Kathryn Hawkins and Jeff Hawkins, owners of Eucalypt Media have backgrounds in journalism and website development, and, with an experienced pool of talented freelancers, they are a content marketing team – experts in strategizing and creating digital content for midsize to large companies. Their portfolio includes The Atlantic, Geico, and Charles Schwab, and their website is a showcase of their skills.
The Start
How did you start your business?
We were originally Hawkins Multimedia in 2007. Jeff was doing web design and development; I was doing freelance journalism. In 2013 we rebranded and became Eucalypt Media because we saw the demand for content development – for growing compelling content and building the value of what a company has to offer. It was basically what we were doing already.
Jeff manages the website, design and technical needs, and overall business operations. I do the marketing, talking with clients, and managing our freelance writers. We have seven to eight contractors, and we may hire a full-time employee.
How did you fund your business in the beginning?
We are self-funded. Our equipment expenses are low, and we work with clients on retainer so we always know how much we have available in freelance budget.
Running the Business
How did you learn to run your business?
We both have over a decade of experience in digital marketing. Jeff was a marketing manager for an Australian company; he developed websites and managed their print and digital marketing initiatives. I met him after I finished my MFA for creative writing and then I began working as a freelance journalist and content strategist for corporations and nonprofits.
We had to learn more of the business side, like managing the books, logistics, and keeping all balls in motion. We’re still learning – it doesn’t come naturally for creative types.
Who was your first customer?
Our customers from Hawkins Multimedia pretty much carried over to Eucalypt Media, with the exception of our website development clients, who we decided to drop when we narrowed our focus. At this point we work with clients on a long-term basis. We don’t take on small, individual projects. A long-term relationship is more valuable to us because we know what the client’s business is all about.
What’s the biggest mistake you made in the beginning?
Not seeking more help in business operations. We have an accountant now.
What’s the smartest thing you did in the beginning?
Keeping expenses as low as possible. We kept expenses as low as we could get away with. We had an office at one point, but moved back home and set up our remote workforce.
What’s the most challenging thing about running your own business?
Multitasking between so many clients. We have 8-10 clients at any one time. And as a two person team we both wear a lot of different hats. I used to do all the writing by myself. Now I focus on content strategy and delegate the writing, which I’ll later go over and edit.
What’s the most surprising thing about running your own business?
No surprises. We’ve both been doing this work for a long time.
What’s the most rewarding thing about running your own business?
I love writing. I love telling great stories, being honest and getting across valuable information. The branded content world is an interesting field. My favorite project was producing sponsored content for the Atlantic; I got to travel and talk to business around the US for that campaign.
What business owner or entrepreneur do you admire most?
Jeff’s mom used to own a chocolate shop in Australia, so it was exciting to learn from her successes as an entrepreneur.
What I’ve Learned
What do you wish you had known before you had started your business?
I would have transitioned the agency from Hawkins Multimedia to Eucalypt Media sooner. We had already been doing content marketing, but we needed to ramp up and grow the agency.
What’s your advice for others who are starting their business?
Work out who your audience is. Figure out what sets you apart. It’s more than price – it’s something tangible that you can offer them.
As for other writers, find a focus early on and work on building relationships. Don’t send blind pitches out. Find your niche and network in that field.
About the Author — Sarah Tang is a recent graduate of UC Berkeley where she learned to love the diverse personalities of mom-and-pop stores. She likes intriguing storefronts, creative specialty stores, and well-designed business websites.
This article was originally written on March 16, 2015 and updated on July 12, 2016.
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