Today we are kicking off a little passion project of mine!
I’ve always tried to share as much info as I can to save other business owners from the trail and error I am always doing. I’ve had a group of wonderful people who have contributed their time and knowledge to this project as well! Welcome to my new series, Behind the Business!
Today, Dani Wearden from Rural Heart Media is sharing what she’s learnt along her journey of being a content creator, and marketer to starting her own media business!
Dani officially started Rural Heart Media in the fall of 2024 and her work speaks for itself. You can find Dani online on Facebook at Rural Heart Media and on Instagram at @ruralheartmedia.
After being a content creator for Mighty Peace Tourism for a couple years, Dani found she really enjoyed creating videos of all the things you can do in the Peace Region. The videos included things like recreational activities, events and the covering the businesses and local eateries in the area. One opportunity made her view things a bit differently though.
Dani explained that it wasn’t until she was approached by the Lac Cardinal Regional Economic Development group to create videos of people living in the area that she began to see this as a business opportunity she could expand on.
Ready to learn more about this new thriving business and Dani’s tips for you? Lets get to it…
What services does Rural Heart Media offer?
I offer video and drone services for pretty much anything you want covered. I do a lot of business highlights and promos, a lot of local businesses have been hiring me to showcase what they offer, which has been fun to do. I also do event coverage, so if you’re hosting an event and you want me to take over your social media for the day and create a wrap up video for you to share afterwards, that’s something I offer.
I would love to work on more agricultural projects, such as showcasing farms and their stories, covering more rodeos, barrel races, or even putting together marketing videos for those selling horses or cattle – that is definitely a route I’m looking at exploring more. Basically, if you have an idea for a video, reach out and we can come up with a plan!
What keeps you doing what you’re doing?
My passion for creating and highlighting rural communities is what keeps me going. I absolutely love every part of it. From capturing the footage, meeting new people, to editing the videos and hearing the positive feedback after it hits the client’s inbox. I’ve always had an entrepreneurial streak in me, so I love that it’s flexible and I can work on things on my own time. Plus, it’s very rewarding. I’ve had a lot of people comment on how genuine my local videos turn out, or how excited they are to see their hometown or community showcased online. It doesn’t happen a lot for rural areas, so being the one to amplify these places feels really good. Being born and raised in a small town makes me appreciate it that much more too.
Are there any notable hardships you’ve encountered as a business owner?
I haven’t had too many (yet), but I suppose the biggest one is saying no to people and not working every single weekend. I have had to put some firm boundaries in place when it comes to leaving myself time in my calendar to enjoy being with family and friends, so work/life balance has been a bit tricky.
Because I’m just starting out, I want to say yes to every opportunity that comes my way, but I’ve also realized that burn out can happen quickly and it isn’t something I want to experience multiple times a year. So, I’ve had to pick and choose which events to cover this year so that I can still leave myself room to relax and enjoy some downtime.
What is your favourite part of running this business?
Honestly, this might sound surprising, but I LOVE the editing portion of this business. Seeing everything slowly come together and fine tuning every detail is a lot of fun for me. Most times I get back from shooting and immediately start editing because it’s always so exciting to bring the vision to life.
My turn around times are usually quick because I can’t help myself when it comes to editing and getting the video made.
I also really enjoy the people I get to meet. A lot of times people are nervous to be in front of the camera, so I really like being able to relax their minds a little bit and make it a fun and easy experience for them. We almost always get some great laughs in!
Why is video content so important for small businesses these days?
Video content has become extremely popular and important for small businesses because it puts them on the map and creates immediate exposure for them online. Social media is such an incredible marketing tool, and small businesses often need an online presence in order to thrive.
I know a lot of business owners aren’t confident when it comes to creating content, which is where I come in. A couple good videos can change their whole trajectory and bring in new customers and clients and ultimately help their business grow.
We’re seeing a shift online and simple photos just aren’t cutting it anymore. People want to see and interact with videos online, so it’s crucial for small businesses to hop on this trend and utilize it to their advantage. Plus, videos are an excellent way to really connect with new and existing customers, which I think is a common goal for most businesses.
What types of content should every business have ready to go at any time?
Honestly, a mixture of videos and photos is their best bet, especially if they consist of some behind the scenes shots, information about their businesses, who they are and what they do, any sales, promos, products, or services they offer, and where people can find them and support them.
It doesn’t have to be complicated creating content. I always tell people to keep it simple and share what they know. Most times they have the content in their camera rolls already, and if they don’t, then they can reach out to someone like me and I can come in and help them create it.
How can businesses connect with their audience through content creation?
Businesses can connect with their audience through content creation by simply sharing information. Talk about why you started your business, tell people about yourself, share the good, the bad, and the ugly, show that you’re a real person behind the account. People crave vulnerability online these days, so if a business is struggling to connect with their target audience, then show them a glimpse of who you are as a person. Once people have connected with you and enjoy you, they will want to support you.
Right now, videos are one of the best ways to get your name out there and let people know what you do and why. It gives potential customers and clients an up close and personal experience to you and your business and will create immediate interest from them. I definitely recommend starting small. You don’t have to create a perfectly edited, 3 minute long video in order to create a strong connection.
Show them snippets of what you do, what you offer, and what goes on in your typical business day. Once you start with that, you will get a feel for the type of content your audience wants to see, and you will also feel more comfortable and confident about creating videos to share online. It doesn’t have to be complicated or scary. Just dip your toes in and share that post you’ve been thinking about.
How can someone who has a bootstrap budget work on creating quality content at home?
For someone working with a tighter budget, use what you have! Almost all of us have a cellphone that has a camera, so use that to your advantage. Again, the content doesn’t have to be cinematic. You don’t need fancy equipment to create a video that amplifies your business. Plus, editing has gotten easier as well. There are a ton of free apps out there that can ease the editing process and make your video look more professional. I always recommend CapCut or even editing directly in Instagram when creating reels. Use the tools that are readily available to you!
What should businesses be focusing on when it comes to content planning and creation?
When it comes to content planning and creation, don’t burn yourself out doing it. A lot of people think they need to be posting every day to grow their business, but that’s not the case at all. Start with a couple posts per week and see how that fits into your schedule. You shouldn’t be posting because you feel like you have to. Quality over quantity applies to your online presence. You want to show people that you’re active online, but it shouldn’t take up endless hours every week – you’re running a business, there’s a lot of other things you could be doing! If you know you’ll be taking some time off and you want to keep your social media pages up to date, don’t be scared to schedule posts in while you’re gone. You can schedule posts for both Instagram and Facebook directly in the Business Suite app, which makes it super easy to share content while you’re away.
What benefit does videography provide a business?
I think one major benefit that videography services offer businesses is that it takes the guess work out of creating content. If you have an idea but you don’t know how to execute it or put it together, let me know and I can come in and help you piece it together. It also takes the stress out of creating. You can tell me what you want featured and I’ll capture it all for you, all you’ll have to do is save it to your phone or computer and post it online – easy peasy.
What benefit does content planning and scheduling provide a business?
Content planning and scheduling makes being online so much easier. If you know what you want to post ahead of time, you can schedule content in beforehand and focus on the other aspects of your business more. People can spend a lot of time trying to decide what to post and then become overwhelmed with it – which usually ends with them not posting anything at all. Sit down, make a list of the things you want to highlight on your social media pages, then take the pictures or videos to support those ideas. Scheduling posts in ahead of time will save you time later on.
Should people feature personal content on their business social media accounts?
Absolutely! People want to know who they’re supporting and who is running the business. It puts a face to the name and can create an immediate connection for those interested in your business. I would keep it 25/75. You are still running a business, so you want to showcase your business as much as possible online, but sprinkling in some personal content is a great way to show off who you are and reach people on a more personal level. Don’t be scared to show off your personality or humour – it gives people a chance to see you for who you are and will encourage them to work with you or purchase items/services from you.
A personal note from Dani:
I’m extremely grateful for the local support I have received since starting this business and am very excited to create some cool videos and content this year. This has become a true passion of mine and getting to pursue it has added so much joy to my life. I just want to say thank you to everyone who has worked with me so far – it’s been a blast!