Blogging for business, with Claudia Hulshof

1. Who are you and what is the story behind your business?
I am a Dutch woman, living in The Hague (The Netherlands) with my dog. I have a partner but we don’t live together. I own two businesses SustainableStyle.nl and Claudia.nu. I am a personal stylist, specializing in sustainable style, and a text writer, writing mainly on sustainability, innovation and new knowledge. Besides this I am also a professional singer.

My background is in journalism and communications which I loved to do, but part of me always wanted to work with design, colors and style. Working with emotions and my intuition. So a few years ago I decided to join Carla Mathis’ classes and now I work as a Body Beautiful Stylist. My focus is on sustainability – if you know yourself, your colors and your personal style you can choose very specific the clothes and accessories that suit you, you don’t need much to look attractive and interesting.

Additionally I focus on sustainable materials, and the way clothing, accessories and make-up are made. I advise people on ‘conscious beauty’.

2. When and why did you start blogging?
I started blogging about sustainable style at the same moment I started as a stylist. Simply because I love to write, and I believe in sharing knowledge and tips with everyone that could be interested.

3. How much time do you spend creating content, do you have any time saving tips for others?
I don’t spend much time since I only publish about one article per month, sometimes more. I might start translating my content into English too, so that means a bit more work.

For me it is not the quantity that counts, but the quality. My tip, therefore, would be: do, as you like. Don’t believe people who say that ‘to get readers you should at least do this ore that, publish every day or at least once a week’. I offer a e-zine of my blog posts for readers which is sent out once per month.

The most important aspect of blogging is regularity. People who follow you and like what you write notice your blogging frequency, they know when the next post should be there, don’t disappoint them.

4. How do you stay inspired?
I put no pressure on myself to publish a lot, and I actually have enough inspiration every month. Most of my inspiration comes directly from clients, but sometimes from what I read in the newspaper or online, or something I saw in the shops.

5. How has your blog influenced your business, can you give an example?
I notice that many people like the monthly articles they receive from me. Often I get friendly ‘thank you!’ e-mails after I send one out. It is a great way to show clients what you know, how you work, who you are, and what is of importance to you.

I think it makes it easier for people to choose with whom they want to work, because they already know you a little. And yes, new clients sometimes are people who know me from my e-zine. Others find me through my website, which provides a lot of information too!

6. Looking back, what are the lessons you have learned about blogging?
Good and beautiful images are very important. And of course high quality content.

7. What advice would you offer to others looking to take their business online?
If you like writing, start a blog about your work too. But do not expect too much from it, e.g. that you will have many, many readers straight away. There really are a lot of people that write, and even less readers. In my opinion you must like writing; it is the only good reason to start blogging. You then won’t disappoint yourself.