“For me, the first step to developing a content strategy is to step into the client’s shoes. I need to gain an understanding of what the client business goals are before I can develop content that will work for them.”

– Lindsey Flagg

In this interview, we get to know more about digital creator and writer Lindsey Flagg.

SM: Lindsey, how do you tailor your content strategy to meet the unique needs of each client?

LF: For me, the first step to developing a content strategy is to step into the client’s shoes. I need to gain an understanding of what the client business goals are before I can develop content that will work for them. I then do the same for that client’s audience. I figure out who that audience is, what their hopes and needs are, and what type of content they expect to see online—both from the client and the other sources that they gain information from. I find that it is easier to develop unique strategies and deliverables for different clients when I take this approach. Competitor research also often comes into play; you need to know what the competition is doing in almost any business in order to stay ahead of the game. 

I also have a range of experience in fields as diverse as customer service and education, so I have a uniquely wide perspective when it comes to working with varied clients. I believe all of the work, school, and personal experiences we have in life can positively influence our careers and our professional approaches if we know how to thoughtfully leverage them.

SM: Can you share an example of a project where your content creation led to significant results for a client? What were the key factors in that success?

LF: Last year, I created a blog post within the entertainment industry that was quickly included in a Featured Snippet on Google. It was actually the only article that was featured for that particular Google search. The approach I took with that piece was really quite intuitive: I wrote it as naturally and creatively as possible. I learned that, in some cases, I need to trust my artistic instincts as a creator and let my strategic skills come second, especially when it comes to work in the more creative industries. This also goes back to what I said earlier about developing content that is appropriate for the intended audience. Creating something entertaining and useful tends to yield the best results over something that is too technically strategized.

SM: How do you stay ahead of the curve in an ever-evolving digital landscape?

LF: I find that my passion for technology helps me stay curious about the new tools that are at my disposal. I love experimenting with new software and figuring out how it can help clients achieve the results they are looking for with their online content, as well as how it can make my work a little easier and more enjoyable. Testing tools out in my free time and exploring online courses are two ways I stay abreast of the changes to technology that can be of benefit to my clients.

Technology is shaping the digital landscape faster and more dramatically than ever before, so I believe that it is imperative to stay open to leaving your comfort zone and experimenting with tech in ways you may never have thought of before. Keeping up to date with new SEO strategies and similar methodologies is also essential.

SM: What does continuous learning mean to you, and how has it influenced your career path?

LF: Continuous learning has had a huge impact on my career. There are contracts I have secured that I could not have pursued without remaining committed to my own continuing education and making sure I learned the skills and tools necessary to fully serve my clients. I was very serious about learning during my traditional education, and that work ethic and thirst for learning has stayed with me throughout my professional career.

I am committed to constant improvement, so this award from Management & Strategy Institute really meant a great deal to me. It’s always wonderful to have your efforts acknowledged, but I also feel that the award serves as an example of the importance of lifelong learning to many professionals and even gives them something to strive for. I plan to continue my learning journey for the foreseeable future; I can’t imagine living a lifestyle where I’m not learning something new, even if I’m just attempting a new language with Rosetta Stone!

SM: What inspired you to pursue a freelance career in digital content, and how do you maintain your passion for this work?

LF: I’ve been interested in creating since I was a very small child. I also have been using computers since I was 3 years old, so meshing creativity and technology has always come naturally to me. I started writing my own magazines and newsletters when I was 8 years old—adding graphics as I went—and I never really stopped creating since. I was a little older when I started enjoying video editing work—many of the tools I use now would have been unimaginable when I was 8 years old—but that skill also feels natural and fun to me.

These skills are lifelong passions for me, so it’s hard to imagine NOT using them in both my work and my everyday life. Working freelance and constantly being exposed to different projects also keeps my role fresh and exciting. One day I might work on a batch of Canva graphics for a small business client, while the next I might be working on WordPress content for a nonprofit. This helps me keep my skills fresh and maintain excitement in my career.

Digital creators of all kinds are both artists and storytellers. Even when you’re selling a new brand of water, there is a story to be told—even if you are just photographing the bottle! Crafting these sometimes nuanced narratives is a challenge, but it’s a fun one.

Getting creative and artistic with my work is another way I stay curious and passionate. Not everyone gets to use their imagination at work. The fact that I get to flex my imagination and utilize it to help business owners realize their dreams—all while taking some stress out of their day—makes my work worthwhile as well as exciting.

SM: With your experience in creating content for highly regulated industries, what challenges have you faced, and how do you ensure accuracy and compliance?

LF: Highly regulated industries can present new challenges, but those challenges are often some of the most interesting, as are the deliverables I create for them. One of the greatest hurdles usually relates to communication. When you are working with clients whose content must follow the highest compliance and accuracy standards, serious and thorough communication with stakeholders is key. Diligent research is also essential. Research is important in all industries, but it is extremely vital where medical, legal, or financial content is concerned, for example. I ensure that I use factual, up-to-date information from reliable sources such as .gov websites and research journals for this type of content.

Training and education can be helpful when creating content for these industries, as well. I hold my Personal Lines insurance license in the State of Indiana, and I believe this helps me create insurance content that is better informed and more useful to the audience members. Past work experience in a regulated industry is also helpful, though I believe it is not essential if you are serious about research, communication, and continuous learning.

For many public-facing content pieces, it is important to remember that you still want to create engaging content even if it must be factual. Finding that balance has always presented a fascinating challenge for me that I believe I am well-suited for, but even those who don’t naturally find this balance can learn to discover it through learning and practice.

SM: You’ve managed content for platforms like WordPress and various social media channels. How do you approach content management to ensure consistency and engagement across platforms?

LF: I am a big believer in utilizing technology to make content management smoother and faster—and with fewer mistakes. Scheduling tools, SEO platforms, and content management systems are all important parts of the work I do. SEO platforms in particular are a great starting point for any content strategy, as most allow the user to research topics and competitor content in addition to keywords and other SEO elements. WordPress is amazing, because there are numerous plug-ins that allow you manage your on- and off-site content simultaneously and painlessly.

While longer-form content like we see with WordPress may seem different from social media content, it presents similar challenges, as well. All content needs to be on-brand and have good optimization in addition to being appealing to the audience. Having central platforms like WordPress and Google Drive make it easier to see the big picture as well as manage the smaller details.

SM: Your work involves a mix of written and visual content. How do you balance these elements to create cohesive and compelling digital narratives?

LF: When I was in college studying Communication and Media Studies, I was very intrigued by the idea of being a desktop publisher, which is a role that has quickly and largely transformed into the type of work that I do today. The way that text and visuals interplay on our digital screens has always intrigued me, so I feel very lucky to be working with both in my current role. To bring up continuing education once again, my online studies have helped me create better and better multimedia deliverables as technology and strategies have evolved. 

However, what I find to be most important is to take a user-centric approach when it comes to balancing the elements on-page. It doesn’t matter how good your writing is or how beautiful your graphics are if they don’t mesh well. You also have to make sure you are telling the story you want to tell with your words and your images. Once again, understanding the needs of the business and the wants of the audience is essential.

Whether you are a business owner, a website designer, or a freelance writer, you have to avoid fear and take risks rather than sticking with a combination of writing and visuals that doesn’t work. It’s okay if a test webpage doesn’t look perfect the first time, or if the color scheme of your blog post on WordPress looks off. Keep changing your draft until it tells the visual and written story you want it to tell. You have to get comfortable with errors if you want to stop making them!

SM: What role does keyword research play in your content strategy, and how do you integrate SEO best practices into your work?

LF: No content strategy is complete with keyword research, though more natural, long-tail search terms are becoming vital in 2024. I tend to focus on balance when it comes to incorporating SEO strategies and best practices into my content. If an article isn’t readable, the SEO benefits will not outweigh its flaws and will highlight rather than mask them. Similarly, if a social media post feels fake and as if it was created for SEO alone, it will not find an audience and will be lost in the sea that is the internet.

The narrative of the content is always the most important element. If you think about the main theme and story first and the optimization second, you will already have a better chance of creating something memorable that ranks better than anything designed to rank.

SM: Looking ahead, what are some trends in digital content creation that you’re excited about, and how do you plan to incorporate them into your future projects?

LF: I am surprisingly excited about the way that short-form video has taken the world by storm. I love working on Reels and TikToks for my clients and myself, as they represent a form of expression and narrative that is still fairly new in the grand scheme of history. I think we have reached a point in time where simplicity is craved by all sorts of individuals, and I have a responsibility as a content creator to help audiences find and utilize content that they will find helpful and entertaining at the same time—without causing overwhelm.

I am also very enthusiastic about the fact that, due to new technologies and algorithms, we are entering an era where SEO and digital marketing techniques must be re-learned and re-incorporated. I predict there will be many new creative tools and strategies for strategists and creators such as myself to learn, test, and master. It is as if we are starting anew in the world of digital content. I expect to keep learning and testing new ideas on my own hobby projects and then taking what I learn to clients for their benefit.

I try to remain optimistic and even excited about Artificial Intelligence, because I have to marvel at the way that it has changed society in an extremely short amount of time. We have arguments about the pros and cons of AI-generated content but barely stop to realize that we could not have conceived of arguing about these technologies even a few years ago! I believe we will find a balance that allows us to harness the power of AI to move humanity forward rather than hinder us, and I am both humbled and honored to be a part of the process as a content specialist.

🔆🔆🔆🔆🔆

“Digital creators of all kinds are both artists and storytellers. Even when you’re selling a new brand of water, there is a story to be told—even if you are just photographing the bottle!”

– Lindsey Flagg

Useful Link

Visit Lindsey’s music blog.

Read Lindsey’s posts on Medium.

Join the Conversation

We’d love to hear from you! Share your thoughts on:

1. What aspect of Lindsey Flagg’s career impressed you the most?
2. How has digital content influenced your own media experiences?
3. What topics would you like to see explored in future interviews?

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