Hope is a persistent so-and-so ...

When you go into a new year, you do so with hope. Even when it feels like the 76th day of January, I, for example, have hope that January will soon end, and that a new, shorter month will begin.?

It sometimes feels foolish to have hope, when times feel bleak. But it is vital. One of my dear heroes, Nick Cave, says this:?

Hope rises out of known suffering and is the defiant and dissenting spark that refuses to be extinguished. Optimism, on the other hand, can be the denial of that suffering, a fear of facing the darkness, a lack of awareness, a kind of blindness to the actual. Hope is wised-up and disobedient.

~ Nick Cave, The Red Hand Files, Issue 178

Hope, in other words, is a persistent so-and-so. And I don’t know why I always have been, but I’ve been dogged. My son is, too. I will suffer. I will go to the mat for people who may not deserve it. I will keep trying. I will weep and wail and complain, but then at some point I, like Celine Dion’s heart, will go on.?

These are not good qualities. I am not telling you to be like me. I am just saying that I enjoy equating myself with hope, that rather persistent so-and-so I mentioned earlier.?

Because sometimes, sometimes it wins. And by winning, I mean, it keeps one going. I recently wrote on LinkedIn about listening to my own ‘spark’ of hope (or madness) way back when I registered Forge & Spark as a business 12+ years ago. It doesn’t always make sense, but when you find whatever it is that lights you up, you must hold on to that. It might just keep someone else going one day, too. And that, my friends, is something that matters.??

This month, inspired by something my book coach said, I wrote a blog about repelling people you don’t need in your world. Isn’t that just the most delightful idea? There is such hope and goodness in knowing exactly who your people are, and also who they are not, because it gives you the delicious freedom to be yourself among people who get and accept you.??

Plus we recently worked with the absolutely incredible Michelle Fenton of Kh?ra Architecture & Interiors on analyzing her competition and way outdoing them with a killer content plan. Read about that satisfying work here, and please place all your bets on her. ? I also wrote this post about how to expertly handle any potential TikTok shutdown so that you can not only own your own audience, but keep them close, trusted, and loving what you do.?

On this Lunar New Year, I say this is, and you are, cause for hope—in all its wised-up, disobedient glory.

Cheer yourself on. Cheer each other on. Help someone out today. We’ll be here, doing the same.?

With hope,?

Shannon & the Forge & Spark Team

Are You Clear About Who You Want To Repel With Your Content?

We spend a ton of time razor-targeting audiences for our clients. Honing in on super-specific needs, desires, jobs to be done and more—all to land on that perfect slice of humanity we want to attract, engage, and convert with our amazing content. ? But here’s a lesson we’ve learned along the way: it’s just as important to repel the wrong ones as it is to attract the right.

Yep, that’s right—like rubber AND glue, your content should make audiences self-select in or out of your world. And the clearer you are about who doesn’t belong in your audience, the more you can really connect and be yourself with the people who do.?

Our latest blog offers heaps of handy tips on defining who is—and isn’t—in your target audience.

?? TikTok Just Avoided a Shut-Down … Are You Prepared for the Next?

Recent news surrounding a possible TikTok shut-down in the U.S. likely gave you heart palpitations if your audience is on the channel.?

TikTok is still active thanks to an endless parade of political wranglings, but all the hoopla should give us all pause for thought about how quickly we can lose our hard-earned audiences at the whim of a few tech bros (and U.S. Presidents). We have therefore created a content action plan for your use, to ultimately help you keep your audiences close, and to truly own the relationship you have with them. Get your guide and action plan here.

Case Study: Kh?ra Architecture + Interiors

As an architecture and design firm, Khora’s mission-driven work speaks volumes about their commitment to crafting human-centered spaces—with a deep commitment to justice, equity, diversity, inclusion, and environmental sustainability. When we began working with them in December, their team wanted to accurately capture their values, voice and stories in their content marketing in a way that didn’t feel overwhelming … so we set to work.?

Within a month, we delivered a combined Audit to Action and Quick-Start Content Plan package. And what a delight! They now have clearly defined marketing goals, personas, and story pillars; an actionable 90-day content calendar; and clarity exactly which marketing tactics to tackle first. Read about our work together here.?

Your Own Audit Insights + Content Plan: Special Deal for Newsletter Subscribers!

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Don't wait! Get clear on what you need to tackle to stand out from your competition, and get a full content plan to truly express your brand this year.?

Go on, scoot! Hit reply, or reach out to [email protected].?

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