Introducing Folly

Why have I changed from Content by Emily, to Folly?

Here's a little story about why it was right for me to change my name from Content by Emily.

I started freelancing in 2022, at the back-end of my maternity leave with my twins.

I didn't have an income, so I didn't have childcare. However, I needed to do this for myself - start working so I didn't lose my career, and could be a role model to my three girls that you can have babies and a good job too.

But, it was hard.

I worked around the nap schedule. *little secret - there was no nap schedule. Sometimes it wasn't synchronised, sometimes it was. Sometimes it was 20 minutes, sometimes 4 hours*

I got up early and worked before my husband started his 9-5.30

I worked in the evening.

Basically, I worked when 'normal' people - don't.

So, I didn't start off with strategy work. Because that takes workshops, calls and thinking time during the day.

I instead started offering copywriting, as I knew I could be more flexible with that.

So, I was writing content. Emily was writing content. Content by Emily.

After 3 months, I was approached for a strategy project. They said they didn't care about having my kids on calls. They wanted me. They also could do early and late calls to suit me.

So after 3 months of being a freelance copywriter, I was spending 90% of my time doing strategy.

And briefing others to do the content.

The content was no longer by Emily.

January 2023, I decided I wanted more of that type of work. I started offering marketing mentoring, messaging workshops, and brand strategy. My 2023 was mostly strategy and consulting. I did some copywriting, but to be honest - only for people I wanted to write for. I wrote for some amazing projects - but I wasn't spending every day writing.

I started to put myself forward for strategy and project work. People were confused by my name "but you write content, you don't do brand management?"

I talked around it for a few months, but the reality was - content by emily was for when I started out, and it wasn't what I wanted my business to be about. So, December 2023, I decided to make the change.

A few people have asked me about it. How to know when the right time is to change. How to go about it.

I honestly think the answer is, listen to your clients. Listen to your potential clients. Listen to you gut.

And just make the change if it feels right.

Why Folly?

I love the Rivers of London, it’s my favourite book series - and when I need inspiration, I turn to my books. My 3 kids' middle names are all strong female heroines from novels - and now my business is also named this way. The Folly is a place where everyone reconvenes, learns, makes sense of things, strategies are created, and action plans are mapped out.

Folly can mean daft, a little foolish. Those businesses who are scared of looking a little foolish aren’t the ones who succeed. You need to try something different. Have a play.

Think about things a little differently. It takes creative play to make something spark.

I love exploring gardens, landscapes and finding little follies. They’re places where wonder, curiosity and seclusion combine. Come down to the Folly and explore how we can add some magic and joy to your brand.

Looking for help with your brand direction?

Luckily, I can help.

I work with business to help them define their purpose, their services, their story.

If you need help creating these vital foundations for successful marketing - just get in touch for an informal chat to see if you fancy working together.

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How to prepare ahead of a brand strategy workshop

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How to get cracking with strategy - 3 steps for that vital research phase