Nicola Balkind

Freelance Writer & Content Specialist

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Update: I’ve Relocated to California!

By Nicola Balkind

Nicola Balkind: 2016 Update

Welcome Back!

It’s been quiet on this blog lately, hasn’t it? I think it’s about time I gave you an update.

2016 So Far

2016 has been super busy for me – which is always promising for a freelancer! I’ve worked with some fantastic returning clients, including the Small is Beautiful conference for microbusinesses, which took place in June. This summer, I hosted a social media workshop for authors with my old friends at the Scottish Book Trust. I’ve also been writing regular book columns for The Big Issue Magazine throughout the year.

This year has also brought me some fantastic new collaborators. I’ve been working with the prestigious Guildhall School of Music and Drama, writing this Autumn’s edition of their alumni magazine called PLAY. I’ve also been writing case studies and marketing copy for another new client: the lovely Russwood flooring and cladding company in the Scottish Highlands.

Sadly, the move means that I will no longer be able to contribute film reviews on the Janice Forsyth Show on BBC Radio Scotland. However, I have been and will continue to publish audio and video content on my podcast, Bookish Blether, and my YouTube channel. (You might even be able to convince me to review films there, too.)

I hope your first half of the year has been kind to you, too.

What’s Next?

As email subscribers will know, I recently moved from Scotland to California. I’m now located in Central California, but will continue to work with clients all over the world. (After 11 years doing this long-distance travel-work-life thing, I’m really good at working ahead of deadlines and across time-zones.)

Whether you need to update your social media strategy, want to learn how to improve your writing online, or are ready to launch a new campaign, I’m here to help.

As always, click through to read more about my services and examples of my work – the pages are freshly updated – and feel free to get in touch with any queries you may have.

I’m currently booking projects for October – December 2016. I look forward to working with you soon!

Filed Under: Client Work Tagged With: central california, content services, content strategy, nicola balkind

Getting Started

By Nicola Balkind

Getting Started

Everyone has an Achilles’ heel when it comes to work.

Some of us are great planners and terrible at following through. Others of us love jumping in and setting to work, but run into hurdles two-thirds of the way through a project.

Me? I’m a terrible starter.

To give you an example, I’ve been sitting here for 2 hours staring at the prompts and topics I had planned for the month, feeling utterly uninspired by the lot of them.

It’s not a procrastination problem, you understand. There’s no staying up overnight til an hour before the deadline. That stress is not for me. I just have a tough time getting started. It’s the way I work, and it’s partly motivated by fear. It’s also motivated by a fact of writing: sometimes you don’t know what you have to say until you actually start saying it.

Once I get going, once the momentum builds, I’m set. It’s revving the motor I have trouble with.

So how do I deal with it? When I was on the Cultural Enterprise Office’s Flourish programme earlier this year, I had a mentor, Sophie Kyle (hire her here). She told me to find a starter, and it has worked beautifully.

Sometimes it’s been intentional, like kickstarting a podcast called Bookish Blether with my brilliant friend Holly. Other times it’s been pure luck, like being invited by the folks at Skriva to run a Finding Your Voice Online Workshop.

Having a starter isn’t always possible. Here, today, writing the September blog posts for this website, the only starter I have is myself. Sometimes I have to call upon others to hold me accountable, and other times I seek them out.

Here’s someone who’s been (unironically, promise) helping me out lately:

So… where do you get stuck in work? How do you get out of it?

 

Filed Under: Microbusiness, Social Media & Content Tagged With: content, content strategy, microbusiness, social media

Spring Clean Your Content: Part II, Content Mix

By Nicola Balkind

content mix

 

Welcome to Part II of Spring Cleaning Your Content!

Last week, we looked at the “media mix” – or the type of media you’ll be posting and where to post it.

This week, we’re talking about the “content mix” – how to organise your content strategy and how to keep your content consistent, varied and interesting.

 

Your content should be…

1. Informative

2. Valuable for your readers

3. Community-driven

4. Targeted

Informative content gives your customer a place to go to gather the information they need, whether that’s how to buy your product, how to use it, or just a way to get them involved in your area of expertise. All of this content must add value to your readers’ lives. In time, they’ll build trust in you and, eventually, invest their money in that value.

For those who are already part of your online community, and those who wish to join it. To inform and add value to your customers’ experiences, your content should be accessible and inclusive. That also means it will be targeted towards those who need it most. The more you can niche down, and the more specific you can be, the better.

Remember: online content is not just about sales: it’s providing a valuable resource, or even a place for people to hang out and share their interests. Build their trust, build your brand, and sales will follow.

 

Defining your content mix

Now that we’re familiar with what your content is seeking to accomplish, and which platforms are best suited, it’s time to think about what you’re posting and when.

Your content mix might include…

  • Company news – like a new product or an upcoming event.
  • Industry or customer-related news – e.g. an exciting innovation in your sector, or new technology that’s exciting for your customers.
  • Seasonal posts, holidays and tie-ins – like Spring Cleaning (duh!), a UN day of interest, or a Fashion Week tie-in – whatever is relevant to your business and your audience.
  • Content partnerships – content in collaboration with industry specialists or thought leaders like bloggers. This could include partnered giveaways and other types access to someone important to your audience.

No matter the topic, make sure your content mix is relevant to your audience. You can also include lots of evergreen content that you can share time and time again.

You may emphasise one of these content types over others, but as a general rule you should talk about yourself in a minority of posts. I like to use the 80:20 rule – so roughly only one in five posts will be about my own products and services, while the rest provide things like news, relevant but fun content, or guest blogs.

 

Content themes

We’ve talked about planning your content calendar before, and these tips still apply.

As long-time readers might have realised, I have a themed content mix in place here on nicolabalkind.com. Most of my posts share knowledge and advice, with the occasional post about a relevant event or a piece of industry news. I post once per week, and these tend to fall under the following categories:

  • Social Media and Content – practical guides like the one you’re reading, or like this post.
  • Microbusiness Interest – sharing resources that have helped me, or posting about topics around small businesses.
  • Recommendations – like tools, apps, and processes.
  • Notebook or Links posts – sharing the best industry-related posts I’ve read each month.

As I hinted above, the goal is to create a healthy mix of content that provides value, teaches your audience something new, and shares what you’re doing without boring them.

For more tips on varied content on social media, take a look at my tips for content curation.

 

Your turn

How do you keep your content varied and interesting for your readers? I’d love to hear your plans in the comments, or you can email me or tweet me anytime @robotnic.

Filed Under: Social Media & Content Tagged With: content, content mix, content strategy, media mix, multimedia content, social media, spring clean your content

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Testimonials

Nicola is an experienced creative copywriter, with a great ability to produce quality pieces quickly and at short-notice. She has a great knowledge of social platforms and ability to apply this knowledge. Nicola is an absolute pleasure to work with and brings her creativity and personality to everything she does.
Kaye SymingtonMint Digital & Stickygram
Nicola’s contributions to our projects for Channel 4 were invaluable: her huge knowledge of social media developments and online trends, together with her editorial flair and excellent writing skills made her invaluable in roles that encompassed community management, social media marketing, content strategy and product development. Her dedication, creativity, forward-thinking and attention to detail made her a major factor in the success of these projects. It was a pleasure to work with her, and I hope to work with her again!
Laura GraceMint Digital
Nicola has worked with Purplefeather on various social media and copywriting campaigns. She is creative, reliable and professional and can be completely trusted with the voice of your brand – rare qualities indeed!
Andrea GardnerPurplefeather
Nicola and I worked together across several projects in the Yomgeo community management team. Nicola is great to work with, her attitude towards projects is always amazing and she is incredibly efficient, Her work is always of the highest quality, and I’ve learned a lot from working with her.
Catherine CarriganYomego
Nicola has been my number one go-to for freelance community management. She is incredibly efficient, she is clear with costs, time estimates and invoicing and completely reliable. She is a breath of fresh air in an industry which is plagued by self-promoting “gurus”: her range of skills and experience is broad and authentic. I really appreciate the way Nicola is uncomplicated to work with: she asks quick, straightforward questions about what’s required then sits down and gets the job done without fuss. I wouldn’t hesitate to recommend Nicola and would certainly work with her again.
Annie MacfarlaneTOMS Europe
Nicola has been nothing but helpful, insightful, and an amazing force to impact our team. She exudes exceptional talent, and throughout working together I’ve been able to see first-hand her strength in organising and leading a team, attention to detail, and ability communicate with her peers and clients effectively. It has been a real pleasure to work with Nicola, and I can’t wait to continue working alongside and learning from her.
Jessica Yamamoto, Yelp
We’ve employed Nicola’s services several times at Yomego and every time she has been absolutely fantastic in both outputs and attitude. Supporting our community management team, Nicola has added invaluable expertise in creating customer focused strategies for our clients and helping to draft truly compelling content plans. I have absolutely no hesitations in recommending Nicola’s services for anyone that places important on ensuring outputs are consistently exemplary.
Sam Macleod
Nicola is crazy talented, knowledgeable and efficient when it comes to Social Media and Copywriting. I had the pleasure to work with Nicola on several online marketing projects over the course of almost two years. Not only is she a fountain of knowledge regarding latest trends and best practices for both Social Media and online writing – she is also able to put abstract ideas into action. Any team looking to improve their online presence would be lucky to get their hands on Nicola.
Eva MartinSERPS Invaders
Nicola was an important member of the Edinburgh International Film Festival Marketing Department and was key in the communication delivery of the Festival. In such a dynamic and demanding environment, Nicola delivered great content and was dependable throughout, an invaluable asset to the Festival.
Ross PerthEdinburgh International Film Festival
Nicola helped transform EIFF’s web vision at a time of change. She is assured and confident with her tactics in an ever-evolving industry and, more importantly, generates great content with results. Allied to Nicola’s strategic savvy, it’s a winning combination.
Colan MehaffeyEdinburgh International Film Festival

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