BusinessLife Spotlight: Vanessa Calas of Palm Beach Content Co.

You have seen Vanessa’s name in our case studies about Palm Beach Content Company. In the past, we have looked at what she learned about pivoting, and developing her business in the early stages.

This month, we will focus on where she is and where she is going as a business owner.

What does her BusinessLife look like now?

Since our last visit with Vanessa in March, she has been growing her company steadily. She has gained new clients and refined her services. She continuously researches her market to understand how to position it in the industry.

She has also been looking at her own professional improvement as a way of cultivating her business. Peter has encouraged her to look at her own leadership strengths and opportunities.

Today we are spotlighting Vanessa as a business owner. What has she learned about her industry? How has she developed herself within that industry? What benefits does she offer? How does her approach provide value and promote growth? And where is she headed moving forward?

The industry

Palm Beach Content Co. primarily serves local clients who are looking to grow their offered services, user base, and profitability. These clients are looking to use content as a means of development. Although she works locally, she is increasingly looking to expand her audience throughout the industry.

As of now, Vanessa’s clients are solo entrepreneurs, funded startups, and small businesses. No matter the industry or market, Vanessa’s passion and purpose with Palm Beach Content Co. is the same: to grow a company through strong quality content.

The benefits

Palm Beach Content Co. focuses on building a robust online presence for each client. Nearly 90% of consumers research a company’s website and reviews before purchasing, according to the 2016 Local Consumer Review Survey. This means that a strong online identity is crucial to success—especially with regards to local businesses and consumers.

Further, content is value. The more you offer to your clients and potential customers, the more value they will see in your company. The more value they see, the more likely they are to work with you. Content is more than just marketing; it facilitates a relationship based on information and communication.

Vanessa sees content as a halo effect. She’s found that in most cases, new content brings new customer inquiries.

The approach

Palm Beach Content Co. is, in a way, “an on-demand service with an on-demand approach.” A customer can go online to book a service, like having blog posts written for their weekly newsletter. This content is then delivered within the next month in a way that simplifies the ordering and creation process for the business owner.

This is a unique way to offer content as a service. It’s a departure from the traditional marketing model, where every contract is custom and long in duration. Instead, the Palm Beach Content Co. method provides quick and easy access to content.

Providing value

Vanessa believes in maximizing return on investment. Her content can be repurposed and reused in varying ways. Furthermore, content facilitates improved communications between business and consumer.

For Peter Marcus, Palm Beach Content Co.’s work has helped him visualize his services in a different way.

Peter and Vanessa have worked together to create a Digital Library for owners, managers, and executives to use as a tool when working with their teams. This leverages Peter’s knowledge and skillset to reach a wider audience and increase the value of his coaching program.

Additionally, Peter has found that content has become the basis for guiding more in-depth conversations between coach and client.  

Vanessa’s growth

Palm Beach Content Co. is growing because Vanessa, as the owner, has worked to progress and learn. She has seen two significant personal points of growth:

With a coach

Vanessa found that as a business owner, working with a coach is invaluable. Peter has become a trusted partner outside of her business. He acts as a sounding board, a guide, and a promoter. As a solo-preneur, working with a coach has helped keep her business and her BusinessLife on track.

With clients

Vanessa has also gained a lot from new clients, prospective clients, and even some of Peter’s clients (like Maria Hernandez and Laura Brandano, who are also spotlighted this month). Vanessa has learned about her market, her consumers, and about interaction in general. This has helped her understand content communication from a new perspective.  

Looking forward

Vanessa has set two clear goals for the upcoming months. 1.) She wants to create a library of resources for her content creators to utilize. She believes that focusing on developing writers will develop her business, and in turn the businesses of her clients. 2.) She plans to offer content in different languages to help her clients break into new markets.

Stay tuned with Peter Marcus’ library to watch the development of Vanessa and Palm Beach Content Company. Sign up for the Marcus Coaching newsletter as well to gain insights every week.