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In this episode of the WorkPlay podcast, we welcome Ellen Yin! Ellen is the founder and host of the “Cubicle to CEO” podcast. Ellen’s journey from social media manager to the founder of a thriving media company showcases her dedication to empowering women entrepreneurs through education and community. We explore how she navigates identity shifts, embraces storytelling, and leverages visual content to elevate her brand. Join us as we dive into her insights on creating impactful marketing campaigns and thriving in today’s attention-driven economy.

Define Your Business Model

Understanding your business model is crucial for success. Ellen emphasizes the importance of distinguishing between consumers and clients, stating, “If you’re a small business owner or an entrepreneur who’s actually listening to our podcast or buying our education products… we think of you as a consumer. If you are a brand partner… then we consider you a client.” This clear distinction helps strategize how to approach each group effectively. By knowing your audience, you can tailor your content and marketing efforts to meet their specific needs. Ellen’s approach shows that a well-defined business model leads to more effective communication and engagement with both consumers and clients.

Set Clear Intentions for Your Visual Content

Before embarking on a photoshoot or visual campaign, it’s essential to have a clear intention for the content you want to create. Ellen advises, “It does matter to have an intention for what you’re going to use the content for, even if the intention changes.” This foresight not only guides the creative process but also ensures the visuals align with your brand’s messaging. By establishing a shot list and considering the emotions you want to convey, you can create more impactful visuals. Ellen highlights that “you’re telling a story,” and having a clear narrative in mind enhances the effectiveness of your visual assets.

Involve Your Community

Engaging your community in your projects leads to richer content and stronger connections. Ellen shares her experience of inviting community members to participate in a photoshoot, stating, “I wanted to feature real faces of members of our community.” This approach not only diversifies the visuals but also fosters a sense of belonging among your audience. By spotlighting others, you create a more inclusive brand narrative that resonates with your community. “community is about spotlighting others,”- Ellen Yin which significantly enhances your brand’s authenticity and relatability.

Plan for Versatility in Your Visuals

When creating visual content, consider how the assets can be repurposed for various campaigns. Ellen notes, “I didn’t realize at the time that we were creating this visual campaign together that there were going to be many other uses of the content.” This foresight maximizes the return on your investment in visual assets. By planning for different use cases, you ensure that your content remains relevant and useful across multiple platforms and campaigns. Ellen’s experience demonstrates that versatile visuals lead to unexpected opportunities, such as partnerships and promotional campaigns.

Practice and Evolve Your Skills

Regularly engaging in photoshoots and visual content creation helps refine your skills over time. Ellen emphasizes, “The more that you do it, the better you become at that skill.” This practice enhances your comfort in front of the camera and improves your ability to convey your brand’s message effectively. By treating each photoshoot as an opportunity for growth, you develop a more authentic and engaging presence. Ellen’s insights remind us that consistency in practice is key to mastering the art of visual storytelling.

Ellen’s Advice to Current and Future WorkPlay Members

“You want to create a cohesive look and branded feel across all of your visual assets, you also want enough variety to keep people from just scrolling by  and saying, Oh, I’ve already seen that photo 10, 000 times.”- Ellen Yin