Big-hearted blogs build the profile and presence of Emma-Kate Wellbeing, leading to two magazine features.
Wellington-based Emma-Kate supports people from all walks of life to strengthen their mind, body and soul thanks to health and resilience coaching, massage, mindfulness and more. Emma-Kate is also the founder of the registered charity, The Brain Garden Trust who provide mindfulness-based support to children and their families navigating long-term health challenges and neurodivergence.
If you ever get the pleasure of meeting Emma-Kate, you’ll instantly realise she’s all about creating real, vulnerable, and meaningful connections. You’ll probably also pick up that she is a survivor and can tell you a thing or two about overcoming adversity.
That’s because she lives with a heart condition and identifies as neurodivergent. She has survived multiple traumatic surgeries. Her doctors never expected her to reach adulthood or to have children, let alone run an incredibly successful business and advocate for others. As you can imagine after all she’s been through, her life is rich with stories of triumphs and challenges, of gratitude, and celebrating the big and small wins.
Knowing her story and insights can impact many, she was searching for an experienced content and blog writer back in April 2023.
Someone who could help her words reach a wider audience.
Someone who could eradicate the pressure of writing, researching and editing regular blogs, while being skilled in conveying her messages clearly, effectively, and in her voice.
A bonus if the content writer also had lived experience of health challenges or neurodivergence – not necessarily someone with the same background as her but someone who gets it.
Emma-Kate found me through the online networking group, She Owns It.
Neither of us has looked back since.
This is Emma-Kate’s content story.
What do Emma-Kate Wellbeing and The Brain Garden Trust want to achieve with their content?
Emma-Kate’s top four goals are: communicate key messages, create presence, connect with clients, and confidently present her thoughts and insights.
Let’s look at each of these goals in more detail.
- Communicate effectively. Get my message across without worrying about being a writer.
I want to:
- create content through conversation rather than writing
- have someone else tease out key points and do the extra research
- remove pressure and imposter syndrome around writing.
- Create an expert presence to establish legitimacy in my industry.
I want to:
- feature in reputable magazines and other platforms
- create a professional online presence
- attract coaching clients
- share content on LinkedIn
- be recognised as an expert in my field.
- Connect with and support clients through relevant, real and relatable content.
I want to:
- break down complex ideas and theories into everyday language
- share personal experiences to normalise and give voice to struggles
- provide resources for clients to refer to in-between appointments
- feel fulfilled by helping others with my experience, knowledge and training
- be seen and noticed as experienced, empathetic and compassionate.
- Confidently present well-formed, well-researched ideas.
I want to:
- structure my ideas in a clear, logical and compelling way
- receive feedback and suggestions from an experienced writer
- explore and refine my core messages and what I want to be known for in my sector
- partner with someone who can research key concepts – bringing out the depth and nuance.
How does Katie Rickson Copywriting and Editing make this all happen?
Once Emma-Kate has decided on the blog topic she’d like to address, we book a time for a Zoom call.
During our video call – which usually lasts between 45 minutes to an hour – I let Emma-Kate speak freely on the topic of her choice. I ask her questions to clarify her thoughts and dive deeper into the subject matter. I record our conversation so I can be fully present, grab a complete transcript, not forget anything, and make sure when I write the blog it’s in Emma-Kate’s words.
Emma-Kate says this works because:
“I’m far more articulate when I’m having a conversation versus trying to write something down.”
Our interview approach allows her to express herself fluently and maintain her train of thought. She’s not worried about getting the wording right, as she knows she can trust me with this. This approach is also more creative, as it allows us to go off on tangents or approach the topic in new and surprising ways. Together, we get to investigate the subject matter from different angles and with more depth and nuance.
Emma-Kate’s content success – the great things we’ve achieved together.
To date I’ve written seven long-form blogs and copy for a flyer – that’s around 10,000 words for her growing audience and clients, and it’s also a hit for internet search engines.
Emma-Kate’s profile has seen a real boost: she’s recently featured in two top magazines.
Working with me has boosted Emma-Kate’s professional profile, leading to opportunities in prestigious magazines and enhancing her credibility with potential coaching clients.
A MiNDFOOD writer found Emma-Kate through a Google search which directed her to her blogs.
Since working with me:
“It’s given me more of a presence and the confidence to have the presence.”
The interview-style process is healing and validating.
Emma-Kate experiences our interview and content creation process as therapeutic and cathartic. Asking her the right open-ended and compassionate questions has allowed her to reflect on, process and organise her experiences and thoughts:
“I think quite often it’s healing. It’s like a good therapy session as well as good for work.”
Emma-Kate has a platform to share her lived experience – enabling her to connect with her current and potential clients on a more meaningful level.
Emma-Kate values having a platform to share her personal experiences of neurodivergence, medical trauma, and advocating for herself and her children. She mentions how this makes her more relatable to her audience and her coaching clients, as it helps to normalise and validate their experiences and challenges.
Emma-Kate shares how her personal and often vulnerable approach to her blog demonstrates:
“I’m not just an academic or someone who’s theorising everything. I have lived experience and I pull on that and my empathy and compassion for others and myself.”
I have created a safe space for Emma-Kate to share her insights.
Emma-Kate appreciates how well we collaborate, how we spark off each other and how she can trust me to do the research and represent her authentically.
We often touch on sensitive subjects, and so she values the safe space, empathy and insights I can provide during the process.
“You hold really good space. It’s enjoyable but therapy and everything all wrapped into one.”
What’s next for Emma-Kate?
Looking ahead, Emma-Kate would love to achieve a long-held dream: to write a book.
Her book will be about her personal experiences of her heart health journey, with mental health and neurodiversity-affirming tips. She wants to continue to tell…
“my story with some mental health and wellbeing tips dotted through it.”
Her book will be an extension of her online content, further embedding her as a leader in her field by balancing her personal story with her professional insights.
As Emma-Kate’s go-to writer, I look forward to bringing more beautiful content – through her blogs and her book – to life!
Katie! I want to experience similar results! How do I get started?
Awesome – I like you already! All you need to do next is book a free chat to ask me any questions and see if we’re a good fit. Or simply complete the contact form on the same page and I will be in touch.