Slow Stories: Creating and Consuming Content During the COVID-19 Outbreak

Photo: Courtesy of Slow Stories

The spread of COVID-19 has upended the business community on a global level. However, living in an age of profound interconnectivity has brought people together in ways that we never expected—especially on social media.

Like so many others, I've tirelessly refreshed my news and social feeds and watched as they've unearthed a variety of responses to the uncertainty that we're all facing. Recently, I've also ruminated on the ways content can play a role in facilitating productivity in a time that will inevitably call for slowing down in nearly every aspect of our lives.

In one of my earlier columns, I outlined a few key pillars that our initial podcast interviewees attribute to the slow content movement. But as I look at the below touchpoints again (and in the context of present-day challenges), I find myself thinking about how we can take these one step further:

Slow content provides value and purpose.

Slow, thoughtful content has a clear intention. Whether it is to inspire or educate, creating content in this climate forces us to think about how we can provide value beyond our immediate business goals. Ask yourself: Can I provide value to my community by sharing a founder anecdote or reposting a fun image that evokes laughter? Even in a professional context, times of uncertainty offer the opportunity to create value for our customers in new (and necessary) ways.

Slow content considers data and fact-checking.

Content can be an incredible tool to drive conversations forward. Still, the spread of misinformation can also make it difficult to discern the difference between what is fabricated and what is real. During times where there is an uptick in sharing information, creators and businesses can engage with their community by using content to call attention to credible institutions and outlets. 

Slowing down our relationship to content makes us nicer, more well-rounded people.

In a rapidly-changing news cycle and digital sharing landscape, slowing down our relationship with content can create more mental runway to think about the things that add value to our lives (beyond our devices). In the case of a global pandemic, finding a balance between staying aware and engaged while establishing healthy digital consumption habits will be essential in how we relate to one another through this trying time. 

With so much hanging in the balance, our professional endeavors are certainly no exception. Many people in my own network have begun to think about how content and storytelling will play a role in their brands over the next few months. Below, I'm sharing a few things to consider as we recalibrate our routines and work through the challenges that are becoming increasingly present in our digital age.

Re-evaluate your communications strategy.

When there's an increase in online communication, content creators and business owners have the opportunity to streamline—and in some cases, reevaluate—their content, PR, and brand messaging so that the message they wish to convey is consistent across all communications channels. Use this time to think about what your brand wants to say, how you want it to come across, and how it can stay in-line with your usual voice and tone to avoid sounding inauthentic to your followers or customers.

Create content that inspires social/philanthropic participation.

We've never had more tools at our disposal to create content that inspires action.

However, it's essential to consider how to do this in a way that encourages inclusivity. From sharing charity donation stickers on Instagram Stories to creating bespoke content that ties in more personal brand narratives, creating content that can diversify how your community can get involved can elicit a powerful response. Thinking holistically about content in this way will also create more avenues for charitable goals to be reached, too.

Pause the post.

One of my interviewees said it best: "There is power in the pause." As we become more inundated with content from all directions, we have another option at our fingertips: to pause and step away. As consumers of content, we often forget to be discerning in what we choose to engage in a landscape that demands so much of our time and attention. Communicating what you want (and don't want!) from your favorite brands can be valuable feedback for business leaders to make informed decisions about their future storytelling and brand strategies. At the other end of the spectrum, if you're a content creator and unsure about how to proceed with your current storytelling efforts, use this period to take a step back and reflect. Your followers will thank you for it in the long run.

The points I've laid out in this article only scratch the surface of what we can be doing online. In any case, I hope this piece provides a jumping-off point for you to make thoughtful decisions about the kinds of stories you or your brand wants to tell in the near future. For more insights and musings on creating slow content and stories with longevity, I invite you to check out the ”Slow Stories” podcast (stay tuned for new episodes launching this spring) along with articles from my column here. And, most importantly, I wish you all health and happiness in this tumultuous time.

About the Author: Rachel Schwartzmann is the founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.

You can follow Rachel at:

The Style Line: @thestyleline (Instagram, Facebook, Twitter)
CONNECT(ED)ITORIAL: @connecteditorial (Instagram)
Rachel Schwartzmann: @rachelschwartzmann (Instagram) @RMSchwartzmann (Twitter)

MORE ON THE BLOG

Slow Stories: How to Set Content Resolutions for the New Year

Photo: Courtesy of Slow Stories

As we ease back into our daily workflow and embrace the opportunities that come with a new (albeit uncertain) year, the resolve to create content will be rooted in something much more profound than virality and beauty. Now more than ever before, content creators must consider the current cultural landscape to ignite dialogues that not only further their business goals but inspire widespread change, too. 


That's not to say that these efforts haven't culminated in action already. When I look back on 2019 from a business perspective, there was certainly no shortage of inspiring and impactful brand storytelling. Many of the founders and professionals I interviewed in our most recent season of Slow Stories have already doubled down on their efforts to slow down and spearhead thoughtful online narratives.

As a refresher, here are a few key takeaways from our most recent episodes:


Lead with vulnerability.

Vulnerability has become one of those words that can take on multiple meanings. While some may choose to be more forthcoming or vocal about certain experiences than others, our podcast guests argued that taking a more unfiltered or candid approach to storytelling will resonate with modern consumers. How far you want to go is up to you.

Time is money—but it's also much more than that.

Our relationship with time was another recurring theme that arose during these discussions. Our interviewees made the case that slowing down both our content creation and consumption habits creates headspace to be thoughtful about how we spend our time personally and professionally. Adopting this approach also creates a more sustainable cadence in how we engage with our customer communities online.

With interconnectivity comes great responsibility.

Lastly, our interviewees acknowledged that we have a responsibility not only to our customers but to one another as industry professionals. Stewarding responsible discussions within key leadership circles will become even more critical to enact actual systemic change—especially in our current business culture, which has become dependent upon "always-on" communication.


When the podcast season ended in December, these ideas naturally inspired me to think about how to goal-set and create resolutions through a digital/content lens. In many ways, maintaining resolutions of any kind is an ongoing process. So if you're unsure of where to start when it comes to identifying your "content" resolutions, I'm sharing a few pillars to help jumpstart your planning for the year ahead.


“Connect with others beyond the four corners of a screen... strengthening real-life connections can often lead to valuable feedback and new ways of thinking about your online storytelling efforts. ”

Organization: Don't underestimate the power of preparation.

Digital housekeeping is no exception to this. Several tools can help you stay on track with your goals so that you're maximizing your time on checking the boxes of your big- picture content goals and action items. Scheduling and planning apps like PLANOLY (revisit my interview with their founder here) can help with baseline organizational tactics like setting up weekly or monthly content calendars. There are also analog options like Create & Cultivate's career-focused collection of agenda books and calendars, which can help organize your big-picture business goals. Whatever your style may be, getting organized is the best way to free your mind up so that you can create intentional and purposeful content.


Exploration: Explore what motivates you and the stories you want to tell.

Many new businesses often go through exploratory phases to discover key elements about what will make their brand stand out and appeal to their target audience. While this approach can often be time-consuming (and eye-opening), it's a resolution worth pursuing in that it will allow you to think critically about what stories you want to contribute to an already highly-saturated content landscape. To start, try having an exploratory workshop with your team every quarter—if anything, it is an act in remembering to think (and dream) big.

Connection: Get "social" outside of social media.

One of my last recommended resolutions is to connect with others beyond the four corners of a screen. Even if you're an introvert like me, there is immense value in attending events and getting together with peers. You can be discerning about the gatherings or events you attend (remember to honor your time), but strengthening real-life connections can often lead to valuable feedback and new ways of thinking about your online storytelling efforts. Investing in professional relationships can also translate into fruitful professional collaborations, in turn, creating opportunities to make your content that much more dynamic.

While it's difficult to predict future industry trends and the inevitable ebbs and flows of business, I hope this article provides a framework to start thinking about the ways you can implement thoughtful storytelling in your own brand or content for 2020 — and beyond. I'll be touching more on these themes in the coming months, but in the meantime, if you're interested in learning more about how brand builders are approaching slow content in their businesses, check out the Slow Stories podcast along with past articles from my column here.

ABOUT THE AUTHOR

Rachel Schwartzmann is the Founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.

You can follow Rachel at:

The Style Line: @thestyleline (Instagram, Facebook, Twitter)
CONNECT(ED)ITORIAL: @connecteditorial (Instagram)
Rachel Schwartzmann: @rachelschwartzmann (Instagram) @RMSchwartzmann (Twitter)

Slow Stories: Why Combining a Conscious Business With Slow Content Is a Recipe for Success

Photo: Courtesy of Slow Stories

By now, it's clear that content is an incredible tool to establish brand awareness, build authentic customer relationships, and generate sales. But as content has become more embedded in our daily lives, coupled with the tumultuous cultural climate we're all navigating, I've recognized the shift that many individuals have taken by utilizing their platforms to challenge the current landscape—one that often prioritizes quick turnarounds and maximum visibility. In turn, this has played an immense role in catalyzing the slow content movement.

As the founder of a service company, I'm no stranger to the challenges that come with addressing the business goals of our clients, while also remaining true to our company values. And as we head into the holiday season, I've been thinking more about how slow content can inspire conscious storytelling (and business practices) that is inspiring and impactful.

Recently, our Slow Stories interviewees have also been practicing mindfulness in their own storytelling efforts and considering how their efforts influence the world at large. Some highlights from these conversations include the following:

Embrace the power of the pause.

Nichole Powell of Kinfield (check out my follow-up interview with her here on C&C!) said it best: "There is tremendous power in the pause." Taking a moment to slow down and create the necessary headspace will enable individuals to think clearly about their intentions, and in turn, how to effectively translate that into dynamic content that ties back to overarching business values.

Ask questions with sincerity.

As I mentioned in my first article in this column, creating a content calendar is essential in seeing a long-term strategy through to its fullest potential—but that doesn't mean there isn't room to ask questions along the way. While consistency is crucial, the best content often comes from a place of honesty and curiosity. And at times, this means it's essential to ask ourselves—and one another— the important questions.

Be considerate of one's time.

Perhaps one of the most critical pillars of slow content is that it ties back to the idea of providing value and purpose. When creating content, it is vital to have consideration of one's (lack of) time, both short-term and big picture. With that said, consciously-minded brands should think about when customers will be consuming this content, and as a result, understand the best way to engage with them during key periods.

With these ideas in mind, if you're looking to strike a balance in blending conscious business with quality content creation, here are a few thought-starters to jumpstart these efforts:

Practice self-awareness.

The best way to create anything that is culturally conscious is to take a step back and understand your brand's role on an individual scale. Maintaining a level of self-awareness about your values, industry positioning, and product or service offering will help create a more realistic roadmap of how you can create content that is considerate of your followers' needs. Whether you're launching a product that benefits a charitable cause or spearheading a content series that features change-makers in your community, understanding how you exist within the broader industry landscape will establish a conscious approach to how you create content that will resonate more profoundly.

Conscious content and conscious collaboration go hand-in-hand.

Identifying and working with like-minded partners can help establish new ways of thinking about unique brand storytelling in our saturated digital environment. As I mentioned above, questions lead to compelling content opportunities, and developing a dialogue in which multiple perspectives are considered can inspire innovative approaches to content that consider important conversations that an industry holistically needs to address. Consider this column, for example. When I started Slow Stories, I wanted to get to the heart of why we're doing what we're doing from a business perspective. In addition to the podcast itself, I felt the best way to do this would also be to explore the topic in new arenas. So after years of collaborating with Create & Cultivate on content and event opportunities, I approached them to be our partner in launching this extension column. As such, we've been able to round-out the way users experience Slow Stories, and also introduce Create & Cultivate's entrepreneurial audience to a new way of thinking about their own storytelling efforts.

Turn inspiration into action.

To turn an inspiring story into something actionable, taking a slow content approach will ensure that proper time and planning is spent just as much on the distribution of the content as much as the actual production. Understanding where a piece of content will live and how it will serve an audience is a crucial part of how a consumer engages with it further. For instance, if a brand collaborates on a fundraising initiative with a like-minded organization, both parties' audiences will not only discover the content itself but will have an opportunity to engage with one another around the effort, and in turn, create a more in-depth narrative or way to engage with the cause.

Conscious storytelling is something that will transcend the holiday season. However, as we head into the most wonderful time of year, I hope these themes inspire you to slow down and think about how your content can make the world—or at the very least, someone's day—a little bit better. For more about slow content, be sure to check out the Slow Stories podcast and check out past articles from my column here.

About the Author:

Rachel Schwartzmann is the Founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.

Links + Handles:

The Style Line: @thestyleline Instagram, Facebook, and Twitter.

CONNECT(ED)ITORIAL: @connecteditorial

Rachel Schwartzmann: @rachelschwartzmann and @RMSchwartzmann

Slow Stories: "My Best Ideas Happen When I'm Offline"—Nichole Powell of Kinfield

One of the best ways we can inspire actionable change is to lead by example. In fact, many of the women I've spoken with on the Slow Stories podcast are innately championing more thoughtful processes across the board. Nichole Powell of Kinfield is one of these game-changing businesswomen. And to celebrate the recent launch of Slow Stories Podcast season three, I'm thrilled to share an exclusive follow-up portion of my chat with Nichole here on the C&C blog.

To preface the below interview, Nichole is the Founder and CEO of Kinfield—a modern wellness brand that is creating great essentials for the great outdoors. With her previous professional endeavors (which include leading business development at Modern Citizen), Nichole has extensive experience in building memorable brands. In this episode, we spoke more about how Nichole is translating her industry knowledge into this exciting new chapter, the importance of creating (and living) with intention, and why taking a slower approach to content is essential.

Enjoy the full episode here and discover even more insights from Nichole below.

Why is it important to slow down as a digitally-minded founder? Can you share an instance of when slowing down inspired innovation at work?

“As a founder, I receive more digital notifications now than I ever have in my life—emails, text messages, Slack, app notifications. It can be overwhelming! If you spend your entire day responding to inbound notifications, then you never have an opportunity to reflect or create. My best ideas happen when I'm offline, so I try to build space into each day and week to allow myself the time to do that.

“Sometimes it's as small as taking a 20-minute walk around the block and intentionally leaving my phone behind, while other times, I'm able to get away for a day or a long weekend to hike and reset in nature. I always come back from those moments refreshed and re-energized, with plenty of new ideas.”

What would you say are the pillars of "slow" content?

“When creating, ask yourself is my content,

1. Genuine? The most interesting content comes from a genuine perspective—why do you want to share this message? Why now?

2. Unique? This is something we've considered carefully at Kinfield. Any number of brands or websites could give you content like ‘5 Great Places to Eat Dinner Outside in Brooklyn.’ We wanted to push ourselves as a team to develop our own unique voice and to be able to say something different and new.

3. Thoughtfully edited? Time is the most precious gift that someone can give you. If they're taking the time to read or take in what you've created, be respectful of that and edit thoughtfully. Give them the very best.”

In our podcast episode, you talked about making space for vulnerability in brand storytelling. What are your tips for fellow brand builders looking to do this in a way that makes sense for their community?

“Vulnerability can be intimidating, especially for new brands who might be worried about saying something different or even potentially controversial. But the best content comes from a genuine place, and that often involves some vulnerability. Take comfort in knowing that there will inevitably be missteps or times when you share something and immediately have doubts (I don't believe in regrets), but that the authentic community that gathers around that vulnerability and soulful storytelling will be well worth it.”

Do you have any parting words of wisdom that you would like to share regarding slowing down, creating enduring content strategies, or building a conscious business?

“Consider people first—your community, your team, yourself. An authentic connection happens when you take the time to slow down, have a meaningful conversation, listen carefully, and reflect thoughtfully. It is from there that a conscious community is created.”

About the Author

Rachel Schwartzmann is the Founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.

How I Did It: Rachel Schwartzmann Turned a Tumblr Into a Business

The Style Line, helmed by founder Rachel Schwartzmann, a New Yorker with an eye for style and an ear for storytelling, is all about bringing authenticity back to the web. Think of the site as the perfectly tailored dress every woman should have in her closet. There is an elegance to the content, curating a gallery of the most "passionate and creative people in the world." She also runs  CONNECT(ED)ITORIAL™, a consulting business that helps brands strengthen their editorial arm. 

How did she do it: a pep talk from dad, hard work (always, hard work), and making sure she catches up on her zss.

I got my start: My start was a little out of the ordinary. I started The Style Line on tumblr as a high school senior! I was obviously working on it in a very different capacity than I am now, but hey everyone has to start somewhere right?

How did you make the jump from tumblr to site? Since it’s very first inception tumblr was so supportive of our early mission and content. I grew up in New York so I had access to the industry very early on and was fortunate to reach out to them and luckily I was able to maintain a very significant relationship. They helped spotlight the tumblr page which allowed for rapid growth - enough that I think I felt there was a core audience there that would want to grow with us as we entered a more “official” phase in 2013.

Decision that changed everything: The catalyst for taking on The Style Line full-time came right before entering my junior year at FIT. Up until that point I had been doing the usual: schoolwork, interning and working on The Style Line has a side-hustle. I knew that I wanted to see The Style Line through to its full potential and at that point it was just a matter of when. So with the encouragement of my dad, I decided to forgo the program and form a company. In August 2013 I relaunched the site, formed our LLC and haven’t looked back.

Scariest moment of my career: I won’t share any specific anecdotes, but the scariest moments have come when loss has occurred. Loss of control, loss of motivation, etc. But what I’ve learned is that even when faced with loss you quickly learn to turn these moments into opportunities and in turn, you have that much more to gain.

Most euphoric moment of my career: In retrospect it’s all really just starting! But anytime I have the opportunity to work with or feature people I admire or those I think our readers would really identify with. But if I had to choose a  few highlights would include: our sustainable design collaboration with Melissa Joy Manning (in partnership with CFDA), being a finalist for the Shorty Award’s Best in Fashion category and recently, launching our consultancy business  CONNECT(ED)ITORIAL™.

That nagging voice in my head tells me: Get out of your comfort zone, but don't lose sight of your values. One of the biggest compliments we receive about The Style Line is our continued efforts to maintain an authentic sense of community, one that I think so important in a rapidly evolving landscape.

"Get out of your comfort zone, but don't lose sight of your values."

Tweet this. 

Every morning: Coffee.

The last time I took a break: Last year I came up with a resolution inspired by my work to travel every month of 2015 to a different city in the U.S. Naturally I didn’t really feel like working when this was happening and it allowed for me to take a step back, a deep breath, and regain some clarity. 

The last time I felt overwhelmed: I slept for 13 hours. That’s my big coping mechanism - letting my mind and my body rest.

The most rewarding part of The Style Line: I feel so fortunate that we’ve been able to cultivate so many great friendships, partnerships and stories. It’s been even more amazing to see how many connections our collaborators have made with one another through a shared interest in our values and mission. 

My go-to zen spot: I’m not sure I have one! I really enjoy having a hot chocolate at Cafe Orlin. I don’t live anywhere near St. Marks Place or ever have a distinct reason to go that far but there’s something about the cafe that makes me feel at ease.

What impact does style have on your life? A huge one! It’s essentially at the core of my work (we love exploring how it relates to other industries/conversations) and I consider it to be my primary form of self-expression.

How do you make sure The Style Line stands out? I make sure there is a balance in our content. Our stories are pretty lengthy so we work to have each story serve as an experience (by including dynamic visuals that illustratively help bring these stories to life!). Speaking more to this: our premise is showing how personal style can play a role in some of the world’s bigger conversations but getting people interested in the other side of that (the harder conversations) is a tall order. So I’m constantly making sure that what we publish is relevant, responsible but still totally rad… so far I think we’re on the right track!

Be sure to check out Rachel at Create Cultivate Dallas at the end of this month! Where she'll be speaking on finding a fresh approach in a crowded market.