10 Things That Support My Content Creation Habit

10 Things That Support My Content Creation Habit

In this blog, I share the tools and strategies I’ve adopted over the years to facilitate a consistent content creation habit for my business.

I hadn’t fully appreciated, till I started to really think about it, just how many things I have in place to make the delivery of my content marketing strategy as easeful as possible.

Without further ado let’s dive in.

1. I create sacred space

Since my business really took a few years ago, my schedule has become very full. Despite that, I have Monday mornings blocked off in my calendar for content creation. This time is held sacred, I don’t bump it to squeeze in other things, I don’t skip out on it when I don’t feel like it. Monday mornings = content creation and that’s just the way it is. Does that mean I always produce a finished piece? Nope, sometimes despite my best efforts, I don’t get a piece of content created or published but the commitment to trying is there.

Something to mention is that I used to have content creation in my schedule daily and I actually found that then it was easier to miss or skip those sessions. Knowing that the only space in my week is Monday mornings means that I know that if I don’t do it then, it won’t get done.

2. I have a deadline

Monday afternoons through to end of play Thursday are filled with 1:1 and group coaching calls. If I don’t get the piece written before lunchtime on Monday, I know it won’t go out because I literally don’t have the space in my week to finish it. This is what happened last week. I have a half written piece about Visibility sat in my drafts folder because it was too big a task to finish in the time I had available and half-way through writing it, I ran out of steam.

Having this lunchtime deadline on a Monday really helps to motivate me to get my ideas out of my head without overthinking it too much. It also means that if I miss the deadline, I don’t send out content that week.

3. I use accountability

This comes in the form of mindful coworking sessions from the cabin. These are 75 minute sessions that contain movement, meditation and a 52 minute focused working session. They are run by a client of mine, which gives me an extra reason to go and for me they are brilliant. I’m actually typing this very piece in my morning cabin session.

Coworking with others and sharing my intention for what I plan to get done during the session keeps me focused on the task at hand. Left to my own devices, with the whole morning open for content creation, it’s easy to succumb to distraction. To open up social media or my email and get lost in busy work. working alongside 4 or 5 other people, knowing that we’re all trying to complete an important task really helps me stay on task.

4. Never miss twice

Years ago I watched a video, in which someone shared the idea that if we endeavour to never miss a habit two days (or two times) in a row, we’re guaranteed to hit our target at least 50% of the time. I loved this idea so much and it has played a big part in how I approach habits in my life and business ever since. Allow me to explain what this means in practice, when it comes to content creation.

My commitment is to create one piece of long form content a week. However, there are times I don’t manage to do this. Maybe I’m just really not feeling it that day and as hard as I try the words won’t come, sometimes I’m sick or one of my children is, sometimes I’m exhausted (two children under the age of 5 will do that) and I just need to go back to bed for an hour. Whatever the reason, I don’t execute my plan to create content every single week and I am completely okay with that. If I miss a week, for whatever reason, I’m not going to give myself a hard time about it.

What I’m less relaxed about is missing my commitment two weeks in a row. This never miss twice idea makes so much sense to me that it’s how I overcame my resistance to writing this very letter this morning. Because I missed last week, I knew that missing today would break my never miss twice rule and the reason I’m so strict about it is because if we go too many days or times in a row without honouring our commitment we undermine our self-trust and it becomes increasingly more difficult to get back on track. To hear James Clear, author of Atomic Habits talking about this in a super short video click here.

5. My Content Strategy

Another things that provides accountability for my habit of content creation is that my entire content strategy depends on it. My whole approach to content marketing is to create one solid piece of content each week and then repurpose it so that I can publish daily content without having to create daily content.

My whole strategy is create — repurpose — promote.

If I skip the create part too many weeks in a row the whole strategy collapses. It’s taken me years to create a marketing system that is simple, enjoyable and that brings in new clients, so the idea of not showing up for the most important part of that system is often enough to get my butt in the chair.

6. I plan ahead

Planning what I’m going to write about before I sit down to write is make or break for me. If I sit down to my Monday morning cabin session with no idea what I’m going to write about or several ideas for what I could write about, I know for a fact that I won’t get a newsletter out that day. No joke it’s that clear cut.

Not having thought about my content idea ahead of time means I inevitably spend the time allocated to create, thinking instead. My ideal is to have come up with the topic for my piece of content the Friday before so that my subconscious can chew it over in the background over the weekend. Sometimes, however, like with this piece, I came up with the idea less than 30 minutes before I sat down at my desk, but that still gave me enough of a head start to be able to start writing as soon as my content creation session began.

7. I write about what is

Years ago I dreamt about being the kind of content creator who could batch create content and have a month of newsletters or blog posts pre-written and pre-scheduled but since then, I’ve well and truly let that dream go. Why? Because I feel inspired to create when it relates to what is going on for me and/or my clients in the present moment.

Let’s use this piece for example. It started life as a newsletter and the Monday it was due to be sent, I hadn’t come up with an idea for it on the previous Friday. Given my weekends are busy with my family, I didn’t get a chance to think about it until the morning it was due to go out. On my walk I went back and forth on several ideas, capturing some of them by talking into my phone, but none of them felt right (you know how it goes). Then the thought of not sending a newsletter out popped into my head and all of the reasons I’ve outlined above started to come up. I’d missed the week before, so don’t want to miss another week, I had a cabin session planned in so I didn’t want to waste or miss it, if I didn’t write something that day, my assistant wouldn’t have anything to repurpose a month from now etc etc.

And then it hit me, I could simply share with you all the things I have in place to support my content creation habit. Et voila 🙂 Looking at what is present for me right now, is often all the inspiration I need.

8. I draw on real conversations

Similar to my last point, I also draw much of my inspiration from my conversations with other business owners, my clients and mastermind participants, I have many coaching sessions each week and these conversations are rich with ideas and topics for content that I know will help my audience.

Side note: In case you are wondering, this is where I got up to in my 52 minute coworking session — not bad eh? What happens when I put a timer on a task and throw in some shared accountability is nothing short of magic! 🙂

Now if you don’t have a schedule filled with client sessions to draw on, don’t despair. There is nothing to stop you having regular conversations with your ideal clients. These could be complimentary sessions, research calls or just virtual coffee dates, the format doesn’t really matter. What matters is that you are out in the world talking to the very people you’re trying to support. Hearing from your ideal clients directly about what they are struggling with and need support with has been an endless source of inspiration for me.

9. I always have you in mind

If I didn’t have the reader in mind when I sit down to create content, I think I would find it overwhelming. There are so many things I could talk about in the realm of business and so many ways to talk about them that I would struggle to know where to even begin. What works for me is to think, first and foremost, about what would support you the reader, as I craft my piece of content.

It’s for this reason that I focus mainly on content that moves the reader from doubt and resistance to clarity and action.

My hope for nearly every piece of content I create is that they contain practical strategies you can go away and try on for size, that the content is genuinely useful and practical rather than simply inspiring or thought-provoking. Don’t get me wrong, inspiring content has its place but always coming back to the question: What can I share that will support my audience to grow their business? really helps me to create my content with more ease and flow.

10. I have space to think

And last but not least, I walk every day — now for an hour, which gives me 5 hours of thinking time each week. Time to mull over content ideas as well as listen to business podcasts (a brilliant source of inspiration). Having space to think (albeit no so much that I overthink) is essential to me and it’s why I upped my morning walk from 30 minutes to an hour.

Of course I don’t just think about content, I think about my offerings and business model, my business goals and other ways to make my business work for me, so that I can enjoy life as much as possible. Not just that, but I’m finding that as a result of these daily walks I have so much more energy and feel so much more alert than before. And it’s worth noting that sometimes I don’t think about work at all and instead spend the time taking beautiful sunrise photos, leave voice love notes for friends and family or simply listening to music.

So there you have it, ten things I do to support my content creation habit. I truly hope that you find a few things in this list that you can use to support you. If you feel called to, please leave a comment and let me know what practices you might adopt in your own content creation efforts.



Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.

The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.

If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.

10 Things I Want You To Know About Email Marketing

10 Things I Want You To Know About Email Marketing

“If you obey all the rules you miss all the fun.”
~ Katharine Hepburn

In this blog I share 10 ideas about email marketing that will hopefully dispel some common myths about this business practice, as well as give you some ideas to inspire your own email marketing efforts.

I’ve alluded to these ideas in various ways throughout my teaching and 1:1 work but this is the first time I’ve pulled together, in one place, all of my thoughts on email marketing and how to make the most of it for your business. Whilst I am using the catch-all term “email marketing”, what I am mainly referring to here is the practice of sending newsletters to your subscribers.

Let’s take a look at those ideas.

1. Your email list is not your business.

Most mainstream marketing advice will have you believe that your email list is everything. That without a solid list of newsletter subscribers, it’s impossible for your business to succeed. Now whilst I’m a huge fan of writing and sending newsletters to my people and highly recommend it for your business (if you so feel inclined), I don’t believe that any one business strategy or tool is the be all and end all for your business.

For sure there are successful businesses out there who don’t have an email list, as well as many unsuccessful businesses that do!

2. You don’t have to have a big list to make money.

Since I’ve been working online (circa 10 years) the idea that the size of your list determines the level of income you are able to generate has been doing the rounds. I remember years ago working hard to achieve the goal of 1000 subscribers because it was (and still is) said that 1000 subscribers is the magic number needed to start being truly profitable in your business.

This is simply not true.

I’m actually making a lot more money now with a list of less than 1000 than I was in my old life coaching business with a list greater than 1000.

And it’s not just me, I remember collaborating with two colleagues of mine to sell one of my group programs. They agreed to share details of it with their list in exchange for an affiliate payment for any purchases made from their subscribers. The colleague whose list exceeded 1000 and was far bigger than my own at the time, made zero affiliate sales. The second colleague whose list was tiny and far smaller than my own, did.

The moral of this story? When it comes to your email list, quality over quantity is key.

3. You don’t have to focus on list-building.

Say what?! Honestly it’s true. I do not and have not focused on building my list for years now and yet I have a steady rate of growth, which on average looks like a new subscriber every couple of days. Now if you’re looking to get tens of thousands on your list in a fairly short period of time then a new subscriber every other day isn’t going to cut it, but given that I don’t believe that huge numbers are even necessary then this level of growth works well for me.

Even with a smallish list and an average growth of 15 new subscribers a month, my coaching practice is booked up with a waitlist and I often have several applications in for my mastermind, before I’ve even launched it.

So you might be wondering where these new subscribers are coming from if I’m not really doing any list-building activities. Well instead of list-building, my focus is, and has been for many years, on creating valuable content for my audience. Because of this content, people find my articles from searching on Google and on platforms like this and then come to my site to find out more. Once there, because the content they read is helpful to them, they sign-up to my newsletter to get more of the same.

In terms of promoting my newsletter I do just 1 or 2 things. Most of my blog posts have an opt-in box for my newsletter at the bottom (I don’t use pop-ups because we all hate them don’t we?!) which means when people find my content, which I do make an effort to promote, they also get to hear about my newsletter. Very occasionally, I’ll also put out a post letting my audience know the subject of my next email and inviting them to join my list to receive it (just like this one).

4. You do have to focus on engagement.

Whilst I don’t focus on growing my list or selling to my list, one thing I do focus on is engaging with my list. For me, I want to look past the numbers and focus on the very real people who are actually taking the time each week to read what I have to say. I do this in a number of ways.

  • As mentioned above, I make the intention of my newsletters to be practical and useful to the reader.
  • I make invitations to engage directly with me into every single email.
  • In my welcome email, I invite people to complete a short survey so that I can find out more about their particular needs.
  • Now and again, I’ll incorporate surveys into my emails to find out more about what my subscribers want from me.
  • Less so these days because of time constraints, but many times over the years, I’ve looked at who is reading my emails most regularly and will send them a direct and personal email to say hello and ask how I can help.

Engaging with my “list” serves to remind me that real people are on the other side of the metrics (number of subscribers, open rate etc), which is a far more important focus than the stats.

5. You don’t have to sell in every email.

In my research for this piece, I came across this definition from Neil Patel:

“Email marketing is the act of sending promotional messages to people in mass quantities. It typically is to generate sales or leads and it may contain advertising.”

If this is the accepted definition of email marketing then what I’m talking about in this piece is not email marketing.

Do I sell in my emails? Yes (well “sell” might be an overstatement, I prefer to think of it as letting my readers know what’s on offer. Is the primary purpose of my emails to generate sales or leads? No. If it were, I think I’d be dealing with a far higher numbers of unsubscribes. We’ve all been on the receiving end of emails designed to make a sale and we’ve also likely been on the receiving end of emails designed to serve.

I show up to write my newsletter as close to weekly as possible, as a means to serve my audience and deepen relationships with my subscribers. Do I hope to make sales as a result? Of course, I’d be lying if I said otherwise, but I never hold that as the intention behind my words. In fact the opposite, my intention as I write my letters is to help my readers to grow their business whether they decide to buy from me or not.

I believe that having this as the purpose of my emails makes me enjoy writing them so much more and my hope is that it helps my subscribers enjoy reading them so much more.

I do feel I have to add here that this isn’t your permission slip to never talk about your products and services because if you don’t, then you’re doing yourself and your would-be clients a disservice. You absolutely must find a regular rhythm of sharing about your products and services but it does not have to be the focus of your emails. Read this amazing article for another perspective on this.

6. You don’t need a freebie opt-in to grow your list.

I can still remember when I believed that having a freebie opt-in and using content upgrades was the only way to grow my list. Hours were spent trying to figure out what I could possibly create to entice people onto my list. More time spent messing around in Canva to create beautiful PDFs and even more time spent (aka wasted!) trying to figure out how to work the backend so that I could offer different opt-ins and only have one list.

And then about 3 years ago I read an article from the brilliant George Kao titled No More Lead Magnets. In it he argues that making someone pay for something “free” with their email address (i.e. their time and attention), is neither truly authentic nor effective. When people join your list because they want your freebie, you’ll find that they’ll either unsubscribe shortly after downloading said freebie (we’ve all done it!) or they’ll stay on your list but rarely (or never) open your subsequent emails. Which makes sense because they weren’t signing up to receive your newsletters, they were signing up to get the freebie you promoted to them.

Since reading George’s post all those years ago, I got rid of the freebie opt-in on my site and instead focused on promoting and creating a newsletter that people would want to receive. I have a whole page (which you can read here) dedicated to explaining why you might want to join my list

7. You don’t need to pack your emails with lots of content.

Generally, when I start working with clients on their newsletter strategy, they often think that they need to have a ton of content in each email, with links to their own content as well as featuring other people’s content as well as useful resources, what I’m reading etc, etc! Personally I think this is what keeps most people from getting an email out on a regular basis — when we make the task of creating and pulling together our newsletter so big, it can be easy to use the time it takes as an excuse.

I like to keep it super simple by choosing a topic that I know is relevant to my audience (generally it’s something that keeps coming up in my client calls) and I share my best strategies and advice on that one topic. It typically looks like a long-form piece of writing which could also be an article or blog post. Sometimes at the end of the email I’ll share details of one of my products and services and oftentimes I don’t.

When it comes to writing for your business, I have a simple rule — if it feels burdensome and like hard work to create, it will feel burdensome and like hard work to read. Keep it simple for your sake and your readers.

8. You’re not bothering your audience.

More often than not, when we inevitably begin to discuss the idea of sending regular emails to subscribers, clients of mine tend to fear that they’ll be “bothering” their audience by sending out regular emails. This makes sense because for sure, we’ve all at some point or another felt irritated by a barrage of salesy emails from a business owner, we now regret handing our email over to.

The thing is, the people I work with — the likes of you and I — don’t do salesy and barrage, we endeavour to serve and support. Who wouldn’t want to receive a weekly email that contains relevant information for the very thing you are struggling with/working on? Think about the newsletters you love — do you feel bothered by them? No of course not — are they fairly regular and consistent? My best guess, if they are an established business, that they are.

Please drop this idea that you are bothering people when you email them. If you have your newsletter sign up setup ethically, then they have given you their email address with the express wish that you send them useful information.

9. You can repurpose your newsletters.

Rather than see my newsletter as just one more marketing task I have to take on, I use these letters as the place where my newest, most up to date content is created. I then over the course of several months repurpose that content into articles for Medium, LinkedIn and my blog as well as create various posts and stories for social media. This very piece started out as a newsletter!

Rather than these emails be something that I put a lot of effort into creating, to then send to a list of which only half of my subscribers will read, I repurpose the hell out of each and every one and you can do the same. If you want the full low-down on my approach to content marketing head here.

10. You can break the rules (including your own).

My hope is that much of what I’ve shared here goes some way to showing you that many of the email marketing rules out there in the mainstream, can in fact be broken. There absolutely is no one way to do email marketing, there are many and what works for one business owner may fall flat for someone else.

The key is to do what feels aligned. To create what feels exciting for you to create and once you’ve found what works best for you and your readers don’t fall into the trap of thinking you can never change things up. Yes, you can even break your own rules.

So there you have it, 10 things I wanted you to know about email marketing. Was this list helpful? If so, leave a comment below and let me know. I’d love to hear from you.



Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.

The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.

If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.