Artura Studio

2024 was the year I started building the life I’ve always dreamed of. A life where I get to work with amazing people, do work that feels meaningful, and have the flexibility to prioritise what matters—whether that’s spending more time with my whānau overseas or taking on projects that truly light me up. But I won’t lie—it’s been a year of big challenges. There were so many moments where I thought, this is just way too hard. I don’t know if I can do this. And yet, I kept coming back to the promises I made to myself earlier in the year. Those words guided me through the tough days and reminded me to trust the process, to keep showing up, and to stay rooted in my purpose. As December winds down, I’m reflecting on the messy moments, the lessons learned, and the progress made. This is your reminder: Take some time to think about the life you want to create next year. Dream big. Set your vision. It’s worth it.

Although I love creating content, I also love some data—and this report is full of it. I swear by Metricool as my scheduling platform of choice, and they’ve just released some fascinating data in their TikTok 2024 Study. Whether or not you’re on TikTok, this report challenges assumptions about what works online and offers lessons we can apply across platforms. Here are three key takeaways and my thoughts on what they mean: 1. Posting frequency matters—but it’s not one-size-fits-all. Smaller accounts post an average of 2–3 times a week, while larger accounts average 7 posts per week. What does this tell us? Growth requires consistency, but scaling up doesn’t mean spamming content—it means refining your strategy and increasing value as your audience grows. 2. Relatable, human content wins. TikTok’s top-performing videos often feel unscripted and authentic. The lesson? Perfection is overrated. Whether on TikTok, Instagram, Facebook, or LinkedIn, people crave connection over polish. 3. Short-form content doesn’t mean shallow. While TikTok’s reputation might suggest otherwise, the ideal video length is 2–5 minutes. This shows audiences want substance, even in quick formats. On other platforms, we can think about delivering depth in digestible ways. I know many people hesitate to join TikTok because they’re worried about getting “too addicted” or feel it’s not for their brand. However, TikTok’s influence goes beyond the app itself. Its focus on human-first, creative storytelling is shaping how we interact with content across all platforms. The big takeaway? Whether or not TikTok is part of your strategy, the principles it thrives on—authenticity, connection, and consistency—can help us rethink how we show up online. If you’re curious about diving into the data, you can download the full report here:

Some people roll their eyes when I use the word vibe, but hear me out—it’s the perfect word for marketing. In the end, that’s what marketing really comes down to: the vibe you create. It’s how you make people feel when they interact with your brand. It’s the energy, the unspoken impression, and the intangible connection that makes your audience go, “This feels like me.” The word vibe is trending for a reason—it captures the shift from businesses selling products to creating experiences and emotions. It’s not just about what you do, but the feeling and connection you leave behind. And nailing your brand’s vibe is how you do that. Whether you’re launching your new brand or refining your social media strategy, ask yourself: What vibe are we creating? Does it match how we want people to feel when they see our brand? Because at the end of the day, people don’t just buy what you do—they buy how you make them feel.

So much mahi behind the scenes has gone into making this happen. Seeing Te Whare o Rehua Sarjeant Gallery come to life and witnessing people step inside for the first time—it’s a core memory I’ll carry forever. Over the last few months, I’ve had the privilege of looking after the digital marketing for this monumental reopening. It’s been a journey of storytelling, sharing the kaupapa, and celebrating a space that’s not only in the heart of the city but created for its people. This moment wouldn’t have been possible without an incredible team of people who’ve poured their energy into every detail. The gallery is absolutely buzzing right now, with incredible art, live performances, and so much more to explore. This reel was shot by the talented Caleb Kingi, who’s perfectly captured the magic of the gallery just days before the doors opened. Now, it’s your turn to experience it. Head up to Pukenamu this weekend and see this beauty for yourself. The team are ready for you.

If you’re ready to see real results from your marketing—more sales, more leads, and a bigger impact—it’s time to get strategic. I have just a few spots open for new clients in February 2025. Whether you need us to roll up our sleeves and do the mahi for you, or you’re looking for coaching to master the tools yourself, we’ve got options to suit wherever you’re at in your business journey. Spots fill up fast—especially at the start of the year. If you’re serious about moving the dial for your business, book your discovery call and secure your spot.

One of the reasons I started Artura Studio was to work with businesses and leaders who are driven to be the best in their field. Why? Because I don’t know how to do anything halfway, and when you aim for the top, there’s no room for mediocrity. During my years in corporate, I collaborated with various agencies, and while many delivered impressive campaigns, I often noticed a gap: businesses weren’t focusing enough on the core infrastructure—the fundamentals that actually hold everything together. There was excitement around campaigns, but when it came to refining branding, customer experience, and messaging, it often took a back seat. At Artura, my focus is on those bonding fundamentals. When you understand and prioritise them, you build a thriving community around your brand. This leads to an evergreen marketing funnel—a constant stream of leads that come in easily and organically, without needing to rely solely on paid ads. My approach starts with deeply knowing your ideal audience. What drives them? What challenges are they facing? What are they looking to achieve? I dive into their motivations, pain points, and even how they spend their downtime, to create a strategy that isn’t just built on assumptions but on a real connection with your audience.

As promised, this page is for the highs, the lows, and everything in between of being a business owner. Growing Artura Studio this fast has been an incredible journey, but it’s also taught me some hard truths about what it takes to scale a business effectively. Here are a few lessons I’ve picked up along the way: 👉 Build your village: I've said it before, and I'll say it again. You can’t do it alone. Having a strong network of people to ask questions and bounce ideas off is crucial. I can’t overstate the importance of surrounding yourself with the right people. The insights and support from my own ‘village’ have been game-changing, and has made this business grow WAY faster. 👉 Rework broken processes: Earlier this year, I spent an entire month setting up systems behind the scenes to streamline and automate everything. But, I quickly learned that many of my clients still prefer in-person catch-ups over an email. (Am I a typical millennial for assuming otherwise? 😅) I love a cuppa, but it was a reminder that sometimes the human touch wins over efficiency. 👉 Keep it simple for your audience: I initially offered a ‘pick-and-mix’ approach to my services, thinking it would help clients find what they needed. But I realised it made things more confusing. My audience values working with the right person, and they’re willing to invest in that. Lesson learned: simplicity often wins. 👉 Work-life balance is tricky: At least for now! There’s a lot going on and things are moving at pace, so some days balance just isn’t realistic. My fix? I’ve scheduled January as my ‘clean-up’ month to work on the business while everyone else is taking a break. This season is about pushing hard and making things better, fast. 👉 Think beyond business strategy: A fellow friend recently introduced me to the idea of thinking of strategy holistically—business and life strategy intertwined. How do you fit them together so they don’t compete? It’s a fascinating concept that’s changing the way I plan. 👉 Weekends matter: I’ve realised how crucial it is to keep weekends free. Sure, I’m writing this on a Sunday evening, but I also spent the last few days watching movies, tending to my garden, and going on walks. You need time to recharge to stay in the game. To everyone who’s been following along—thank you. The feedback has been unreal, and it’s been so cool hearing what you’re loving and taking away from these posts. My goal here is to keep it real and provide value, whether that’s a relatable laugh or a nugget of info to help you think differently about your own journey. Here’s a picture from a recent hike to Blyth Hut near Ohakune. Get outdoors, people—creativity is built in the forest for me!

When was the last time you tried to get in touch with a business or buy something online, only to get frustrated by how hard it was to reach them? Same here. When I start working with new clients, one of the first conversations we have is about the difference between ‘marketing’ and ‘advertising.’ Most people jump straight to ads when they think of working with Artura. But if you’re pouring money into ads while your customer experience is messy or your messaging isn’t clear, that money’s going down the drain. Too often, I see businesses launching campaigns without getting the basics right. Things like having a clear, memorable message. Creating a seamless, frustration-free experience for customers. Standing out for the right reasons—not just making noise. These fundamentals might not seem flashy, but they’re what keep your marketing working. Now, if you’ve already nailed a clear website that converts and a social strategy that’s putting you ahead, let’s talk about how to amplify that even further. But imagine if instead of converting just a few leads, you could double or even triple your conversions. That’s why I’m always preaching the basics. It’s easy to get drawn to the shiny stuff, but if your foundation is shaky, the whole thing crumbles. Illustration: Marketoonist

Because this moment deserves to live on my feed permanently. ❤️ This moment feels surreal. I started as a sole trader, running things solo with big dreams. Now, a few months in, I’ve officially incorporated as a company—growing so fast that I’m already bringing in others to help me keep up. It’s one thing to dream, but it’s another to watch those dreams turn into something bigger than you ever expected. Signing these papers isn’t just a milestone; it’s a reminder that hard work, the right people, and believing in yourself can take you further than you imagined.

I love AI. I use ChatGPT for almost everything—work, content creation, travel planning, even meal ideas. It’s my go-to tool. But if you want to use AI effectively for your business, you need to know how to steer it. A lot of NZ businesses are slipping into American spelling because they let default AI settings take over. And it’s not just spelling—AI loves to sprinkle words like “mastery,” “synergy,” and “unwavering” into every sentence, making content sound robotic and generic. AI is absolutely a shortcut, but it’s not a replacement for strategy or creativity. It helps me create great content faster, but it still requires direction. Every post I create with AI aligns with my overall strategy, keeping it consistent and on-brand. Here’s a high-level way I use ChatGPT for content: 👉 Pick the right GPT model – I choose one designed for copywriting. 👉 Explain the brand voice – I provide specific examples and clarify tone. 👉 Set rules and boundaries – NZ English only, no buzzwords, and no unnecessary fluff. 👉 Work post by post – I refine each post, making sure it connects back to my strategy. 👉 Review and personalise – AI gives me a foundation, but the final touch is always mine. 👉 AI learns from what you give it, so the more specific you are, the better the outcome. So, next time you see a post saying, “At XYZ Consulting, we leverage unparalleled solutions to unlock the power of transformative growth 🚀💪,” you’ll probably think, yep, I’ve seen this one before. Now you know how to avoid sounding like that—and how to make your socials actually stand out. This is something I teach in my 1:1 coaching & strategy work. Get in touch if you want to get to know your tools better and make AI work with you.