My home office

A little over a year ago, we moved into our new, large house. A modern, Norwegian-inspired style: flat roof, minimalist and essential, large open spaces, flush-to-the-wall white doors, with the entire home decorated in shades of charcoal grey, light grey, and white.

And we set up our home office: large, beautiful, bright, and functional. A long desk for me, and behind me a long desk for my husband with enough room for two workstations, plus another connecting desk between mine and his, right under the window, where our daughter Emma sometimes does her homework.

To complete the room, a large charcoal grey bookcase. In short, a space where at least five people could comfortably work.

But I wanted a space of my own

When the house was still a construction site, I considered dividing the office into two parts, perhaps with a glass door or a partition wall, to create a dedicated space just for me and one for my husband. However, that idea was quickly dropped, partly because I didn’t want to slow down the work and I couldn’t wait to move into the new house.

But I should have trusted my gut.

My husband gets a lot of phone calls. He organizes many video calls and has to stay in the office because he isn’t used to working on a laptop, but rather on three desktop monitors. So whenever he has a call or I have one, I’m the one who has to unplug everything and move to another room.

As for me, when I need to concentrate, I tend to talk out loud.

On top of that, he constantly turns on the artificial light, even when the summer sun is shining outside. I hate artificial light; I would gladly work in natural daylight until it gets dark, or at most just turn on a small desk lamp.

All this to say that having two separate spaces to meet our different needs would probably have been the best choice.

Last spring, I set up a lovely white desk I had bought in the living room to have a sort of space of my own. But since it’s a large open space, whenever my daughter came home from school and understandably wanted to watch TV, I struggled to concentrate. Plus, aesthetically speaking, having a desk and chair, even if very nice, sitting halfway between the kitchen and the living room wasn’t ideal.

So now, I’m thinking about setting up my home office in my daughter’s playroom: it’s upstairs, flooded with gorgeous natural light, and would allow me to create an environment that feels truly my own, at least until 4 PM when my daughter gets home from school... But I still need to get her permission!

In the meantime, I told myself: I need to find a way to make this desk truly mine, creating a warm and cozy vibe just the way I like it, at least on my desk.

Share In Practice.

My home desk

I’ve always thought that working on a large monitor was better than working on a 16-inch MacBook Pro, but is that really true? A large monitor definitely allows for better posture and doesn’t strain your eyes, but aesthetically, I prefer a cleaner, more minimalist desk, with the MacBook set on a stand so I can see everything on the desk, even behind the raised monitor.

So I go through months working directly on my MacBook Pro, partly because it makes me feel like an innovative, ready-to-go startup founder, working from anywhere at any time, and other months where I hook up my ultra-high-definition monitor (even though it will never match an Apple Retina display) and my Logitech keyboard. I just can’t make up my mind. Do you do this too, or am I the only crazy one? The thing is, when I plug in the monitor, it feels like stepping into a corporate office where I have to stick to employee hours; with just the laptop, on the other hand, I feel like I’m the one calling the shots on my schedule, breaks, and workspaces. In short, I feel more like a freelancer :)

A few days ago, I decided to go back to using only my MacBook Pro, removing all my thriller books from the left side where they formed a corner, and placing them right in front of me instead. That way, I can remind myself of the beauty of books and, above all, seriously consider writing the thriller novel of my dreams (one of my ambitions is to become a thriller author, I’m 41, so I better hurry up!).

Here is how I decided to reorganize my desk:

• Starting from the left, I placed three postcards that mean a lot to me because I bought them in the US: one of New York, my favorite city in the world, one of Cape Cod, and one of Boston. Then my everyday work essentials, like a colorful calculator (since I hate numbers and math, at least this cheers me up when doing calculations) and headphones for my video calls. Next, more keepsakes from the US, such as a Statue of Liberty souvenir and a Salem witch gadget, alongside a glimpse of the photo puzzle of me and my daughter Emma.

• Moving along, a miniature reading nook book nook bought in Boston, and my pen holders, including one from Cape Cod.

• In the background, I arranged all my thriller books, divided into Italian and English titles, the ones I’ve already read, and my to-be-read pile.

• Still in the background toward the right, I have a small bunny-shaped container filled with licorice, and underneath it, a box of note cards also bought in Boston. Finally, some notebooks picked up at Target in New York, plus various colorful Post-its and sturdy cardstock sheets that I mainly use to outline the plot and develop characters for my upcoming thriller novel.

Let’s see how long this setup lasts before I decide to shake things up all over again!

Subscribe now

[I’ve been inspired in writing this article by a Youtube video of Helen Redfern: I love her content and videos]

Leave a comment

“I publish on LinkedIn three times a week, update my website, share videos on Instagram and send a newsletter every month. But I don’t see any real business results.”

I often hear similar things from entrepreneurs, marketing managers and consultants.

They’re investing time (and money) in content creation, trying new platforms, experimenting with AI tools and constantly looking for new ideas.

But there’s something they’re missing.

A digital strategy.

A digital strategy explains WHY you’re creating that content, WHO you’re trying to reach and HOW your different channels should work together to achieve your business goals.

Are you publishing Content or building a Customer Journey?

You have a website where you talk about your services.

You publish educational posts on LinkedIn.

You create Instagram videos where you share marketing tips.

You also have a newsletter.

But what happens after someone watches one of your videos?

Do they know where to find more information?

Is there a relevant article on your website?

Can they subscribe to receive useful resources?

And, most importantly, is there a reason for them to eventually contact you?

If the answer is “I don’t know”, you might have a problem.

Your channels are working independently.

And that’s exactly what I mean by fragmented communication.

Having multiple digital channels doesn’t automatically mean having a multichannel strategy.

They might discover you on Instagram, read something interesting on LinkedIn, search for your brand on Google and subscribe to your newsletter weeks later.

Your job is to understand how these different touchpoints can contribute to that journey.

Not by forcing people to move from one platform to another, but by giving them relevant content at the right moment.

Before creating your next post, ask yourself these 5 questions

1. What do we want to achieve?

2. Who are we trying to reach?

3. What problems are our potential customers trying to solve?

4. What should they do after interacting with our content?

5. And how are we going to measure success?

For example, let’s say your objective is to generate more leads for your consulting business.

Getting 20,000 views on an Instagram Reel might be exciting.

But if those views come from people who aren’t interested in your services, what have you really achieved?

I’m not saying visibility doesn’t matter.

Of course it does!

But visibility should be connected to a larger objective.

The same applies to your KPIs.

If you want to generate qualified leads, you should look beyond likes and follower counts.

You might want to understand which content drives relevant traffic to your website, which resources encourage newsletter subscriptions and which touchpoints contribute to actual enquiries.

Otherwise, you risk measuring what is easy to measure rather than what really matters.

Subscribe now

Website, Social Media and Email in a Digital Ecosystem

Your channels shouldn’t compete with each other. They should complement each other.

Your website is your home

I always tell companies that their website should be one of the central assets of their digital strategy.

Why?

Because it’s a space you control.

Unlike social media platforms, where algorithms and formats constantly change, your website allows you to organize information according to your business objectives.

You can create articles that answer specific questions, landing pages focused on individual services and resources that help visitors better understand what you offer.

Of course, SEO also plays an important role.

But attracting traffic is only part of the job.

What happens when someone lands on your website?

Do they find useful information?

Is there a clear next step?

Or do they simply read the article and leave?

Social Media is where people discover you

Social media platforms offer different opportunities.

LinkedIn can help you build professional relationships and share your expertise.

Instagram and TikTok can help you reach new audiences through visual storytelling and short videos.

For example, you publish an article explaining the most common mistakes small businesses make with their digital marketing.

You could create an Instagram carousel presenting those mistakes.

Then a short TikTok video focusing on just one of them.

And a LinkedIn post sharing your personal point of view.

See what we’re doing here?

We’re not publishing exactly the same thing everywhere.

We’re using one idea to create different content experiences.

Email helps you build a relationship

Having 10,000 followers on Instagram and having 1,000 people who have actively subscribed to your newsletter are two very different things.

Someone might follow you because they enjoyed one of your videos.

But when they decide to subscribe to your newsletter, they’re giving you permission to communicate with them more directly.

And that’s an opportunity you shouldn’t waste.

You can share useful insights, answer frequently asked questions and offer resources that help subscribers solve real problems.

Over time, you can also introduce your services when they’re relevant.

I personally believe this is one of the most interesting aspects of email marketing: the possibility of building a relationship that goes beyond a single interaction.

One idea, multiple pieces of content (without going crazy): Content Repurposing

Now you might be thinking:

“Valentina, this sounds interesting, but I don’t have time to create all this content!”

Time and resources are limited, especially for small businesses and consultants.

You don’t necessarily need to create something completely new for every single platform.

Imagine you’re promoting a training program for entrepreneurs.

Your main topic could be:

“The 5 mistakes that prevent small businesses from getting results online.”

Instead of publishing random posts for the next three weeks, you could build a mini editorial campaign around this topic.

Week 1: introduce the problem.

Publish an in-depth article and create a carousel that presents the five mistakes.

Your objective? Help people recognize a problem they might have.

Week 2: help your audience understand the problem.

Create a short video explaining one of those mistakes and offer a checklist they can use to evaluate their own digital communication.

Now you’re providing something practical.

Week 3: build trust and encourage action.

Share a relevant client testimonial or example, send an email with additional insights and introduce your training program to people who might be interested.

Can you see the difference?

You’re not creating content just because your editorial calendar says you need three posts this week.

You’re developing a communication sequence.

Each piece of content has a specific purpose.

And everything starts from one strategic topic.

Of course, you can adapt this approach to your own business, audience and resources.

You don’t need to use every channel available.

You need to choose the ones that make sense for your objectives.

Share In Practice.

And what about AI?

We can’t talk about digital marketing today without mentioning Artificial Intelligence.

I use AI tools, and I think they can be incredibly useful.

But there’s something that concerns me about how some companies are approaching them.

They open ChatGPT, ask it to create 20 Instagram posts and believe they’ve solved their content marketing problems.

If you don’t know who you’re talking to, what your audience needs or what your business is trying to achieve, generating more content won’t solve the problem.

You’ll just produce more content without a clear direction.

For example, you can use it to organize the questions your customers frequently ask.

You can analyze recurring topics from your research.

You can brainstorm different angles for an article.

You can adapt a long-form piece into shorter formats.

You can also use AI to help interpret performance reports and identify possible areas for improvement.

But here’s what I wouldn’t delegate entirely to AI:

• Understanding my clients and making strategic decisions.

• Defining my brand positioning.

• Deciding what my audience genuinely needs.

• Fact-checking information and reviewing the final content.

• Developing my personal point of view.

And, obviously, I’d pay particular attention to the information and data I share with these tools.

A quick Digital Strategy Check

Before you start planning next month’s content, I’d like you to try something.

Open your website, your LinkedIn profile, your Instagram account and your latest newsletter.

Look at them as if you were a potential customer discovering your brand for the first time.

Then ask yourself:

1. Is it clear who I’m talking to and which problems I help solve?

2. Do my channels communicate a consistent message?

3. Is each channel offering something useful and appropriate for its audience?

4. Is there a logical next step for someone who wants to know more?

5. Am I measuring results that actually matter to my business?

You don’t need to answer everything perfectly.

The point is to understand whether you’re building an ecosystem or simply managing several disconnected communication activities.

And if you realize that something isn’t working, don’t immediately assume you need another platform, another AI tool or more content.

Maybe you just need to reconsider how your existing channels work together.

So, do you really need more content?

And you certainly don’t need to follow every new marketing trend.

You need to understand where your audience is, what you’re trying to achieve and how your content can help people move from discovering your brand to trusting it.

Because marketing isn’t simply about being visible.

It’s about being relevant to the right people and giving them a reason to choose you.

And that’s what a digital strategy should help you do.

I recently explored these topics during a webinar, where I also shared a practical multichannel campaign example, visual frameworks and a mini Digital Strategy Check.

If you’d like to receive the complete presentation and the link of the registration, I’d be happy to share it with you: just send me a message.

This is something I often hear from managers or consultants.

BUT

Substack is not just a passing fad or yet another communication channel: it’s a strategic asset for your brand, and you should really consider including it in your marketing and communications planning.

Why Substack Could Be Useful

There are at least three reasons:

Brand Awareness

It’s true that you can also build your brand on other platforms, starting with your website, which is your home. But on Substack, you can reach another targeted audience.

If you stop thinking of channels simply as containers for “something” (words, videos, images and so on) and start considering them as opportunities to spread your brand’s voice to different audiences, you’ll be doing your marketing right.

Remember: different channels > different audiences.

For example:

• On Facebook, people look for short written content or images, often to take a break from their daily routine or stay informed about the news, just as they would with a magazine.

• On Instagram and TikTok, they look for multimedia content: images and videos, short content that’s easy to watch.

• On LinkedIn, they want to learn, improve themselves, discover new topics and ideas, and build authority through relevant medium- to long-form content.

• On Substack, people love reading long-form content, especially written content. That’s why you could find a new audience (= potential clients) on Substack.

Of course, you’ll have to adapt your editorial strategy to the different channels.

Thought Leadership

On Substack, you can develop a specific point of view related to a particular field. If you start writing consistently about a topic, your brand will get noticed and become recognized as an authority on that subject.

Thought leadership builds trust. Trust drives conversions.

Brand Visibility & Reputation

Substack can help companies expand their visibility, reach new audiences and strengthen their positioning within a specific industry. Over time, consistent and valuable content can build trust, establish credibility and create opportunities to attract potential clients.

Visibility alone isn’t the goal. Being visible to the right audience is what can eventually drive business results.

Setting effective KPIs

It’s not necessarily that Substack isn’t working for your brand. The problem might be your strategy or the KPIs you’ve chosen to measure your brand’s success on Substack.

KPIs have to be:

• Clear

• Measurable

• Realistic

I mean, if you’ve just launched your brand on Substack and expect to gain 1,000 subscribers (even free ones, not paid subscribers) after one week, you’re doing it wrong.

So, please, take the time to set your KPIs and be realistic.

You can use my timetable to create your own model:

Share In Practice.

Substack Strategy vs. other platforms

It’s time to figure out how to differentiate Substack from other platforms: what can you use Substack for?

🟢 Website: it’s your official home, where you share corporate and promotional information about your products or services.

🟡 Blog: you create content for users, but also for Google and AI search visibility. Demand generation content, informative content, educational content.

🔵 LinkedIn: personal thoughts and your brand’s points of view. You can also use it as a content distribution platform (blog posts, videos and so on).

🔵 LinkedIn Newsletter: you can differentiate your newsletter from your LinkedIn page and/or Substack by using the LinkedIn newsletter to share the voice of your brand’s CEO or founder. You can also introduce your Substack content and invite people to read the full article on Substack with a clear CTA.

🟣 Instagram: behind-the-scenes content, live sessions, storytelling content, real-time content.

⚫ TikTok: behind-the-scenes content, highly engaging visual content.

🔴 YouTube: long-form or short-form content. All video-based.

🟠 Substack: your editorial product, your recognizable voice, in-depth expertise and educational content, thought leadership content, long-lasting relationships with your audience.

Content Research & Creation

You need to create an editorial plan for your Substack to stay consistent with your writing, make sure you don’t duplicate content and avoid forgetting important topics you want to share.

A question naturally arises: “What content should I publish on Substack?”

The typical consultant’s answer is: “It depends on your strategy.”

We don’t like this kind of answer, right?

Let’s go deeper.

You can choose to write content that would be too long for other platforms or content you know would be impossible to publish everywhere. Everything should be aligned with your business goals.

For example, I decided to use Substack to write about:

• Digital strategies and practical tips for my audience (Digital Lab)

• Things I learn during my consulting journey (Things I’m Learning)

• Personal thoughts on my consulting journey (From My Desk)

• Projects I’m working on (Building Something)

• Notes on thriller books and my goal of becoming a thriller author (Thriller Corner)

Could I talk about these topics on other channels too?

Of course, yes!

But not in the same way.

I mean, I also talk about my business journey and digital marketing on LinkedIn, Instagram and TikTok, but mainly through images and videos.

On Substack, I feel freer to express my personal tone of voice, and the spirit is more about sharing things with people rather than just teaching and learning.

Before you start writing, you need to define your Editorial Positioning:

• Define your target audience: who are you trying to reach? Are they the same people you’re targeting through your other marketing channels, but with a different writing approach?

• Identify your editorial purpose: what’s the publication’s main objective? To educate, inspire, inform, entertain or spark conversations? Mine is to educate and spark conversations.

• Find your unique angle: what perspectives, expertise or insights can your company offer that readers can’t easily find elsewhere?

• Go beyond products and services: how can your brand create valuable content without constantly promoting what it sells?

• Identify your editorial territories: what are the 3–4 main topics your publication will consistently explore?

• Define your editorial voice: should the publication speak with a corporate voice, through a founder or through individual experts?

• Analyze the competitive landscape: what are other brands and industry experts already publishing? Where are the editorial gaps?

• Create a clear editorial promise: what can readers expect from your publication, and why should they keep coming back?

Content Repurposing

If your marketing team is already managing a corporate website, blog, LinkedIn, email campaigns and other social media platforms, does launching a Substack mean creating even more content from scratch?

Not necessarily.

The solution isn’t to produce more content. It’s to make better use of the ideas, knowledge and expertise your company already has.

This is where a well-designed content repurposing strategy becomes particularly valuable.

Leave a comment

This is the first article of my new Substack and the fear of the blank page is still inside me. So, I decided to start writing telling you WHY I finally jumped on Substack.

Last year I got engaged by a big Italian bank that works also internationally: I was involved in the digital communications team as a consultant and I helped communication people developing Substack for media relations. The bank already had an account and was posting regularly but everything seemed chaotic. My contributions has been:

• developing a Substack strategy

• creating an editorial planning

• analyzing data

• creating lead generation strategies to boost subscribers

I literally felt in love with Substack and I immediately recognized its power for brands and people.

I asked to myself: why not to open my own personal Substack and talk to people as if we were in a café or sunbathing at the beach?

No formalities.

Just me and you.

Then, I also figured out that a very few experts were focusing theirs services on Substack, so I decided to specialize in it and launched my Substack service on my personal website.

A persona who is following me on LinkedIn told me some days ago:

And she’s right. But I felt was the right time to spread my voice also on Substack:

• with my tone of voice

• with my feelings

• with my way of writing

LinkedIn is still an important platform for me, but I mainly use it to share technical tips, short-form content, and the occasional self-promotional post, whether that’s speaking at events, celebrating business milestones, or sharing professional achievements.

Substack will be different.

I’ll use Substack as my secret personal diary 🤫

This is not just a newlsetter

I’m not just starting a newsletter, I’m starting a community.

I want this to be a shared space where I can bring you along on my journey, share my ideas, and explore the way I think about growth, business, digital marketing, and work.

But also the less polished side of things.

The behind-the-scenes moments. The experiments. The mistakes. The things that didn’t work out as planned. And everything I’m learning along the way.

I’ll also write about what it means to build something on your own, while trying to find a balance between being a mom and running a business.

Think of it as a mini personal manifesto.

A place to share what I know, what I’m learning, and what I’m still trying to figure out.

It’s not a date

How often will I be posting? My goals is weekly: 1 article per week.

But it’s not a promise, it’s an ambition.

I want writing here to feel like something I genuinely enjoy, not another deadline on my calendar.

For now, subscribing is completely free.

In the future, I might introduce paid subscriptions with more in-depth digital growth strategies, practical tips, e-books, templates, podcasts, and exclusive content.

But for now, I’m just happy to be here.

And if you’re reading this, I’m happy you’re here too.

Let’s see where this goes.