From UnNoticed Journalist to Content Emporium Entrepreneur.
Charlotte Laing has built one of the fastest growing content creation agencies in the UK. As a member of the NatWest Accelerator community in Bristol, she shares her story.
#Podcast #Entrepreneurship #ContentMarketing #BusinessGrowth #Community #Authenticity
Since 2009 Charlotte has transformed herself from an under appreciated and overworked journalist into the founder and managing director of The Content Emporium, a thriving national content agency in Bristol. With a staff of over 50 and clients drawn from some of the largest retail outlets in the UK, her journey was anything but easy.
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What you'll hear in my conversation with Charlotte Laing.
From Freelancer to National Agency
Charlotte Laing began her entrepreneurial journey as a solo freelancer, leveraging her background as a magazine editor to create compelling content for shopping centres. Her first major project, a magazine for a shopping centres, was a resounding success and led to more opportunities in web content, email marketing, and social media management. This organic growth was fueled by word-of-mouth referrals and a reputation for high-quality work.
"It just really grew organically from having done one really good project that they trusted us with," Charlotte explained.
The Editorial vs. Marketing Sensibility
One of the unique aspects of The Content Emporium is Charlotte's editorial background, which she has successfully integrated into the marketing space. Unlike traditional marketing, which often goes straight for the sale, Charlotte's approach weaves a story around the product, creating a lifestyle that people aspire to.
"We were creating a lifestyle as we did when we were working on magazines, a lifestyle that people might aspire to," she noted.
Scaling Challenges and Breakthroughs
Scaling a business from a solo operation to a multi-million-pound agency with over 50 employees comes with its own set of challenges. Charlotte highlighted the importance of having frank conversations with clients about the value her agency could add, which allowed her to renegotiate contracts and secure better terms.
"I had some support from the NatWest procurement team, which was a turning point in the business," Charlotte shared.
The Role of Community and Mentorship
Charlotte emphasised the invaluable support she received from the NatWest Accelerator program, which provided her with mentorship and a community of like-minded entrepreneurs. This support system helped her navigate the complexities of scaling her business and provided emotional and practical support.
"Having a mentor and the support of the wider entrepreneurial community here was really helpful," she said.
Maintaining Quality and Culture
As The Content Emporium grew, maintaining the quality of work and the company culture became paramount. Charlotte's approach involved being open and transparent with her team, ensuring that everyone was aligned with the company's goals and values.
"I think I'm quietly quite demanding, and people know that. I have high expectations, and that's permeated through the whole company," she explained.
The Future of Content and AI
The conversation also touched on the role of AI in content creation. While AI can be a useful tool, Charlotte believes that the human element is irreplaceable, especially in creating relatable and engaging content.
"A lot of our best content involves people. I don't know how AI is in any time soon replacing those people," she stated.
Looking Ahead
Charlotte is optimistic about the future, with plans to grow The Content Emporium into a £10 million turnover business within the next two years. This ambitious goal is supported by a clear strategy and a strong senior leadership team.
"We feel really optimistic at the moment. The pathway to get there has been plotted out through a method I learned at NatWest," she concluded.
Key Takeaways
- Organic Growth: High-quality work and word-of-mouth referrals can significantly contribute to business growth.
- Editorial Approach: Integrating editorial sensibilities into marketing can create more engaging and aspirational content.
- Client Relationships: Open and honest conversations with clients about the value you provide can lead to better contracts and terms.
- Community Support: Being part of a supportive entrepreneurial community can provide both emotional and practical benefits.
- Maintaining Quality: High expectations and transparency with your team are crucial for maintaining quality as you scale.
- Human Element in Content: Despite advancements in AI, the human element remains crucial in creating relatable and engaging content.
You can watch the full episode on Youtube too:
*Disclaimer: Please note that the views and information have not been endorsed, issued or approved by NatWest. Any views expressed in this podcast are not those of NatWest.
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