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Heart-repreneur® RadioPodcastsHeartrepreneur® Radio | Episode 190 | Thinking Like A Publisher with Leticia Mooney

August 13, 2019

190HPRbanner - Heartrepreneur® Radio | Episode 190 | Thinking Like A Publisher with Leticia Mooney


Content marketing has become more challenging through the years as more products and publishers are emerging in an ever-competitive market. Leticia Mooney says the answer to taking your content marketing to the next level is by thinking like a publisher. Leticia is currently the CEO of the Australian content strategy company, Brutal Pixie. She shares her knowledge on how we can maximize our skills in producing content that works, as well as how to take our content marketing at par with how a publisher thinks.

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Thinking Like A Publisher with Leticia Mooney

We are talking to Leticia Mooney who is going to tell you all about taking your content marketing and thinking like a publisher. That’s why you want to subscribe to our show so you don’t miss our fantastic guests and of course, we love your five-star reviews. Leticia, welcome.

Thanks, Sam. It’s nice to be here.

You were talking about content marketing and maybe campaigns. What are the benefits of thinking like a publisher and managing our content better?

One of the critical benefits of thinking like a publisher is having the idea that instead of doing lots and lots of little bits of things, which many people in small businesses particularly tend to do. There are lots of trends, lots of coaches out there that tell people they have to be doing blogs, vlogs, podcasts and eBooks and all of these million things. What happens is they tend to get burned out and they don’t do any of them particularly well. They do them, but not always great. When you start thinking like a publisher, instead of doing everything in small campaigns and across loads of channels all the time, it enables you to think like you’re running a mini business inside your business so you not only go narrow on what you’re really great at, what your capabilities are.

Let’s say for example, you are great at podcasts, so you go narrow on podcasts. You do them extremely well and you build a loyal following and a fan base. That enables you to sell more effectively because you see it as a money-making activity rather than just getting my brand out there, which is what lots of people who approach marketing as marketers tend to do. As a publisher, that’s one side of the benefit. The other side is that it allows you then to think of it as a complete system rather than, “I have to do this marketing stuff.” It is, “We’re going to be publishing this material. What do we need to do that effectively and to protect our workflow and our risk in order to do that?” There are multiple benefits to doing it as a cohesive whole and those are probably the key ones.

You help transform businesses. When you use this process of the cohesion, publishing the content and really thinking it through instead of doing the bits and pieces, what results have you seen? What type of results do your clients get?

You can re-purpose everything with a long view in mind. Click To Tweet

Typically it starts to transform them into people that others recognize as leaders. That’s the critical outcome that happens. I have two great examples in consulting, one’s in industrial relations and one’s in training. They started really small because they had never been in this space before. They just began publishing things on their specific niche. As they started publishing, they were able to build on each of those things and create significant assets out of them to the point where one is now getting the major press out of it and she’s recognized as a leader in her space. She’s getting proactive leads out of that on the basis of the fact that she is a leader. Others are getting recognition in their fields because of the fact that they’re starting to be able to develop templates and tools out of what they’re doing because they have a long view.

They say, “We’re going to start in this place. We can build on these to offer these kinds of tools, which become evergreen materials. Out of those things, we can then create a book.” They’re repurposing everything that they do with the long view in mind. In the long-term, what that does for them is it saves them loads of money. They’re not having to spend heaps and heaps of time, materials and cash trying to always create new assets. They can create a strategy where they begin with one little thing and create many more out of them. The payoff is long, content marketing is always long, but that’s the nature of the beast really. When you stick with it, it does pay off in terms of visibility, access to the people that you want to access and passive revenue streams.

It sounds like what you’re saying is think about mastering how others are viewing you and the type of content you’re putting out. The other thing that reminded me of it is a quote I saw where you don’t eat the fruit the day you plant a tree. You plant the tree and starting getting it bearing fruit before you’re ready to pick it off.

I love that. That’s right.

They get recognized as leaders. They’re saving money because they’re not always rolling out new campaigns. What do you think is some of the resistance? Why do people not naturally do this?

The key one that I have seen is that it’s not natural for them because nobody else is doing it. That comes down to that human bias where if you want to fit in with what the collective is doing. It’s really tough to swim upstream or to do something different. That calls into question then how courageous are they. Are they willing to do something different? If everybody else is doing email, are you willing to go into print? There’s a great example of that out in the market in publishing right now, Smashing Magazine, which is an online magazine moving into print. Everybody else is going deep and long on video. They are going in the total opposite direction and that’s probably going to be beneficial to them long-term because that will be one of the only people in their market doing that.

190HPRcaption1 - Heartrepreneur® Radio | Episode 190 | Thinking Like A Publisher with Leticia Mooney
Thinking Like A Publisher: If you want to fit in with what the collective is doing, it’s tough to swim upstream or to do something different.


The resistance is a human thing and that’s the critical one really. I personally come up against people who are advised by coaches who have seen all of the trends that are online, where leaders in all kinds of fields are saying, “Do this.” The resistance can be internal. The other thing is that because it is that mastery issue, some people resist it because they can’t see an immediate pay off for that. Those kinds of people tend to switch on Google ads and pay for immediate outcome rather than create assets that over time will earn them more money. It depends on their goals sometimes. The key one is courage in small business particularly.

We are dealing with Heartrepreneurs and they are making an impact on making a difference with their business. What are some of the tips that you would give them for content so they can also not only generate the content, not only master it, but also keep true to their purpose?

I have a good tip for this. Hopefully many of your Heartrepreneurs have heard of the hedgehog concept. The hedgehog concept for those who haven’t heard of it is a Venn diagram. It was created first created I think by Jim Collins in his book, Good To Great, which is amazing for anyone to read, especially people who are heart-driven and really focused on doing great things. I love the hedgehog concept because it allows you to sit down and say, “What do I do best in the world?” Whatever your world might be, it might be your street, your building, your city or actually the world. “How do I make money and what are all the possible ways I can do that? What drives your profit engine?” The other thing is, “What’s your mission in life?”

Where those three things overlap, that’s where you focus. Whenever you come to making a decision, you can then just look at this simple diagram and say, “Does this thing fit in all three boxes?” If it doesn’t, then you can put it aside and do some more research and more thinking. For content, what that allows you to do is go, knowing that I have this diagram now, how does what I’m doing fit? Is it on a mission? Is it helping me to be perceived as the best in the world at what I do or related to that? Does it in some way also drive my profit engine? Without money, I can’t exist to do great things in the world. I find that is a great North Star for people for materials. What it will do is people who are really heart-centered, it will allow them to sit down and say, “I’m being told to do videos, but I don’t feel great about that. Here’s why it doesn’t fit with what I want to do and how I am perceived,” and to make some clear decisions about that. It’s a simple tool but effective. It’s easy to redraw as well, which I love. It’s not like you have to sit down for a whole day and have a strategy day to work out where you are going. You can do it over coffee.

You filter all your content through your mission, through your heart, through your purpose, and of course, through your profits. It sounds like a really simple way to view your content and say, “Am I just putting something out there for the sake of putting something out there? Am I actually going down the path that’s going to make me greater?”

It’s fantastic. I tell all my clients to do it. It’s great to do. I do it myself, so I’m actually walking my talk. If your business shifts and changes as it should as you grow, then it’s easy to re-do, which is one of the great things about it. It’s something you can carry with you everywhere if you want to. That’s simple. You can do that now if you wanted to do it, so that’s really easy. The other thing that I recommend is that even if you have loads of content, do a message architecture exercise. That’s something that comes out of content strategy specifically. It’s an exercise where you go through a facilitated process with loads of cards and all of the cards have descriptive words on them. The great exercises will take you through hundreds of cards.

If your business shifts and changes as it should as you grow, then it's easy to re-draw it. Click To Tweet

It forces you to go, is this me or is it not? Is it what I’m doing in the future? It allows you to go through on a relatively intuitive basis. How does this brand fit? What does it do? I did that with one heart-centered entrepreneur who had lots of little things that she was doing and didn’t know how they connected. We went through this process and afterward she had this moment of clarity where she went, “Now, I understand what it is that I’m bringing to the world and how do I connect all of my bits and pieces together and where to go from here.” For content and messaging in particular, it’s a very powerful exercise. If you can find someone who can do that for you, I’d highly recommend it.

Leticia, how do our audience find out more about you?

They can go to The simplest way to find out about what we do and to learn from what we do is to sign up to our daily tips email list. That’s on the website right at the top.

I have to ask, “Who is Brutal Pixie?”

Years ago I ran an online rock magazine, which I founded and I sold in 2010. One of my gorgeous writers that was her nickname for me basically because I like extreme music and I’m quite small. She was at the mercy of my editing. She actually gifted me the domain and the artwork and hosted the website as a gift. It was the most amazing thing. She said, “Do with this whatever you like,” and here I am.

We have been talking to Leticia Mooney all the way from down under Australia. You can get her email tips at This is Sam Mak. I am your diversity and inclusion consultant for college students. You can find out more about me at Also, find like-minded Heartrepreneurs at our Facebook group at #Heartrepreneurs with Terri Levine.

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About Leticia Mooney

Leticia Mooney 200x300 - Heartrepreneur® Radio | Episode 190 | Thinking Like A Publisher with Leticia MooneyI’m a content professional (that’s publishing strategy, editing, copywriting, and thought leadership for the old-school among you). I bring with me a splash of content strategy for digital assets (content-first design, governance, risk management, and ROI), usability and understandability research skills.

I’m also an author and mentor. I wrote the first book on the mechanics of rock journalism, Music Journalism 101.

This unique skill-set is largely a result of my experience as a publisher in the music industry; an industry that is fast-paced, demanding and highly competitive. What it taught me is how to structure, create, distribute and manage content in a way that creates and maintains niche communities. It taught me how to do this in a 100% online, globalized way, with a completely remote team.


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