At NeoMam we fell into a place where link builders wouldn't see us as link builders and PR teams wouldn't see us as PRs.

It took nearly 10 years for us to come to terms with the fact that what we are is content creators.

That's why we approach things differently 👇
We put most of our time and money into the content.

Every project will take us a few months to produce. I always say we're building a house that will be there long after we're gone.

Creating content that will stand the test of time takes a lot of thought. You shouldn't rush it.
From ideas to research to content to design to dev to outreach, it's always about the people who will see our content.

We make many decisions by asking ourselves, 'if someone were to see this without any context on Pinterest, would they understand what they are looking at?'
We let people know about our content but we don't tell them how to link.

We don't do breakdowns of homepage, campaign and product links. We don't care about nofollow. We don't set anchor texts.

We are glad they want to share it and make sure they credit the source. That's it.
We let our content do the talking. Either people love it or they don't.

We won't keep pushing and tweaking headlines to get one more link to a piece of content that fell short. We'd rather start again with a fresh brain.

The more we recognise when we failed, the better we get.
We don't do this for the links or for the coverage. We do it because we want to create content that people will want to share.

Links and coverage is what helps us make the money we need so we can create the content.

Some of our favourite projects didn't get a thousand links.
All this is clear to me now but it wasn't five years ago.

I used to feel super inadequate when sitting at a panel and saying the complete opposite to everyone else.

I used to fight how long things took us, or why our content was evergreen more often than trendy.
But now I get it.

It's still a bit uncomfortable but only because now I am the one who can't relate to those labels anymore.

And as I review our body of work, I can clearly see the enjoyment in the content we produced from the moment we embraced our role as content creators.
I don't know who needs to hear this but it's okay not to fit in the box.

If you're struggling to figure out your place in the world, go back to basics and spend time noting down the things you've done that you love and the moments in your life where you truly experienced joy.
There's many voices telling us what we should do, and it can get overwhelming when struggling to see your path.

Trust your own voice above all others. Listen to yourself. Look at your experiences. Focus on your goals.

You can learn from others and be yourself at the same time.

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