Sustainable Content: What Is It and Why Does It Matter

Marketing vs The World

In this episode of Marketing vs The World, host Abbie Dando chats with Fiona Brennan, founder of Indie Essentials, about sustainable content creation and how it can prevent burnout in marketing teams. They also explore Fiona's unique journey from the music industry to content marketing, and how creativity has influenced her approach to business and life.

In this episode, Abbie and Fiona discuss:

Fiona Brennan’s Background

• Transition from the music industry to content marketing, starting with record labels and podcasts.
• How motherhood led Fiona to rediscover her passion for writing and founding Indie Essentials, a sustainable content marketing business.

What Is Sustainable Content?

• Definition: It’s not about writing about sustainability, but creating content that is environmentally friendly and prevents burnout.
• The two sides of sustainable content: Reducing carbon footprints in online content and creating strategies that are sustainable for teams to execute without burnout.
• The staggering fact that our online lives have a larger carbon footprint than the aviation industry.

Building a Sustainable Content Strategy

• Focus on customer journeys and understanding the data behind their behaviour.
• Importance of measuring time and effort for content creation to avoid wasting resources.
• Repurposing content wisely: Make sure the core content works before breaking it down into smaller pieces.
• The power of data: Reviewing platforms like Google Analytics and Search Console to see what’s driving traffic and conversions, and cutting out what's not working.

Being Brave with Content

• How to guide businesses in stripping back non-performing content and focusing on what truly works.
• The need for businesses to step back from “shiny objects” like new platforms or trends and stay focused on their core strategies.
• Fiona’s use of customer flowcharts to visually map out content strategies and identify weak points.

AI and Sustainable Content

• Fiona’s perspective on AI’s environmental impact and why she’s hesitant to use it in content creation.
• The limitations of AI in predicting the future and how businesses should focus on adding human perspectives to stay ahead.
• The importance of human creativity in content creation that AI can't replicate.

Lessons from the Music Industry

• Fiona’s time in the music industry taught her the importance of creativity and passion over profits.
• The "DIY punk rock ethic" she applies to her work today—valuing ethics and authenticity over making a quick buck.
• Following your creative passions can lead to success both in personal and professional life.

Rekindling Creativity in Teams

• Fiona’s advice for marketing teams that have lost their creative spark: Step away from the office, allow for breathing space, and encourage personal creative projects.
• The science behind why the best ideas come when you're not actively trying to create them (like in the shower or swimming pool!).
• The importance of having breaks during the workday to spark creativity and reduce burnout.

Key Takeaways From This Episode

• Time Matters: Understand how long your content creation process takes and cut out what isn’t working to protect your mental health and productivity.
• Be Selective: Focus your efforts on content that drives results instead of spreading yourself too thin across multiple platforms.
• Protect Creativity: Step away from the office and engage in creative activities unrelated to work to refresh your thinking.
• AI Caution: Use AI with caution—don’t let it replace human creativity and forward-thinking ideas in your content.

What You’ll Get From This Episode

This episode provides practical tips on creating a sustainable content strategy that avoids burnout and makes the most of your team’s time and effort. Fiona also shares her insights on balancing creativity, ethics, and productivity in today’s fast-paced marketing landscape.

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