Christine van Hoffen

I’m still processing the Content Summit Australia. While I have a full calendar of LinkedIn blogs to write - based on my musings inspired by some of the day’s amazing speakers - here are my favourite snippets! 🎨 Real art takes time and humanity. If you remove people from the doing, all you’re left with is mediocre shit. It may be digestible shit, rankable shit, occasionally good-ish shit, but underneath the AI hype, it’s still shit. And I don’t know how much more shit the internet (or its users) can take. So, let’s be less shitty across SEO, content, creative and brand, because our audience deserves better -- inspired by Dee Madigan's powerhouse opening preso. 🤣 Everyone has a sense of humour - memes etc aren’t just for gen Z, Y and alpha. Don't be afraid to infuse your socials with personality, and if in doubt, ask forgiveness and not permission while you test. Everyone has an opinion, but it's hard to argue with data -- triggered by the chill and super insightful Phil Swan. 🌏 As marketers, our calling is to help people get in touch with “being” in a cacophony of over-connection -- thoughts officially threaded by a branding masterclass by Lindene Cleary. I am THIS close to becoming a winter person in Tasmania this July! 🎙 Tell stories - authentic, painful, funny, honest stories about people and their experiences. Industry or segment be damned, the psychology of the listener is the same: people want something they can’t get anywhere else -- produced by the standout team at F+K media. Kaitlyn Sawrey and Francisco Lopez, I may even start a podcast in 2024 off the back of this preso (although, I've been saying that since 2020). Significant props go to the team at the The Content Division for organising and executing one of the best days of content inquiry I’ve experienced in a long time, packed with the sort of insights that make you think - yessssssss. Sometimes in realisation, other moments in validation, but always with a edge of nerdy happiness that characterises content and content adjacent people. Until next year!

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Pet peeve post here. If you are going to run a hyper-localised paid media campaign, I implore you to make sure your creatives are actually relevant to the location. Too often I see/hear hyper-localised ads that are completely wrong for the place they are running in. It is very irritating and doesn’t paint your brand in a good light, it comes off as lazy and careless. This by the way applies to both B2B and B2C, it concerns everyone who has some sort of involvement in Paid media. I find it wonderful that most platforms now allow you to be this focused on a region and even a city, it allows you and your brand to run a campaign, promotion or event that affects only that location. It is an incredibly powerful tool in our arsenal as a marketer. But it falls on you - the marketer - to pay attention to these things. I know it can be a lot to juggle but take it slow and get it right then not. So please - 1 - Make sure that you run your campaign at the right location and focus for your desired effect. 2 - Make sure the creative you is the right one for that location - use preview tools available in most, if not all, ad platforms that have that functionality. 3 - If you are creating a lot of campaigns all for other locations with unique creatives for each - double check it before sending it live or even better ask a colleague to check it for you so you get a second pair of eyes on them. 4 - After it is live for a while check the engagement and response - mistakes can happen so if you see people reacting negatively or finding your ad irrelevant - check the creative it might have to do with that. Or check the audience it might not be right. There you go rant over - have a nice week. #paidmedia #localisationad #Growth

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This week a, client onboarding call gave me 3 pretty big realisations (And I suspect you can relate…) 🗓️ We shared what we need to know about each other’s life/business schedule so we can work best with each other. I always share with new clients that I have ADHD and how that impacts the way I work. What I’ve only just realised is that somewhere in the dark crevices of my brain is a voice that’s telling me I should feel shame and that ‘it’s an excuse’. Will you look at that?! 35+ years of living with ADHD and I’ve still got work to do. 🦸🏼‍♀️ Despite the negative self-talk, these calls remind me of the impact I deliver - both in terms of energy and expertise. My clients come to me, absolutely smashing it in their business. They’re so busy using their wealth of experience to empower their clients to achieve great things. But along the way - they run out of time, energy or desire to keep planning and creating content to connect with and convert a new pipeline of clients. I LOVE that feeling at the start of a partnership with a new client, knowing I can bring some much-needed organisation, consistency and strategic storytelling to their business. 🕵️ When you work with me, you gotta be prepared for an interrogation. Only joking; kind of! When we kick off together, I’ll have a zillion questions for you. Maybe even a few challenges, constructive feedback or opportunities for improvement. Because here’s the thing - you don’t know what you don’t know. Until I show you what’s possible! TL:DR (Is this supposed to go at the top? Oh Well!) ⬇️ 🩷 You’re working with someone who knows her shiz but whose inner critic is still a WIP.  🩷 I come to you armed with my magic combo of energy + creativity + curiosity + strategy.  🩷 I’ll be just as obsessed with your business as I am mine. If you'd like to power up your content marketing, I'm booking the limited space I have available for July and August. Let's have a chat in the DMs ➡️ Rachel Barber - Content Marketing

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I know it’s only August but if you’re planning on incorporating Halloween content into your marketing, then this is your sign to get a wriggle on! Why? 🎃 Over 5.3 million Aussies celebrated Halloween last year, with more than 300,000 people anticipated to join in this year. 🎃 Spending on Halloween related shenanigans last year totalled $490 million, 14% higher compared to 2022. 🎃 Last year, 45% of people planned to spend on trick or treating and 39% planned to spend on stocking up on lollies and chocolate. 🎃 It’s not just abut the kids, with 34% of those celebrating in 2023 being between the ages of 18 and 34, and 40% of revellers being 35-49. What does this mean? Halloween is gaining traction and is something food brands should absolutely consider for their content marketing through October, especially those of you with chocolate and lolly products! If you’d like to get a head start on some sweet and spooky content, you know where to find me (but hurry, because spots are limited!) 💌 📸 Delicious, Halloween themed recipes and shots for Sweet Potatoes Australia, The Carob Kitchen and Old Time Bakery Pty Ltd *Statistics from The Australian Retailers Association (ARA) and Roy Morgan. #FoodMarketing #Halloween2024 #HalloweeninAustralia #HalloweenMarketing #TrickorTreat #ContentMarketing #FoodPhotography

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What's The Reality Of Being A Influencer in 2025 - No BS ❤️‍🔥 Here's my hot takes: Last week, We Are Social invited Tom (Aussies biggest food creator) to speak on their panel with their report on examining trends impacting the creator landscape. I spend everyday with creators, living and breathing this stuff not only as a manager but more often as a friend, so I get to see behind the curtain. 👀 1. Diversify ASAP: If you're not building audiences on every platform right now you will hit a wall at some point. The short form platforms all can be volatile and if one takes a hit you need your others to not only keep your audience engaged, but also engage brands. 🧈 2. Creator Burnout: The one thing I see way too often (it might be the Aussie curse) but when creators hit a million followers and then they gas out, sit back and wait for the money to come in and then slowly their accounts effectively die (viewership wise). The only solution i've found is to build a structured routine that allows for some down-time. 🔥 3. Middle of the Pack: From what I've seen internally the UGC wave is dying down and the creators that are thriving are generally in the top 1-5% in terms of audience size, engagement and relevancy. It's easy to get views copying larger creators but it's not a viable career. You have to break out, be unique, and always keep pushing to level the content up. Break boundaries! ⛓️‍💥 4. Build a Great Team. This isn't about having a good-looking, fun manager *cough cough*, but more about videographers, editors if you need them, assistants, creator friends, anyone you can lean on to help level up. The amount of times I have a brand call up and say they need a campaign shot in less that 48 hours wouldn't be possible without industry friends to call on. Too many creators try to be everything, it's the fastest way to burn out. 👏 Tom gave some of his thoughts on this panel but more in-tune of expressing his feelings when working with brands. Manager and Creator Economy friends, did I miss any? Comment or DM me 😄

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Should Brands Jump into ‘Extremely Online’ Trends? If you've noticed odd phrases like "Brat Summer" or "Very mindful, very demure" popping up on billboards or in your inbox, you’re not alone. Brands and ad agencies are increasingly incorporating social media trends into mainstream marketing. But is this the right approach for everyone? The Case for “No” Some experts argue against it. A thought-provoking article in Digiday points out that using hyper-online trends in mainstream ads can be confusing for people who aren’t immersed in TikTok culture. It’s like speaking in a different language. One brand expert noted that there’s a fine line between being cool and being downright confusing. The Case for “Yes” On the flip side, some social media strategists, see value in jumping on trends. According to one strategist, for small businesses in particular, trends show that you’re relevant and up to date. The key is timing – jumping on a trend too late can make your brand look cringy and out of touch. But when done right, trends are like internet slang that we all recognise and relate to. The Risks and Rewards Even unexpected brands can benefit from jumping on a trend. The contrast between a serious brand and a playful trend can generate buzz and go viral. Think of a dentist’s office talking about being demure – it’s so off-brand that it becomes funny and memorable. However, nearly everyone agrees that if your decision-making process is slow, involves too many people, or requires heavy legal scrutiny, jumping on trends is probably not the best strategy. #marketing #trending #socialmedia #demur #brat #marketin #strategy

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My full-time freelance career turns three years old today. I don't know if I'll mark this date every year, but I am this year because: - This is the longest I've freelanced full-time since my 2.5-year stint living in Australia (I ended it for my first content marketing role!). - I won my first content marketing award ever in this last year, and I am judging that same award and another content marketing award this year. - Since I started, I have worked with over 30 clients, with a handful becoming anchor clients that last to this day. - I have become an extension of the marketing team at these anchor clients, attending weekly team meetings and, sometimes, in-person dinners, industry conferences and summits. - I have helped my clients win or be named as finalists in over 30 industry awards. - My work has appeared in AdExchanger, Ad Age, Fortune, Fast Company, The Drum and several other major industry publications. In addition to the extra quality time with my family that this career pivot has given me, it's also reduced my stress significantly—so much so that I have gone almost four years without alcohol. I sleep better, eat better, work out more and relax more. As a result, I've produced some of my best work these last three years. I can't thank my husband, Brendan Haslam, enough for continuing to support me on this ride, and I continue to be ridiculously grateful for my network of former MediaMath colleagues who have brought me along to their new companies. The fact that I get to continue working with some of my favorite brilliant ad tech friends 10 years after I started in the space is a bonus I never expected (and it's another bonus that I've recently gotten to see some of them in person for the first time in years). Here's to Year 4 (cheersing with non-alcoholic rosé). #freelancelife #contentmarketing #womenincontentmarketing

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I’m knee-deep in learning again. Despite having over 15 years’ experience in communications and marketing, I’m back in the (online) classroom, this time with the fabulous Australian School of Copywriting. I’m learning about SEO, LinkedIn, and copywriting business management. Yet I already have experience in all those areas, so why am I doing this? 🔷 Because comms and marketing are evolving at a hurtling, breakneck speed, and no one in these industries should become complacent and risk being left behind. 🔷 Because I believe that self-development is important and by investing in continuous learning, you are helping to expand and grow your mind. 🔷 Because I think it’s reassuring to clients that I can demonstrate formal training in the areas where they need assistance. 🔷 Because I never want to reach a stage where I lose my sense of curiosity and believe I already ‘know it all’. Einstein said it best when he mused, “Intellectual growth should commence at birth and only cease at death.” #VictoriaHanlonCopywriter #FreelanceWriter #FreelanceCopywriter #FreelanceBusinessWriter #FreelanceHealthWriter #Learning #Education #ProfessionalDevelopment 📸 showing me in a very non-educational environment!

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🐊 CROC-ODILLA 🐊 How the "Ugly-Comfy" Shoe Became a $3 Billion Profit Powerhouse Crocs - those clunky, colourful clogs that took the world by storm—are back and bigger than ever. Not only are they culturally relevant, but they're also now a $3 billion business. But how did a brand that once teetered on collapse achieve this comeback? 👉 Comfort First: Crocs started with a focus on functionality. Their signature Croslite material offered unmatched comfort, perfect for everything from gardening to lounging. While the style wasn't exactly high fashion, comfort won over millions. 👉 The First Stumble: By 2007, the market became saturated with similar shoes, and Crocs' sales dipped. Discounting to clear inventory hurt the brand's image, leading to anti-Crocs movements. The company closed factories and lost millions. 👉 The Pivot: In 2016, a glimmer of hope emerged. Classic Clog sales remained strong, and a collaboration with designer Christopher Kane proved successful. This sparked a new strategy under CEO Andrew Rees. 👉 Collab Central: Crocs embraced collaborations, partnering with everyone from Justin Bieber to Balenciaga. These collabs, often outrageous (think Pringles Crocs!), resonated with Gen Z. The brand cleverly leveraged the pandemic's comfort craze, further boosting sales. 👉 The Profit Powerhouse: Today, Crocs boasts incredible brand strength. People are more likely to consider buying them, and their profit margins are unreal, rivalling luxury giants like LVMH. Crocs didn't just become relevant again, they became a profit machine. The lesson? Innovation, adaptation, and a surprising embrace of the outrageous can lead to remarkable success. 👏

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My Gut LITERALLY thanked me for this🫃↓ ↓ Health and wellness is probably one of my FAVOURITE niches when it comes to UGC. →  So I had no problem creating this paid ad for Melrose Health Australia 🇦🇺 Sometimes brands might ask you to compare their product to a competitor. Honestly…. Yes, I was hesitant. You’ve got to think of the logistics and legality. So what did I do? → Asked loads of questions UNTIL I was comfortable enough to move forward. It meant I completely understood logistics and legality. The result? A well-crafted paid ad WITH a scroll - stopping hook. 👉🏼 Hitting those consumer pain points 👉🏼WITHOUT being overly intrusive (if I may say so myself) ⭐ It’s really important to be honest if you’re unsure or hesitant. Let your curiosities bring confidence and clarity. That is a strength! Can’t wait to work with Melrose Health Australia again! #ugc #maleugc #ugccreator #ugcaustralia #contentstrategy #contentmarketing #hydration #supplements #health

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Back when I was at Uni, I was asked by a friend who ran the art department at a category C male prison whether I’d like to teach a 2-week summer school course there. The pay was a lecturer’s hourly rate, which at the time being an impoverished student seemed like absolute riches, so I jumped at the chance. I had an introductory tour of the place before I started, and then got to work with my group, setting illustration briefs that I’d come up with. I had a class of about 12, including 2 ‘lifers’ who had been in the system for many years. Having had no experience being on that side of the education process, and not being the most confident 21-year-old, I have to say I struggled to keep everyone on task. There was plenty of drawing, but a lot of it was somewhat off-topic (there were a great many naked ladies). And while not a total disaster, it didn’t go as I hoped. From that day on I told myself I was not cut out for teaching! So, what a revelation (fast-forwarding to a couple of years ago) when a client testimonial included the fact that he had enjoyed the learning that had happened along the way while working with us on his company’s visual rebrand. Part of what happens through the process of working with a client is educating them on how the process will work, what the crucial considerations are for them, refining a brief, and what they need, and how to use it (in a very tiny nutshell). As well as providing a new logo suite, brand colours, fonts, bespoke background patterns, brand guidelines, and templates, the client had also come away with new knowledge. We did that. Many of us providing a service are involved in educating our clients in some way or another. Lessons learned: Not to judge based on a suboptimal experience! Just because skills aren’t being applied in a formal setting doesn’t mean they aren’t happening, or that they are any less valuable. Image is a sketchnote style illustration with a dark grey background with white writing saying Share knowledge, orange outline of a blackboard with white text saying Educate, Illuminate written next to a lightbulb, Communicate written in a speech bubble, Inspire written in a thought cloud with fireworks and sparks.

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The best ideas are the simple ones that are hard to pull off… No Home Address was a beautifully simple idea on paper, but hard to execute. Aren’t those the best - simple, but almost impossible to pull off? Simon Dalla Pozza and Lewis Aramayo idea for Aussie charity Whitelion sat pinned to the top of the wall for a while, waiting patiently for the right time to present it, the right opening. But good ideas shouldn’t wait. So, when the awesome Gavin McLeod came into Ogilvy, he and the equally awesome Luke Hawkins took it off the wall and to the client, backed by the strategic smarts from the smart Magdalena Tomislav and Toby Harrison all armed with the confidence the agency could pull it off,  the client bought it on the spot. Big credit to them. Next, the digital boffins created the bit of code, but the idea had no scale, reach or impact without the brands donating their home pages. Thanks to the work of the brilliant account team led by Damien Pashby with Sarah in support and the client's connections, big brands across the land came on board - Domain, News Corp, Broadsheet, ASAHI, NBL and CUB, plus loads more. The campaign was live for a month and the money raised gave thousands of young people access to critical services and set them on a path towards their own home address. Client: Whitelion Agency: Ogilvy Australia Executive Creative Director: Gavin McLeod Creative Director: Luke Hawkins Creative Director: Ben Smith Art director: Simon Dalla Pozza Copywriter: Lewis Aramayo Chief Strategy Officer: Toby Harrison Senior Strategist: Magdalena Tomislav Group Account Director: Damien Pashby Senior Account Manager: Sarah Brown Digital Operations Director: Pedro da Palma Rosa Technical Lead: Cahyadi Hendrawan Project Manager: Bastien Legay

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Why LinkedIn is My Favourite Platform for Growth, here’s why: Growing up, I was obsessed with Twitter. I loved it because it gave me access to communities I was passionate about (yes, I was a full-on Rita Ora fangirl and I’m not even ashamed!). I could create content, chat with like-minded people, and—most importantly—actually reach celebrities and their teams. Back then, that was groundbreaking. Fast forward to today, and now we have LinkedIn, which takes that same community-building idea to a whole new level. Here’s the thing: LinkedIn isn’t just for job searching anymore. It’s a place where you can actually reach business owners, marketers, and decision-makers. I can share my thoughts, create my own community, and connect with people who genuinely want to grow and learn. What blows my mind is that only 3% of users are regularly posting! This is where the real opportunity lies. Businesses have never been more open to growth and collaboration—people are more accessible now than ever before. So why wouldn’t you take advantage of that? Start building your personal brand or business. Get your posts scheduled, engage with others, and watch your community grow. Trust me, LinkedIn has the reach, and the potential is right there for you to grab

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Someone recently asked me "what's the difference between a brand fan and a community member?" It's easy: connection and advocacy. I LOVE lots of brands and wear the logos loud and proud, but I don't chat about their content / projects / work with my mates. I LOVE other brands and I won't shut up about them / advocate for them / chat to others about them / mention them in workshops / champion their products / attend their events. Why? Because I've built connections through their activations and built an emotional connection to the work they do through their mission, the way they include me and respond to me both online and offline. They've taken me on a journey, I feel connected to the work they do. Scaling a community is tough, it takes work, it takes dedicated people on the ground listening, observing, responding and serving. That's why most brands have a passive audience. Not a community.

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Let's talk about one of my favourite tools - Canva! If you’ve ever worked with design in any form, you’re likely familiar with this graphic design software. It’s one of my most-used tools when working on my own business, and one of the few I’ve invested in with a paid subscription. Worth every penny! While there’s so much Canva can do, today I want to highlight something I really love: the mobile app. There are very few things on Canva that I feel need to be done on a computer, and there's even a few functions that work better on a phone. This is an absolute gamechanger when I'm snatching moments to work on my own business at 2am during a night feed or whilst nap-trapped in the day! If you find yourself awake at odd hours, like me, give Canva a try: you might surprise yourself with what you can create; it feels so much more productive than scrolling; and it might even save you from a few late-night impulse buys! #FeatureFriday #CanvaTips #GraphicDesignTools #WorkAnywhere #NapTimeHustle #MobileDesign #LateNightCreativity #DesignMadeEasy #DigitalDesign IMAGE: The image features a phone displaying the Canva app, with the Smooth Sailing Solutions logo on the screen. In the top left corner, there is a pink scalloped shape with the text "#FeatureFriday" in a stylish script font. A Canva logo (blue and purple gradient) is shown with an arrow pointing from it to the phone screen, indicating the use of Canva for design work.

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Since 2018, I have immersed myself in the aesthetics industry as I have researched, built and grown Glowday and GlowdayPRO. I’ve spoken to thousands of aesthetic practitioners. My social media community is exclusively aesthetic practitioners. My business "sees" the booking data and pricing of hundreds of practitioners. We see the booking and search behaviour of patients looking for practitioners, treatments and appointments As l've grown Glowday, l've watched hundreds of new practitioners go from just starting out to having sustainable and successful aesthetic businesses. l've learned a huge amount about the challenges faced when starting a medical aesthetics business. I've seen what's helped and hindered practitioners and am perfectly placed to assist you in your journey from starting out treating friends and family, to reaching your first 100, loyal, returning patients. In this book I provide real valuable guidance and tangible actions, to help build firm foundations on which to grow an aesthetics business.  From NONE to 100 is intended to help curious practitioners understand the realities of starting and running an aesthetics business, to help new aesthetic practitioners navigate uncharted entrepreneurial waters and experienced practitioners breathe new life into businesses that have plateaued. https://lnkd.in/ehAxcMus #aestheticsbusiness #medicalaesthetics #entrepreneur #growyouraestheticsbusiness #newpractitioner #aestheticpractitioner #patients #successfulaesthetics #glowday #guide #book

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