How 3 Creators “Made Peace with Uncertainty” in 2020
This article was written by BlogHer and sponsored by Philip Morris International.
2020 has been a whirlwind, and definitely not in a fun way. Many of us are still adapting to working from home, juggling personal responsibilities, trying to keep our small businesses afloat, managing our mental health, and mourning how things used to be. It’s been a marathon, but content creators and entrepreneurs continue to hustle. They are no strangers to standing on shaky ground, looking out for their own, and certainly familiar with a last-minute pivot.
During the BlogHer Visionaries event and in her Zoomsday Predictions report, Marian Salzman, leading global trendspotter and SVP of Global Communications at Philip Morris International, encouraged our community to make peace with uncertainty and embrace the opportunities pivoting may provide.
“This year has been rife with uncertainty and a pervasive sense of being unsettled—unmoored even, from our pre-pandemic lifestyles, our friends, and our sense of normalcy. As people seek to regain control, they will look for ways to inoculate themselves against future risk…At the same time, we will see an intensified focus on teaching resilience at home and at work, as tenacity and grit are prioritized alongside creativity and critical thinking.”
We polled members of the SHE Media Partner Network to learn how they made peace with pivoting and the lessons they’re taking into the new year. The results will empower you, inspire you, and leave you feeling ready to take on 2021 with the same grace and drive of these creators. Ahead, The Urben Life founder Jenna Urben and Kachet Jackson Henderson of The Kachet Life, delve into how this landmark year impacted their businesses.
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Jenna Urben of The Urben Life
Which part of your business was impacted most by the pandemic?
Prior to this year, I created blog posts with more of a storytelling point of view with recipe tips sprinkled in here and there. I would explain where the recipe idea came from, how I adapted it to be allergy-friendly or plant-based, and include links to similar content on my blog. I had a heavy focus on step-by-step process pictures but zero video content.
The way in which I format my blog posts and create content was impacted the most by the pandemic. Rather than writing about my personal experience, I realized to make the post more valuable, I needed to include simple substitutions and alternatives. For example, I published my Plant-Based Breakfast Hash recipe in March, just in time for Easter. Since most people were in lockdown and/or unable to find common ingredients at the grocery store, I provided alternatives for an easily adaptable meal.
With more people on their phones and searching for recipes, I also increased the frequency of posting new content and repurposing old posts. When people weren’t able to find milk and eggs at the store, I really wanted to help by sharing my favorite dairy-free and eggless cooking/baking methods and products.
How did pivoting impact your workflow?
The biggest change I made to the way I create content was really thinking through every question someone reading the post might have. Then, I answer that question thoroughly. For my Holiday Crinkle Cookies, I was sure to include a FAQ plus tips I discovered during recipe testing.
Additionally, with the rise of short-format videos and bite-sized content, I have really made an effort to adapt to new channels. I love being an early adopter to new platforms, especially when they’re easy to use, time-saving and provide additional value to my audience.
In addition to my writing style and blog formats, I have changed the media I include. Rather than focusing on photographing every single step, I focus on highlighting key steps in photos and creating videos for visual aid. Not everyone has time to read a detailed blog post, but as they scroll on social media they can watch videos, gain inspiration, and save it for later.
My favorite tools for this have been Instagram Reels, Jumprope, and Web Stories. Next, I’m hoping to grow my YouTube channel with more recipe videos and allergy-friendly grocery hauls!
What was your community’s reaction to the pivot?
I knew that video was something I should have made a priority years ago, I was just always intimidated by it. When I finally decided to take the plunge, my community’s reaction couldn’t have been better! They love connecting through video and even seeing the behind the scenes outtakes. Short term, I’ve seen an increase in reach across all channels. Long term, I’m excited to experiment more with creating videos to provide additional value.
What are the biggest lessons you learned?
Now more than ever, removing the clutter and prioritizing key information is above all else! We’re all busy and trying to do our best. As a content creator in the food space, I want to be your go-to girl for easy to understand recipes that will please everybody at the table. Putting more of a focus on tips and answering common questions before they even occur is how I can help. Second to that, if watching the recipe come together in a quick video makes just one person feel more confident in the kitchen, then I’ve succeeded!
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Kachet Jackson Henderson of The Kachet Life
Which part of your business was impacted most by the pandemic?
I’m lucky to still be creating the same content. The tone is just different. It’s a bit more vulnerable on both of our ends. I ask a lot of questions. I also share more of me and my day-to-day activity, including playing with my dog. I used to be a gal about town and now I’m a gal about the office, kitchen, and puppy playtime.
The travel vertical of my content has been shut down since March, and I had been monetizing it for the past couple of years. I also used to host monthly events for influencers for years and after a brief pause as I relocated to a new city, I planned to return in the summer of 2020 but that is on hold indefinitely.
How did pivoting impact your workflow?
My content shifted to life at home. I relocated a month before the first lockdown in March and I really had nowhere to go, so being home was easy and I felt comfortable sharing the challenges that came with adjusting to all of that change.
My offerings changed from one-off strategy sessions to group coaching rounds that lasted up to twelve weeks. I covered topics that solopreneurs face at different stages of their business. I empower my clients to manage up on collaborations and outreach so they can make sure the time they’re putting into their businesses is well spent.
What was your community’s reaction to the pivot?
Just last week, I launched the first products in my home collection: a candle line. I’ve been blown away by the initial response and I see this as a great way to strengthen the relationships I’ve created with my audience: those that have been around and those that I’m meeting through this journey.
What are the biggest lessons you learned?
It’s given me a new perspective and passion for this lifestyle. It’s not made for everyone, and when I started this year, I had big goals, for my business and for myself. I’m so fortunate to say that I achieved them in a pandemic without having to be everywhere.
The unexpected is bound to happen. When you think it can’t get any more interesting, it will. Take a pause, reset, don’t forget to ask for help if you need it, and keep onward.
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Ashley Houston of Nashville Wifestyles
Which part of your business was impacted most by the pandemic?
[Before 2020,] I created video content, I wrote blog articles, created curated photography with in feed posts, attended events as a brand ambassador, was a local lifestyle expert for my local Nashville news station. The efficient part of my business was affected and financially, things were rough for a bit. My kids were both home and virtually schooling so I had to learn to balance running a business while doing school work and taking care of the home front. Financially, marketing budgets were cut across the board so many of my campaigns were either canceled or furloughed for a bit.
How did pivoting impact your workflow?
I had to adjust to allocating my time properly to run my business and balance schooling with my daughters. Time management was the most important issue to deal with because I had to make those hours I did have to work count.
I had to dedicate specific time slots each day to conquering tasks at hand, whether that meant waking up early or staying up late. I had to learn how to multitask as well, something that isn’t my strong suit as someone who has attention issues.
What was your community’s reaction to the pivot?
What are the biggest lessons you learned?
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