Welcome to the Blog Log, an inside peek into how amazing businesses are using content marketing to conquer their little corner of the digital world. 

Today, I am chatting with the phenomenal Natalie Tolhopf who is a kick ass business coach to high achieving women. She’s one of my amazing clients and she’s here to have a chat about how content works in her business. 

You can watch the video interview here, or scroll down to read the text version.

 

 

Blog Log 1: How Natalie Tolhopf Uses Content!

 

Nat, tell us a bit about your business. 

I help women sell with confidence. Often, as women in business, we can overcomplicate that, because we have self doubt. We can lack confidence and sometimes we just need someone who’s in our corner, who can just give us a rocket and say, right go and build that confidence and those sales muscles! That’s exactly what I do.

 

I can fully vouch that Nat is amazing at what she does because she helps me in my business. 

 

So what content are you publishing in your business? And how often do you put it out there?

I have always been consistent at writing. Because writing comes naturally for me, I’ve always made a point of being consistent with publishing content. 

But I started to hit a tipping point where I was actually too busy servicing clients to be able to write consistently, and I know how important content needs consistency. So actually, that’s one of the reasons why I started to outsource my blogs was I actually stopped having time to do it.

 

I know, that’s a problem a lot of people face. You get to the point where you’ve done everything yourself and then all of a sudden, there’s not enough hours in the day to do it all anymore. 

And you hit the nail on the head with the consistency aspect. One piece of content will not have much of an impact. It’s important to keep publishing on a regular basis for real results.

 

What kind of content are you publishing?

So this really smart lady taught me about Cornerstone content. Thanks Gemma Knight from Gemma Knight Writes! 

The blog is your cornerstone content. That gets written based on themes and messages that I had planned for the year. And then it gets posted out on all my social media. 

But then, with your content packages, what comes with it are social posts and a newsletter intro. They come as snippets or versions of paragraphs from that blog, which can then be used in my other content. 

That’s something really cool, because when I was running out of time to blog consistently, I would post about my blog once and then forget about it. And as we know, with content, we’ve got to sometimes repeat and tell people that it’s there. 

So for me, I use the cornerstone piece of the blog, I can then put snippets out onto my social pages, I also put it into my newsletter. There’s just there’s so much content and it’s amazing, I don’t have to do anything! 

What I love about what you’ve taught me with Cornerstone content is when my impulsive, raw energy comes out, I can embrace it. I know that I can pop that through my content plan because the foundations and the consistency are already there.

 

It’s really important to be able to show your personality as that’s what draws people to your business over others. So, it’s cool to be able to work that into your messaging. 

 

What kind of interactions do you get with your written content from people out there in the big wide web?

The cool thing with having someone else write your blog, is because they’re not so in the midst of day to day business, they are able to write for a wider audience than I could. 

Sometimes, because I talk a lot, I could sometimes bury the actual tip I wanted to give out. What I found is through having clearer communication, it’s still in my tone of voice, and I’m actually getting better responses from my audience or comments on my blogs. 

Heaps of people are saying, “I saw your blog, I love your writing”. So what it does is it keeps bringing people further down my funnel and getting them to read other content, which is really powerful.

 

And what kind of results is that translating into? Is that bringing in more leads or more sales?

It is bringing more people into my database and into my Facebook group. It then becomes my job to pick up those leads that the content is generating and then turn them into sales. 

Content keeps me visible and keeps me referrable, which is generating leads for sure.

 

How have you found the process of outsourcing your content? 

I’ve learned, especially by delegating to experts that they actually know the right things to ask you. So, when I came to outsource with you, I trusted your process the whole way because of that. 

You said, these are the things I need. And I could answer those questions for you easily. You took me through a process so that I didn’t have to do any heavy lifting, and you made it easy. For me, that is paramount for delegation. I can’t be the expert, so you need to be the expert. And you do that really well.

 

Thank you. It’s always good to know when a process comes together, and everybody gets what they need from it.

 

So if people were considering upping their content marketing game and putting some more written pieces out into the digital world, what kind of advice would you give them?

 

I think if you’re gonna do it, then you have to be consistent. Because you’re going to build an audience, they will want to keep hearing from me, if you just suddenly disappear then they’re going to be going reading my blog instead, because I’m consistent! 

Going through the process with an expert like yourself, who specialises in blogging, social posts and case studies is helpful. You get someone who can brainstorm ideas and themes, then generates a monthly piece of content from there. 

You can take and do so much with it. Not just written pieces either, you can turn it into a video or a live. It just keeps going, doesn’t it?

 

Yes, the cool thing with having that Cornerstone content is you can translate it across all of your marketing channels, as you say. It doesn’t even need to stay in words, you can use it for the basis of a script, for a video or a podcast or anything. The possibilities are endless!

 

They are though and I think that’s the thing, isn’t it, that when you take it off your shoulders, especially if you are a creative, you can then go and get creative with things like podcasts.

 

Thank you so much for sharing your content journey with us Natalie Tolhopf! It’s been amazing to hear how it works in your business and how it could potentially work in other people’s businesses in the same way. So thank you so much for your time. It’s been lovely to have you here.

 

Thanks for having me on the Blog Log!

 

So, it is time for you to get your content sorted on a consistent basis? Then, jump on a discovery call with me to see how I can help you do that.

 

And, if you need a kick ass business coach. Go and check out Natalie Tolhopf Business Coach today!