Repurpose, reuse, recycle: How to get ahead with your content creation

Repurpose, reuse, recycle: How to get ahead with your content creation

Do you find it easy to keep up with all the content you need for Instagram and all your other platforms? Nope? Well, you’re in the right place.

This week on the Whin Big Podcast, Katie shares one of our favourite hacks for spinning lots of different pieces of content out of one. Also known as repurposing your content, this brilliant activity goes a long way to help you feel relaxed and inspired by your content instead of stressed out and frustrated! Let’s get to work!

Today's episode is sponsored by the Instagram MOT. This 20-point checklist and free training are freshly updated, so get stuck in to find out if your profile is fit for purpose or needs some attention! Click on the big yellow button below to get started right away.

Helping you prepare for Instagram’s big updates

Over the past few weeks, Katie’s been sharing lots of content around the changes Instagram is rolling out around the shifts in the algorithm and how people and businesses can use the platform.

We’ve linked to a few of her ideas to help you prepare for the upcoming changes in the resources section below if you haven’t had a chance to read the emails or follow her stories.

“It totally knocked me off my feet because I hadn’t thought through – or planned ahead – for any potential impact from the changes.”

Building a robust Instagram strategy

In the last solo episode of the Whin Big Podcast, Katie walked us through building the Stories function into our Instagram marketing strategy because Stories will play a huge part in helping you connect with your current audience on a deeper level.

As well as using Stories, you’ll want to add in some or all of the following content touchpoints means you’ll stand a greater chance of bringing in more of the right followers into your community:

  • Reels
  • Instagram feed posts
  • IGTVs
  • Email newsletters – or a community away from Instagram

Freaking out about all the content you need to create? By our reckoning – a robust content strategy needs at least five different kinds of content, so freaking out is a perfectly natural approach. But it won’t get you very far – and there’s no way we’d let you struggle without getting some valuable support and guidance from Katie. What do you take us for?! 

Katie’s solution for making sure content lands in all the right places – consistently and in a valuable way – is to repurpose. It’s a brilliant way to do the work once, but keep up with the oiling of the content machine.

As with most creative marketing activities – there’s a helpful way to do this and an unhelpful way. Thankfully, Katie shares her exact (helpful) approach to creating ALL the content in an easy and manageable way.

Step 1: Choose an overarching theme

Katie recommends choosing overarching themes for up to 2 – 3 months ahead so that content ideas can all link together.

Let’s look at how Katie’s doing this with her content right now.

Main theme: Katie’s refreshing and updating content she’s shared before about Instagram strategies to match the platform’s current trends and future direction.

Pulling together a series of ‘topics’ related to the central theme, Katie created content – and shared it with our Instagram and email communities:

Topic 1: Instagram’s upcoming changes. Using the recent announcement video from Adam Mosseri (head of Instagram), this topic was about sharing the changes and what they mean for us. She re-shared the video and highlighted specific areas of change that will be relevant to and impact the Whin’s audience.

Topic 2: Instagram Stories. One of the significant changes most relevant to our audience is Instagram’s big push on using Stories. Katie picked this topic because it’s an essential way for business owners to connect with their current followers.

Topic 3: Recommended content. This was another important point from Adam Mosseri’s video, and Katie shared ideas about getting recommended in many ways on Instagram and in our Whin Wednesday’s email.

Topic 4: Repurposing content. This will tie the Stories content already posted to the topic Katie will work on next (Reels).

Topic 5: Instagram Reels. For this topic, Katie plans to share new ideas for creating Reels and re-sharing previous Reels content to fit with this theme.

“Choose an overarching theme but don’t stress too hard on the exact topics you’ll cover each week. When you adapt and repurpose content on one idea, you’ll come up with new ideas for topics that tie together.”

Step 2: Set a routine for your content types

This is all about identifying the different moving parts for creating your content and taking in some important factors for working out where to begin. Things like:

  • Length of content. Some things just take longer to create or think through.
  • Conversational. Some content creates better, quicker conversations than others.
  • Dates and schedules. Podcasts and emails are usually scheduled for a particular day, whilst other content can be more flexible.

Are you a content planner or a free-wheeler?

Katie covers specific ideas and instructions to help you build out your schedule in the podcast episode depending on whether you like to plan, or keep it pretty flexible, so don’t forget to listen to the full episode to get more detail.

“Video is king at the moment on Instagram, so make sure you’ve recorded – and saved. You want to gather as much raw material as possible to reuse and repurpose.”

Step 3: See how others repurpose their content

One of the best ways to figure out how to repurpose your content is to see how other successful accounts do it. Katie shares some of her favourite Instagrammers who share content in many different ways (and gives examples of their specific strategy).

How Shaun Galanos @TheLoveDrive does it:

Shaun is a love coach and uses his content to help people with their love and relationship challenges and questions.

  • Once every few weeks, Sean posts a question box in his IG stories.
  • He answers some of the questions in short video clips.
  • The short videos are then put together into a Reel.
  • He uses the Reel to Tweet the key message
  • Reshares the Tweet as an Instagram post
  • At other times he’ll share a blog post on Medium, which ties in with course promotion.

How Gabrielle Blair @DesignMom does it:

Gabrielle’s a designer living in France and shares content around her refurbishment projects and other lifestyle themes.

  • Several times a week, she posts Stories videos on her refurbishment project
  • Her followers then send her comments via DM, which she shares to Stories
  • All of this goes to her ‘highlights’ area
  • Photos and videos, as well as before and after pics, go on the feed
  • At the end of the project, she writes a detailed blog post with lots of information on the project

How Chelsea Dickenson @CheapHolidayExp does it

Chelsea is all about helping people travel on a budget. Right now, she’s sharing lots of easy to understand, entertaining content around the ever-changing rules and regulations on travelling – post-Brexit, mid-pandemic.

  • Posts travel rules update on Stories – with a Q&A box
  • She’ll put the same into a feed story
  • In Stories, she’ll answer questions
  • And finish it with a blog post (which she repurposes into Stories and the feed post)
  • She’ll use some of the content and creating a new Reels post
  • The whole idea will spark off a funny video to keep sharing the information

Want a shout out on our Stories?

If you repurpose your content or want to show off your newly repurposed content and would LOVE some extra love on The Whin’s Instagram Stories – then don’t forget to tag Katie @whinco over on Instagram.

Resources in The Whin Big Podcast 88

Sign up to our weekly email all about marketing strategy and inspiration for small businesses

Adam Mosseri’s video about Instagram updates

Repurposed content relating to IG stories:

The complete guide to Instagram Stories post 1 (Feed post with podcast graphic)

The complete guide to Instagram Stories post 2 (Reel with video from podcast recording)

Check out all of Katie’s Stories about creating Stories in the highlights section.

Creating a green screen Instagram Stories post (Video repurposed from Stories into a Reel)

Whin Big Podcast episode 86 The complete guide to Instagram Stories.

Other referenced content:

Will your content be recommended? (Text copied from Stories into a Carousel post.

Whin Big Podcast episode 78: 3 strategies for marketing success with Canva

Whin Big Podcast episode 55: Getting the most out of Canva (even the free version!)

“It’s always about the story,” with Avesha DeWolfe

“It’s always about the story,” with Avesha DeWolfe

This week on The Whin Big Podcast, Katie speaks with Avesha DeWolfe of Spiral Tide Pottery.

In this week’s episode, Katie and Avesha talk about the challenges of balancing Avesha’s social work career with her pottery business and the importance of taking time to breathe, think and just be.

They also talk about how traditional marketing advice doesn’t always leave room for each business’s unique personality and character.

Today's episode is sponsored by the Instagram MOT. This 20-point checklist and free training are freshly updated, so get stuck in to find out if your profile is fit for purpose or needs some attention! Click on the big yellow button below to get started right away.

Spiral Tide Pottery

Avesha is a social worker for half the week and runs her own pottery business – Spiral Tide Pottery – for the other half.

She’s inspired by the ocean (hence the name) and creates slab-built pottery like mugs, bowls and teapots, which evoke the beach and emotions of the sea.

The e-commerce side of Spiral Tide Pottery

Katie’s curious about how Avesha runs her business – is there a strategy behind the company, or is it all passion-led? And Avesha admits that every time Katie mentions the word ‘strategy’, she has an internal reaction!

When she first started, Avesha wore herself ragged going to all the craft fairs, open studio and market events. Now she’s stopped all of the running around, quit Etsy and opened her online shop on her site. She re-stocks the shop four times a year, and she opens the studio by appointment.

Listeners of The Whin Big Podcast can next buy a Spiral Tide Pottery creation on the 1 November when Avesha next stocks the online store.

“My strategy is to be as authentic and transparent as possible. My studio is what you see on Instagram.” – Avesha

When your dreams don’t go the way you expected

Avesha graduated in ceramics over 20 years ago but has worked mainly in social work ever since. With ceramics as a hobby and a passion, she would fantasise about working in ceramics full time and dreamt of making the pivot.

In 2018, Avesha had the chance to create ceramics full time, and it turned out to be the most stressful year of her life. The thing that she loved doing the most had to pay all the bills. “It sucked all the joy out of it,” she says.

Balancing passion with practicalities

For Avesha, her ceramics passion became one giant to-do list, one that she found incredibly stressful and joyless.

Unexpectedly, she found she also missed the teenagers and young people she worked within social work and realised she needed a balance between her two careers. This lay in finding a part-time job in social work to work in both areas with ease.

Katie definitely thinks there’s a common experience among many people, where they want to marry joy and purpose in their careers – too much of one without the other because stressful, or unfulfilling.

Marketing for a small ceramics business

Katie’s curious about how Avesha’s customers find her, which Avesha’s not sure about. Whilst she has more traditional tools set up – like Google My Business and a beautiful website- she ignores their metrics as they’re not the main place people buy from.

When directing enquiries, she always sends potential customers to Facebook or Instagram.

“Everyone has different data points that are relevant to their decision making in business. It’s finding the ones that give you the real data that’s important.” – Katie

Connecting with people on social media

Avesha has both Facebook and Instagram. She’s prominent in various pottery groups and on a Facebook group called ‘Not on Amazon’ and frequently shares links to her two social pages.

She prides herself on being helpful, so if people post requests for help or advice on the pottery group pages, she’ll give that help as much as possible. In other groups, she’ll share self-care tips – which is another core piece of the message she wants to share with people.

The connection between pottery and self-care

Lots of people don’t see a connection between self-care and pottery. But Avesha is keen to amplify the message that treating yourself to something lovely is an act of self-care.

“If you buy a beautiful mug from a potter, you want to connect with it. There’s something about a handmade piece of pottery that makes you slow down and stop – which can be the best self-care in your whole day.” – Avesha

Social Media series: Sunday Slab Meditations

Avesha’s keen to show her work to people in as authentic a way as possible. She creates posts that inspire scrollers to slow down and take a moment to see something beautiful take shape.

Every Sunday, she posts videos as part of her ‘Sunday Slab Meditation’ series. They’re films of the process of making pottery pieces and often feature Avesha smoothing out the clay in gentle, soothing motions. Avesha had no idea how much people would like this type of video, but she’s not surprised.

Her captions encourage honest conversation where people genuinely connect with her.

Building momentum through social media

Launching her new stock four times a year gives her plenty of opportunities to build momentum on social media. Besides her meditative and self-care themed posts, she’ll start to use social media in a more practical and informative way for her followers as she gets nearer to a shop update.

These will include:

  • specific product details
  • images and galleries of available stock
  • the stories behind each piece
  • insight into unique features each piece has to offer.

“We’ve talked before about the seasons of my studio. It doesn’t make any sense for me to post about the process of making pieces now – because it doesn’t marry up with what I’m doing in the studio. It has to be real.” – Avesha

Importance of paying attention to your energy

Katie and Avesha talk about the importance of giving yourself time to recuperate after a burst of productivity and momentum.

They talk about how the little voice in your head can get in the way of resting by feeding you all the things you ‘should’ be doing instead of taking a break from all the doing.

Avesha builds a few rest days into the process before the shop update, but despite creating the space, she’s so used to the pace of movement, she struggles with relaxing.

Marketing bad habits

Avesha feels like she’s guilty of not thinking ahead when it comes to a marketing strategy. She feels like she should be more planned but resists it for some reason. Katie suggests that this isn’t the case – she doesn’t think Avesha needs a plan because she’s posting content in the moment, which fits around the seasons of her studio and shop activity.

Trying to focus on a structured plan that traditional marketing ‘experts recommend’ feels clunky and inauthentic for Avesha. She’s tried using scheduling apps and tools and following the advice, and it’s never felt quite right.

Katie points out that everyone’s business is different and so the level of planning, effort and ‘strategic input’ needed for each business is different too. Fun Fact: It was this conversation with Avesha which inspired a recent podcast on Ignoring the Marketing Experts.

“When I’ve been to social media workshops in the past, I was told by the instructors that the way I do social media wasn’t good enough; it wasn’t organised enough. It wasn’t market-y enough. Hearing you say that is so validating!” – Avesha

What’s on Avesha’s business bookshelf?

Avesha doesn’t read business books, so she shares some other resources that she’s found helpful for her business:

The Maker’s Yearbook by Nicola Taylor – Nicola is a maker herself and created a structure throughout the year to help her avoid making mistakes. It breaks everything down day to day and week by week. Having a system is so helpful for Avesha. She thinks the structure could be great for all business owners.

Keep the conversation going with Avesha..

Spiral Tide Pottery website

Spiral Tide Pottery on Instagram

Spiral Tide Pottery on Facebook

A Complete Guide to Instagram Stories in 2021

A Complete Guide to Instagram Stories in 2021

If you struggle with converting your Instagram audience into real-life customers, then we’ve got you covered. Welcome to this week’s episode of The Whin Big Podcast, where Katie opens up the Instagram Stories treasure chest and shows you exactly what’s inside.

It’s a packed episode – with lots of insider secrets on leveraging Instagram Stories for your business. Among many other ideas and tips, by the end of this episode, you’ll know exactly how to create your Stories strategy to help you regularly get more customers.

Today's episode is sponsored by the Instagram MOT. This 20-point checklist and free training are freshly updated, so get stuck in to find out if your profile is fit for purpose or needs some attention! Click on the big yellow button below to get started right away.

Instagram Stories – upgraded for 2021

The last time we focused on Instagram Stories in the podcast was way back in January 2020. As you can imagine, a lot has changed since then (in more ways than one!). As consumers, we’ve become much more loyal to our phones and favourite social media platforms.

There’s so much more you can do with Instagram Stories now – so buckle up and get ready for an exciting ride through one of Katie’s favourite Instagram tools. We’ve broken the podcast up into three parts:

  1. What you can DO with Instagram Stories
  2. How to make your Instagram Stories engaging – and useful
  3. Using Stories to sell your products and services

“Instagram Stories are there to help you strengthen the connection you have with your current audience. It’s not a great tool for gaining new followers, but Stories is where you’ll do most of your selling.”

Part 1: Using Instagram Stories

Instagram Stories is one of the most flexible and effective tools on Instagram for connecting with your existing audience. Yes, even more than your feed posts or any other tool you use.

Katie’s counted at least 15 different things you can do in Stories. There’s more detail in the episode for each one, so don’t forget to listen to this week’s Instagram Stories podcast. Here’s a quick rundown of all you can do inside:

You can:

  • Post pictures
  • Post videos
  • Create and post text-only slides
  • Use automated captions
  • Share posts, reels and IGTVs from your account
  • Share posts, reels and IGTVs from other people
  • Share Spotify tracks (including podcast episodes)
  • Share Tweets
  • Add interactive polls and quizzes
  • Run Q&A sessions
  • Share conversations as screenshots
  • Use “green screen” to talk to a “slide,” screenshot or screen recording
  • Save any or all your stories to Highlights on your profile
  • Create a Close Friends group and share stories just with these people
  • Add swipe-up links or link stickers 

Why use Instagram Stories at all?

Katie has four great reasons for why you should add Instagram Stories into your business marketing strategy:

  • It’s so easy. Checking people’s Stories posts couldn’t be easier. They’re the first thing you see at the top of the app when you open it. It’s so easy to watch a few Stories before doing anything else on Instagram.
  • The better you get at posting through Stories, or the more people take an interest in what you’re saying, your followers will begin to look for and enjoy your Stories actively.
  • Stories give you more opportunities to get creative and share the content you enjoy making that your audience looks forward to accessing.
  • They feel more personal than feed posts (especially with Close Friend stories). They’re designed to maximise your relationship with your audience, and that’s exactly what happens. Stories feel like a face to face connection, making it easier for your followers to get to know you, like you and trust you better.

Part 2: Your Instagram Stories marketing strategy

In this week’s episode, Katie shares her best tips for creating effective habits for Stories, so listen to the full podcast for more details:

  • First, think about what you want to share in advance.
  • Work out which days of the week you have time to post Stories
  • Assign one main topic to each day – when you get better at this, you can tie the Stories topic into the content you plan to share across other platforms. you’re sharing elsewhere
  • Keep it simple to start with – 3 slides as a minimum, 5-10 slides is a great length
  • Mix it up – keep your audience interested by changing up the content
  • Don’t forget to add selfies to get your face and personality into your Stories
  • Remember to keep your fonts, stickers and colours on brand (and be consistent!)
  • Give it some time to see if you’ve had replies and responses – and remember to share those out too.
  • Create an outro slide (just like you did first thing in the morning) to wrap up your Stories day
  • Let people know when you’ll be back on Stories.

How much time should you spend on Instagram Stories?

This is one of those ‘how long is a piece of string’ situations, and it depends on you, your business, and how you use Instagram.

If you want to see results from using Stories, you should spend as much time on that tool as creating feed posts or Reels. Don’t forget that using Stories is the way to sell your products and services, so it makes sense that you focus your time and attention on them.

“Stories has always been intended to be a more informal, more casual and personal style of connection, so don’t obsess over it too much. People are more amenable to more mess, personality and scruffiness.”

Part 3: How to sell on Instagram Stories

Katie recommends that sales and selling should be a small element of the content you put up on stories, and there are two different approaches depending on how you run your business.

If your business runs in launch seasons

For business owners who have specific sales windows or offers at particular times, you want to spend lots of time creating value and entertaining – and offering free content to give lots of great value in-between times.

During the launch window, you’re going to want to share content that ties into the product or service you’re selling. Content should be about the same subjects covered in your course or focus on the new products and shop updates so people can buy in one window.

If your business doesn’t run in launch seasons

If people can buy from you any time, you’ll want to make lots of small mentions of what you offer sprinkled throughout your stories.

You might share some helpful information and then signpost people to a workshop or a product you offer that ties in. Or you might answer questions and share advice with your audience and let them know if they want some one-to-one time with you, they can book a discovery call with you about your coaching programme.

“It’s okay to feel like you’re constantly banging on about this thing you sell, but what you’ll discover is that people who are excited to buy from you will welcome the information. You just have to find the balance – do more than you feel comfortable and measure the results.”

Monetising your Stories

Another way to make money through Stories is by using the Close Friends Stories feature.

This feature allows you to create a specific group of people so you can share Stories only to that list. People can see you have exclusive content because your Stories bubble is green and cant be accessed by everyone. People have to ask to be invited – or you can invite them in especially.

It’s a great place to offer additional content – perhaps for a membership or a group programme. If it makes sense – you can choose to monetise this other content. You can see a great example of this on one of Katie’s favourite accounts: Monica, who runs House of Esperanza.

Her standard stories are about DIY and interiors, but her Close Friend Stories is about the business of being an influencer. She monetises the DIY content through brand deals, but she also has an online membership for influencers to join directly, with a monthly fee, which grew out of the Close Friends group. She’ll mention her Close Friends Stories and her membership for people to join from time to time.

“You choose who you allow into your Close Friend Stories Group, so you can check out their profiles and work out if you’re comfortable with the idea of selling – or giving extra value for free – to them beforehand.”

Want to know more about fitting Instagram Stories into your marketing?

As you can see, there’s at least 101 things you can do to promote your business and sell your stuff using Instagram Stories. If you love the idea of learning even more about fitting Stories into your Instagram strategy, then head over to Katie’s Instagram stories. She’s hosting lots of Stories themed conversations – answering your questions, sharing your tips, and shouting out Instagrammers who are doing great things on Stories too.

You’ll find her here: @thewhinco

Share the podcast joy!

If you enjoyed today’s episode, we’d LOVE it if you took a screenshot of your podcast app and share it to your Stories. Make sure you tag Katie in the picture, too, so she can say thanks!

Sharing the podcast with your friends is essential – for a small podcast like The Whin Big Podcast, it’s the main way we grow and reach new people.

Thank you!

Resources in The Whin Big Podcast, episode 86

Podcast 19: How to make the most of Instagram Stories 

House of Esperanza on Instagram

Katie & The Whin on Instagram

“Be a human, do the job, keep it simple,” with Keith Easton

“Be a human, do the job, keep it simple,” with Keith Easton

On The Whin Big Podcast this week, Katie speaks with Keith Easton from the WEL Podcast Studio and Woosh Entertainments

In this week’s episode, Keith and Katie talk about the importance of clear and honest communication. Keith shares his best podcasting tips for beginners, his keeping-things-simple approach to marketing and a few things he’s watched recently that have inspired his business.

Today's episode is sponsored by the Instagram MOT. This 20-point checklist and free training are freshly updated, so get stuck in to find out if your profile is fit for purpose or needs some attention! Click on the big yellow button below to get started right away.

Regular listeners may well recognise Keith as the wonderful man who edits the Whin Big Podcast – but when he’s not helping us create the podcast, he runs and operates the WEL Podcast Studio, which is part of Woosh Entertainments.

Keith runs Woosh Entertainment with his brother. As well as running a popular podcast studio, they provide announcers, PA systems and music for sports events such as Euro 2020 football at Hampden Park and the Commonwealth Games.

Finding a passion at an early age

Keith and his brother Graeme were always kicking a ball about when they were kids and grew up near a large playing field. Sport was a big part of their life growing up; they’d watch different sports on TV and then recreate what they’d seen on the playing field with their friends.

So far, pretty traditional for boys growing up together before Sky Sports. Katie’s curious about how this motivated the brothers to turn their love for sports into their careers.

Their business journey – one disco at a time

The brothers’ first business was Woosh! Mobile Discos, a business that thrived out of their involvement with Edinburgh scouting. They would take their mobile disco to various events scouting events, which proved an excellent way to build up a strong bank of clients.

At the same time, Graeme was training to be a teacher, so they niched their business, to specialise in the youth disco market.

“We specialised in doing schools and youth groups. We had stickers that said ‘I’ve been to a Woosh Disco’ it was a way of connecting before social media.” – Keith

Moving into the world of sports

Family connections with local basketball clubs helped them move into the sporting world. For Keith (and his business) this was the perfect place to start. Twenty years ago, basketball was seen as an American sport – and with that came announcers, music and entertainment.

Podcasting: combining passion with PR activities

Graeme – a big music lover – had always been curious about the types of music athletes listen to before or after competing. He was eager to explore this in a regular podcast and realised that a podcast would be a great way to showcase his talents for future job prospects.

Keith also loves music and co-hosts his podcast – The Cake Show – a music playlist and podcast that he runs with his musician friend Caroline.

Both podcasts are hosted on Mixcloud to address any issues around music licensing law.

Podcasting for beginners (the shoestring approach)

If ‘starting a podcast’ is on your list for content creation, but the budget to hire someone like Keith isn’t quite there (yet) – Keith shares his tips on getting started without going to the bank for a loan.

Podcast tips for shoestring startups

You might think that you need a stack of up-to-the-minute tech to get started on your podcast journey, but Keith talks us through some ideas that will help you on your way using things you already have to hand.

Smartphone: Your sound system

Download an audio app (usually free or already built into your device) to record conversations and audio.

Use a video editing app (again often free) to edit the audio before uploading it to the podcast platform.

Earphones as microphone

Keith recommends using the earphones that came with your device (although he’s not so keen on Bluetooth headphones that might run out of battery halfway through the recording).

The space around you

Think about the environment you’re recording in. Avoid recording in big, airy rooms or rooms with hard surfaces (like the bathroom).

Keith advises recording in a soft space – you can achieve this with duvets, cushions, and hoodies draped around.

Keep the camera running

Even if you’re not uploading a video, Keith recommends keeping the Zoom camera on when you’re interviewing guests online. Katie entirely agrees as there’s a lot of non-verbal cues to show your guest you’re keen for them to keep talking.

This tip can help your podcast sound much more like a natural conversation – something your listeners will appreciate from the start.

“If Zoom is good enough for the BBC and Sky TV, then it’s good enough for your podcast.” – Keith

Marketing to different types of audience

One thing that stands out for Katie is the different audiences that access Keith’s services. To deal with that, Keith has given the podcast studio a dedicated area on the Woosh websites, and sends people directly there when they’re interested.

As well as having separate webpages, the brothers have individual pages and accounts across social. They use Twitter, LinkedIn, Instagram and Facebook and know the importance of keeping the balance between business and personal style posts.

“You are the product. People want to see what you do; they want to see what you are doing. They don’t just want to read about what you can do on your website.” – Keith

Keeping things simple

Katie and Keith discuss the importance of keeping schedules, plans and services really simple to manage client’s expectations. For Keith, it’s all too easy to overcomplicate things, often to stay relevant or look clever.

The outcome is that you don’t deliver the service your client’s looking for, which is never a good idea for your business.

Keith’s best online post

Because Keith and Graeme have always balanced out individual posts with updates on projects and events they present at, they had to tread a fine line during the pandemic. With the events and entertainment industry taking a massive hit over the past 16-18 months, they felt incredibly grateful – and lucky – to work at football events at Hampden Park stadium and play a small part in keeping football going throughout the past seasons.

The brothers have a natural ability to show gratitude and generosity when it comes to the assignments they’ve worked on. At the same time, they want to make sure they’re not coming across as arrogant or bragging.

For Keith – they’ve found the balance by keeping posts simple and using lots of humility. He’s found that his audience is more willing to engage.

“I realise I’m fortunate to be here, but I’ve worked hard for 25 years to get here. Acknowledge the people around you.” – Keith

What’s on Keith’s business bookshelf? 

Keith’s not a book person. The last time he read a business book was in his student days. Instead, he listens to podcasts and watches TV, which he thinks relates very well to business and how he likes to do things. 

Mark Beaumont: Global Cycling Network (Hank’s Toughest Challenge – Lands’ End to John O’Groats) – The programme shows how the journey is organised and managed. For Keith, it’s full of great business acumen: the importance of teamwork, surrounding yourself with the right people, access experts when you need them and tapping into the right mindset. 

Mark Beaumont: Global Cycling Network (Cairngorms)Another programme to highlight how possibilities are endless when you focus on teamwork, resilience and planning. 

Rockfield – The Studio on the Farm (iPlayer)This is a brilliant programme about a recording studio that’s been set up on a farm. It looks at the famous people who’ve recorded there, and the evolution of the business.

Clarkson’s Farm on Amazon Prime – Keith knows Clarkson is a divisive figure, but this programme highlights the plight of farmers and the challenges they face. “Park whether you like Clarkson or not. When you see the people he surrounds himself with, the focus on teamwork, of resilience. That’s when it gets fascinating.”

Keep the conversation going with Keith

Woosh Entertainments website

Wel Podcast Studio website

The WEL Podcast Studio on Facebook

The WEL Podcast Studio on Instagram

Keith Easton on LinkedIn

Resources from this week’s Whin Big Podcast

Graeme Easton’s Playlist (podcast)

The CAKE Show with Keith and Caroline

Banish the post-holiday slump in your marketing

Banish the post-holiday slump in your marketing

Have you ever struggled to get back into your marketing routine after a big break? This week’s theme is all about getting back into your marketing-strategy-groove after taking time out.

Katie shares the exact 5-step process she uses to get back into posting content regularly and marketing her business after taking much-needed time out.

CORRECTION: You may notice in the recording that I declare there are only 13 Wednesdays til Christmas. Sorry if that gave you a mini-heart attack. Fortunately, it was an error on my part and as of 25 August, there are 17, of course!

Today's episode is sponsored by the Instagram MOT. This 20-point checklist and free training are freshly updated, so get stuck in to find out if your profile is fit for purpose or needs some attention! Click on the big yellow button below to get started right away.

The importance of resting over the summer

Despite not being tied to academic or school holiday times for at least ten years, Katie still can’t shake the idea that July and August are holidays. She tends to take a more relaxed approach to Marketing and promoting The Whin during these months.

She’s used the time to regroup, catch up with friends and family and generally take some time to think about the future of The Whin and the direction she wants to move into next.

“I really like having a slow season to rest a bit, reflect on my business and my priorities. Particularly this year after all the upheaval over the past 18 months.”

Time to get back into the game

Now that the school holidays are wrapping up here in Scotland, Katie feels ready to pick things up again and move forward.

If you, too, have been enjoying a more peaceful summer and you’re wondering how to get back into things – this week’s episode is perfect timing for you.

Katie takes us through five steps to help you ease back into marketing and get the ball rolling again.

Step 1: Consider your priorities

Take a look at your diary between now and the end of the year and work out what the significant events or gaps are that you want to fill; these could be themes like:

  • Christmas shopping season
  • Product or service launch
  • Urgent need for new clients

Write the months (or weeks) in your notebook and a key topic to cover each month.

No clue beyond the next three weeks?

Don’t worry – just cover those three weeks, and then move onto the following three weeks…and so on.

Step 2: Plan in some time off

Find a week in your plan where you’ll take a week off. And if you’re thinking, ‘hold on, Katie – we’ve just HAD time off’, Katie urges you to remember that feeling well-rested is essential for your business success.

Take a look at the dates you’ve just listed out and find a good spot where a whole week off would sit easily. Katie suggests at the end of a product launch, or big project wraps up.

  • Find a week off
  • Protect the time
  • Thank yourself down the line

Step 3: Get excited about something

For Katie, this is the secret of business success.

She’s the first to admit that getting back into a marketing strategy after taking time off can be tough. Getting back into the swing of things can take a lot of effort, so Katie’s advice is to plan something fun – and achievable – to get started with.

“The better you feel about the first week back, the more likely you are to go back for a second week, and a third.”

Here are a few fun ideas:

  • Team up with a business buddy for accountability, support and motivation
  • Take on a daily posting challenge for a whole month
  • Go live with connections you enjoy talking to
  • Challenge yourself to use up the Reels audio you’ve been saving with great videos
  • Go through your Stories archives and re-purpose the existing video clips.

Don’t forget to share your new activities with Katie over on Instagram. If you tag her using @thewhinco, Katie will tag you and give you a shout out on her Stories to help you get even more reach with your post.

Step 4: Increase intensity gradually

Think about what your posting schedule used to look like and start with just one thing. You can add another in each week till you’re back where to where you were before.

Set yourself gentle goals for the beginning, and don’t put loads of pressure on yourself. Remind yourself how long each of the activities takes to complete – and add in an extra half-hour to account for being out of practice.

“If you were over-generous with your time estimates, you can do a little extra or have a little extra rest.”

Step 5: Pay attention to the response without comparing

Katie’s saved the hardest one till the end. Naturally, you’ll post different content as you get back into the swing of things after a break.

If you’ve had a good chunk of time off, you’re likely to have a renewed focus, a different set of priorities and goals and even some new ideas for inspiration and advice to share with your audience. And – don’t forget, your followers will most likely have shifted over the summer as they enjoyed their well-deserved break.

This means that we can’t predict in advance what will land with people, what they’ll engage with or how much they’ll engage with each post.

Pay attention to the data as it comes in. Look at your insights after a few days and notice some key information, such as:

  • What people are clicking through to your site for
  • What people are sharing
  • What they’re commenting on
  • What email headings make them open your mail

Paying attention to this means you can serve your audience better right now. Try not to compare your numbers at the moment to your past data and insights. The two aren’t comparable, and it could set you off on a dip you don’t need.

“Don’t let your past numbers define what counts as success for you right now. You’ve got to give people – and the algorithm – time to adjust to what you’re doing right now.”

Additional help from the Whin Big Podcast

Katie has talked about market research and mindset tips to help you get ahead with Instagram marketing in a real, data-driven and positive way.

Episode 68: 5 ways to do market research & understand your customer. In this episode, Katie shares ideas and advice on getting the most out of your research.

Episode 76: The Ultimate Guide to Instagram Insights 2021 helps you work out exactly what your priorities are, so you can find the right data to help you push forward.

Let’s move forward together

The five steps outlined in this week’s episode of The Whin Big Podcast are not only Katie’s best advice but the steps she’s been taking to get herself back into the marketing swing of things after a restful summer.

If you’ve been feeling anxious about jumping back into the busy marketing plans and strategies, then why not try Katie’s five-step plan to getting back on track without the anxiety and overwhelm?

Don’t forget to get in touch with Katie over on Instagram with any questions you have about this week’s episode (or any other for that matter).

And if you want even more weekly support from Katie, sign up to her weekly email, which has lots of brilliant advice, support and resources to help you with your marketing (and lots more besides).