As part of our January focus on career development, this week #ContentChat was joined by Rachel Formaro (@rachelformaro), founder of Blu Pagoda. Rachel left the 9-5 corporate world three years ago and grew what was initially a solopreneur content and communications consultancy into a boutique agency. Here’s how she did it.
Q1: What made you decide to become a content-focused solopreneur?
Some of us just have that entrepreneurial itch—and it’s contagious!
A1. The entrepreneurial itch I’m afraid! And a goal: Combine a love of words and writing with a love for being of service to great clients and supporting the work of people I really care about. #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
A1: Fun fact: @rachelformaro and I met in our former lives, working on content and comms for the same company. That’s where my focus on #contentmarketing was solidified. #ContentChat https://t.co/Hggr0LiDon
— Erika Heald | Freelance Chief Content Officer (@SFerika) January 29, 2018
A1b: I got the entrepreneurship itch, and wanted the variety of clients + projects being a solo consultant supports. #ContentChat
— Erika Heald | Freelance Chief Content Officer (@SFerika) January 29, 2018
Words and stories are important.
A1b. And also, what we say and write matters more than ever, and I wanted to be a part of that! #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
A1. I’ve been writing content for the web since 2009. I don’t know if it’s possible to escape my compulsion to write. Plus, it’s a great career for someone disabled, like me. Digital marketing is the perfect mix of content and psych for me. #ContentChat
— Megan McCarthy (@ImMeganMcCarthy) January 29, 2018
A1: Many smart people said it before: Content is the king.
Right now, this is my way to get exposure and add value to my friend #ContentChat— Benny Gelbendorf (@BGelbendorf) January 29, 2018
A1b: While I have never written an infomercial, I have written ad copy. Some of it pretty bad, so I was close. But, I’ve always been a storyteller. #contentchat
— Jason Webb (@JasonLWebb) January 29, 2018
I saw a niche that needed help getting the word out.
A1 I noticed a lot of understaffed small businesses and underfunded nonprofit orgs who were unable to leverage their digital assets to share the good things they did with their target audience. So I started @SharingtheGood to help! #contentchat
— Bill Skowronski (@BillSkowronski) January 29, 2018
A1: I never thought about it really, I think it’s innate for me. I came from an arts background, all my life I’ve been earning people’s attention and money by giving the world content whether its music, education, art, or some other form of entertainment #contentchat https://t.co/BcyqKuJ0lE
— Christopher Grate (@Chris_Grate) January 29, 2018
A1. I’m only a part-time solopreneur (that’s possible, right?) Or, it’s just called freelancing. Anyway, I do it with #video when I offer the right mix for a client — content and medum expertise #contentchat
— allison ryder (@allisonryder) January 29, 2018
Q2: What is a common first indication that your niche had the potential to move from being a company of one into something bigger?
When you’re working 24/7 for a sustained period of time, it’s time to bring on some help!
A2. Basically, the volume of work. If you’re working almost 24/7 on client business, and it’s been that way for 3, 6 or 12 months, it’s probably time to think about whether you want to grow your team or narrow your project list. #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
A2: The demand for work surpassing the time you can dedicate to each client on your own to make a positive impact. Also, the success of existing clients validating the work you’re doing. #ContentChat https://t.co/Qe0nTJJHg2
— Power Digital (@PwrDigMarketing) January 29, 2018
You’re getting a ton of glowing feedback for your work.
A2: I knew my company had the ability to be something bigger when I realized how much praise my work was getting from colleagues and clients and how easy it all came for me. #contentchat
— Christopher Grate (@Chris_Grate) January 29, 2018
When clients start asking you for services outside of your current scope.
A2: When people started asking me to do more than write for them. I’m a writer with a knack for marketing, and while I’d love to do more, I love what I already do most. #contentchat
— T. Shakirah Dawud (@ShakirahDawud) January 29, 2018
Q3: OK, you have more work than you can handle as a solopreneur, now what?
Identify what work only you can do, and look to outsource the rest.
A3: First step: outsource and delegate. If all goes well, you can expand #ContentChat
— Benny Gelbendorf (@BGelbendorf) January 29, 2018
A3 I decided which work I could hire someone to take over (lowest profitability and required experience) and which work only I could do. Then I hired an intern last fall. #contentchat
— Bill Skowronski (@BillSkowronski) January 29, 2018
Create a hiring plan, with the first step being contract versions of your desired eventual staff positions, if any.
A3a. Ask yourself what you truly have the stomach for: sticking to the solopreneur path or choosing to grow a team? One path is not better than the other–it’s all about what you personally want to do. I often use the contract/expand test with questions like that! #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
A3b. Oh, the contract/expand test sounds a little woo-woo, but it’s helpful if you’re undecided. Put your hand over your heart, think about your question, and sense if your chest expands (with some tinge of “yes-ness”) or contracts (with a bit of “hell-no-ness”). #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
A3c. Decided to grow? Great, it’s time to think through next steps around organization, structure, and talent. Decided to stick the solo path? It’s time to pare down your project list (or schedule out projects) and really focus. #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
A3. Hire contractors if you are not in a position to hire full time employees
#contentchat— Pro-Social (@prosocialyvr) January 29, 2018
A3: Ask yourself if you want to stay solo or build a team. Each requires building a different business plan. Either pare down the jobs you are taking on, or delegate new projects to freelancers or trusted content writers you bring on board. #ContentChat https://t.co/OCalErPGRx
— Power Digital (@PwrDigMarketing) January 29, 2018
Build out an all-star freelance roster.
A3: Always be searching for freelance content stars to add to your talent network. #contentchat
— Shelly Lucas (@pisarose) January 29, 2018
A3: It’s super smart to find excellent freelance writers who are also killer project managers & client service people. They can take a lot off your plate. #ContentChat
— Shelly Lucas (@pisarose) January 29, 2018
A3: If you’ve got more work than you can handle, it’s time to find flexible help. Test the waters into agency-life with reliable contractors who can round out your skillset. #contentchat
— Maureen Jann (@SuperDeluxeMo) January 29, 2018
Get comfortable with turning down work.
A3 Saying no is as important as saying yes. Though I don’t have that problem yet. 😀 #contentchat
— AJ Borowsky (@AskWhatNext) January 29, 2018
A3
When I had too much work on, I looked at where my time was best invested and what I could contract out. I hired extra help, and spent time on the things that mattered most to me.
I was also never afraid to turn work down, or say “Not now”.#ContentChat
— comfortwriter 📱🤓📝 (@ComfortWriter) January 29, 2018
A3: You have to learn to say no, otherwise you risk stretching yourself too thin.
Another option would be to hire a team and train people to work under you if you want that kind of growth. #ContentChat
— Express Writers (@ExpWriters) January 29, 2018
Q4: How do you find content talent willing to grow as the agency grows? (i.e. being willing to work on contract or as freelancers)
Ask your friends and family—really!
A4a. Friends or friends of friends! More fun and manageable working with people you know directly (or at least indirectly). Bonus if you’ve worked together before. It’s serious business with a high level of accountability and responsibility, but not stuffy. #ContentChat https://t.co/vetHiZ90pk
— Rachel Formaro (@rachelformaro) January 29, 2018
A4b. The 2nd employee in our agency was my husband! After a year of running the business myself, he took the leap and joined as our CD and CFO (his brain works that way!). We had co-authored and worked together before, so it was no major adjustment to our lives. #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
Make a point of networking where your ideal freelancers spend their time.
A4c. Also, working with people who are committed to the freelance or consultant lifestyle is super helpful. #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
A4: I am lucky to be tapped into a lot of talent through the conference communities I belong to, as well as slack communities I spent time on. But I am always scouting for great potential talent…even at Starbucks! #contentchat
— Maureen Jann (@SuperDeluxeMo) January 29, 2018
A4
When I needed extra comms talent, I asked my Twitter friends! Specifically, I asked for referrals, leads or tips.
Saved wasted time and money. I got good quality, serious applicants, rather than newbies or ppl who weren’t serious. #ContentChat
— comfortwriter 📱🤓📝 (@ComfortWriter) January 29, 2018
Reach out to former colleagues and vendors.
A4: I’d say start with contacts you know from past places you’ve worked or from networking. Offer to throw some work their way on a freelance basis. #ContentChat
— Jason Webb (@JasonLWebb) January 29, 2018
A4: Use your professional network of content creators as a talent pool–hand pick the people who know are great at their job and you would be happy to work with. #contentchat https://t.co/4h5Z7qhYFf
— Power Digital (@PwrDigMarketing) January 29, 2018
A4: Tap your network and find freelancers who [refer the freelance life, or who are excited about your future vision of small agency life. #ContentChat
— Erika Heald | Freelance Chief Content Officer (@SFerika) January 29, 2018
Don’t panic and make fast hires. Take it slow.
A4: You have to be really selective about who you hire because your reputation is on the line. Make sure they have the experience and skills to get the job done. #ContentChat
— Express Writers (@ExpWriters) January 29, 2018
Q5: Most content consultancies/solopreneurs start with a love of content creation and strategy. How do you balance that with the operational realities of morphing into a small agency?
Automate any operational tasks you can afford to outsource.
A5: Start by seeing what you can automate or outsource to SMB-friendly resources. But as you grow, consider adding on an operations pro. #ContentChat https://t.co/V58H91VeuV
— Erika Heald | Freelance Chief Content Officer (@SFerika) January 29, 2018
A5b: For instance, I use @freshbooks and they have the ability to easily automate monthly retainer billing for clients. #ContentChat
— Erika Heald | Freelance Chief Content Officer (@SFerika) January 29, 2018
A5b. Also, automate and streamline ops and admin tasks as much as possible. We use Redbooth for our overall agency management and love it! #ContentChat #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
Make an administrative/operations pro one of your first hires.
A5a. Great question! I found myself getting pulled into the admin and ops details. I like a certain amount of that, but not 100%. Employee #2 has taken a lot of that load, and we have a freelance client account manager too (love you McC!) Makes a big difference! #ContentChat https://t.co/Y8aXES91Hw
— Rachel Formaro (@rachelformaro) January 29, 2018
Q6: What is a common challenge in moving from being a company of one to the head of a small creative agency?
Making the right hires.
A6a. Getting the right talent. This is one of the biggest challenges. You learn a lot about managing your heart and head when it comes to hiring talent. #ContentChat https://t.co/RUiL6WQdga
— Rachel Formaro (@rachelformaro) January 29, 2018
Understanding the complexity and volume of the administrative and operational tasks the transition from solopreneur to agency brings.
A6b. Recognizing that there is more ops and admin work-and quickly finding ways to deal with it before you get buried in it. #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
A6: Learning to balance administrative tasks, sales and the work. Making sure that your scattered, tired brain doesn’t frustrate anyone working with you. Ensuring that the work is good work not just busy work. and and #ContentChat
— Maureen Jann (@SuperDeluxeMo) January 29, 2018
Find the right internal communications platforms for your team.
A6c. That you need to communicate! As a soloist, you’re not having to manage too many updates to self obviously, so once there are other people involved, you need to stay on top of communicating updates and details. Again, we use Redbooth for a lot of that. #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
A6: Realize that you’ll need to offer guidance to others you work with. The process that are in your head–the very ones that build your brand equity–need to be communicated & coached. #contentchat
— Shelly Lucas (@pisarose) January 29, 2018
Yes…and believing in your team. #Slack is a good tool for team communication. #contentchat https://t.co/5wcuaSLP3b
— Pro-Social (@prosocialyvr) January 29, 2018
Finding your tribe of like-minded entreprenuers.
A6 Don’t underestimate the importance of finding your tribe. Connecting with a group of other entrepreneurs like yourself can be a really important investment to make. #ContentChat
— Erika Heald | Freelance Chief Content Officer (@SFerika) January 29, 2018
A7: Working and communication with people who want to deliver the best content they can. I miss this human interaction and on occasion talk to my cats lol. #contentchat
— Wayne Hendry (@ideakid88) January 29, 2018
Q7: What is the primary benefit of moving from a solo business to being a small agency?
A7. I love growing teams and being part of a team. It’s great to offer our clients a wider range of talent. And it feels good to be supporting revenue streams for others, while we also give back to our planet and communities through our @1PercentFTP membership. #ContentChat https://t.co/Jj3tDZXtAz
— Rachel Formaro (@rachelformaro) January 29, 2018
Q8: What are some useful tools and resources for first-timers who are expanding their solopreneur business into a multi-person agency?
A8a. I think I’ve mentioned “a great accountant” a few times–I can’t emphasize that enough! And choosing an accounting platform. We happen to use @freshbooks–great for working with freelancers. #ContentChat https://t.co/1wS5q9kFay
— Rachel Formaro (@rachelformaro) January 29, 2018
A8b. A great project management platform. We tried a few different tools and landed on @RedboothHQ as our favorite. It helps us create a virtual team experience #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
A8c. Finding your tribe or a supportive group is a must! This could be a Slack channel/group, a regular Twitter chat (Hello #ContentChat) or something you pay for, such as #CoCommercial #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
A8d. And lastly I wrote a post a couple of months ago about the basics of starting out including some tools: https://t.co/kLwdcTluD2 #ContentChat
— Rachel Formaro (@rachelformaro) January 29, 2018
A8 talking to others a bit farther along in the process, sites like @freelancersu are two things that come to mind #contentchat
— Paula Kiger (@biggreenpen) January 29, 2018
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