October 14, 2024
Sustainable Content: What Is It and Why Does It Matter
Table of Contents
Abbie
Founder + Director
In this episode of Marketing vs The World, we sat down with Fiona Brennan, founder of Indie Essentials, to dive deep into what she calls "sustainable content marketing." If you've ever struggled to keep up with the content demands of today’s fast-paced digital world, Fiona’s insights might just be the breath of fresh air you need. We'll cover how sustainable content differs from what you might expect, the importance of customer journeys, and the role of creativity and AI in marketing. Plus, we’ll hear about how Fiona’s past life in the music industry helped shape her unique approach to business.
Who is Fiona Brennan and What is Indie Essentials?
Fiona Brennan’s journey into content marketing began over two decades ago, during the early days of the internet. Starting out at a record label, she honed her skills in writing, podcasting, and online content, before founding Indie Essentials. Today, Indie Essentials focuses on sustainable content marketing for B2B businesses, helping clients cut through the digital noise with smart, strategic content.
“It’s all about finding what works and focusing on that, rather than burning out by trying to do everything,” says Fiona.
What is Sustainable Content Marketing?
When Fiona talks about sustainable content, she’s not referring to writing about sustainability or creating energy-efficient websites—though those are important in their own right. Instead, she’s addressing two key aspects:
Environmental Impact: Acknowledging that everything we do online has a carbon footprint.
Longevity and Manageability: Creating content strategies that businesses can maintain without exhausting their teams.
"We’re often told to be consistent and produce more, but that’s simply not sustainable," explains Fiona. "The pressure to keep up with constant content creation can lead to burnout, and that’s why a more strategic, focused approach is crucial."
Why More Isn’t Always Better
A key message in Fiona’s approach is that creating content for content’s sake is not sustainable. In a world where we’re often pushed to do more—whether it’s to hop on the latest platform or churn out daily posts—it’s essential to take a step back and ask, “Is this working?”
"Repurposing content is great if the original content was effective. Otherwise, you're just repurposing something that doesn’t work, which is a waste of time," she points out.
Fiona’s advice is clear: Track your data. If a particular piece of content is driving leads and engagement, it’s worth repurposing. If not, stop wasting time on it. It’s about being brave enough to pull back when needed, and double down on what actually brings results.
The Importance of Understanding the Customer Journey
One of the key processes Fiona employs when helping clients streamline their content strategies is mapping out the customer journey. This involves tracking where customers are entering your website, how they navigate it, and where they’re falling off.
"You’d be surprised at how many businesses don’t have a clear understanding of how their customers are interacting with their content," says Fiona. "Often, you’ll find hidden gems—pages or posts that are driving unexpected traffic or leads—and these are where you should focus your efforts."
Fiona’s tips for optimising the customer journey include:
Dive Deep Into Data: Regularly review Google Analytics and Search Console to see where people are landing, what they’re clicking on, and where they’re dropping off.
Map the Flow: Use simple tools like Keynote or Google Sheets to create visual flowcharts that highlight strong areas and pinpoint gaps.
Trim the Fat: Don’t be afraid to cut out channels or strategies that aren’t delivering, even if they’re popular platforms. "If Instagram isn’t driving leads, stop focusing on it and put your efforts elsewhere."
Repurposing Done Right
While repurposing content can save time, Fiona emphasises that it’s only valuable if the original content is effective. She shared a story about a client’s podcast, which she repurposed into multiple pieces of content across different platforms.
"Yes, it’s sustainable to turn a podcast into blog posts, newsletters, and social media snippets. But if the podcast isn’t connecting with your audience, you’re wasting your time," she says.
Her advice? Measure the time it takes to repurpose content, and compare it against the results. If one part of your repurposing strategy isn’t working, cut it out.
The Role of AI in Sustainable Content
The rise of AI tools has sparked debates about its role in content marketing. While Fiona sees the potential of AI, she approaches it with caution due to concerns over its environmental impact and ethical considerations.
"AI has its uses, especially for generating ideas or repurposing content efficiently," she acknowledges. "But we need to be aware of the resources it consumes and the ethical implications behind how it’s trained."
Her advice to businesses: If you’re using AI, make sure to add a human touch to the content. AI can’t predict the future or draw on personal experiences, which are what set your brand apart.
Creativity in Business: Lessons from the Music Industry
Before Indie Essentials, Fiona worked in the music industry, and this background has profoundly influenced her approach to creativity in business. She recalls a former boss instilling the "punk rock ethic" of doing things differently and staying true to one’s passion.
"It wasn’t about making money. It was about following your passion, and that’s something I carry with me into every project," she says. "When businesses approach their work with this mindset, it not only makes their content more authentic, but also more engaging."
One of her top tips for reigniting creativity in a business setting is to encourage team members to engage in creative projects outside of work. “The best ideas don’t come when you’re sitting at your desk—they come when you step away, whether it’s during a run, in the shower, or even just at the pub with friends,” she explains.
Final Thoughts: Life Balance, Not Just Work-Life Balance
To close, Fiona shares some powerful advice on maintaining a healthy balance between work and personal life. The key takeaway? Re-evaluate how much time you’re spending on content creation, and ask yourself if it’s truly necessary.
"Look at where your time goes, and be brave enough to cut out what’s not working. Life is busy enough as it is—protect your time and focus on what matters," she advises.
By implementing a more strategic, data-driven approach, businesses can create a more sustainable content strategy that doesn’t drain their resources or their people.
Key Takeaways
Sustainable Content is About Quality, Not Quantity: Focus on what works, and don’t be afraid to stop doing what doesn’t.
Data-Driven Decisions: Understand your customer journey, and let the data guide your content strategy.
Creativity Thrives Outside of Work: Encourage team members to pursue creative projects and take breaks from the daily grind—this is where the best ideas are born.
Connect with Us
To learn more about Fiona Brennan and her work at Indie Essentials, follow her on LinkedIn. For more insights and updates, be sure to follow Abbie Dando and stay tuned for the next episode of Marketing vs The World.
DISCLAIMER
This article has been created using various AI tools, which transcribe raw audio and transform the content into a blog post. This helps us ensure each Marketing vs The World episode is released as quickly as possible. Monday Clicks does not use AI for any client content creation.
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