Content creation: how it all began
Over a year ago, I decided to start writing regularly on the world’s largest professional network, Linkedin, taking advantage of the mentoring I did with Karla Consulting three years ago. Everywhere in the digital world I heard these words: ‘Content is King’: so, Content Creation is crucial for all businesses. Was it? I was willing to try my luck, without many resources and with only a good dose of hope.
It cost almost nothing.
Linkedin: the perfect place to create content
In the free version, Linkedin allows you to publish regularly to thousands of people, without incurring any costs in terms of adverts. This is a huge plus compared to the other Meta platforms (Facebook and Instagram) where it has become almost outrageous what you pay for a simple advert.
On the other hand, Linkedin’s algorithm is fantastic, allowing our publications to reach a large number of people in a totally organic way. In other words, on this network we have the best of both worlds: on the one hand, a wide margin for writing and, on the other, publishing and being read without the crutch of adverts.
With this in mind, I began my journey of creating content on Linkedin. My purpose: to attract Leads!
Create content on a regular basis
At first, I confess, I didn’t have much of a strategy. I tested the network and people’s reactions, trying to understand how Linkedin delivered my content to others. And, like many amateurs, I adjusted to the network: in other words, I tried to write about those topics that I already knew would cause engagement and reactivity.
This reality changed when, at the end of 2023, I created my writing brand ‘Yellow Bird’ and began to need to publicise my writing services to the people who followed me on the web. The discourse had to change; having created a personal brand that aimed to help people with written communication in their lives and businesses (and which had a social purpose) it became necessary to expose myself much more.
Make your communication human and unique
But how? Very simply. Introduce myself. Involve people in the purpose of creating ‘Yellow Bird’, tell them my life story, my losses and my victories, my joys and misfortunes. Alongside this, I started publishing content about the services now available on my website: memoir writing, copywriting, writing for partnerships, storytelling and all kinds of business communication, with humanisation as the starting point. It was impossible to continue working without attending to this part.
In addition, the brand was and is trilingual: in other words, I decided to take advantage of my other professional experiences in international markets to offer my writing services in Portuguese, English and German. Pássaro Amarelo’ is a brand that I created with great affection and, for this very reason, special care was required in its communication.
It therefore became necessary to publicise it on Linkedin by publishing regular content. Little by little, with discipline and hard work, I began to see the first results.
The first results
It took about seven months for me to receive my first request from a client, via Linkedin, who was interested in writing mentoring.
I couldn’t believe it when that moment arrived! My first Lead!
Paulo (fictitious name) was a psychologist and followed me quietly on the net. He kept an eye on the content I was publishing very frequently (three or four times a week) and, one summer’s day, he decided to send me a message: ‘Inês, I’d like to do some writing mentoring with you’. I replied immediately and we booked a day and time: I was dazzled by this result!
This amazement is largely explained by the fact that it’s still very difficult to believe that creating content is fundamental to attracting leads. The idea of the effectiveness of adverts is so ingrained in our way of being and thinking (‘we are seen when we pay’) that we almost don’t believe that it’s still good content that gets us read. And that we therefore do business.
Building customer loyalty
The mentoring with Paulo went very well. Interestingly, we analysed his position in the writing field (the platforms where he regularly published texts, his presence on Linkedin, how and where he should grow as a writer), rather than writing techniques.
As with almost everything in life, we have to take a holistic view of where we are.
More than changing course or action, it’s just as important to define a short- and medium-term plan that allows us to grow and deal with challenges as we evolve as people and professionals. That’s exactly what happened with Paulo; I realised throughout our conversation that his main focus was to make more income from writing as he mastered new copywriting techniques.
Conclusions
At the end of our session, Paulo showed great interest in continuing with the mentoring over the next few months. He told me that he had gained a new perspective on writing and wanted to continue learning from me. I was dazzled, a second time!
So I came to the conclusion from my experience that not only was content king, because it really did attract new contacts to my network, but it was that same content that made people loyal to my brand.
There’s nothing more valuable than that!
For all these reasons: in a world that is increasingly disconnected from the principles of loyalty to anything and anyone, this loyalty simply has no value. A personal brand does carry weight because of the very personal value it gives people. It is irreplaceable, because no two human beings are the same.
Content creation is king
This is the power of writing. And I couldn’t help but dedicate these words to how it all began in my life, in relation to the enormous power that lies in creating content. Yes, creating content is fundamental to attracting and retaining the people who are with you in your life and in your business!
So please: create content!
And by the way, if you want to know more about Pássaro Amarelo’s services and how we can help you, click here!
“Let’s not rush, but don’t waste time” (Saramago)
Find out more about Yellow Bird´s services. Our passion is to transform lives and businesses through words.
