speaking to me. She knows what my struggles are. She's like, similar in age. She knows what's going on. So then I worked with her. So I've, I'm already, so I'm already a super fan of hers. And then just recently she launched something else new and I was like, well, this is brilliant. So it's, it's like I've developed a loyalty to her.

Lindsay [00:13:46]:
So I'm kind of like, well, if I'm going to work with any trainer, it's going to be her because I'm her super fan. So good nurture content will create those super fans. And so when you do launch something or you do have something for sale or whatever, those super fans will buy it from you. And so this is the role of nurture content and this is the direction that I am taking the business. So one, mute those people who are triggering you and making you feel shitty or like a loser or like you have to go work at the grocery store. Two, things are changing a little bit over here. So if you're a small business owner, I want to talk to you. Three, nurture content is going to be more important than ever, especially as we move into 2025, because I think, you know, we're just what? What? You know, I think what it worked even like six months ago is not working now.

Lindsay [00:14:51]:
Things have definitely shifted. It doesn't necessarily mean it, it's bad. It just means you kind of have to pivot a little bit. Okay, so that's what's happening over here, guys. And I'm pretty excited about it and I'm working on what's going to come in 2025. I'm working on something new again for small business owners. Super accessible. So do watch this space because I'm working on something that is for my small business owner friends who might not have the resources to outsource, you know, to hire a copywriter or to hire a web designer or to outsource any kind of social media.

Lindsay [00:15:35]:
So I'm working on something especially for you guys. So stay tuned, watch the space, and thanks for tuning in and we'll see you next time, guys. Okay? Toodaloo. Thank you so much for listening. If you loved what you heard, don't forget to subscribe, leave a review or share this episode on social media. And don't forget to tag me on Instagram at Lindsay Smith Creative. And if you do all three, I'll be your best friend forever and invite you to all my birthday parties. That's it for today and I'll see you next time.

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