Case Study: Thought-leadership blogs fuel small business’s marketing strategy
Meet the Client
As a certified life coach and owner of Lemonade Life, Alicia Robertson is passionate about coaching others towards a new and better life. More specifically, she’s passionate about guiding women navigating divorce. Her mission is to change the narrative around divorce, to provide support and guidance and to ultimately help as many women as possible come out on the other side feeling hopeful, inspired and positive.
She virtually sees clients across Canada, the U.S., Australia and the UK and offers one-on-one coaching, group coaching experiences, a step-by-step online program (called Unwife) and is available for speaking engagements.
The Client’s Challenge
A few months into the pandemic, Alicia decided that she wanted to push her marketing efforts to the next level. She was in the process of creating an overarching inbound marketing plan, which included her social media channels, newsletters and blog. She had hired experts to manage her social media and create a big-picture marketing calendar, but needed help with an important piece of the puzzle—writing the regular monthly blog.
Our Solution
We reviewed the work already completed on the marketing calendar to ensure our efforts augmented those plans. From there, we created an editorial calendar that would showcase Alicia as a thought leader with topics that touched on one of the three pillars of her practice—self-care, co-parenting and financial independence. Each of these pillars take a forward-thinking, action-oriented approach to divorce while leveraging elements of positive psychology and mindfulness. The topics we suggested included: Back to school: navigating the school year as co-parents, how to regain your financial independence after divorce, and why redecorate your bedroom after divorce.
To write each piece, we followed our tried and true method for writing thought-leadership blogs for small business clients—we schedule a short, 20-minute phone call with the business owner (or person they designate) and interview them as a reporter would interview a source for a newspaper article. After all, with thought-leadership blogs the business owner is the most knowledgeable person on the subject matter and the purpose of the blogs is to impart that knowledge to their audience.
In this case, for every blog we interviewed Alicia—asking her questions to help us better understand the topic and to showcase the breadth and depth of her knowledge. We then wrote each blog to closely match her voice, style and tone and provided it to her to publish and distribute as she saw fit.
At the time of this writing, we have been writing Lemonade Life blogs for almost a year and Alicia uses the blogs every month to fuel the rest of her marketing strategy—promoting it in social media posts and repurposing it in her newsletter.
Testimonial
“I love writing and being able to share valuable insights and inspiration, however with all the other things on the go—focusing my time and effort on business growth and client fulfillment is critical. Luminate has allowed me to focus on my clients while they create what is the monthly focus for all of my marketing content. This blog is not only fun, super easy and invaluable it also sets the focus and tone for the rest of my team who is completing their area of expertise from newsletters, social posts and sales funnels to Facebook, Instagram live, ads and podcasts. It takes a village and I am totally stoked for my elite level powerhouse that brings accountability, inspiration and seamless execution to my mission.”
Alicia Robertson
Lemonade Life