Content Fairy – Guy Redwood's Blog

A few weeks ago, Patrick http://unique-spaces.blogspot.com and Cath from Heuga, started blogging. It’s interesting to see that both blogs have quickly settled into their own distinct styles, reflecting the personalities of the authors.

So, how do we put these blogs infront of people that should be interested in reading about home interiors & the interior industry?

Heuga are changing a fickle industry – slowly moving a behaviour that’s been engrained over many decades of consumer comfort. How do we spread the word and find these blogs an audience?

I finally got time to respond to our latest request for help under our Eco support scheme. The UK distributor of the fabulous Xtracycle has pitched us for some free mentoring. Can we refuse to help such a cool product? There are certain criterias that need to be met and we do have to turn companies away as we can only help 12 in 12 months. Lets see where we go.

After looking at yet more info about the amazing xtracycle – I came across this fabulous video that really sums up the product for one particular niche. (note the awesome Stoke Monkey fitted). You only ‘get’ this video if you know that you’re looking at an xtracycle.

The interesting question surrounding this product is; In the UK, do you market it at the stereotypical audience depicted in this movie or a different audience that may react badly to that association?

Monbiot.com » About George Monbiot

Whilst watching TV last night, George Monboit was introduced as an influential ‘green’ journalist at the Guardian. So this morning I fired off an email to introduce our eco-aware work hoping that George may know some more companies we could help for free.

One amazing aspect of the eco-aware work we’re doing is this huge excuse we’ve got to talk to cool people. Eco stuff is fundamentally important and that’s a core driver behind our work. But the spark that keeps the buzz around our work is that excuse to interrupt and introduce our work, our partners, our findings to lots of very interesting and influential people.

There isn’t a week that goes by without remembering the day that Seth Godin blogged about us. The big grin came from the fact that he totally got what our pledge to help fair trade and eco companies was about. The simple fact that it’s all about ‘because we can‘.

So who else should we talk to?

We’re about  4 months into our ambitious pledge to help 12 eco aware businesses for free and I thought it was time to give you an update and get this blog back up and focused. It’s been a huge success – the world is much better place for our help. Ed would be very proud of the karma oozing out of our new offices in Leeds.

The first business that signed up and seeded the whole idea is doing exceptionally well from our help. Makes a Change, the organic baby clothing boutique, has seen traffic rise and now has analytics to start honing the whole venture. There’s plenty in the pipeline for this business and I won’t steal Emma’s thunder by spilling the beans here. We essentially mentored Emma in the art of being even more remarkable and SEO. As you can see from the site – Emma totally ‘gets’ it! and this is just the tip of the ice berg.

The next business to sign up was/is more of a longer haul. Positive Planet is a business that provides solar water heating systems that are made for our UK weather. The seals on the system don’t break and you still get super hot water on a dull winter’s day. We haven’t scratched the surface with this one and to be honest, holidays and office moves have not done this project justice. watch this space – as they say.

Then we met Lucy at Tam & Rob – the stylish Fairtrade and organic womens clothing company. They have just launched their revamped website with a new collection of clothing. We held a workshop with Lucy in January, where we went through the whole user centred design process to structure the new website. The new website is a product of the mentoring process. Granted there’s a lot still a lot to do, but it’s all part of big journey and the new site is a foundation for great things.

Next month we have Walk It in the office. That’s a day at the white board to discuss where we can help most. They have huge plans – so lets see where we can take them.

One of the best bits about mentoring the eco companies is that the people behind the businesses are totally immersed in the ethics and detail that make up their offering. We love listening to the stories behind the businesses and the debates over what aspects are important to the business, to the consumer and to the planet. It’s a complex mix and that’s where we focus our support.